01 ANALYTICS CONSULTING QUICK TIPS 2013 Adobe Consulting Retail Holiday 2013
Adobe consultants who focus on Adobe Analytics carry decades of experience in retail analytics, merchandising, marketing and promotions, and operations. They focus on bringing ideas and solutions to clients that drive true results and illustrated value. In this first-ever ebook from our team, you will learn quick tips and methods direct from Adobe consultants. We have selected a broad range of topics within the Adobe Analytics solution covering administration, governance, and feature point walkthroughs. Our focus herein is on sharing some of our knowledge and experience to highlight ideas and areas within Adobe Analytics that you can explore to provide immediate benefits in the endof-year retail holiday season. We hope these tips spur action, knowledge share, and innovation within your organization. Happy and successful Holiday wishes from our retail analytics consulting team. We hope to have the opportunity to engage with you and help drive more value in 2014!
0 TABLE OF CONTENTS 1. How to Improve Segmentation Utilization and Organization 2. How to Drive Adobe Analytics Functional Knowledge Across an Organization 3. How to Stay Up To Date on Adobe Analytics Releases 4. Use the New Anomaly Detection and Statistical Overlay Functionality to Triage Analysis Requests 5. 10 Things You Can Do To Improve Your Adobe Analytics Implementation Without a Code Change 6. How to Email an Intraday Dashboard with Revenue Forecast 7. 10 Tips for Web Analytics Governance Best Practices 8. How to Stop Questions Before They Reach Your Inbox 9. Set None with Custom Name for Ease in Classification Reporting 10. Standardize Variable Names to Include Variable Type and Number for Quick Access 11. Marketing Channels Accuracy: Common Pitfalls - Referring Domains 12. Marketing Channels Accuracy: Common Pitfalls Overrides 13. Marketing Channel Expiration Settings: 1st Touch vs. Custom Conversion evars Original Value 14. How to Get the Most Out of Ad Hoc Analysis 15. Three Tips to Analyze Your Online Merchandise Pg. 4 Pg. 6 Pg. 8 Pg. 10 Pg. 12 Pg. 14 Pg. 16 Pg. 18 Pg. 20 Pg. 22 Pg. 24 Pg. 26 Pg. 28 Pg. 30 Pg. 32
ADOBE QUICK TIPS #1 How to Improve Segmentation Utilization and Organization BRIAN AU FOCUS: digital strategy, analytics & optimization for retail, travel, & high tech clients TWEET: @BrianAu BLOG: blogs.adobe.com/digitalmarketing/author/bau/
1 Segmentation is a powerful reports option within Adobe Analytics, but poor segment organization can be a roadblock to user adoption and data authority. Users within their profiles may have to navigate across default segments (suite segments, pre-configured), custom admin set report suite level segments, and segments auto-imported from Ad Hoc Analysis (formerly Discover). Leadership within the analytics group should take ownership of segmentation to standardize definitions and facilitate usage. There are two points to cover with this undertaking: 1. ADMIN LEVEL CREATION AND MANAGEMENT OF ORGANIZATION-WIDE SEGMENTS. Create segments which have global utility across your organization to prevent duplication of popular segment requests and to set firm segmentation logic conditions. 2. SEGMENT NAME PREFIX STANDARDS TO DENOTE APPROVED SEGMENT CRITERIA. Use a naming standard or company short code term at the start of the segment name to establish primacy and analytics team sanctions. The segments built will align at a report suite level and are locked and cannot be edited by end users further. The criteria of the segmentation logic however as always can be viewed by hovering over the blue information circle icon to the right of the segment name. THE TAKEAWAY: If you want users within your company to efficiently utilize Adobe Analytics segmentation, sometimes it all comes down to the name shown and menu rank.
