Introduction to Analytics
With the launch of aegon.co.uk in May 2023, we have onboarded Adobe Analytics, which is a powerful tool for us as a business as it helps us gain deeper insights into our digital efforts and enhance our decision-making process.
It is a comprehensive marketing analytics platform that allows us to analyse marketing activities across our channels. It provides a holistic view of customer interactions, helping us understand user behavior, track campaign performance, and optimise user journeys.
How we use Adobe Analytics
On our public website we can measure engagement on aegon.co.uk across web content, documents, videos, podcasts, emails and social media. The digital optimisation team custom builds dashboards around specific business requirements and KPIs on the platform, allowing you as stakeholders access to analytics on a self-serve basis.
Some example metrics we can track are shown below:
| Page views/ Unique visitor | The average number of pages viewed for each unique visitor to the site |
| Traffic source | Source from where visitors are originating from, for example Google search, email, social etc. |
| Time spent on page | The average amount of time a visitor spends on the site before leaving ot navigating away |
| Top entry pages | List of pages on your site where visitors start their journey from |
| CTA clicks | Record of how many clicks a 'call-to-action' button has had on your page |
| Video interaction | How many visitors have viewed the video on your page, if they started it, paused it and/or finished watching it |
| Scroll depth on article | How far visitors have scrolled on the page (30 / 60 / 90%) |
| Document interaction | How many views a document has had, number of links clicked and downloads |
| User flows | Where a visitor started and bounced off the site |
| Site search overview | Which 'search terms' visitors are using in our site search, what pages they click into |
| Performance of content | Navigation breakdown, link clicks, user-flows etc (within audience specific areas) |
| Campaign metrics via UTMs in emails | Percentage of visitors coming in from BAU/email campaign traffic |
Please note that this is not a comprehensive list; the digital Optimisation Team will work with you to define your requirements and create custom dashboards that are relevant to your area and make sense for your content and journeys.
Analytics dashboards
Some points to note:
- All the data we can track can be made available from May 2023 onwards.
- All analytics reports are subject to the users who have accepted our cookie policy on the website.
- The Digital Operations Team no longer have access to Google Analytics or any legacy data.
Requesting analytics dashboards
The first step in the process is defining your requirements – what is it exactly that needs to be measured? Key themes to consider when defining your requirements:
- How are people finding out about the content?
- How long are they spending on important pages – are they able to quickly find what they need?
- How are the various marketing channels performing?
- Which content and content types are popular with visitors?
- Is the content moving customers to an action?
- How is the content doing? Does Google recognize that the content on the page is an ‘answer’ to the searcher’s problems?
If you would like to request a dashboard or need help defining your requirements, please use the dashboard request form linked below.
Understanding analytics dashboards
Walkthrough sessions can be requested once dashboards have been created to your requirements. These sessions can give you a deep dive into a specific topic or allow you to ask for more information on a section of the site. Dashboards can be further developed depending on requirements and KPIs.
If you would like training on understanding analytics dashboards, please reach out to the Digital Optimisation Team.
Analytics glossary
We have compiled a short list that explains terms used on analytics dashboards (for you as a stakeholder, but also if you have access to create your own dashboards).
Analytics access
We have set up a few different roles for accessing analytics:
- View only access (self-serve): to be able to view dashboards, all Aegon users have this and do not need to request anything
- Create/edit access: this requires you to request access via Oneform, if you require this type of access, you will typically need basic training and be set up with the standard process initially
- Advanced user access: if you would like to create custom dashboards regularly, you will need to request access via Oneform, if you require this type of access, you will typically need advanced training and be setup with the standard process initially.
Please note if you are using the Oneform link above, you will need to search for 'Adobe' in the 'By Keyword' input to get the 'Adobe Analytics - Production' option.
Central dashboard library
We have created some central dashboards which you can view via the link below, all of which are live, and you can filter data according to the date ranges you'd like. Please see individual dashboards for more information related to them. If you have any questions related to any of the existing dashboards, please get in contact with the Digital Optimisation Team.
