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Adobe Analytics For Dummies

Adobe Analytics For Dummies

Autorzy
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
114.00 PLN (z VAT)
$29.63 / €26.85 / £22.63 /
Produkt dostępny
Dostawa 2 dni
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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


Zoomin

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