Adobe Analytics Segments – The Basics

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.

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Leveraging second party data in AAM

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.

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Reporting on multiple currencies

Reporting on multiple currencies

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.

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Business vs technology

business vs technology

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.

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Share Audience Manager Segments in Adobe Target

share segments marketing cloud

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.

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Provisioning Shared Audiences and A4T

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.

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Marketing Channels Processing Rules

marketing channels rules

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.

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Marketing Channels Manager

Marketing Channels initial setup

This is the second article about Marketing Channels that I started two weeks ago, with an introduction to Marketing Channels. Today, I will go, step by step, through the process of setting up this tool. Initially, I thought about explaining in one single article how to create the channels and how to configure them. However, I prefer to write shorter posts with more concise information rather than very long articles. So, in in this post, I will concentrate on the initial steps with Marketing Channels.

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