Claravine implementation

Opportunity: 

BCBSNC departments conducting campaign work team needed a way to successfully track those campaigns and the Analytics team needed to elevate and standardize analysis and insights reporting to those departments to ensure data-driven decisions for new and/or update marketing campaigns. 

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Process:

• Investigate marketing technology (MarTech) tools that could be easily implemented, adopted by stakeholders with training, and worked well with Adobe Analytics.

• Tapped Claravine as the vendor that met our needs and created a full implementation and training plan including:

  • Create templates for each campaign.

  • Create the fields to be added to the tracking link.

  • Partner with stakeholders to create pre-set values for easy UTM creations.

  • Create campaign specific metadata, taxonomy and vanity URLs.

  • Train all stakeholders.

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Result:​

• Campaign data flows downstream and newly create UTMs and applicable metadata is sent to Adobe Analytics.

• Final tracking URLs and UTMs are now available in Claravine.

• Once implemented the tool:

  • saved internal stakeholders ~20 hours per week

  • reduced manual input errors by 97%

  • standardized campaign data creation and collection across all departments' campaigns.

  • resulted in more time and clean data to deepen insights analysis and recommendations for campaigns and customer experience.

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