Cognizant Digital Analytics Information for Award … Excellence...1 © 2013, Cognizant Technology...

1 © 2013, Cognizant Technology Solutions

Digital Analytics Association (DAA) Awards for Excellence – 2014 Cognizant Digital Analytics Information for Award nominations


Table of Contents COGNIZANT OVERVIEW Page 3

INTERNAL COMMUNITY ACTIVITIES Page 9

EXTERNAL COMMUNITY ACTIVITIES Page 15

CASE STUDIES Page 19


Section A

Cognizant

Overview


Company Profile Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction,

technology innovation, deep industry and business process expertise, and a global, collaborative

workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately

164,300 employees as of June 30, 2013, Cognizant is a member of the NASDAQ-100, the S&P 500, the

Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing

companies in the world.

Passion for Clients’ Success We're driven by a passion to help our clients build stronger, more agile and more innovative businesses.

Cognizant enables global enterprises to address a dual mandate: to make their current operations as

efficient and cost-effective as possible, and to invest in innovation to unleash new potential across their

organizations. What makes Cognizant unique is our ability to help clients meet both challenges. We help

them enhance productivity by ensuring that vital business functions work faster, cheaper and better.

And, our ability to conceptualize, architect and implement new and expanded capabilities allows

clients to transform legacy models to take their business to the next level.

Section A Cognizant Overview


Why Cognizant Digital Analytics? We are one of the leading, and fastest growing, Digital Analytics groups in the industry, with a holistic, 360 degree, Digital Marketing and Analytics solutions within multiple industry verticals, and

spanning multiple horizontal capability needs. As an award-winning organization, we deliver solutions that appeal to the heads & hearts of our clients & their customers. We believe that Digital is not just a channel, but a business model that impacts not only sales and growth, but also customer

engagement and loyalty.

Highlights:

• Fastest growing with more than 100% growth year over year • Highest number of Certified analysts (Adobe, IBM, Google,

Microsoft) • Two in one box delivery model that combines on-site thought

leadership and support with off-shore efficiency • We are proud to call the top 2 of 5 leading Airlines, Retailers,

Banks, Insurance companies as satisfied clients and partners

Strategy & Design

Operations & Analytics

Technology & Implementation



What we do We can help you measure and optimize interactions with your target audiences

across all digital channels. Using Web analytics and our digital measurement

solutions, you’ll be able to create better online experiences and leverage

cross-channel relationships with your customers.

Cognizant's global team of 150 marketing consultants come from a wide range of

relevant backgrounds, including business consulting, statistics and network

architecture. Many work with our Fortune 500 clients using the latest marketing

and design tools from leaders such as Adobe Omniture, IBM and Tealeaf.

We were a Finalist of the 2013 DAA Awards of Excellence under “the most

influential agency/vendor” category, and our strategic alliances with global

partners including Adobe, IBM, Tealeaf, Ensighten and Tealium enable Cognizant

Interactive to deliver world-class solutions with zero execution gaps from strategy

to implementation.

Digital Analytics

• Data insights and Web analytics

training

• Personalization

• Multichannel analytics (Web, mobile,

social)

Digital Marketing

• Search marketing (SEO, PPC)

• E-mail, affiliate and social media

marketing

• Display advertising

• Campaign management

• Landing page optimization

• Strategy consulting

• Web reporting and optimization (A/B,

MVT)



150+ digital marketers,

architects, analysts,

measurement, and

optimization specialists across

the Globe

40+ Certified Adobe

Consultants

30+ Certified Google

Analytics consultants

20+ Tag Management

Specialists

Our Footprint

Partnerships Certified Consultants Accelerators Targeted Solutions Execution Excellence Global Delivery

Our Key Differentiators

Global reach with

international service centers


8 © 2013, Cognizant Technology Solutions 8

What we’re good at

Our Platform Expertise



Through diligent effort and extraordinary

growth, Cognizant was featured by

Forrester within an article focusing on

Digital Intelligence & Analytics.

Through multiple interviews, Forrester

extensively interacted with Cognizant’s

Digital Analytics team to understand our

service offerings , capabilities, client

successes and insights, and our journey

towards the transition from Digital Analytics

to Digital Intelligence.

Our efforts are recognized Section A

Cognizant Overview


Recently, Cognizant’s Implementation and

Analytics & Optimization services have

been highlighted by Forrester Research as

providing organizations with a core set of

capabilities to support Adobe technology.

Partnering with Adobe within an

implementation and technology

partnership, Cognizant services and

Adobe technology solutions create

opportunities for organizations to better

leverage their Internet, and digital,

channel spending.

