Multi-tenancy in Adobe Analytics

A few weeks ago I introduced the concept of multi-tenancy in the Adobe Experience Cloud. Adobe Analytics has had support for multi-tenancy for a very long time. Recently, all user administration for Adobe Analytics has been moved to the Admin Console, where you now configure everything. Read on if you want to know how to configure multi-tenancy in Adobe Analytics with this new setup.

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Adobe Analytics Attribution IQ

attribution modelling

Until last Thursday, I had an idea of what would this week’s post was going to be about. However, on Friday, it all changed. I saw the internal presentation of Attribution IQ and I changed my mind. I know there are a few series I have not finished, but I think this is more important. But do not worry, I will resume my other series soon. Let’s dive into Attribution IQ!

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Clickstream Data Feed

clickstream data feed

One trend that I have seen in the last few years is the interest of my customers in getting the raw data out of the Adobe Marketing Cloud. More and more corporations are hiring data analysts and these people want all the data they can get. Using various tools (R, Hadoop, Data Workbench…), it is possible to dig deeper into the data to uncover hidden gems or create more sophisticated reports. Today I will explain the raw data from Adobe Analytics, the clickstream data feed.

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Processing Rules

Processing rules are basic if-then-else statements to perform minor manipulations of the data. They were added mainly to map context data variables into Analytics variables. However, you can also use them in simple cases instead of a VISTA rule. With processing rules, you can concatenate, copy or set values in Analytics variables. They must not be confused with Marketing Channels processing rules, which are specific for Marketing Channels.

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People Identification

visitors people

One of the main challenge, if not the most important, of digital marketing is to be able to identify real people. This is the key to marketing objectives like “360-degree view of the customers” or “single view of consumers”. The problem is that web analytics tools track only visitors, so we need to find a way to be able to perform this people identification. Let me explain what options do we have.

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