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Use Adobe Analytics as a marketer --not a programmer!

If you're a marketer in need of a non-technical, beginner's reference to using Adobe Analytics, this book is the perfect place to start. Adobe Analytics For Dummies arms you with a basic knowledge of the key features so that you can start using it quickly and effectively.

Even if you're a digital marketer who doesn't have their hands in data day in and day out, this easy-to-follow reference makes it simple to utilize Adobe Analytics. With the help of this book, you'll better understand how your marketing efforts are performing, converting, being engaged with, and being shared in the digital space.
* Evaluate your marketing strategies and campaigns
* Explore implementation fundamentals and report architecture
* Apply Adobe Analytics to multiple sources
* Succeed in the workplace and expand your marketing skillset

The marketing world is continually growing and evolving, and Adobe Analytics For Dummies will help you stay ahead of the curve.

Adobe Analytics For Dummies

Introduction 1





About This Book 1





Foolish Assumptions 2





Icons Used in This Book 2





Beyond the Book 3





Where to Go from Here 3





Part 1: Getting Started with Adobe Analytics 5





Chapter 1: Why Adobe Analytics? 7





Understanding Why You're Using Adobe Analytics 8





Avoiding HiPPO! 8





Knowing when you need Adobe Analytics 10





Knowing the difference between reporting and analysis 10





Identifying Where Adobe Analytics Data Comes From 11





Capturing data from websites 12





Capturing data from mobile devices 14





Mining data from native apps 14





Data from IoT and beyond 15





Configuring and Analyzing Data 16





Preparing to slice and dice data 16





Optimizing your raw data 17





Being a data collection detective 17





Situating Adobe Analytics in the Universe of Data Analysis 19





Surveying how Adobe Analytics stacks up 19





Understanding how Google Analytics fits into the picture 22





Evaluating plusses and minuses 25





Noting other analytics options 26





Building a Positive Relationship with Your Data Team 26





Chapter 2: Basic Building Blocks of Reporting and Analysis 27





Standard Categories of Measurement 28





Defining Dimensions 29





Using the page dimension 30





Knowing when a page is not a page 30





Appreciating the foundational role of the page dimension 31





Splitting dimensions with breakdowns 32





Measuring with Metrics 33





Defining hits 33





Measuring page views 33





Counting visits 34





Identifying unique visitors 36





Understanding deduplication 37





Trending metrics 38





Calculating metrics 38





Measuring with Segments 39





Using Report Suites 41





Breaking it down in the real world 42





Using Adobe Experience Cloud Debugger to identify your report suite 43





Chapter 3: Conquering the Analysis Workspace Interface 45





Surveying the Analytics Environment 46





Zooming In on the Workspace 47





Creating Your First Project 48





Understanding the Calendar 51





Using Analysis Workspace Panels 53





Adding Dimensions, Metrics, Segments, and Time Components 56





Adding a dimension 58





Adding a metric 59





Adding a dimensional breakdown 59





Adding a segment 60





Adding a time 60





Navigating the Menu Structure 62





Part 2: Analyzing Data 65





Chapter 4: Building Analytic Reports with Freeform Tables 67





Working with Dimensions and Metrics 67





Wrapping your head around dimensions 68





Combining dimensions and metrics 68





Adding Dimensions to a Table 70





Adding the page dimension 70





Analyzing a second dimension using the visit number dimension 71





Mixing in the marketing channel dimension 72





Zooming in with Multiple Metrics 73





Replacing a metric 73





Adding a second metric 73





Throwing a third metric into the mix 74





Sorting and Filtering Data 75





Sorting freeform tables in ascending and descending order 75





Filtering freeform tables based on a word or phrase 76





Advanced filtering of freeform tables 77





Dropping into the Segment Drop Zone 78





Dropping one or more segments into the drop zone 78





Using metrics, dimensions, and time ranges in the drop zone 80





Exploiting the Value of Templates 81





Looking at the content consumption template 82





Examining the products template 83





Using custom templates 84





Creating custom templates 84





Chapter 5: Using Metrics to Analyze Data 87





Analyzing Time Spent 88





Counting total seconds spent 89





Measuring time spent per visit (seconds) 90





Identifying time spent per visitor (seconds) 91





Calculating average time on site 91