ADOBE QUICK TIPS #2 How to Drive Adobe Analytics Functional Knowledge Across an Organization BRIAN AU FOCUS: digital strategy, analytics & optimization for retail, travel, & high tech clients TWEET: @BrianAu BLOG: blogs.adobe.com/digitalmarketing/author/bau/
2 One of the challenges of Adobe Analytics with onboarding new users is the balance between directing users to the right specific report areas while at the same time encouraging open discovery. Establishing learning around the fundamentals of Adobe Analytics are a given, but to what level do the custom elements of a solution need to be taught? I have seen analytic success at organizations that do the leg work to assess the specific functional needs of each group and then specialize through concentrated services. Training, support resources, and dashboards customized by function have a better take rate than a broad approach. It is important to keep in mind that members throughout the organization interact with Adobe Analytics in variable degrees. A user might interact with Adobe Analytics as only small part of their day to day responsibilities. Therefore leadership within the core Analytics group should be mindful and attentive to the unique needs and goals by functional organization area. Direct your efforts on delivering value with special focus in each division and function. Look for efficiencies that will work across different group types, but try to establish a few foundational reports and early analysis wins within each business group. Users with confidence in their base reports can then iterate and learn to develop to their needs on their own. Make sure the customized tangible benefits of digital analytics are well showcased and defined for users from the start. It also bears mentioning that the Adobe Help Home Microsite is a valuable foundational resource for new users. The Help microsite http://adobe.ly/hk3au7 has training videos, in depth product notes, and release feature explanations. THE TAKEAWAY: Custom tailor your analytics onboarding, support, and training by group organizational function to achieve lasting adoption and focus.
ADOBE QUICK TIPS #3 How to Stay Up to Date on Adobe Analytics Releases BRIAN AU FOCUS: digital strategy, analytics & optimization for retail, travel, & high tech clients TWEET: @BrianAu BLOG: blogs.adobe.com/digitalmarketing/author/bau/
3 A key to ensuring your organization takes full advantage of the solution is staying on top of the latest Adobe Analytics release notes. The release notes carry vital information on product enhancements, tracking upgrade opportunities, and any product changes. There are two main options to stay in the know on the latest release news. 1. ADOBE PRIORITY UPDATE EMAIL SUBSCRIPTION. The first is an email newsletter which provides early direct notice Adobe Marketing Cloud updates on maintenance releases and product releases. The email sign up link is below: http://response.adobesystemsinc.com/content/ customer-success-subscription 2. ADOBE HELP MICROSITE WHAT S NEW SECTION. The second option to review the latest Adobe Marketing Cloud release notes is directly within the Adobe Analytics UI [Adobe Analytics Login Required]. If you click the upper right hand corner Help option and then select from the dropdown menu What s New that will direct to the release notes section of the Help microsite. A nice additional feature of the help microsite is it contains historical release notes going back several years. THE TAKEAWAY: Be mindful and informed on the latest Adobe Analytics features releases to ensure your solution reaches its full potential.
ADOBE QUICK TIPS #4 Use the New Anomaly Detection and Statistical Overlay Functionality to Triage Analysis Requests MICAH MORGAN FOCUS: digital strategy, analytics & optimization for retail & travel clients TWEET: @MicahMorg
4 Stakeholders are often very sensitive to fluctuations in their KPIs. This can often lead to time consuming deep dive analysis that yields little to no valuable insights. Save time by quickly determining whether gains or declines in key metrics warrant further investigation or rally the troops for rapid remediation. ANOMALY DETECTION (REPORTS & ANALYTICS) The anomaly detection feature introduced in the Adobe Analytics 1.4 October, 2013 release allows analysts to view daily data points against historical averages and predicted values. This capability will allow you to quickly determine whether a rise or dip in a metric is statistically significant, and quickly focus your analysis on what is truly driving the movement. For example, if your conversion rate is dropping, use anomaly detection to determine whether the latest data point is a normal fluctuation that bears watching, or a SWAT team to look into site performance or data collection issues. STATISTICAL VISUALIZATION (AD HOC ANALYSIS) When you need to present your findings outside of the Adobe Analytics interface, Ad-Hoc Analysis provides enhanced statistical analysis aids that clearly illustrate upper and lower bounds and provides the ability to cleanly export graphics to PowerPoint or Excel. In this example we can also use anomaly detection to dig into order and visit metrics to see what component is driving the KPI down. THE TAKEAWAY: It is easier than ever to get your analysis going in the right direction and focus your valuable time on the data trends that truly matter.
