S131. Welcome to Adobe Analytics – Where do I Start?

Bryant Hoopes | Head of NA Analytics Consulting

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Bryant Hoopes
[email protected]

LinkedIn:
https://www.linkedin.com/in/bryanthoopes/

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 2

 My Journey into Web Analytics

2003-2008

2008
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 3
 My Role Today
Analytics Maturity
Assess and Audit both the business and technical application of
Adobe Analytics to understand where your organization needs to
improve to be best-in-class with our solutions

MEASUREMENT DATA COLLECTION IMPLEMENTATION & REPORTS & DATA INSIGHTS &
DATA GOVERNANCE MODELING
STRATEGY STRATEGY DEPLOYMENT VISUALIZATION ANALYSIS
Get insightful metrics Establish the correct Master guidance and Establish organizational Tell a story with your Find the answers to Develop and refine
from the right tracking data layer & deploy deployment services in best practices to ensure data through easily your unique questions predictive, LTV,
strategy and tagging collection tools to web, mobile, video, data integrity and best consumable visual about your business propensity, and
for your advertising, realize the value of your single page application in class analytics communication. through data attribution models using
marketing and data measurement and data layer execution exploration. statistics, machine
campaign needs. plan instrumentation learning, and AI.

Data Maturity
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 4
 The Analytics Cycle

Define

01
Identify specific business needs within use cases
while highlighting risk factors and estimate value
opportunities

Leverage Analysis to inform the personalization of

Act 05 02 Design
Design a tracking strategy that captures the right
your customer experiences through onsite testing, data with the right KPIs of the business need
offsite acquisition, or loyalty and retention
programs.

Insight driven analyses will expose challenges as

Analyze
04 03 Deploy
Implement the technology required to capture
well as identify opportunities for growth the data as outlined in the measurement strategy
design

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 5

 Adobe Analytics Value Framework

4 | Modeling
Develop and refine predictive, LTV,
propensity, & attribution models
using statistics, machine learning, &
Insights | 3 artificial intelligence

Derive Insights from deep analysis on

use cases that will inform experience
optimization efforts to increase
performance
2 | Reporting

Value
Data Integrity | 1 Reporting and Dashboards are built
upon the layer of accurate data to
start realizing value in analytics data
Confidence in the data accuracy and
integrity is the foundation for any
company to effectively gain insights
and value out of an analytics tool

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 6

 1
Data Collection
2
Adobe Analytics Tools
3
Adobe Tools in Action

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 7

 1 DATA
COLLECTION

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 8

 Data Collection Overview
1. Visitor arrives at the digital experience
2. Analytics code is served via the data layer & Adobe Launch
3. The website invokes image request
4. Adobe’s servers process the request, recording analytics data and return a 1x1 transparent pixel to the experience
5. Data is processed and ready for reporting within seconds within Adobe Analytics

1 3
Image Request
5
1x1 transparent pixel
4
Adobe Analytics
Reporting through Adobe Analytics
2 processes the image request

Adobe Launch
Additional details:
Implementation guide: http://marketing.adobe.com/resources/help/en_US/sc/implement/index.html
Developer Resources: http://marketing.adobe.com/resources/help/en_US/reference/developer.html
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 9
 Adobe Data Collection Report Suites Global Report Suite
Virtual Report Suite
(e.g. Mac Users Only)

• A Report Suite is the most fundamental level of segmentation in

Analytics reporting - each report suite refers to a collection of
data

• A Global Report Suite is when data is sent from multiple sites,

apps or experiences into a single global report suite through
multi-suite tagging Report Suites

• A Virtual Report Suite (VRS) is a segmented set of data from

one report suite which can help in reducing secondary server
calls & cost to your Adobe implementation

• Report Suites are typically broken down into development/QA

(internal testing site) & production (public site)

Additional details: Websites, Apps, Digital Experiences

Global report suite: http://marketing.adobe.com/resources/help/en_US/reference/rollup_report_suite.html
Multi-suite tagging: http://marketing.adobe.com/resources/help/en_US/dsc/
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Debugging
• To view the data being collected from your site on any
given page, utilize the Adobe Experience Cloud
Debugger or an independent packet monitor.

