Elsevier Case Study
I have been in consulting for a large portion of my professional life, starting right out of school at Arthur Andersen (back when it existed!). Therefore, I have been part of countless consulting engagements over the past twenty-five years. During this time, there are a few projects that stand out. Those that seemed daunting at first, but in the end turned out to make a real difference. Those large, super-difficult projects are the ones that tend to stick with you.
A few years ago, I came across one of these large projects at a company called Elsevier. Elsevier is a massive organization, with thousands of employees and key locations all across Europe and North America. But what differentiates Elsevier the most, is how disparate a lot of their business units can be – from geology to chemistry, etc. When I stumbled upon Elsevier, they were struggling to figure out how to have a unified approach to implementing Adobe Analytics worldwide in a way that helped them see some key top-line metrics, but at the same time offering each business unit its own flexibility where needed. This is something I see a lot of large organizations struggle with when it comes to Adobe Analytics. Since over my career I have worked with some of the largest Adobe Analytics implementations in the world, I was excited to apply what I have learned to tackle this super-complex project. I am also fortunate to have Josh West, one of the best Adobe Analytics implementation folks in the world, as my partner, who was able to work with me and Elsevier to turn our vision into a reality.
While the project took some time and had many bumps along the way, Elsevier heeded our advice and ended up with an Adobe Analytics program that transformed their business. They provided tremendous support form the top (thanks to Darren Person!) and Adobe Analytics became a huge success for the organization. To learn more about this, I suggest you check out this case study here.
In addition, if you want to hear Darren and I talk about the project while we were still in the midst of it, you can see a presentation we did at the 2016 Adobe Summit (free registration required) by clicking here.