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.