• Adobe offers a free browser plugin that allows you to

see any Adobe Marketing Cloud data being collected
from a given page. To learn more, please visit:
https://marketing.adobe.com/resources/help/en_US/sc/i
mplement/debugger.html

• Additional independent packet monitor options include:

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 11

 Key Adobe Analytics Visitor Metrics
Metric Official Adobe Definition
The number of unique users to your site for a selected hour,
day, week, month, quarter, or year.
Visitor
A visitor consists of multiple visits.

A sequence of page views in a sitting. The visits metric is

commonly used in reports that display the number of user
Visit sessions within the selected time period.

A visit consists of multiple page views

A Page View is counted for each server call that is sent. This
metric represents total instances of Page View.
Page View
TrackLink calls are not counted as page views and do not
increment the Page Views metric.
Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/metrics.html
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Key Adobe Analytics Visitor Metrics
Metric Official Adobe Definition Keywords
The number of unique users to your site for a selected hour,
day, week, month, quarter, or year. People, Users,
Visitor Devices
A visitor consists of multiple visits.

A sequence of page views in a sitting. The visits metric is

commonly used in reports that display the number of user
Visit sessions within the selected time period. Visits, Sessions

A visit consists of multiple page views

A Page View is counted for each server call that is sent. This
metric represents total instances of Page View.
Page View Page Views or Hits
TrackLink calls are not counted as page views and do not
increment the Page Views metric.
Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/metrics.html
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Key Adobe Analytics Visitor Metrics
Metric Official Adobe Definition Keywords Other Vendors
The number of unique users to your site for a selected hour,
day, week, month, quarter, or year. People, Users, Visitors / Unique
Visitor Devices Visitors
A visitor consists of multiple visits.

A sequence of page views in a sitting. The visits metric is

commonly used in reports that display the number of user
Visit sessions within the selected time period. Visits, Sessions Sessions

A visit consists of multiple page views

A Page View is counted for each server call that is sent. This
metric represents total instances of Page View.
Page View Page Views or Hits Page Views
TrackLink calls are not counted as page views and do not
increment the Page Views metric.
Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/metrics.html
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Custom Traffic Variables (Props)
Custom Traffic variables are used to track page-
by-page site traffic activity. Props do not persist
between pages.
§ Key applications of traffic variables:
§ Anytime that you wish to capture a value
which can be associated with content and
content hierarchy Prop Value
Site adobe
§ Find 'most popular' of a specific value Section analytics
§ Visibility into how users are pathing Sub Section benefits

through your site pages or site sections Page Name adobe:analytics:benefits

§ Typically the site or app hierarchy is mapped

into various traffic variables to gain insight into
the content viewed or consumed by users
§ Examples of traffic variables: Site Name, Page
Name, Site Sections

Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/traffic_var.html

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Conversion Variables (eVars)
Conversion variables are used to capture data during a user session of
the attributes of a visitor
§ These variables are unique because of their ability to persist for a
period of time
Authenticated Demographics
§ Values persist until: Logged in status
Geo
Browser Type
Male / female
§ It’s overwritten by another value OR Loyalty member level Device Type
Operating System
Browsing preferences
Browser Dimensions
§ It expires based on an action that was configured in the admin
console to truncate
§ Expiration options include event expiration, visit expiration, or XX-
day expiration and should be driven by the type of analysis that
will be performed on that variable.
§ These variables are primarily used to attribute credit of an action Behavioral Shopping
back to a specific attribute Browsing type Product Name
Site Search Usage Product Category
§ Every one of these variables becomes a REPORT in Adobe Analytics Interactions with experience
components
Payment Type

that can have events or segments added to them Chat interactions

Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/conversion_var_admin.html

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Conversion Variables (eVars)
eVar Page View 1 Page View 2 Page View 3 Page View 4 Page View 5 Page View 6
Headwear Hat No Hat
Eyewear Sunglasses No Sunglasses
Shirt Rolled Sleeves Long Sleeves
Pants Shorts Long Pants
Shoes Loafers
Accessories None MacBook

Visitor

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

 Conversion Events (event)
Conversion Events measure key actions or conversions that you want
to record on your site.
§ Events can be recorded as currency or numeric values, or simply as
an incrementor / counter
§ Events are most useful when added to conversion variable (eVar)
reports. The eVar provides the qualitative information about what
happened and the Event gives quantitative information about what
happened.
§ Key differences between conversion variables & custom events:
§ Conversion variables tell us who or what affected conversion
§ Custom events measure how many conversions took place
§ Examples of conversion events: Orders, Application Starts, Leads,
Revenue, Video Starts, Add to Cart

