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.
I must admit it: I love cookies. I can eat one cookie pack in a couple of days. Therefore, I try to keep my kitchen free of cookies. However, this is not what I am going to explain here. Today I am going to take a step back and, instead of advanced topics, I want to review a basic concept: cookies. I know most of you know fairly well what cookies are. However, if you are still trying to get your head around cookies, I recommend you keep on reading. You might also find useful ideas to explain cookies to other people.
If you have followed my previous two posts, you should understand by now the basics of Analytics segments and its containers. I could write more about the creation of the segments, but today I want to explain one of the features that make the Adobe Marketing Cloud a multi-solution offering: share segments. With this feature, you can create a segment in Adobe Analytics and use it in other solutions, like Audience Manager or Target.
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.