Highlighting Success: Forrester Section A

Cognizant Overview


Highlighting Success: Forrester (cont.) Mastering web analytics is an ongoing

challenge as customer intelligence (CI)

professionals contend with a fluid and

complex environment exacerbated by

severe resource constraints. But the demand

for comprehensive web analytics remains a

priority, forcing the majority of firms to look to

external service providers for support.

Forrester highlighted Cognizant as a Third-

party service provider with our professional

expertise, processes, and flexibility across a

wide variety of web analytics services, and

have been identified as a value-add within

four primary categories of web analytics

services: Technology Vendors, Marketing

Agencies, Specialist Consultancies, and

Systems Integrators.



Section B

INTERNAL

COMMUNITY

ACTIVITES


White Papers: Our Latest Thinking Section B

Internal Community Activities

A Tag Management Systems Primer

The proliferation of third-party tags used by Web sites has resulted in a

burdensome reliance on already-stretched-thin IT resources. With the emergence

of tag management systems (TMS), site managers can now accelerate updates

of site code by empowering nontechnical resources to deploy tagging via

intuitive, user-friendly interfaces.

Making Online Shopping Smarter with Advanced Analytics

Merging offline and online data can help retailers to customize targeting,

resulting in incremental increases in e-commerce revenues. This paper provides

insights on how merging offline and online data can support

customized targeting, resulting in incremental increases in e-commerce revenues.

Other Whitepapers:

1. Enterprise Analytics and Data Analysis Solutions | Cognizant

2. Digital Marketing Strategy and Web Analytics Consulting | Cognizant ...

3. Big Data Analytics | Cognizant Technology Solutions

4. Using Advanced Analytics to Inform and Transform U.S. Retail

5. Making Online Shopping Smarter with Advanced Analytics

6. How Analytics Can Transform the U.S. Retail Banking Sector

http://www.cognizant.com/cognizant-interactive/digital-marketing-and-analytics







http://www.cognizant.com/strategic-goals/big-data-analytics






http://www.cognizant.com/perspectives/using-advanced-analytics-to-inform-and-transform-us-retail






http://www.cognizant.com/InsightsWhitepapers/Making-Online-Shopping-Smarter-with-Advanced-Analytics.pdf



http://www.cognizant.com/InsightsWhitepapers/How-Analytics-Can-Transform-the-U.S.-Retail-Banking-Sector.pdf






Maintaining a perspective on company-wide

collaboration and holistic thinking, the Digital

Analytics team uses Cognizant's proprietary

platform, Cognizant 2.0 (or C2), to create, share

and discuss topics from the latest analytics

findings/insights, to establish processes and

knowledge transfers.

With analytics projects across US, Europe, South

America and India, the Cognizant blog helps

projects teams in aggregating articles, such as:

Important Articles and Media Releases

Best Practices

Emerging Analytics Technologies

Certifications

The link to the blog is :

https://c2blogs.cognizant.com/blogs/dmwa/

Example Articles: • Product overviews: Adobe Digital Marketing Suite • Merchandising variables in SiteCatalyst • Hashtag in Google Searches – Now Hashtag has more Feathers in its

Cap • Google search by reading level with site: operator • Understanding the basics of Tag Management System • Migrating to dynamic tag management system

Section B Internal Community Activities Cognizant’s Home-Grown Blogs

https://c2blogs.cognizant.com/blogs/dmwa/


Adobe Search Center

Blog Content Examples

Merchandising

Section B

Search & Promote

Internal Community Activities

Tag Management Systems

Adobe Learning Assets

TMS & Data Unification

Google search by reading level with site: operator


EXTERNAL

COMMUNITY

ACTIVITIES

Section C


What is SEMPO? SEMPO is the world’s largest non-profit trade organization serving the search and digital marketing industry. SEMPO provides foundational knowledge and aids in industry growth by building stronger relationships, fostering awareness, providing education, and promoting the industry. With an eye on research, SEMPO is

dedicated in creating a better understanding of search and its increasing important as the backbone of digital marketing.

Cognizant & SEMPO India The SEMPO India Chapter was launched in March 2007, and was

originally tasked to provide localized Search Engine Marketing knowledge and services to the world’s third largest Internet population. Cognizant has supported SEMPO as one of the primary corporate hosts, and has provided the venue, and thought leadership support, in enriching and preserving SEMPO’s global offerings through blog posts, local SEM events, and professional

networking events.

Engaging Non-Profits: SEMPO

Digital Analytics Trends 2013 & Beyond

Immanuel Godwin

Anand K.

