Analytics Idol: Europe voted—the top tips are...

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit

Analytics Idol: Europe voted—the top tips are here! Brent Dykes | Evangelist, Analytics (@analyticshero)


Andreas Dierl

Managing Partner adlytics GmbH

Andrew Gerhardt

Implementation Principal BSkyB

Eléna Vouge

Data Scientist Lafourchette.com

Meet Your 2014 Contestants


Familiar but Different

Competitive with prizes Three contestants present two tips

(5 min. per tip) You decide the winner

– Who presented best two tips

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 4 © iStockphoto / Thinkstock

DON’ T PANIC, YOU’ LL GET THE SLIDES!

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit 5

ROUND 1


Linear Regression for Data Loss or Prediction Analysing Your Analysts

Andrew Gerhardt – Tip #1


Over 50K reports every month based on Adobe Analytics data


Visits Report 6

Mon

ths


Leverage Adobe Analytics’ Usage Logs


Why Usage Logs are Useful

Gain insights into which reports are being viewed and how frequently

1. Identify users or teams that require additional training

2. Build custom reports to fill potential information gaps


Unlock the Next Level: Connect to HR Database

1. Location 2. Team 3. Tenure 4. Level

Analytics Users

Congratulations! You’ve unlocked the Next Level

HR DB


Navigation Timing API: Time is Money

Andreas Dierl – Tip #1

“Time is money.” Benjamin Franklin (1748)


47% of consumers expect a page to load in 2 seconds or less

Each extra second = 7% decrease in conversions *Akamai, Tagman


Gomez Keynote

Amazon increased revenue by 1% for every 100ms of improvement


Navigation Timing API + Adobe Analytics

var timing= window.performance.timing.domInteractive - window.performance.timing.navigationStart

https://developer.mozilla.org/en-US/docs/Navigation_timing

http://www.sitepoint.com/profiling-page-loads-with-the-navigation-timing-api/

Prompt for

unload Redirect (if any)

Unload

App cache

DNS Lookup TCP Request Response Processing onLoad

navigationStart

redirectStart

redirectEnd

fetchStart

domainLookupStart

domainLookupEnd

connectStart

(secureConnectionStart)

connectEnd

requestStart

responseStart

responseEnd loadEventEnd

loadEventStart

domComplete domContentLoaded

domInteractive

domLoading

unloadEnd

unloadStart

http://s.tl/


Three Key Benefits of This Approach

100% Page

Sample

Connected with your

Digital Analytics

Data

FREE!


Implementation Recommendations

Send in as event: Easy to trend, alert, etc. #1

Send in as eVar : Possible to classify and correlate with other metrics

#2


Elena Vouge– Tip #1

How to Survive without Keyword Data


What’s the Challenge?

19

Organic Search Terms

paris restaurants

September 2013

Paid Search Terms

paris restaurants

April 2014


What can we do now?


No, not this…


ORGANIC: Landing Page Analysis

1. Use an eVar to categorise your landing pages

2. Create a segment for Google search traffic

– For Google Organic Search Traffic:

Visit container = “Search Engines – Natural” contains “google”


ORGANIC: Landing Page Analysis

1. Choose the right metrics: Visits, bounce rate, page per visit & conversion rate

2. Compare with direct traffic segment

3. Leverage Google Webmaster Tools: Top 2,000 search queries


PAID: AdWords’ ValueTrack Solution

https://support.google.com/adwords/answer/2375447

“shampoo”

Targeted keyword:

Advertiser

Google AdWords

Ad

dog shampoo

Ad

Visitor

Google Search

“dog shampoo”

Typed search query:

Landing Page

http://www.google.com/url?q=dog+shampoo Referrer string: Stripped/Encrypted

Adobe Analytics Reports

http://www.mysite .com?targetkwd={keyword}

Page URL:

ValueTrack parameters

“shampoo”

Targeted Keyword “shampoo”

Typed Search Query

“dog shampoo”

DISCLAIMER:


ROUND 2


Harnessing the Power of Automated Classifications

Andreas Dierl – Tip #2


Classification Rule Builder

MANUAL = PAINFUL

AUTOMATIC = WONDERFUL

SAINT Classifications


Basic Use Case: Campaign Codes

eml_SpringPromo2014_redlink

Media Type

Campaign Name

CTA


Classifying Page Load Time Values

st:500ms|ct:1200ms Evar with concatenated value

Server Time

Client Time


Homepage Banner Tracking

1::Montreal Snow Winter Hat 2::Mombassa Runners Women's Cross-Trainers 3::Cuzco Backpack 4::Nunavut Fleece Coat

List Variable

3

2 1

4


Homepage Banner Tracking

1::Montreal Snow Winter Hat Teaser Position


Elena Vouge– Tip #2

A Digital Analyst’s New BFF: DTM


1. Agile 2. JSON object 3. Rules for firing tags 4. Multiple tags 5. Free

Why We Love Dynamic Tag Management (DTM)


1. Identify your CSS element

Cross-Sell Tracking Example

2. Set the rule 3. Set your event 4. Fire and it’s live

.recommendations-button


Andrew Gerhardt – Tip #2

Use Creative Segmentation to Find the Hidden Nuggets


Is this even possible?


Answering the Question


Do Not Stop There

Mobile-optimised vs. Desktop Ideal Journey & Less Ideal (Exclude)


Understand What Was Lost

Time Parting Plugin

Specific Hour

Specific Minutes

http://microsite.omniture.com/t2/help/en_US/sc/implement/getTimeParting.html


Why Did the Customer Not Convert

Exclude Movie Orders

Product Selection

Checkout Process


GO DIG!


Time to Vote!


Andreas Andrew Eléna

Go to www.pollev.com/da01

Vote Now!


BONUS TIP #1: Ad-Hoc Use Case Testing


Increasing Power & Complexity with Digital Analytics

Advanced Segmentation

Automated Implementation Rules

Greater Interactivity


Step 1: Build Processing Rule for Use Case ID

1

2 3

Use Case ID eVar has “Most Recent” as its allocation and “end of visit” as its expiration.


Step 2: Replicate User Behaviour

A. Delete cookies B. Enter query string with parameter and use case ID

C. Replicate user actions or behaviour

?case=BRENT_test_application_process1

Parameter Use Case ID


Step 3: Validate Data in Reports

Thanks to Nikolay Gradinarov @ Monster.com


The Good Old Menu


We Improved It!

http://blogs.adobe.com/digitalmarketing/analytics/taking-sitecatalyst-menus-to-the-masses-part-i/


You Know Better!


Custom Reports?


Questions and Answers


Every Session Complete 8 surveys to enter the prize draw

Go HERE, do THIS, and you could WIN!

Download the App

Just hit the survey button

Give us feedback It takes less than a minute

Eight to win

Win a MeCam Record every minute

Win an iPad Air


May 14-15, 2014 | ICC ExCel, London

Learn more at summit.adobe.com/emea #AdobeSummit

Analytics Idol: Europe voted—the top tips are...

Documents

Transcript of Analytics Idol: Europe voted—the top tips are...