ADOBE QUICK TIPS #5 10 Things You Can Do To Improve Your Adobe Analytics Implementation without a Code Change DAVID YOAKUM FOCUS: digital strategy, analytics & optimization BLOG: blogs.adobe.com/digitalmarketing/author/dyoakum/
5 As the manager of your web analytics implementation, you are always trying to improve your measurement with new code updates. But the dreaded code freeze season is approaching. Here are some 10 things you can do to improve your Adobe Analytics implementation without any code changes: 1. MARKETING CHANNELS: If you are not using this tool to track your external marketing channels, you should be. It may provide new insights into referrers you didn t know you had. http://adobe.ly/1aulg46 2. MENU CUSTOMIZATION: Organize your reports into logical functional groups, like marketing and merchandising. It may help new users understand more quickly what reports are available. http://adobe.ly/1d0skxw 3. CUSTOM REPORTS: Make it easy for user by creating reports with all the metrics and filter pre-populated. Then put them in the custom menus you just created! http://adobe.ly/1gv8kyb 4. DASHBOARDS: Here s one idea a trended view of all your top KPIs by hour for use in troubleshooting site issues. http://adobe.ly/1c3xsk9 5. CLASSIFICATIONS: Allow users to drill down more than just one hierarchy level of products or campaign classifications. http://adobe.ly/150xar6 6. DATA CONNECTORS: Now is the time to do that integration with your email provider or ad network. http://adobe.ly/1chiuez 7. PROCESSING RULES: Make a copy of your campaign variable and try different attribution models. http://adobe.ly/hm5csk 8. GLOBAL CALCULATED METRICS: Tracking and optimizing your micro-conversions is a must. Here are some examples: http://adobe.ly/1cfq8hf 9. DOCUMENTATION: Do you have a user-friendly variable definition document? Now is the time to set up your analytics intranet site. 10. CREATE AN ANALYTICS ROUNDTABLE: Get suggestions for future changes and business requirements from your users. Get to know how your business partners use the data, and how you can improve the implementation once the code freeze is over! THE TAKEAWAY: Even if you are unable to make any code changes to your implementation, there are many ways you can help improve the ability of users to get more out of the Adobe Analytics tool.
ADOBE QUICK TIPS #6 How to Email an Intraday Dashboard with Revenue Forecast DAVID YOAKUM FOCUS: digital strategy, analytics & optimization BLOG: blogs.adobe.com/digitalmarketing/author/dyoakum/
6 Retail Executives need to know not just how much revenue is being collected, but what is the comparison to last year (the comp) and what is the forecasted demand for the day? Are we going to hit our daily target? Here are the steps to create a dynamically-generated intraday snapshot report of revenue with those critical metrics. 1. Create an Excel sheet with ReportBuilder that pulls the hourly revenue for today and the same day last year. Make formulas that calculate the running cumulative totals for each column. 3. We can then compare the revenue totals UP TO THE SAME HOUR last year. For example, last year may have had $100k in total sales, but only $50k by noon. By comparing the same time frame last year, you are more likely comparing apples to apples. 4. You can also forecast the final revenue numbers for this year, based on last year s trajectory. Just divide revenue for the current day divided by the percentage of total demand at the hour last year. 2. Using Excel formulas (if, then), identify how many rows of data have revenue. There are 24 hours/rows of data in a day. For example if there is data up to 5pm, then that is 18 rows. 5. With ReportBuilder, you can then schedule this report to be emailed to executives every few hours with the revenue snapshot. Here is an example of the final summary metrics: THE TAKEAWAY: Great analytics is about providing the right data at the right time. This intraday dashboard puts the critical information about forecasted revenue in your executive s hands quickly and concisely, without them having to log on to Adobe Analytics.
