In my last post about the basics of Analytics segments, I briefly touched upon the segment containers: hit, visit and visitor. However, I remember how long it took me to understand them initially. And not only me; some of my clients did not find it easy to learn exactly how the different segment containers work. So, I have decided to explain it in so you can learn once and for all, if you still struggle with them.
Those of you who have been long enough in the Web analytics market, will remember that in old version of SiteCatalyst, there was no concept of segmentation. As an alternative solution, you could use ASI slots, DataWarehouse segments or VISTA rules. However, these solutions were clunky, rigid and, sometimes expensive. The Adobe Analytics segments as we now them today come from the release of SiteCatalyst 15. Initially, the tool was still immature, but over time, it has become more sophisticated and it is still evolving. In this post, I will be covering the very basics of segment creation in Adobe Analytics.
In an Adobe Audience Manager implementation, the first and most important data source is the data you already own. Then, when no more juice can be squeezed from first party data, we switch to purchasing third party data. Finally, in some cases, we go beyond and look for second party data. Today, I will focus on this last resort, which can be more interesting than what it initially looks like.
Adobe Analytics is very good at reporting on revenue. This metric can be used together with virtually any dimension. You get both granular and high-level views of revenue and you can even track multiple currencies, in case you sell in various regions with different currencies. However, there is one limitation: it is not possible to report on multiple currencies; the reports only show the report suite’s currency. But not all is lost; it is possible to get multiple currencies with a specific implementation, which I am going to show you next.
Imagine the following situation. You are working as a Multi Solution Architect, specialised in the Adobe Marketing Cloud. A big company, which has never used Adobe’s products, has purchased most or all Adobe Marketing Cloud products. Your task is to lead the implementation of the project and put together all products in a way that delivers maximum benefits for the customer. What do you do next?
When I was in my last year of University, I had a project management subject. I was studying Electronic Engineering at the time. The teacher had a great deal of experience in projects and he also had a technical background. During one of the lessons, he made a statement that struck all of us in the classroom. He said that, in order to progress in our career, at some point in time we would have to give up technology and move to the business side. I still remember my internal reaction: I did not like it. I think my point of view was shared by many of my classmates by the rumours.
Adobe is now selling a Marketing Cloud. You can still get a license for individual products, but the moment you have two or more, you should connect them together. Today I am going to explain how you should connect Adobe Audience Manager and Adobe Target. The use case is very simple: you want to use AAM segments to create personalisations through Target. And you want this segment sharing to happen in real time: as soon a user qualifies for a segment in AAM, you want to be able to use it in Target.
In a previous post, I explained what Analytics for Target (A4T) was and how to use it. However, I did not explain how to get provisioned for A4T. In this post, I will explain what you need to request the provisioning for shared audiences and A4T. Although these two features are different, the provisioning form is the same. In fact, you can request both at the same time. One word of caution. I am not going to explain here what are the consequences of this provisioning. Therefore, only place this request once you know you need any of the two features (or both). Otherwise, I would suggest you refrain from requesting them, just for the sake of having them.
This is the last post of a mini-series on Marketing Channels. By now, you should understand the basics of Marketing Channels, how to mange the channels and how to create new rules. All of this process is necessary to reach the final point, when you can finally use the data for reporting. This is the moment you have been waiting now for some time: use the data for something useful.
I am continuing diving into the details of the Marketing Channels tool. So far, I have given an initial introduction to Marketing Channels and explained the Marketing Channels Manager. Today’s post is going to be the most technical of all of them, although I am not going to reference any single line of code. I will explain how to set up the Marketing Channels Processing Rules and their order to get the results that you are expecting.