(P) How to build successful products: engineering teams with product focus - a case study from Romania
Raluca Bejan (in picture) – Sr Engineering Manager for Cross Device Analytics team
Raluca Bejan (in picture) – Sr Engineering Manager for Cross Device Analytics team
In today’s tech environment, with numerous projects delivered every day by start-ups and established players, a key in developing world-class products is in the way engineering teams look at the products. The tech team's understanding of the customer challenge and expectations is critical in order to create a software architecture that would support both present and future needs. Meanwhile, technical ownership is more important than ever for competitive software engineers.
A case study with Adobe Romania shows how engineering teams are hands on with the product owners and develop the digital marketing products of tomorrow.
Adobe Analytics is one of the products developed in Adobe Romania, where the local tech team handles everything from research to development, with full technical ownership and customer understanding. Check the case study below and join our team.
The Customer Problem
Nowadays, customers collect huge amounts of data from all sorts of digital channels such as websites and mobile apps. Typically, this data, with volumes dramatically increasing over the last few years, is collected while the user is anonymous (using a browser cookie or other anonymous device identifier) because they were not yet identified via a purchase or account creation. As a user moves through a conversion workflow (using a simple ecommerce example), events are stored at each step as shown below:
Once these events are materialized into reporting, they’d look like this:
The customer had no way to link the events and make sense out of aggregated data coming from multiple devices. Switching back and forth between desktop, tablet and mobile apps while engaging with a brand and completing a purchase was not represented in the reporting at all.
The Solution for the Customer Problem
With Cross-Device-Analytics (CDA), it’s time to shift from a device-centric view of the customer to a person-centric view. The new reporting capability helps the customer to link what their users are doing on a mobile app to what they do on a laptop, desktop, tablet, and more.