ADOBE QUICK TIPS #7 10 Tips for Digital Analytics Governance Best Practices DAVID YOAKUM FOCUS: digital strategy, analytics & optimization BLOG: blogs.adobe.com/digitalmarketing/author/dyoakum/
7 What are the ingredients for a successful digital analytics organization? You can be a great analyst, but you need a great support system to be really successful. Here are 10 things that a great digital analytics organization might have: 1. GOOD DATA: You need a solid foundation to build results and trust from your business partners. 2. CONTROL OF TAGS: How quickly can you make updates to your implementation? Or are you stuck with every- 6-month release cycles? Tag management may be a great solution. 3. VENUE FOR SHARING IDEAS/ SUCCESSES: Start a roundtable of like-minded analysts to share successes and recommendations for improved tracking. Sharing successes with executives help build support for additional analytics projects. 4. TIGHT INTEGRATION WITH OTHER REPORTING SYSTEMS: If you can easily compare systems, you can more easily identify issues and build trust in the data. 5. EARLY INVOLVEMENT WITH PROJECTS: Before a new site feature launches, teach the organization to ask what the measure of success will be. 7. PLAYBOOKS: The next step from good documentation is how to do basic analysis with the data. For each functional group, what are the basic business questions and show examples of how to answer those questions. 8. STRONG TIES TO BUSINESS USERS: Once you learn how your business partners do their jobs, you have better insight on what types of data and analysis will make them successful. 9. SYSTEM TO LOG REQUESTS: Managing a huge backlog of requests is a common problem for web analysts. Coming up with a system to log and prioritize those requests is critical. 10. ROADMAP FOR IMPROVEMENTS: What are the long term goals for the analytics implementation? A great analytics organization needs a roadmap to identify optimization opportunities and prioritize them. 6. GOOD DOCUMENTATION: A good data dictionary will define all of the variables and any important caveats. THE TAKEAWAY: These are just a few ingredients for a successful analytics organization.
ADOBE QUICK TIPS #8 How to Stop Questions Before They Reach Your Inbox NATE SPERRY FOCUS: digital strategy, analytics & optimization for retail & travel clients
8 We ve all been there: an urgent email from the business asking why conversion rate was so low last week vs. last year. You reach deep into your memory trying to determine if a logical explanation exists, with no luck. After an hour of research in Reports & Analytics, at last you find the answer! The business ran a Black Friday in July promotion last year but this year. If only there was a way to document significant events over time for future reference and context. Cue Calendar Events, a very powerful but lesser-known feature at your disposal. 1. SETTING UP CALENDAR EVENTS Calendar Events can be created quickly and easily from the Favorites menu. Simply input a title, date(s), report suite(s), note to report end-users, and icon color/shape. Go into any trended report spanning your date parameters and voila, say goodbye to having to rely on memory. 2. SHARING CALENDAR EVENTS Taking this feature one step further, you can also share Calendar Events with all Reports & Analytics users in your organization, so they all see these details when looking through reports in the interface. This helps facilitate alignment across the organization and mitigates mis-interpretation. THE TAKEAWAY: Proactively leveraging Calendar Events can be a powerful way to save fire drill requests and false positives from ever reaching your inbox.
