Lesson 2 Flashcards
Adobe Analytics data is divided in 2 categories:
Variable
Event
Variable:
qualitative data regarding an action performed by the customer (ex: what filter was selected,
tender type used, internal keyword searched, etc..)
Event:
numeric count of a specific action/event that
occurred on the website (ex: # of internal searches, # of
filter submit, etc..)
Variables are then divided in 2 groups:
eVar
sProp
eVar:
conversion variable that allows us to tie revenue to
a specific value and are usually tied to an event
(ex: Filter Type, Internal Search Keyword, etc..).
They are persistent and can have different expirations
(visits, purchase, 1 day, etc..)
sProp:
traffic variable that can only be tied to visits,
visitors and page views. They are not persistent (value
overwritten on each hit) but allow pathing analysis
Note: eVar and sProp may track the same value. The difference is…
…the persistence of the variable and what metric/event can be tied to it
Adobe Analytics Infrastructure
Adobe Analytics is built on a shared infrastructure - all data collected is routed to central data collection servers and shared with companies based on Company Logins, Report Suites and Rollups.
Data is collected from
a visitor cookie
Routed to central
collection servers
Grouped in
Report Suites
Displayed in Reports
A Report Suite defines…
the complete, independent reporting on a
chosen website, set of websites, or subset of web pages
Usually, a Report Suite is one website, but it can be a global segment where you have combined several sites’ numbers to get totals
Adobe Analytics Report Suites
Virtual Report Suite
Global Report Suite
Virtual Report Suite:
data access for users is based on specific segments by applying a segment to a Report Suite and creating a new view (virtual Report Suite) based on that combination
Global Report Suite:
A view of all properties in one Report Suite. Obtained through multi-suite, which sends image requests into a ‘global’ Report Suite in addition to individual Report Suites (or Vista/Processing rules)
Adobe Analytics Multi-Suite Tagging
Bottom-up
Top-down
Bottom-up:
data is collected for each individual site, then
aggregated for Hilton Worldwide
Top-down:
data is collected in aggregate for Hilton Worldwide, then passed to the individual site’s Report Suite
Benefits of Top-down Multi-Suite Tagging
Summary Metrics
Cross-Website Pathing
De-Duplicated Unique Visitors
Improved Campaign Attribution
Summary Metrics:
all success events and traffic metrics are aggregates of corresponding metrics from individual Report Suites
Cross-Website Pathing:
if a person visits the website of both Brand A and Brand B, AA recognizes that person as the same individual in the global Report Suite and allows you to see how he/she navigated the site
De-Duplicated Unique Visitors:
Global Report Suites will only count the individual as one Unique Visitors if visited multiple sites
Improved Campaign Attribution:
Someone comes to Brand A’s site from paid search then clicks over to Brand B’s website. Without multisuite tagging the purchases in Brand B would not be attributed to paid search
General Report Suite Settings
Site Title Base URL Time Zone Conversion Level Base Currency
Site Title:
friendly name for the Report Suite, seen by end user
Base URL:
there as a reminder of which website data is being collected
Time Zone:
determines the time zone for which data is associated (ex: EST or CST)
