Analytics that Go to 11

After presenting at the Adobe Analytics Idol Tour in Chicago this October, a few things became clear: Adobe Analytics users like to learn new tricks they can use, they don’t want to spend forever on setting them up, and they want to see the results quickly.

That’s why we wanted to share those two tips online for those who could not attend in person:

1. Creating an Analytics Workspace and Segment Comparison to Analyze User and Purchase Fallout
2. Leveraging Classification Builder and Importer Tools to Clean Up Archived and Acquired Web Data

Analytics Workspace and Segment Comparison to Analyze User and Purchase Fallout

Legacy funnels and fallout reporting are great at telling you where you are losing your audience, but not who, why, how, or if they may have returned later and converted.

However, segment building has become a key part of the Adobe Analytics product and by creating an audience from a particular fallout pattern, you can do a much deeper analysis to find out more about them.

The Segment allows an Adobe user to change if the segment should include a particular Hit, Visit, or Visitor (“Visitor” should be used for analyses that include future return visits and conversions). The sequence allows the Adobe user to set if this is a site visitor who fell out at any time or if the segment should only include behavior before or after a fallout.

Once complete, an analyst can use the out of the box segment comparison to take advantage of the Difference Score and visual representations of differences, or use this as merely a starting point for more detailed and robust analyses like those below.

Those with the full range of Adobe products can go even further, integrating with Adobe Target, Campaign, and Experience Manager to further interact with those who fall out of a conversion flow in real time.

Key Benefits:

• Easily troubleshoot pages where your site visitors have problems
• Identify potential future customers and conversion opportunities
• Employ smarter, informed marketing strategies
• Remove assumptions from the decision-making process
• Increase in conversions, revenue, and ROI across all channels

Segment Comparison in Workspace:

Who They Are:

How They Leave:

Why They Leave:

If They Come Back:

Classification Builder and Importer Tools to Clean up Archived and Acquired Web Data

As any analyst who has worked with longstanding sites or acquired other site platforms already knows, naming conventions can become a mess quickly. Robert Burns warned of the best laid plans of mice and men – even the most complete and well thought-out approach to nomenclature can fail over time.

The result can look like this – a list of sites containing the word “register” for less than 3 weeks on a content-heavy subscription-based site:

Adobe Analytics thankfully provides a tool to combat this with the Classification Tools found under “Admin” > “Report Suites” as shown below:

Adding classifications under key variables provides an alternate view of a dimension that can provide variations on naming conventions, cleaned data, or customized views for difference audiences:

The values of this new field can be managed via FTP or browser import using Adobe Analytics’ Classification Importer Tool, also under the “Admin” menu:

More complex or ongoing naming convention needs can be managed automatically using the Classification Rule Builder, also in the “Admin” menu:

And worry-free management can be monitored via the “Alerts” feature, under the “Components” menu:

Key Benefits:

• Increase speed to insight with minimal analytics and development resources
• Easy sell to key stakeholders who may otherwise deprioritize this effort
• Impacts data retroactively so it can solve problems that have been in place for months or years
• Minimal upkeep is needed to maintain the naming conventions, or even update them in the future

Like these tips? Have ideas on how to take them further? Or have your own tips to submit for future posts? Email dan.cummings@icfolson.com.