Adobe Analytics For Dummies

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.

Autorentext

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.

Klappentext

• Explore visualization and data fundamentals
• Analyze consumer behavior on your digital properties

• Apply calculated metrics to advance your analysis Get insight from Adobe Analytics! The best business decisions are built on a foundation of data. It takes a robust tool to extract insight from all the information available to decision makers. Adobe Analytics For Dummies equips you with the power to further your knowledge of your market and get ahead of your competition. With the help of this book, you'll better understand how your marketing efforts are performing, engaging and converting customers, and being shared in the digital space. Inside...

• Collaborate with developers to access data
• Deploy dimensions, metrics, and segments
• Generate tables and visualizations
• Identify paths to increased revenue
• Evaluate customer journeys
• Enhance your productivity

Zusammenfassung
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.

Inhalt
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

Zooming in with Multiple Metrics 73

Replacing a metric 73

Adding a second metric 73

Throwing a third metric into the mix 74

Sorting and Filtering Data 75

Sorting freeform tables in ascending and descending order 75

Filtering freeform tables based on a word or phrase 76

Advanced filtering of freeform tables 77

Dropping into the Segment Drop Zone 78

Dropping one or more segments into the drop zone 78

Using metrics, dimensions, and time ranges in the drop zone 80

Exploiting the Value of Templates 81

Looking at the content consumption template 82

Examining the products template 83

Using custom templates 84

Creating custom templates 84 Chapter 5: Using Metrics to Analyze Data 87</p&g...