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Adobe Analytics For Dummies

Adobe Analytics For Dummies

Wydawnictwo John Wiley & Sons
Data wydania 01/03/2019
Wydanie Pierwsze
Liczba stron 400
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9781119446088
Kategorie Badania marketingowe, Oprogramowanie dla biznesu
114.18 PLN (z VAT)
$28.84 / €25.54 / £23.09 /
Produkt na zamówienie
Dostawa 3-4 tygodnie
Do schowka

Opis książki

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

Spis treści

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


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