Adobe Analytics for Dummies

Description

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. Title Page Copyright Page Table of Contents Introduction About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here Part 1 Getting Started with Adobe Analytics Chapter 1 Why Adobe Analytics? Understanding Why You’re Using Adobe Analytics Avoiding HiPPO! Knowing when you need Adobe Analytics Knowing the difference between reporting and analysis Identifying Where Adobe Analytics Data Comes From Capturing data from websites Capturing data from mobile devices Mining data from native apps Data from IoT and beyond Configuring and Analyzing Data Preparing to slice and dice data Optimizing your raw data Being a data collection detective Situating Adobe Analytics in the Universe of Data Analysis Surveying how Adobe Analytics stacks up Understanding how Google Analytics fits into the picture Evaluating plusses and minuses Noting other analytics options Building a Positive Relationship with Your Data Team Chapter 2 Basic Building Blocks of Reporting and Analysis Standard Categories of Measurement Defining Dimensions Using the page dimension Knowing when a page is not a page Appreciating the foundational role of the page dimension Splitting dimensions with breakdowns Measuring with Metrics Defining hits Measuring page views Counting visits Identifying unique visitors Understanding deduplication Trending metrics Calculating metrics Measuring with Segments Using Report Suites Breaking it down in the real world Using Adobe Experience Cloud Debugger to identify your report suite Chapter 3 Conquering the Analysis Workspace Interface Surveying the Analytics Environment Zooming In on the Workspace Creating Your First Project Understanding the Calendar Using Analysis Workspace Panels Adding Dimensions, Metrics, Segments, and Time Components Adding a dimension Adding a metric Adding a dimensional breakdown Adding a segment Adding a time Navigating the Menu Structure Part 2 Analyzing Data Chapter 4 Building Analytic Reports with Freeform Tables Working with Dimensions and Metrics Wrapping your head around dimensions Combining dimensions and metrics Adding Dimensions to a Table Adding the page dimension Analyzing a second dimension using the visit number dimension Mixing in the marketing channel dimension Zooming in with Multiple Metrics Replacing a metric Adding a second metric Throwing a third metric into the mix Sorting and Filtering Data Sorting freeform tables in ascending and descending order Filtering freeform tables based on a word or phrase Advanced filtering of freeform tables Dropping into the Segment Drop Zone Dropping one or more segments into the drop zone Using metrics, dimensions, and time ranges in the drop zone Exploiting the Value of Templates Looking at the content consumption template Examining the products template Using custom templates Creating custom templates Chapter 5 Using Metrics to Analyze Data Analyzing Time Spent Counting total seconds spent Measuring time spent per visit (seconds) Identifying time spent per visitor (seconds) Calculating average time on site Assessing mobile app time spent Using Metrics for Bounces, Bounce Rate, and Single Page Visits Understanding Metrics Unique to Adobe Counting instances Measuring occurrences Averaging page views per visit Averaging page depth Distinguishing page hits from page events Identifying pages not found Measuring visitors with Experience Cloud ID Analyzing single access Analyzing visits from search engines Using the people metric Exploiting Product and Cart Metrics Identifying product views Metrics for shopping carts Using purchase metrics Working with Custom Metrics in Adobe Chapter 6 Using Dimensions to Analyze Data Wielding Content Dimensions Identifying server sources Looking at the site section dimension Examining hierarchy Finding error pages Analyzing links Specifying Activity Map dimensions Connecting Behavior to Advertising Analyzing referrer dimensions Tracking marketing channels Tying back to search engines Applying campaign tracking codes Chapter 7 Using Device, Product, and Custom Dimensions to Analyze Data Defining Key Technology Dimensions Distinguishing browsers and operating systems Differentiating mobile device dimensions Locating users with geographic dimensions Dissecting Product Dimensions Zooming in on product Adopting product category . . . or not Identifying customer loyalty Sifting through Time Dimensions Applying time-parting Measuring time spent Analyzing visit number Identifying days before first purchase Analyzing days since last purchase Measuring return frequency Identifying single-page visits Working with Custom Dimensions Defining expiration and allocation dimensions Distinguishing between props and eVars Applying date ranges Chapter 8 Productivity Tips and Techniques Exploiting Essential Keyboard and Mouse Shortcuts Opening projects and saving work Creating content Undoing and redoing edits Making quick selections for breakdowns Using the clipboard to move data to other apps Refreshing content Deploying key keyboard shortcuts Taking Advantage of One-Click Visualize Generating unlocked visualizations Locking visualizations Saving time with visualization shortcuts Invoking Time Comparisons Adding a time period column Comparing time periods Applying Conditional Formatting Understanding conditional formatting options Part 3 Massaging Data for Complex