Senthil M.

Section C External Community Activities

http://sempo.in/events/sempo-chennai-meetup-2013/



http://www.slideshare.net/ezhilraja/digital-trends-2013-and-beyond






CASE STUDIES

Section D


Client engaged with Cognizant to perform high

end analytics and site optimization using tools

such as Tealeaf, Adobe site catalyst, Adobe

Insight and SiteSpect

The client was looking to resolve/optimize

customer journey identified using web analytics

tools and by trouble shooting using Tealeaf

diagnostics

The customer was looking to use an integrated

approach for fixing issues in the website

(Checkout, registries, search, lists, etc.) thereby

maximizing business value.

Exclusive and specialized resource pool was

a reason the client chose Cognizant as a

vendor in the analytics space

Started off as a two member team and

currently at a peak team size of 5

Resources involved in analytics and product

administration providing end to end solutions

to the customer

Identified issues with tagging on the website

which caused metrics / reports to be

unreliable

Developed an excel based solution to alert

deviations in key metrics using dynamic

statistical control limits

Pro-active leave planers to ensure business

continuity with minimal revenue loss

Identified multiple site issues impacting

revenues worth $100M+ per annum

Identified issues with tagging on the website

which caused metrics / reports to be unreliable

Team developed an excel based tool for

performing IP look ups on any specific set of IPs

thereby identifying fraudulent / synthetic traffic

Developed an excel based solution to alert

deviations in key metrics using dynamic

statistical control limits.

Identified new avenues / opportunities to add

value like product administration, SharePoint

reporting portal development

Section D Case Studies

Challenges Solutions Benefits

Analytics & Optimization – Retail Giant


The client partnered with Cognizant for

“Refresh” program of its Internet and Mobile

Channels

One of the key goals of this program being

migration to an analytics and MVT testing

solution that would provide the business a 360

degree view of the client’s customers’

experience with the bank

Customers have multiple touch points with the

client. At each touch point, the customer

expects to be recognized

Measurement of data from each channel in silo

does not give a comprehensive and complete

picture of the customer

Consolidation of all online and offline data into

a single analysis infrastructure to provide a

360º view of the Customer

Ability to attribute online activities to offline

conversion (and vice versa) – establishing an

accurate picture of visitor conversion and

effects of campaign investment

True Customer segmentation taking into

account all data attributes and activities that

allows better targeted cross-selling and up-

selling to drive higher customer value

Design & execute campaigns targeted to

customer segments extracted from Insight

Real time tracking & reporting of campaigns

like campaign traffic, engagement &

conversion rates

Data Integration enhancement: Outstanding

collaboration between Insight and Test and

Target leading to an increase in targeting from

50% to 98%

Existing Insight setup has different profiles for

online and offline customer data. We built an

Insight profile for 360 degree customer view for

various customer interaction channels

Automation – Reporting automation and self-

service shorten lead time to data, and speed

generation of insights

Customer online behavior tracking in mobile

platform through SiteCatalyst

Test & Target implementation in Mobile App

(First ever implementation of its kind



Mobile Channel Refresh – Global Bank


The client is a privately held San Antonio,

Texas, USA-based supermarket chain with

more than 315 stores throughout the U.S.

The company also operates an upscale organic

and fine foods retailer.

Due to increased IT dependency in adding ,

editing & removing third party a Tag

Management System is needed to implement

third party tags.

SiteCatalyst needs to be re-implemented due to

multiple gaps in the existing implementation.

Thus a TMS tool of choice needs to be used to

implement SiteCatalyst on heb.com.

TMS Tool selection: A TMS tool was chosen based

on the TMS scorecard which considered

stakeholder requirements, current IT set-up etc.

SiteCatalyst Requirements: Identified and

documented requirements. Created :

Taxonomy

Tagging Specification document

Implementation Document

TMS + SiteCatalyst Implementation: Implemented

the bootstrap code on the website. SiteCatalyst

tagging completed on the TMS

Go- Live + Reporting & Analysis: Post Testing and

launch, mock dashboard and reports were created.

Monthly reports, dashboards with analysis &

insights were shared with the clients once

substantial data was available for analysis.

TMS tool deployed that will :

Modify, test and deploy digital

marketing services in real-time

Deploy new tools faster, accelerating

time-to-value

Reduce day-to-day reliance on busy IT

departments and consultants

Accelerate website performance

Documented SiteCatalyst requirements &

Implementation through TMS

Detailed reports with accurate actionable data

for use by marketing & ecommerce.