Additional detail: http://marketing.adobe.com/resources/help/en_US/reference/success_event.html

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
 Conversion Events with eVars

Headwear Occurrences Orders Eyewear Occurrences Orders Shirt Occurrences Orders

Hat 1 0 Hat 1 0 Rolled Sleeves 1 0
No Hat 1 1 No Hat 1 1 Long Sleeves 1 1

Pants Occurrences Orders Pants Occurrences Orders Accessories Occurrences Orders

Shorts 1 0 Loafers 1 1 None 1 0
Long Pants 1 1 MacBook 1 1

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 19

 Variables, Props & Events in Adobe Analytics
§ Custom Variables (eVar) become REPORTS § Custom Property (props) become REPORTS
in Analytics where custom events become in Analytics where TRAFFIC METRICS can
METRICS for those reports be applied Traffic Metrics

eVar Events (metrics) prop

Values Passed into Variable

Pathing Reports most applicable with Props

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 20

 Standard Adobe Analytics Documentation
Business Requirements Document Solution Design Reference Technical Specification Document
§ The Business Requirements Document § The Solution Design Reference (SDR) is a § This document is used as the standard
(BRD) is used to document the key companion document to the BRD where guide for deploying Adobe Analytics on a
business objectives and requirements each individual requirement is mapped to given site. The document is divided into
§ Consulting will work with you to compile variables and events different sections, each of which describes
the BRD. The contents of this document § The mapping between the two a different component of the overall
depend on a number of factors, such as documents ensures traceability from the Analytics solution.
the nature of your site or application, and technical components that will be § It includes code snippets and syntax
your business vertical (such as retail, implemented back to the business required to ensure complete deployment
media, travel, or lead gen) requirements of the analytics solution

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 21

 How many video views
happened last month?

A. Conversion (eVar)
B. Traffic (prop)
C. Event
D. A&C
E. B&C

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 22

 What was the most frequently
searched for term on the site?

A. Conversion (eVar)
B. Traffic (prop)
C. Event
D. A&C
E. B&C

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 23

 What page was viewed the
most?

A. Conversion (eVar)
B. Traffic (prop)
C. Event
D. A&C
E. B&C

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 24

 Which product sold the most?

A. Conversion (eVar)
B. Traffic (prop)
C. Event
D. A&C
E. B&C

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 25

 2 ADOBE ANALYTICS
TOOLS

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 26

 ADOBE ANALYTICS TOOLS
Data Collection Reporting & Analysis Data Export

Adobe Launch Analysis Workspace Report Builder

Adobe Data Connectors Reports & Analytics Data Warehouse

Data Insertion API Data Workbench Data Feeds & Livestream

Reporting API

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 27

 Data Collection – Adobe Launch
§ Best in class data collection platform
provided by Adobe for all Analytics
customers

§ All in one support for native mobile, OTT, &

web within a single SDK

§ Marketer-configured data collection directly

into Adobe Analytics through your
company’s data layers

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 28

 Data Collection – Adobe Data Connectors
§ When you engage with a 3rd-party provider
that has built a supported connection with
Adobe Analytics

§ Data Connectors typically incorporate

summary-level data into Adobe Analytics
permanently and automatically, on a
recurring basis

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 29

 Reports & Analytics
§ Reports & Analytics has been the flagship
Adobe data reporting tool for years

§ All of the custom variables and events are

organized in an easy to find menu system to
answer your day questions

§ Commonly accessed reports will be saved as

well as the ability to ‘favorite’ your
customized reports

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 30

 Analysis Workspace
Analysis Workspace provides an interactive
canvas where analysts & marketers can build
queries on-the-fly, and collaborate with peers.
It is the recommended interface for all
analytics needs.