Assessing mobile app time spent 92





Using Metrics for Bounces, Bounce Rate, and Single Page Visits 93





Understanding Metrics Unique to Adobe 94





Counting instances 94





Measuring occurrences 94





Averaging page views per visit 96





Averaging page depth 96





Distinguishing page hits from page events 97





Identifying pages not found 98





Measuring visitors with Experience Cloud ID 98





Analyzing single access 99





Analyzing visits from search engines 99





Using the people metric 99





Exploiting Product and Cart Metrics 100





Identifying product views 100





Metrics for shopping carts 101





Using purchase metrics 103





Working with Custom Metrics in Adobe 104





Chapter 6: Using Dimensions to Analyze Data 107





Wielding Content Dimensions 108





Identifying server sources 108





Looking at the site section dimension 109





Examining hierarchy 110





Finding error pages 112





Analyzing links 112





Specifying Activity Map dimensions 117





Connecting Behavior to Advertising 121





Analyzing referrer dimensions 121





Tracking marketing channels 123





Tying back to search engines 126





Applying campaign tracking codes 130





Chapter 7: Using Device, Product, and Custom Dimensions to Analyze Data 133





Defining Key Technology Dimensions 134





Distinguishing browsers and operating systems 134





Differentiating mobile device dimensions 135





Locating users with geographic dimensions 137





Dissecting Product Dimensions 138





Zooming in on product 139





Adopting product category or not 140





Identifying customer loyalty 140





Sifting through Time Dimensions 141





Applying time-parting 141





Measuring time spent 142





Analyzing visit number 143





Identifying days before first purchase 145





Analyzing days since last purchase 146





Measuring return frequency 147





Identifying single-page visits 148





Working with Custom Dimensions 149





Defining expiration and allocation dimensions 149





Distinguishing between props and eVars 151





Applying date ranges 153





Chapter 8: Productivity Tips and Techniques 155





Exploiting Essential Keyboard and Mouse Shortcuts 155





Opening projects and saving work 156





Creating content 156





Undoing and redoing edits 157





Making quick selections for breakdowns 157





Using the clipboard to move data to other apps 158





Refreshing content 159





Deploying key keyboard shortcuts 159





Taking Advantage of One-Click Visualize 160





Generating unlocked visualizations 160





Locking visualizations 162





Saving time with visualization shortcuts 165





Invoking Time Comparisons 165





Adding a time period column 167





Comparing time periods 168





Applying Conditional Formatting 169





Understanding conditional formatting options 169





Part 3: Massaging Data for Complex Analysis 173





Chapter 9: Designing Precise Segments 175





Understanding and Defining Segments 176





Identifying segment containers 177





Distinguishing segment containers 178





Defining a Segment and Setting the Container 181





Governing your segments properly 183





Creating segments dynamically in a freeform table 185





Sharing segments between users and Adobe solutions 185





Using Virtual Report Suites Based on Segments 187





Identifying virtual report suites 187





Curating via virtual report suites 188





Redefining visits with context-aware sessions 189





Chapter 10: Creating Calculated Metrics to Accelerate Analyses 191





Understanding and Defining Calculated Metrics 191





Calculated metrics in the real world 192





Calculated metrics in the data world 193





Creating Basic Calculated Metrics in a Freeform Table 196





Calculating with two metrics 196





Applying functions to a single metric 198





Building Calculated Metrics from Scratch 198





Adding static numbers to a metric definition 202





Including parentheses when defining new metrics 203





Applying segments to create derived metrics 204





Getting the Most from Calculated Metrics 206





Applying basic and advanced functions 207





Governing all of your calculated metrics 210





Chapter 11: Classified! Using Classifications to Make Data More Accessible 213





Making Data Coherent and Accessible 214





Renaming unfriendly codes 214





Consolidating with classifications 215





Consolidating retroactively 216





Thinking outside product classifications 217





Applying classifications to breakdowns, metrics, and segments 218





Working with Classified Data 218





Identifying classified dimensions 219





Confirming: The best way to identify your classifications 220





Defining Classifications 221





