Adobe Analytics For Dummies

Eric Matisoff is Adobe's global evangelist for their Analytics solution. He appears regularly at tech and industry events to speak about Adobe products and their potential. David Karlins has written 40 books on digital communications and design, including HTML 5 & CSS 3 For Dummies.

• Introduction 1About This Book 1Foolish Assumptions 2Icons Used in This Book 2Beyond the Book 3Where to Go from Here 3Part 1: Getting Started with Adobe Analytics 5Chapter 1: Why Adobe Analytics? 7Understanding Why You’re Using Adobe Analytics 8Avoiding HiPPO! 8Knowing when you need Adobe Analytics 10Knowing the difference between reporting and analysis 10Identifying Where Adobe Analytics Data Comes From 11Capturing data from websites 12Capturing data from mobile devices 14Mining data from native apps 14Data from IoT and beyond 15Configuring and Analyzing Data 16Preparing to slice and dice data 16Optimizing your raw data 17Being a data collection detective 17Situating Adobe Analytics in the Universe of Data Analysis 19Surveying how Adobe Analytics stacks up 19Understanding how Google Analytics fits into the picture 22Evaluating plusses and minuses 25Noting other analytics options 26Building a Positive Relationship with Your Data Team 26Chapter 2: Basic Building Blocks of Reporting and Analysis 27Standard Categories of Measurement 28Defining Dimensions 29Using the page dimension 30Knowing when a page is not a page 30Appreciating the foundational role of the page dimension 31Splitting dimensions with breakdowns 32Measuring with Metrics 33Defining hits 33Measuring page views 33Counting visits 34Identifying unique visitors 36Understanding deduplication 37Trending metrics 38Calculating metrics 38Measuring with Segments 39Using Report Suites 41Breaking it down in the real world 42Using Adobe Experience Cloud Debugger to identify your report suite 43Chapter 3: Conquering the Analysis Workspace Interface 45Surveying the Analytics Environment 46Zooming In on the Workspace 47Creating Your First Project 48Understanding the Calendar 51Using Analysis Workspace Panels 53Adding Dimensions, Metrics, Segments, and Time Components 56Adding a dimension 58Adding a metric 59Adding a dimensional breakdown 59Adding a segment 60Adding a time 60Navigating the Menu Structure 62Part 2: Analyzing Data 65Chapter 4: Building Analytic Reports with Freeform Tables 67Working with Dimensions and Metrics 67Wrapping your head around dimensions 68Combining dimensions and metrics 68Adding Dimensions to a Table 70Adding the page dimension 70Analyzing a second dimension using the visit number dimension 71Mixing in the marketing channel dimension 72Zooming in with Multiple Metrics 73Replacing a metric 73Adding a second metric 73Throwing a third metric into the mix 74Sorting and Filtering Data 75Sorting freeform tables in ascending and descending order 75Filtering freeform tables based on a word or phrase 76Advanced filtering of freeform tables 77Dropping into the Segment Drop Zone 78Dropping one or more segments into the drop zone 78Using metrics, dimensions, and time ranges in the drop zone 80Exploiting the Value of Templates 81Looking at the content consumption template 82Examining the products template 83Using custom templates 84Creating custom templates 84Chapter 5: Using Metrics to Analyze Data 87Analyzing Time Spent 88Counting total seconds spent 89Measuring time spent per visit (seconds) 90Identifying time spent per visitor (seconds) 91Calculating average time on site 91Assessing mobile app time spent 92Using Metrics for Bounces, Bounce Rate, and Single Page Visits 93Understanding Metrics Unique to Adobe 94Counting instances 94Measuring occurrences 94Averaging page views per visit 96Averaging page depth 96Distinguishing page hits from page events 97Identifying pages not found 98Measuring visitors with Experience Cloud ID 98Analyzing single access 99Analyzing visits from search engines 99Using the people metric 99Exploiting Product and Cart Metrics 100Identifying product views 100Metrics for shopping carts 101Using purchase metrics 103Working with Custom Metrics in Adobe 104Chapter 6: Using Dimensions to Analyze Data 107Wielding Content Dimensions 108Identifying server sources 108Looking at the site section dimension 109Examining hierarchy 110Finding error pages 112Analyzing links 112Specifying Activity Map dimensions 117Connecting Behavior to Advertising 121Analyzing referrer dimensions 121Tracking marketing channels 123Tying back to search engines 126Applying campaign tracking codes 130Chapter 7: Using Device, Product, and Custom Dimensions to Analyze Data 133Defining Key Technology Dimensions 134Distinguishing browsers and operating systems 134Differentiating mobile device dimensions 135Locating users with geographic dimensions 137Dissecting Product Dimensions 138Zooming in on product 139Adopting product category or not 140Identifying customer loyalty 140Sifting through Time Dimensions 141Applying time-parting 141Measuring time spent 142Analyzing visit number 143Identifying days before first purchase 145Analyzing days since last purchase 146Measuring return frequency 147Identifying single-page visits 148Working with Custom Dimensions 149Defining expiration and allocation dimensions 149Distinguishing between props and eVars 151Applying date ranges 153Chapter 8: Productivity Tips and Techniques 155Exploiting Essential Keyboard and Mouse Shortcuts 155Opening projects and saving work 156Creating content 156Undoing and redoing edits 157Making quick selections for breakdowns 157Using the clipboard to move data to other apps 158Refreshing content 159Deploying key keyboard shortcuts 159Taking Advantage of One-Click Visualize 160Generating unlocked visualizations 160Locking visualizations 162Saving time with visualization shortcuts 165Invoking Time Comparisons 165Adding a time period column 167Comparing time periods 168Applying Conditional Formatting 169Understanding conditional