ADOBE QUICK TIPS #9 Set None with Custom Name for Ease in Classification Reporting BRIAN COLLERY FOCUS: digital strategy, analytics and optimization for retail & travel clients TWEET: @InsightMiner
9 Setting up classifications for custom traffic and commerce variables is a great feature to extend the reporting capabilities of Adobe Reports and Analytics. And with the new Classification Rule Builder keeping with unclassified has become a whole lot easier. However when you look at any classified report, you will often find the dreaded None value. Typically None would mean there was no value for the variable at the time the metric was recorded. But in classified reports None can mean two things. Either there was no value for the variable or a value was recorded but it has yet to be classified for this report. To separate the true None from the un-classified values, you need to break-down None by the top-level variable that the classification is part of. In the case of a traditional marketing campaign reporting this would be breaking down the classified Marketing Channel by Tracking Code. In this report you may find a second None value which is the true None while all the other rows are the unclassified values. While this all may not be new to most seasoned Reports and Analytics users, what may be new is that you can classify or set a custom name for the true None value. When this is done, the custom name for None will appear in the report and when there are unclassified values they will appear as None. Back to the case of the traditional marketing campaign reporting, you may want to classify None as No Campaign or even Direct so all non-tracked can be separated from the nonclassified. Classifying the None can be done in a four easy steps. 1. Go to Classification Importer within the Admin Tools and download a template for the variable that you want to set a custom name for None. 2. Open the template and type ~none~ in the Key column under the header. 3. Then in each classification column repeat the custom name that you to appear for None in the reports. 4. Save the file and import the file to the report suite using the Browser Import function. THE TAKEAWAY: By classifying None with a custom name, you can easily separate non-classified values from the true None where there was no value set for the metric.
ADOBE QUICK TIPS #10 Standardize Variable Names to Include Variable Type and Number for Quick Access BRIAN COLLERY FOCUS: digital strategy, analytics and optimization for retail & travel clients TWEET: @InsightMiner
10 The menu customization feature in Adobe Reporting & Analytics is a key feature to allow admins organize reports in a logical outline so users can easily access the reports that they need. This feature is especially helpful for new users that are not familiar with variable types but want to find reports that align with their business needs and goals. However more experienced users who are more familiar with custom variables have grown accustomed to the classic menus that organize custom variables by type and variable number. These seasoned users may have difficulty finding reports when menus are customized to align with the business. To aid all users of all experience levels, you can set up custom menus, but add a variable type identifier and variable number to the custom variable names for easy searching. 1. RENAME ALL CUSTOM VARIABLES IN THE ADMIN CONSOLE A single character identifier with a number can be added to each variable name to distinguish variable type and number. Use t for Custom Traffic variables (props), c for Custom Conversion variables (evars) and e for Custom Events. Within the Admin Console choose the report suite(s), and for each of the 3 custom variable types update the variable names by adding the variable type character and variable number in parentheses to the right of the variable name. Such as Visitor ID (c1) for evar1. 2. LEVERAGE THE DYNAMIC SEARCH FEATURE TO FIND REPORTS BY VARIABLE TYPE AND NUMBER To find a report by variable type and number, just type the variable character with the number and the report will appear in the dynamic search results. Such as typing c1 for evar1. THE TAKEAWAY: By adding a variable type and number identifier to all custom variables, along with customizing the menus to align with the business will benefit all users from the new to the expert analyst to quickly access the information that they need.
ADOBE QUICK TIPS #11 Marketing Channels Accuracy: Common Pitfalls - Referring Domains KIM GITHERE FOCUS: digital strategy, analytics & optimization for retail, travel & high tech clients
11 Adobe Analytics Marketing Channels are a powerful way to view your marketing channels. They provide insight into how visitors arrive on your site and from which channels they convert. You defined your channels and set-up the processing rules and start to view the data in the reports. However, upon further investigation you notice that the referring domains channel has a huge portion of last touch revenue and orders. 2. VERIFY THE PROCESSING RULE IS SET UP CORRECTLY The referring domain rule is set to If referrer does not match internal URL filters. Even though this rule was at the bottom it stole all the revenue. If the rule is changed to referring domain is not empty in addition to checking the ignore hits matching internal URL filters then the issue will be corrected. How can you QA the marketing channels to figure out what may be causing this issue. There are a few steps you can take to investigate what may be causing the high referring domains. 1. CHECK THE PROCESSING RULES ORDER The referring domain rule should be placed at the bottom. Too high in the order then the referring domains bucket may catch traffic that belongs elsewhere. If this is not the case and referring domains processing rule is at last than this isn t the reason. THE TAKEAWAY: Marketing channel processing rules often need to be slightly tweaked to correctly identify traffic. Remember that rule order and rule logic are important to properly identify the channel.