Sending Data to a Classification 225





Importing classification data in bulk 225





Automating classifications with Rule Builder 228





Chapter 12: Applying Attribution Models for Sophisticated Analysis 235





Applying Attribution to Your Data 236





Differentiating Attribution Models 238





Applying last touch and first touch models 238





Considering linear and participation models 240





Exploring U-shaped, J-shaped, and inverse J models 241





Using custom and time decay models 242





Defining best fit, algorithmic, and data-driven attribution 243





Operating Attribution IQ in Workspace 244





Applying Attribution IQ in freeform tables 244





Creating calculated metrics with Attribution IQ 247





Comparing models using the attribution panel 250





Part 4: Visualizing Data to Reveal Golden Nuggets 255





Chapter 13: Creating Chart Visualizations for Data Storytelling 257





Getting the Most from Charts in Adobe Analytics 258





Getting visualization tips from templates 258





Dissecting a donut chart 258





Breaking down a bar chart 260





Looking at trends in a line chart 262





Sizing up data with stacked bar charts 264





Surveying multiple metrics with scatterplots 265





Creating Charts from Table Data 266





Generating a chart from a row of data 266





Generating a chart from multiple rows 267





Locking data displayed in a visualization 269





Building Histograms and Venn Diagrams 270





Organizing data with histograms 271





Deriving insights from Venn diagrams 273





Defining Chart Attributes in Detail 275





Visualization Beyond Data Charts 277





Chapter 14: Advanced Visualization 279





Visualizing Flow Paths 279





Defining flow paths 280





Creating a flow visualization 281





Interacting with flow visualizations 282





Analyzing Fallout Paths 286





Understanding fallout terms and concepts 287





Generating a fallout visualization 287





Building Cohort Tables 291





Understanding essential cohort table terminology 291





Generating a cohort visualization 293





Migrating from Google Analytics' cohort table 296





Customizing and Sharing Curated Projects 298





Changing Color Palettes 300





Chapter 15: Leveraging Data Science to Identify Unknown Unknowns 303





Detecting Anomalies 304





Using Anomaly Detection for KPIs 304





Understanding how Anomaly Detection works 305





Understanding the logic and math behind Anomaly Detection 305





Identifying statistical methods and rules behind Anomaly Detection 306





Viewing anomalies in a date-based freeform table 307





Viewing anomalies without a date dimension via a trended line chart 309





Turning off Anomaly Detection 310





Discovering Contribution Analysis 311





Using Data Science to Compare Segments 314





Invoking Segment Comparison 315





Brainstorming Segment Comparison use cases 318





Chapter 16: Arming Yourself with Data from the Beyond 321





Drawing Analysis outside Workspace 322





Exporting projects to CSV or PDF 322





Sending projects from workspace to email 323





Creating alerts based on anomalies 325





Tapping into Adobe data directly in Excel 328





Visual Analysis Heat Maps with Activity Map 332





Integrating within Adobe Products 334





Dissecting Adobe Audience Manager audiences in Workspace 335





Integrating your tests and personalization 336





Capturing email metrics in Workspace 337





Integrating beyond Individual Products 337





Analyzing ad data in Adobe 338





Accessing the scale of Experience Cloud 339





Connecting data into Adobe Analytics today 340





Incorporating any dataset in the future 341





Part 5: The Part of Tens 343





Chapter 17: Top Ten Custom Segments 345





Identifying Purchasers 346





Defining a Non-Purchasers Segment 349





Isolating Single-Page Visitors 351





Identifying Single-Visit, Multi-Page Visitors 353





Bucketing SEO to Internal Search 354





Segmenting Pre-Purchase Activity 355





Going Strictly Organic 356





Finding Strictly Paid Activity 356





Filtering Out Potential Bots 357





Identifying Checkout Fallout 358





Chapter 18: Top Ten Analytics Resources 359





Checking Out Adobe's Analytics Implementation Guide 360





Understanding Why You Need a Measurement Plan 362





Using Data Governance 362





Setting Up a Web Analytics Solution Design 363





Listening In on the Digital Analytics Power Hour 364





Getting Insights from Analytics Agencies 365





Attending Conferences, Conferences, Conferences 366





Joining the Adobe Experience League 367





Learning the Latest from the Adobe Analytics YouTube channel 368





Hacking the Bracket with Adobe Analytics 369





Index 371