formatting options 169Part 3: Massaging Data for Complex Analysis 173Chapter 9: Designing Precise Segments 175Understanding and Defining Segments 176Identifying segment containers 177Distinguishing segment containers 178Defining a Segment and Setting the Container 181Governing your segments properly 183Creating segments dynamically in a freeform table 185Sharing segments between users and Adobe solutions 185Using Virtual Report Suites Based on Segments 187Identifying virtual report suites 187Curating via virtual report suites 188Redefining visits with context-aware sessions 189Chapter 10: Creating Calculated Metrics to Accelerate Analyses 191Understanding and Defining Calculated Metrics 191Calculated metrics in the real world 192Calculated metrics in the data world 193Creating Basic Calculated Metrics in a Freeform Table 196Calculating with two metrics 196Applying functions to a single metric 198Building Calculated Metrics from Scratch 198Adding static numbers to a metric definition 202Including parentheses when defining new metrics 203Applying segments to create derived metrics 204Getting the Most from Calculated Metrics 206Applying basic and advanced functions 207Governing all of your calculated metrics 210Chapter 11: Classified! Using Classifications to Make Data More Accessible 213Making Data Coherent and Accessible 214Renaming unfriendly codes 214Consolidating with classifications 215Consolidating retroactively 216Thinking outside product classifications 217Applying classifications to breakdowns, metrics, and segments 218Working with Classified Data 218Identifying classified dimensions 219Confirming: The best way to identify your classifications 220Defining Classifications 221Sending Data to a Classification 225Importing classification data in bulk 225Automating classifications with Rule Builder 228Chapter 12: Applying Attribution Models for Sophisticated Analysis 235Applying Attribution to Your Data 236Differentiating Attribution Models 238Applying last touch and first touch models 238Considering linear and participation models 240Exploring U-shaped, J-shaped, and inverse J models 241Using custom and time decay models 242Defining best fit, algorithmic, and data-driven attribution 243Operating Attribution IQ in Workspace 244Applying Attribution IQ in freeform tables 244Creating calculated metrics with Attribution IQ 247Comparing models using the attribution panel 250Part 4: Visualizing Data to Reveal Golden Nuggets 255Chapter 13: Creating Chart Visualizations for Data Storytelling 257Getting the Most from Charts in Adobe Analytics 258Getting visualization tips from templates 258Dissecting a donut chart 258Breaking down a bar chart 260Looking at trends in a line chart 262Sizing up data with stacked bar charts 264Surveying multiple metrics with scatterplots 265Creating Charts from Table Data 266Generating a chart from a row of data 266Generating a chart from multiple rows 267Locking data displayed in a visualization 269Building Histograms and Venn Diagrams 270Organizing data with histograms 271Deriving insights from Venn diagrams 273Defining Chart Attributes in Detail 275Visualization Beyond Data Charts 277Chapter 14: Advanced Visualization 279Visualizing Flow Paths 279Defining flow paths 280Creating a flow visualization 281Interacting with flow visualizations 282Analyzing Fallout Paths 286Understanding fallout terms and concepts 287Generating a fallout visualization 287Building Cohort Tables 291Understanding essential cohort table terminology 291Generating a cohort visualization 293Migrating from Google Analytics’ cohort table 296Customizing and Sharing Curated Projects 298Changing Color Palettes 300Chapter 15: Leveraging Data Science to Identify Unknown Unknowns 303Detecting Anomalies 304Using Anomaly Detection for KPIs 304Understanding how Anomaly Detection works 305Understanding the logic and math behind Anomaly Detection 305Identifying statistical methods and rules behind Anomaly Detection 306Viewing anomalies in a date-based freeform table 307Viewing anomalies without a date dimension via a trended line chart 309Turning off Anomaly Detection 310Discovering Contribution Analysis 311Using Data Science to Compare Segments 314Invoking Segment Comparison 315Brainstorming Segment Comparison use cases 318Chapter 16: Arming Yourself with Data from the Beyond 321Drawing Analysis outside Workspace 322Exporting projects to CSV or PDF 322Sending projects from workspace to email 323Creating alerts based on anomalies 325Tapping into Adobe data directly in Excel 328Visual Analysis Heat Maps with Activity Map 332Integrating within Adobe Products 334Dissecting Adobe Audience Manager audiences in Workspace 335Integrating your tests and personalization 336Capturing email metrics in Workspace 337Integrating beyond Individual Products 337Analyzing ad data in Adobe 338Accessing the scale of Experience Cloud 339Connecting data into Adobe Analytics today 340Incorporating any dataset in the future 341Part 5: The Part of Tens 343Chapter 17: Top Ten Custom Segments 345Identifying Purchasers 346Defining a Non-Purchasers Segment 349Isolating Single-Page Visitors 351Identifying Single-Visit, Multi-Page Visitors 353Bucketing SEO to Internal Search 354Segmenting Pre-Purchase Activity 355Going Strictly Organic 356Finding Strictly Paid Activity 356Filtering Out Potential Bots 357Identifying Checkout Fallout 358Chapter 18: Top Ten Analytics Resources 359Checking Out Adobe’s Analytics Implementation Guide 360Understanding Why You Need a Measurement Plan 362Using Data Governance 362Setting Up a Web Analytics Solution Design 363Listening In on the Digital Analytics Power Hour 364Getting Insights from Analytics Agencies 365Attending Conferences, Conferences, Conferences 366Joining the Adobe Experience League 367Learning the Latest from the Adobe Analytics YouTube channel 368Hacking the Bracket with Adobe Analytics 369Index 371

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