ADOBE QUICK TIPS #12 Marketing Channels Accuracy: Common Pitfalls Overrides KIM GITHERE FOCUS: digital strategy, analytics & optimization for retail, travel & high tech clients
12 During the setup process of Adobe Analytics Marketing Channels there is the opportunity to check the override box. What does this really mean and why does it matter? This feature allows you to override the existing last touch channel with the selected channel. By unchecking the box, the channel would override an existing last touch channel. This may not be desired on some channels as they don t deserve the credit. Often it s preferred that direct or internal channels do not get credit over other channels. When does override matter? Let s say you come in on paid search to the website but don t purchase. Then the next day you return through the direct URL and purchase. The purchase would be attributed to the direct channel if override was checked. For Internal it would be a similar situation. You arrived to the site on paid search, but after browsing for a moment you stepped away from your computer for a meeting. Upon return you restart your session and purchase. This purchase would then be allocated to internal/session refresh. Depending on your business needs you may want to disable override. THE TAKEAWAY: Marketing channel processing rules often need to be slightly tweaked to correctly identify traffic. Remember that rule order and rule logic are important to properly identify the channel.
ADOBE QUICK TIPS #13 Marketing Channel Expiration Settings: 1st Touch vs. Custom Conversion evars Original Value KIM GITHERE FOCUS: digital strategy, analytics & optimization for retail, travel & high tech clients
13 As with Custom Conversion evars and campaign tracking codes, marketing channels also have visitor engagement expiration. Depending on what best fits your business needs you can choose either a specific number of days of inactivity or never. Most commonly seen expirations are 30, 14 or 7 days. HOW DOES THE VISITOR ENGAGEMENT EXPIRATION DIFFER FROM A CUSTOM CONVERSION EVAR? Additionally, there s the option to channel reset. This option will expire all visitor engagement periods. This is helpful if you had previously configured your processing rules and wanted to start fresh. All the first and last touch channel values will immediately expire and be reset when visitors return. Use with caution, if at all. Unlike an evar set at original value of 30 days, a first touch marketing channel can reset each time the visitor returns. In the below example a visitor come in at 30 days and then 20 days later, the value will remain from the first time they visited. However, with first touch marketing channel of 30 days, a visitor arrives on day 30 and returns 10 days later that 30 days of inactivity is reset. HOW DOES THE EXPIRATION OF THE TRAFFIC SOURCES REPORTS COMPARE TO THE MARKETING CHANNEL AND EVARS? Unlike Marketing Channel reports, traffic sources report values are not cookie based but rather visit based. This means that traffic sources reports will not match up with marketing channels. THE TAKEAWAY: Be aware that different channel-oriented reporting have different expirations and can be used for specific reasons. Marketing channels provide both first and last touch views. evars are set to either a first or last allocation and do not reset during a visit. Traffic sources reports are great for seeing trended and detailed traffic data for search and referring domains.
