The Activity Map is a tool that allows you to identify the different activities and processes that enable your organisation to deliver its value proposition better than any competitors. The Activity Map is based on the strategic capability model developed by Michael Porter in 1985 and it can help you determine the strength of your organisation’s competitive advantage.

The map is a visual diagnostic tool that connects the core value proposition of your business to the activities and processes you are undertaking. It also shows the extent to which your activities lock together and reinforce one another.

This means that you should be able to find new ways to make your existing activities better at delivering the same results. For example, you might be able to improve the fit between your customer services team and your sales team or add new capabilities that complement what they already do.

To test whether or not your website is passing link tracking data, use the ‘Analytics’ section of the Adobe Experience Cloud Debugger browser extension for Google Chrome. This plugin provides a range of useful tools designed to assist with debugging not only Adobe Analytics, but the entire Experience Cloud platform across your website.

Using the Adobe Experience Cloud Debugger, click on the elements or links on your website that meet The Activity Map link tracking criteria and review the contents of any network requests fired off as a result. This should include a variety of ‘contextData’ variables and values passed in the requests.

Once you have verified that your web pages are passing link tracking data to Activity Map, you can start generating reports within the Analysis Workspace in Adobe Analytics. This view will show you various dimensions and metrics that are based on the link tracking data that is being passed to Activity Map, including how many times that link was clicked.

You can create maps for individual devices and device groups, and you can filter your maps by protocol and connection types. This feature is a great way to visualize traffic flows and kick off troubleshooting based on an interesting data point.

The Activity Map is a fantastic tool that comes bundled with Adobe Analytics and can help you understand how visitors interact with your website. It comes with a dedicated user interface, a host of dedicated dimensions and metrics, and it’s super easy to implement through Adobe Launch.

Understanding your business strategy is important for success in today’s highly competitive world. It can give you a competitive edge over your competitors and set you apart from them in terms of market share, profitability and customer satisfaction.

For example, a high density of interconnected activities can indicate strong strategic capability that can be leveraged to develop new products and services. Conversely, a lack of connectivity between your core activities and those of your competitors can indicate weak strategy.

Taking action on these observations can help you shape your organisation’s future to maximise its opportunities for growth and success. You can do this by implementing the best practices that have worked for other organizations and developing new strategies based on them.