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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ID sync

synchronisation

When I was following the Adobe Audience Manager training, I remember that one of the topics I found most difficult to understand was ID syncing. The enablers spent a lot of time using these words and I could see that it was a key part of any DMP. Once I finally understood what it meant, I felt relieved. Today I will explain this concept, in case you are also stuck.

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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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Cookies: Back to Basics

cookies

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.

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