ADOBE QUICK TIPS #14 How to Get the Most Out of Ad Hoc Analysis BRIAN AU FOCUS: digital strategy, analytics & optimization for retail, travel, & high tech clients TWEET: @BrianAu BLOG: blogs.adobe.com/digitalmarketing/author/bau/
14 One of the keys to optimum use of Ad Hoc Analysis (formerly Discover) is to step away from single reports. Ad Hoc Analysis should spark multiple tabs and workspaces that encompass an entire project. Here are five tips to encourage deep exploration and examination in Ad Hoc Analysis. 1. LEVERAGE MANY SEGMENTS AT ONCE: A critical utility within Ad Hoc Analysis is the ability to layer and set side-by-side multiple segments. Work with multiple segments and fine tune to uncover insights by comparison and trend views. 2. EXPLORE USING MULTIPLE BREAKDOWNS: Ad Hoc Analysis has the ability to drill down to several correlation levels across mixed variable types. Take full advantage of this feature and run different checks against your data series down several levels. 3. DON T BE AFRAID TO COPY YOUR ENTIRE WORKSPACE AND START OVER: One of the best features of Ad Hoc Analysis is the easy copy feature which allows for all existing work to be set within a fresh new workspace. This feature makes it fast to iterate and try new data manipulations without concern for maintaining your original base data set. 4. USE THE DIMENSIONS IN THE SEGMENT BUILDER WINDOW TO QUICKLY BUILD MULTI-CONDITION SEGMENTS: One of the fastest ways to create multi-dimension segments is through multi-selection within a dimension and then drag and drop action into the segment definition pane. 5. USE THE FALLOUT REPORT TO START NEW SEQUENTIAL SEGMENTS: A great way to auto-build sequential segments in a simplified visual approach is use of the builtin Create Segment button in the Fallout Report. Use this option to explore your fallout visitor or visit segment in further detail across reports. THE TAKEAWAY: You should approach Ad Hoc Analysis with a different mindset and intent than regular report pulls. Push your project past a specific single data report series through segmentation, application of multiple dimensions, and efficient workspace flow.
ADOBE QUICK TIPS #15 Three Tips to Analyze Your Online Merchandise BRIAN AU FOCUS: digital strategy, analytics & optimization for retail, travel, & high tech clients TWEET: @BrianAu BLOG: blogs.adobe.com/digitalmarketing/author/bau/
15 Merchandise should be one of the mainstays of your digital analytics focus, but there may be new available views your team can bring in to your analysis. Here are 3 powerful ways that a digital analytics organization can look at merchandise: 1. ANALYZE MERCHANDISE AFFINITIES BY MARKETING CHANNEL: Turn a critical eye to which merchandise attributes are strong traffic and conversion drivers by marketing channel. Look to see if there are variations across marketing channels and then tailor your marketing to reflect those observed affinities. prominent site placement. Adobe Analytics can provide information on intent signals and consideration behavior in addition to end sales data. 3. ASSESS SEASONALITY TRENDS AND VISITOR INTENT BY BREAKING DOWN MERCHANDISE BY INTERNAL SEARCH TERM: Ensure your internal site marketing messages and navigation are meeting the needs of what your visitors are looking for within season by analyzing internal searches crossed with merchandise metrics. 2. LEVERAGE PRE-PURCHASE INTENT SIGNALS TO GAUGE MERCHANDISE TRENDS AND VISITOR ACTIVITIES: A utility to digital analytics merchandise perspectives is around pre-purchase metrics: product views, zoom views, cart adds, wish list saves, and checkouts. The data within these metrics is highly valuable for merchants and marketers. You can see which merchandise is drawing interest, but not converting into orders. You can also identify products which potentially can turn into stars if nurtured and given more THE TAKEAWAY: Adobe Analytics offers a myriad of ways to correlate and view merchandise performance and visitor shopping behavior.
We hope you enjoyed the Adobe Analytics Consulting ebook. If you know someone who would benefit these quick tips, please feel free to forward this guide to them. If you re interested in learning more about the Adobe Marketing Cloud, Adobe Analytics, or Adobe Consulting services please see the below links: Adobe Digital Marketing Blog: blogs.adobe.com/digitalmarketing/category/analytics Adobe Marketing Cloud Twitter Profile: @AdobeMktgCloud Adobe Analytics Twitter Profile: @AdobeAnalytics Adobe Analytics Capability-Maturity Self-Assessment Tool: adobeanalyticspro.com Adobe Professional Services: adobe.com/consulting Thank you for reading.