SiteCatalyst through TMS – Grocer



Web Trends Implementation – Global

Healthcare Insurance Co.

The client is one of the leading global health

services company, its products include health

plans, group disability, life and accident

insurance, and disability and workers’

compensation case management.

WebTrends On Demand is currently

implemented for their existing public portal and

consumer portal sites.

Web Analytics is at a nascent stage and the

client needs support to implement more

complex tagging and to migrate their On

Demand system to On Premises

Complex tagging and related WebTrends

reports needed to address business

requirements

On Premises software required to be installed

and configured & On Demand system needed

to be migrated to On Premises.

Business requirements gathered,

documented, and provided to Cigna and

WebTrends Professional Services.

Analyzed existing On Demand tagging and

reports, offered improvement ideas, best

practices, and fixed existing issues.

Lead the On Premises software installations

and configurations.

Seamless integration of the WebTrends tags

within the portal web pages.

Technology

J2EE and WebSphere Portal 6

Agile Rally

SVN

CMS TeamSite

Web Reporting Tool: Webtrends

In line with WebTrends implementation methodology standard of

Discover, Design, Deliver, and Deploy.

Additional value-add items beyond project scope including :

Giving advice to help website deployment

Help with configuring portal/website marketing campaigns

Creation of automated scripts (marketing campaign file validation,

log file pruning, log file transfers)

Help with problems with the older system as well investigate

problems occurring with the existing WebTrends asynchronous tag

(created by a WebTrends tech specifically for the client etc.)

Advice on On Premises hardware sizing which was

communicated ,allowing them to correct the mistake early on in the

project.

Standard and consistent web reporting.



The client is one among the largest global

providers of insurance, annuities, and employee

benefit programs, with 90 million customers in

over 60 countries

Required support for interviewing Client

stakeholders, identifying KPIs and providing

Web Analysis and Recommendations to Client

stakeholders

Code maintenance and support during

enhancements and new developments

Perform metric tool configuration, data

collection and metric report generation.

Integrated complete Web Analytics

implementation, reporting and analysis needs

using WebTrends technology. The support

provided can be split into three major

categories as follows:

Application development &

Maintenance. Analysis, Insights &

Metrics Reporting :

Maintaining operations for WT 8.0

Server management and data

collection

Maintaining operation for WT9

Analytics: Requirements Planning,

Implementation, and Decision

making

Insightful reports & analysis that helped

business for decision making; Maintenance of

WebTrends code and support during future

enhancements.

Understand the business requirement and

provide reporting dashboard, analysis & insights

Keep processes updated on reporting and

improve on reporting metrics and structures.

Provide project estimations.

Advanced setup – Profile Template

customization, Filters & Custom reporting for

complex requirements

Support the troubleshooting requests and

resolve them within the SLA’s



Web Trends Consulting & Support –

Global Insurance Co.


Leading global health and hygiene company

employing more than 56,000 people worldwide

and posting sales of $19.1 billion in 2009.

Headquartered in Dallas, Texas, with

operations in 35 countries , the clients global

brands are sold in more than 150 countries

Web Analytics processes not in place

No Metric Architecture and Marketing

dashboards

Gaps between KPIs and its measurement

methodology.

Mobile and Social media performance analysis

Measurement Strategy: Developed Web analytics

tagging strategy for more than 60 websites

including micro-sites, mobile sites, Facebook apps,

eNewsletters, campaigns/promotions.

Tracking Mechanism: Advanced tagging

methodologies for Conversions, Links, Contents,

Flash Events and Audio/Video files

Analysis & Insights: Analysis of KPI metrics like

visitor engagement, and Conversions( Registration,

Coupons printed, Sample request etc) leading the

brand team to make decisions on current initiatives

and optimizing the future campaigns accordingly.

Report: Provided Monthly Analytics Newsletter for

all the brand websites. Along with ad-hoc reports

and Weekly/Bi-Weekly reports .

Governance: Developed Standards and Best

Practices for Micro site Launch, Geo Targeting and

Competitor Analysis. Provided consultation for

major online marketing activities

Streamlined & Enhanced process for the tagging

strategy, custom reports and analytics reporting for all

the websites

Continuous Incremental improvement in the KPI

analytics measurement, tool management and data

validation

Website traffic continued to increase by 110% for Brand

1, Brand 2 and 30 to 40% for all other brands

Derived web metrics architecture for all the websites

that helped the client to decide on the important metrics

that would help them in business decisions.

Digital Marketing Dashboard helped to streamline web

analytics operations for the client.

Better Insights on Online Customer Behavior



Web Trends Consulting – Global

Healthcare Co.