Features & Benefits include:

§ Improved query speed and performance
§ Unlimited sub-relations & side-by-side segment comparisons
§ Interactive queries with drag & drop functionality
§ Interactive visualizations
§ Ability to collaborate with peers on projects
§ Ability to curate projects and then share with non-analysts,
making analytics more approachable than ever
§ Additional features being added with each release
Additional detail: https://marketing.adobe.com/resources/help/en_US/analytics/analysis-workspace/home.html
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 31
 Data Workbench
§ Flexible multi-channel capabilities
designed to process & analyze data from
online and offline customer interactions
across all experiences of web, CRM, POS,
and other data types
§ Interactive reports in Data Workbench
let you analyze and react to pertinent
statistical information to monitor activity
and predict customer trends.
§ Algorithmic attribution modeling
capabilities to see the impact of each
marketing touch

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 32

 REPORT BUILDER
§ Report Builder is an Excel Add-in that is
part of the Adobe Analytics product set
§ It brings Adobe Analytics data directly
into Excel, making it easy for users to
work with data they know in an
application that is very familiar
§ The tool offers more flexibility than the
R&A interface allowing users to
manipulate data & build highly
customized reporting
§ Report Builder reports can be scheduled
to update data sets & deliver to
stakeholders on a recurring basis
© 2019 Adobe. All Rights Reserved. Adobe Confidential. 33
 DATA WAREHOUSE
§ Access variables otherwise hidden in the UI – IP
address, Experience Cloud ID, Analytics Visitor
ID, Page URL)
§ Access more granular data than the UI
(denormalized table view)
§ Download data in a format suitable for a Pivot
Table input
§ Input Adobe data into a 3rd-party data
visualization tool (slightly summarized, and not
hit-level)
§ Access all unique dimension values if you are
running into “Low Traffic” in Adobe Analytics

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 34

 Data Feeds Live Stream
§ Raw data feed log files allow for batch § Fastest accessible data in Adobe’s
sets of data to be sent to an FTP system – within seconds of collection
location for customers from the experience
§ Customers can then use an ETL process § Unprocessed, unfiltered, and raw hit-
to import their web or app experience level data for real-time dashboarding, or
data into an internal data warehouse power recommendation and
for additional processing, merging and personalization engines
custom application development

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 35

 Adobe Analytics Tools Cheat Sheet
Tool Description Use this When…
Next-generation tag management platform that gives customers a simple way to deploy
When deploying and managing Analytics, Target,
Launch and manage all of the analytics, marketing, and advertising tags necessary to power
Data Collection

Audience Manager and other 3rd party tags.

relevant customer experiences.
Let you import tracking data from third-party applications directly into Analytics, so you When need to import data from 3rd parties (e.g.
Data Connectors can gather and use data from one central location. email providers, survey tool, etc.).
Programmatically link your applications into Data Sources. This eliminates the need for an When offline or other data sets need to be
Data Insertion API intermediary FTP server, and transfers data via HTTP, SOAP, and REST synced with Analytics data.
A robust, flexible canvas for building custom analysis projects. Drag-and-drop any number
Whenever analysis, reporting, or insights are
Reporting & Analysis

Analysis Workspace of data tables, visualizations, and components including: dimensions, metrics, segments, needed.
and time granularities.
A hosted, subscription-based solution for real-time reporting and analysis. (Many still call it When beginners need an easy to navigate tool
Reports & Analytics "Omniture" or "SiteCatalyst") with pre-built reports
A highly-flexible, powerful, multi-channel capabilities designed to collect, process, analyze, When multi-channel dataset of online and offline
Data Workbench and visualize data from online and offline customer interactions across all types of web, interactions needs to be tied to together in a
CRM, POS, and other data types. flexible, single interface.
A custom built add-in for Microsoft Excel that lets you build customized requests from When complex, Excel-based reporting and
Report Builder reporting and analytics data, which you can insert into your Excel worksheets. dashboard is needed.
A copy of raw Analytics data for storage and custom reports, which you can run by filtering When large data sets not obtainable via AW or
Data Export

Data Warehouse the data. R&A is needed (e.g. Visitor ID)

For raw data exports for use in other databases
Data Feeds Delivery of batched, raw data on a recurring daily or hourly delivery schedule.
and tools
Unfiltered, unprocessed, raw data as soon as it’s available from Adobe’s servers within near When custom data visualizations and
Livestream
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
real-time milliseconds.
36
applications are needed for real-time reporting
 3 Adobe Tools
in Action

