Adobe Analytics For Dummies 1st edition by David Karlins, Eric Matisoff – Ebook PDF Instant Download/Delivery: 1119446019 , 9781119446019
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Product details:
ISBN 10: 1119446019
ISBN 13: 9781119446019
Author: David Karlins, Eric Matisoff
The primary target audience for this book is any digital marketer who is considering an Adobe Analytics implementation, or has an Adobe Analytics implementation. The market can also be expanded in two other ways 1) existing Adobe clients wanting to expand their team’s knowledge on Adobe Analytics 2) clients of competing digital analytics products who aren’t satisfied with their current solution.
According to projections from Adobe at their World Wide Sales Kickoff event, they foresee the total addressable market for Marketing Cloud to be $64 billion this year (2017). Adobe Analytics will account for at least 10% of that number.
Adobe Analytics For Dummies 1st Table of contents:
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Getting Started with Adobe Analytics
Chapter 1: Why Adobe Analytics?
Understanding Why You’re Using Adobe Analytics
Identifying Where Adobe Analytics Data Comes From
Configuring and Analyzing Data
Situating Adobe Analytics in the Universe of Data Analysis
Building a Positive Relationship with Your Data Team
Chapter 2: Basic Building Blocks of Reporting and Analysis
Standard Categories of Measurement
Defining Dimensions
Measuring with Metrics
Measuring with Segments
Using Report Suites
Chapter 3: Conquering the Analysis Workspace Interface
Surveying the Analytics Environment
Zooming In on the Workspace
Creating Your First Project
Understanding the Calendar
Using Analysis Workspace Panels
Adding Dimensions, Metrics, Segments, and Time Components
Navigating the Menu Structure
Part 2: Analyzing Data
Chapter 4: Building Analytic Reports with Freeform Tables
Working with Dimensions and Metrics
Adding Dimensions to a Table
Zooming in with Multiple Metrics
Sorting and Filtering Data
Dropping into the Segment Drop Zone
Exploiting the Value of Templates
Chapter 5: Using Metrics to Analyze Data
Analyzing Time Spent
Using Metrics for Bounces, Bounce Rate, and Single Page Visits
Understanding Metrics Unique to Adobe
Exploiting Product and Cart Metrics
Working with Custom Metrics in Adobe
Chapter 6: Using Dimensions to Analyze Data
Wielding Content Dimensions
Connecting Behavior to Advertising
Chapter 7: Using Device, Product, and Custom Dimensions to Analyze Data
Defining Key Technology Dimensions
Dissecting Product Dimensions
Sifting through Time Dimensions
Working with Custom Dimensions
Chapter 8: Productivity Tips and Techniques
Exploiting Essential Keyboard and Mouse Shortcuts
Taking Advantage of One-Click Visualize
Invoking Time Comparisons
Applying Conditional Formatting
Part 3: Massaging Data for Complex Analysis
Chapter 9: Designing Precise Segments
Understanding and Defining Segments
Defining a Segment and Setting the Container
Using Virtual Report Suites Based on Segments
Chapter 10: Creating Calculated Metrics to Accelerate Analyses
Understanding and Defining Calculated Metrics
Creating Basic Calculated Metrics in a Freeform Table
Building Calculated Metrics from Scratch
Getting the Most from Calculated Metrics
Chapter 11: Classified! Using Classifications to Make Data More Accessible
Making Data Coherent and Accessible
Working with Classified Data
Defining Classifications
Sending Data to a Classification
Chapter 12: Applying Attribution Models for Sophisticated Analysis
Applying Attribution to Your Data
Differentiating Attribution Models
Operating Attribution IQ in Workspace
Part 4: Visualizing Data to Reveal Golden Nuggets
Chapter 13: Creating Chart Visualizations for Data Storytelling
Getting the Most from Charts in Adobe Analytics
Creating Charts from Table Data
Building Histograms and Venn Diagrams
Defining Chart Attributes in Detail
Visualization Beyond Data Charts
Chapter 14: Advanced Visualization
Visualizing Flow Paths
Analyzing Fallout Paths
Building Cohort Tables
Customizing and Sharing Curated Projects
Changing Color Palettes
Chapter 15: Leveraging Data Science to Identify Unknown Unknowns
Detecting Anomalies
Discovering Contribution Analysis
Using Data Science to Compare Segments
Chapter 16: Arming Yourself with Data from the Beyond
Drawing Analysis outside Workspace
Visual Analysis Heat Maps with Activity Map
Integrating within Adobe Products
Integrating beyond Individual Products
Part 5: The Part of Tens
Chapter 17: Top Ten Custom Segments
Identifying Purchasers
Defining a Non-Purchasers Segment
Isolating Single-Page Visitors
Identifying Single-Visit, Multi-Page Visitors
Bucketing SEO to Internal Search
Segmenting Pre-Purchase Activity
Going Strictly Organic
Finding Strictly Paid Activity
Filtering Out Potential Bots
Identifying Checkout Fallout
Chapter 18: Top Ten Analytics Resources
Checking Out Adobe’s Analytics Implementation Guide
Understanding Why You Need a Measurement Plan
Using Data Governance
Setting Up a Web Analytics Solution Design
Listening In on the Digital Analytics Power Hour
Getting Insights from Analytics Agencies
Attending Conferences, Conferences, Conferences
Joining the Adobe Experience League
Learning the Latest from the Adobe Analytics YouTube channel
Hacking the Bracket with Adobe Analytics
Index
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Tags: David Karlins, Eric Matisoff, Adobe Analytics