If you’re a retailer, the odds are you’re spend­ing the next six weeks or so doing a lot of report­ing so that your stakeholders—executives, mer­chan­dis­ing teams, and mar­ket­ing teams—can make quick deci­sions about how, when, and where to place var­i­ous prod­ucts, push var­i­ous pro­mo­tions, and opti­mize var­i­ous cam­paigns. Many ana­lyt­ics teams tell us that they are nearly con­stantly on-call dur­ing parts of the hol­i­day sea­son to pro­vide up-to-the-minute results to these and other groups in your orga­ni­za­tion. It’s a hec­tic but crit­i­cal time of year, and data is the clear star of the show.

That’s why I’m so excited about our most recent update to the real-time report in Adobe Ana­lyt­ics: We’ve added the abil­ity to use clas­si­fi­ca­tions as dimen­sions in the report. This means that instead of rely­ing on prod­uct SKUs, which are usu­ally hard (or impos­si­ble) to read and inter­pret, you can dis­play any of your prod­uct meta­data or group­ings in the report.

Real-Time Product Names

So, what does this mean? If you’ve got a big screen hang­ing in your mar­ket­ing depart­ment, you can now include prod­uct names, cat­e­gories, etc. along with rev­enue, orders, units, or any other event-based met­ric when you dis­play the Real-Time report. The groups who are demand­ing live prod­uct data from you over the next sev­eral weeks will have what they need stream­ing across their eye­balls. You can pro­vide more rel­e­vant answers—and help your stake­hold­ers ask more rel­e­vant questions—now that you are armed with valu­able prod­uct con­ver­sion and traf­fic data in real-time.

Of course, you can use any clas­si­fi­ca­tions that you’ve got set up on the vari­ables that are avail­able to you in the Real-Time report, not just prod­ucts. It just so hap­pens that this recent addi­tion makes the report a whole lot more use­ful for retail­ers just in time for the hol­i­day season!

(One final note: Hope­fully those of you who use a lot of clas­si­fi­ca­tions have noticed sig­nif­i­cant improve­ments in per­for­mance around the import­ing of meta­data val­ues over the past year or so. How­ever, this new addi­tion of clas­si­fi­ca­tion to the real-time report doesn’t mean that clas­si­fi­ca­tions will be avail­able imme­di­ately after import­ing. Depend­ing on the vol­ume of data you’re adding, it can still take a few hours for clas­si­fi­ca­tions to become avail­able; clas­si­fi­ca­tions will not be shown in the real-time report until they have been processed.)

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