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 37

 Customer Success Stories – Report Automation & Data Visualization
Challenge
§ Automate reporting and visualization of large
amounts of data sets
§ How to consistently report KPIs across disparate
business units, designers, labels & game titles
Customer Profile § Reduce time to value for analysts to gain insights
§ One of the largest video game developers, publishers,
and distributors Results
§ Published close to a hundred games a year § Engaged with key stakeholders to define tiered KPIs that
§ Each game had a custom section of the site to will translate appropriately between businesses
promote it with unique look and feel for the intended § Leveraged Adobe Report Builder to build an excel-based
audience dashboard that would run 750+ data queries a week and
summarize all of the data into a visually-rich dashboard
§ Reduced hours required for data pulling by 60 hrs./week

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 38

 Customer Success Stories – Report Automation & Data Visualization
Analytics Cycle Tools Leveraged: ReportBuilder

01 1. Define
05 02 2. Design
3. Deploy
4. Analyze
04 03 5. Act

Value Framework

• Modeling
• Insights
• Reporting
• Data Integrity

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 39

 Customer Success Stories – Data Integrity
Challenge
§ Company wants to personalize the digital experiences
based on offline CRM and Point of Sale data
§ Company lacks consistent data collection strategy and
businesses operate in a silo
Customer Profile § Feeling immense pressure of changing retail industry
§ Iconic retail and fashion brand who designs, develops,
and sells apparel, shoes, and accessories Results
§ Company has extensive digital customer experiences § Migrated from 3rd party Tag Management System to
as well as physical locations for customers to visit for Adobe Launch
an in-person experience § Established a data governance Center of Excellence to
ensure data is consistent, valid and reliable
§ Configured and set up Data Feeds and Live Stream data to
internal data warehouse to inform personalization engine

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 40

 Customer Success Stories – Data Integrity
Analytics Cycle Tools Leveraged: Launch, Data Connectors, & Documentation

01 1. Define
05 02 2. Design
3. Deploy
4. Analyze
04 03 5. Act

Value Framework

• Modeling
• Insights
• Reporting
• Data Integrity

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 41

 Customer Success Stories – Data Analysis
Challenge
§ Company was redesigning entire web experience
focusing more on D2C and customer purchasing
§ Desired data driven approach to design and UX
features being recommended from design agency
Customer Profile
§ Global electronics manufacturer
§ Designs, distributes and sells directly to customers Results
§ Appliances, Cell Phones, Televisions, Personal § Full site analysis completed using Analysis Workspace
Computers and more § 14 new high value customer segments were identified
between various loyalty membership levels, geographical
region, and device-data
§ Parts of redesign were significantly modified to retain
elements of site experience due to KPI performance

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 42

 Customer Success Stories – Data Analysis
Analytics Cycle Tools Leveraged: Analysis Workspace

01 1. Define
05 02 2. Design
3. Deploy
4. Analyze
04 03 5. Act

Value Framework

• Modeling
• Insights
• Reporting
• Data Integrity

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 43

 SUMMARY AND NEXT STEPS

1
Data Collection
2
Analytics Tools
3
Adobe Tools in Action
§ Adobe report suites § Data Collection: Adobe Launch, Data § Analytics cycle
§ Adobe variable types: eVar, prop, events Connectors § Value framework
§ Documentation: BRD, SDR, Tech Spec § Reporting & Analysis: Reports & Analytics,
Analysis Workspace, Data Workbench
§ Data Export: ReportBuilder,
DataWarehouse, Data Feeds, Live-Stream

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 44

 Experience Success expert zone
at the Adobe booth. VISIT US AND

• Talk with Adobe’s top experts in digital experiences

• Learn about Adobe’s Digital Performance Services
• Meet with customer support teams AN iPAD PRO
& OTHER PRIZES
• Check-in for your personalized assessment

Adobe.com/go/experience-success

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 45

 Take the Survey for a chance to win!
(Survey section of the mobile app)

SESSION PRIZE

$10
one per session
Starbucks
Card

Day 1 Day 2 Day 3

Bash Signed Sports Bose
Experience
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Memorabilia Home Speaker
 Bryant Hoopes
[email protected]

LinkedIn:
https://www.linkedin.com/in/bryanthoopes/

© 2019 Adobe. All Rights Reserved. Adobe Confidential. 47

 ADOBE SUMMIT | MARCH 26–28 LAS VEGAS

© 2019 Adobe. All Rights Reserved. Adobe Confidential.