Analysis Chapter 9 Designing Precise Segments Understanding and Defining Segments Identifying segment containers Distinguishing segment containers Defining a Segment and Setting the Container Governing your segments properly Creating segments dynamically in a freeform table Sharing segments between users and Adobe solutions Using Virtual Report Suites Based on Segments Identifying virtual report suites Curating via virtual report suites Redefining visits with context-aware sessions Chapter 10 Creating Calculated Metrics to Accelerate Analyses Understanding and Defining Calculated Metrics Calculated metrics in the real world Calculated metrics in the data world Creating Basic Calculated Metrics in a Freeform Table Calculating with two metrics Applying functions to a single metric Building Calculated Metrics from Scratch Adding static numbers to a metric definition Including parentheses when defining new metrics Applying segments to create derived metrics Getting the Most from Calculated Metrics Applying basic and advanced functions Governing all of your calculated metrics Chapter 11 Classified! Using Classifications to Make Data More Accessible Making Data Coherent and Accessible Renaming unfriendly codes Consolidating with classifications Consolidating retroactively Thinking outside product classifications Applying classifications to breakdowns, metrics, and segments Working with Classified Data Identifying classified dimensions Confirming: The best way to identify your classifications Defining Classifications Sending Data to a Classification Importing classification data in bulk Automating classifications with Rule Builder Chapter 12 Applying Attribution Models for Sophisticated Analysis Applying Attribution to Your Data Differentiating Attribution Models Applying last touch and first touch models Considering linear and participation models Exploring U-shaped, J-shaped, and inverse J models Using custom and time decay models Defining best fit, algorithmic, and data-driven attribution Operating Attribution IQ in Workspace Applying Attribution IQ in freeform tables Creating calculated metrics with Attribution IQ Comparing models using the attribution panel Part 4 Visualizing Data to Reveal Golden Nuggets Chapter 13 Creating Chart Visualizations for Data Storytelling Getting the Most from Charts in Adobe Analytics Getting visualization tips from templates Dissecting a donut chart Breaking down a bar chart Looking at trends in a line chart Sizing up data with stacked bar charts Surveying multiple metrics with scatterplots Creating Charts from Table Data Generating a chart from a row of data Generating a chart from multiple rows Locking data displayed in a visualization Building Histograms and Venn Diagrams Organizing data with histograms Deriving insights from Venn diagrams Defining Chart Attributes in Detail Visualization Beyond Data Charts Chapter 14 Advanced Visualization Visualizing Flow Paths Defining flow paths Creating a flow visualization Interacting with flow visualizations Analyzing Fallout Paths Understanding fallout terms and concepts Generating a fallout visualization Building Cohort Tables Understanding essential cohort table terminology Generating a cohort visualization Migrating from Google Analytics’ cohort table Customizing and Sharing Curated Projects Changing Color Palettes Chapter 15 Leveraging Data Science to Identify Unknown Unknowns Detecting Anomalies Using Anomaly Detection for KPIs Understanding how Anomaly Detection works Understanding the logic and math behind Anomaly Detection Identifying statistical methods and rules behind Anomaly Detection Viewing anomalies in a date-based freeform table Viewing anomalies without a date dimension via a trended line chart Turning off Anomaly Detection Discovering Contribution Analysis Using Data Science to Compare Segments Invoking Segment Comparison Brainstorming Segment Comparison use cases Chapter 16 Arming Yourself with Data from the Beyond Drawing Analysis outside Workspace Exporting projects to CSV or PDF Sending projects from workspace to email Creating alerts based on anomalies Tapping into Adobe data directly in Excel Visual Analysis Heat Maps with Activity Map Integrating within Adobe Products Dissecting Adobe Audience Manager audiences in Workspace Integrating your tests and personalization Capturing email metrics in Workspace Integrating beyond Individual Products Analyzing ad data in Adobe Accessing the scale of Experience Cloud Connecting data into Adobe Analytics today Incorporating any dataset in the future Part 5 The Part of Tens Chapter 17 Top Ten Custom Segments Identifying Purchasers Defining a Non-Purchasers Segment Isolating Single-Page Visitors Identifying Single-Visit, Multi-Page Visitors Bucketing SEO to Internal Search Segmenting Pre-Purchase Activity Going Strictly Organic Finding Strictly Paid Activity Filtering Out Potential Bots Identifying Checkout Fallout Chapter 18 Top Ten Analytics Resources Checking Out Adobe’s Analytics Implementation Guide Understanding Why You Need a Measurement Plan Using Data Governance Setting Up a Web Analytics Solution Design Listening In on the Digital Analytics Power Hour Getting Insights from Analytics Agencies Attending Conferences, Conferences, Conferences Joining the Adobe Experience League Learning the Latest from the Adobe Analytics YouTube channel Hacking the Bracket with Adobe Analytics Index EULA