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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.
Auteur
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.
Texte du rabat
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...
Résumé
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.
Contenu
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...