The client, a global leader in Financial services,

specializing in Money Transfer, Bill Pay and

Prepaid Card Products. It has several divisions

with products such as person-person money

transfer, money orders, business payments and

commercial services.

Cognizant provided a resource from its pool of

Adobe Omniture implementation engineers

who has helped the client with:

Implementation audit

Preparing Solution Design Reference

Documents.

Create scalable process to be able to

handle support requests

Data Analytics: Develop Strategy to

deliver reports in most efficient

manner and Dashboard reporting

Create pro-active method to monitor

issues

Suggested strategies are being implemented

and validated

Kick started as GIS Omniture support, evolved

into strategic consulting and Omniture support

Help provide an audit view and

recommendations on the current

implementation and thus closing requirements

vs implementation gaps

Data analytics providing analysis on the health

of the business

Develop Strategy to improve customer

experience using analytics data.

Business consulting around defining and

tracking metrics of importance



Web Analytics Consulting & Reporting

– Global Financial Services Co.


The client is a diverse global financial services

company best known for Credit Cards, Charge

Cards and Traveler’s check business.

The client needed assistance in

Customizing tracking implementation in line

with business requirements

GAP Analysis/Debugging of Web Analytics

Reports

Comprehensive tracking of revenue

producing events by incoming sources and

drilled down by content and keywords.

Approach and Analytics Roadmap

Process definition

Cognizant provided a resource from its pool of

Adobe Site Catalyst implementation engineers

who has helped Abbott with:

Business Requirement Analysis:

Solution Document

Implementation and Validation

Support

Roadmap and Reporting Analysis

Technical Partnership in developing

new solutions for new technologies

and platforms

Streamlining technical processes

Highlighted the existing gaps which helped the client get qualified data

and insights

Met core tracking requirements helping in measuring effectiveness and

content popularity

Page Level. Conversion, Visitor Engagement, and Campaign Tracking

User’s journey through out clientx sites

Provided Site Catalyst code and partnered with business teams in

implementation of solution correctly on sites.

Created Reporting guide to help future implementations and Report

configurations.

Published user audit to ensure optimum usage of Site Catalyst.

Defined Production support and Site Catalyst integration roadmaps.



Web Analytics Consulting & Reporting

– Global Financial Services Co.


American Airlines, a major US airline

corporation which operates an extensive

international and domestic network, with

scheduled flights throughout North America, the

Caribbean, South America, Europe, and

Asia/Pacific.

Cognizant provided Insight Architects and

reporting analysts from its pool of Adobe

Omniture services to help the client with:

Adobe Insight:

Insight Architecture

Implementations

Reengineer current

Schema

Data Analytics:

Dashboard reporting &

data visualization

Automation of Reports

and complete

documentation.

Tool and technology reorganization Planning

Optimized Insight with automated reports and

dashboard with better visualiztions.

Administration, Support and Maintenance for all

the Insight Platform related activities.

Multiple Profile Setup to address the data

collection and storage issues. Data to be

provided at a detailed level for deep dive

analysis and at an aggregated level for trending

or historical reporting.

Architecture schema to be validated and

reengineered to make it more efficient.

Documentation of the Schema, Current Process

Flows and other areas of the application.



Adobe Insight Architecture & Analytics

Support – Major Airline


The client is a Fortune 100 financial services

organization that is the leading retirement

provider for people who work in the academic,

research, medical and cultural fields. Client has

several business units which develops and

supports more than 60 websites. Online

production support team were getting more

tickets from customers on website transaction

failures, error pages etc. To proactively resolve

these issues and analyze the user behavior

they wanted to use Tealeaf.

Digital Analytics team of Cognizant has been

engaged to provide support for Tealeaf tool

which will help the client’s production support

team

Cognizant provided a resource from its pool

of Tealeaf consultants who has helped the

client with:

Event Creation

Alerts, Dashboard and Scorecard

creations

User behavior analysis report.

UI changes based on user behavior

Impacted users list report for the application

outage and specific error messages

Created events for all the major error pages

across the applications, monitoring them on

regular basis and created alert for mandatory

items.

Adhoc report for specific user session analysis

Tealeaf error finding analysis

Assisted the team in searching the appropriate

sessions and resolved the replay issues

Got the admin access to create Events, Reports

and Alerts



Tealeaf Solution – International Bank


THANK YOU

Cognizant Digital Analytics Information for Award … Excellence...1 © 2013, Cognizant Technology...

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Transcript of Cognizant Digital Analytics Information for Award … Excellence...1 © 2013, Cognizant Technology...