Discover 3 Free Trial - Retail Quick Wins from Adobe Consulting

The retail indus­try experts in Adobe Con­sult­ing con­tinue to share a series of analy­sis quick wins for retail­ers, using Adobe Dis­cover 3. For a lim­ited time, Adobe Site­Cat­a­lyst 15 clients can inquire with their account team and ask to take part in a free trial of Adobe Dis­cover. We’ve made it eas­ier than ever to try Dis­cover, and we’re show­ing some great Dis­cover analy­sis oppor­tu­ni­ties spe­cific to the retail indus­try. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.

Adobe Dis­cover — Retail Quick Win #5
Geosegmentation

A sense of where site vis­i­tors are geo­graph­i­cally located is a valu­able piece of ana­lytic insight that fully opens up with the capa­bil­i­ties of Adobe Dis­cover. In the below exam­ples we’ll take a look at sev­eral appli­ca­tions of geo­graphic vis­i­tor pro­file data and the flex­i­ble report­ing views pro­vided by Dis­cover 3.

Each vis­i­tor from a given geo­graphic data slice poten­tially holds a unique van­tage point from a mar­ket­ing impact, brand aware­ness, and prod­uct pur­chase intent. Dis­cover 3 lever­ages geo­graph­i­cal mea­sure­ment based on site vis­i­tors’ IP address and enhances data explo­ration through fast seg­ment com­par­isons and dimen­sion breakdowns.

Com­pare and Con­trast Geo­graphic Areas

The first exam­ple show­cases a straight­for­ward Dis­cover 3 direct com­par­i­son across Vis­i­tor Pro­file DMA (Des­ig­nated Mar­ket­ing Areas) seg­ments within the United States. We have built three defined seg­ments cen­tered on a visit seg­ment con­tainer that cor­re­spond to the dis­tinct DMA areas of San Francisco-Oakland-San Jose, Chicago, and New York.

We can review these three DMA areas in the con­text of the Mar­ket­ing Acqui­si­tion Chan­nel report and quickly dis­cern the cor­re­spond­ing vis­its, orders, and order con­ver­sion rates. Infor­ma­tion in these reports allows for a deep-dive into spe­cific geo­graphic per­for­mance that can advise the impact of a retail pres­ence in a given geo­graphic area, dif­fer­ent geo­graphic spe­cific mar­ket­ing cam­paigns, and over­all brand mar­ket­ing penetration.

Dia­gram 1.1: Geoseg­men­ta­tion DMA Traf­fic and Order Con­ver­sion Ranked Report

 

Trend Geo­graphic Seg­ment Performance

The sec­ond exam­ple show­cases the trend­ing report view by weekly gran­u­lar­ity in Dis­cover 3 and illus­trates how a side-by-side US State com­par­i­son can effi­ciently be put together. We have built two defined seg­ments cen­tered on a visit seg­ment con­tainer that cor­re­spond to ‘Cal­i­for­nia State Vis­its’ ver­sus ‘New York State Visits’.

Again, Dis­cover 3 pro­vides a clear view to com­pare total traf­fic trends by week and the rel­a­tive bounce rate for the two US states. We see that Cal­i­for­nia holds a steady edge over New York on over­all traf­fic by week, but the bounce rate per­for­mance of the two US State seg­ments holds fairly close.

Dia­gram 1.2: Geoseg­men­ta­tion State Traf­fic and Bounce Rate Trended Report

 

Cre­ate Cus­tom Geo­graphic Data Slices

The third exam­ple shows how Dis­cover 3 pro­vides a work­space to quickly build and test var­i­ous cus­tom geo­graphic seg­ments. We first have built a seg­ment that cor­re­sponds to ‘United States Coun­try Vis­its’ with the rule that visit user loca­tion must be located in the United States. We can next build a ‘Non-United States Coun­try Vis­its’ through a sim­ple exclude state­ment in our seg­ment build.

The report pro­vides per­spec­tive to inside the United States ver­sus out­side the United States visit seg­ments con­tri­bu­tion to the site crossed with the rank­ing of Prod­uct Cat­e­gories by prod­uct views and rev­enue. The data pro­vides a review of which prod­uct cat­e­gories are gar­ner­ing higher ini­tial prod­uct view inter­est and which are con­vert­ing into sales. For exam­ple we see within this period that the dis­tri­b­u­tion of prod­uct views and asso­ci­ated rev­enue appear close between the United States and non-United States vis­its. The exam­ple below shows how accel­er­ated an eval­u­a­tion of mar­ket size and rev­enue by a prod­uct dimen­sion can be run in Dis­cover 3.

Dia­gram 1.3: Geoseg­men­ta­tion Coun­tries Prod­uct Views & Rev­enue Ranked Report

 

Break­down Geo­graphic Dimensions

The fourth exam­ple exhibits the pow­er­ful Dis­cover 3 break­down capa­bil­i­ties of the tool in research­ing the con­nec­tion between traf­fic source and cor­re­spond­ing rev­enue by prod­uct dimension.

We have built two defined site traf­fic groups cen­tered on visit seg­ment con­tain­ers that cor­re­spond to ‘Store DMA Area Vis­its’ and ‘Non-Store DMA Area Vis­its’. These seg­ments illus­trate how cus­tom geo­graphic seg­ments can encom­pass cus­tom busi­ness loca­tion fac­tors. The seg­ments are then brought into a sophis­ti­cated nested view report that at the high­est first level reports on Email Mar­ket­ing Chan­nel rev­enue. How­ever, if we are inter­ested in a very spe­cific sub­set of the data, we can drill down fur­ther to a Prod­uct Depart­ment view from Email Mar­ket­ing vis­its and break­down again to pro­duce our desired prod­uct rev­enue reports. For exam­ple, below we can pro­duce a report that shows the Email Mar­ket­ing vis­its that pur­chased Jew­elry bro­ken down by prod­uct line sold. We can review the dif­fer­ences that emerge com­par­ing ‘Store DMA Area Vis­its’ and ‘Non-Store DMA Area Vis­its’ in regards to Jew­elry Prod­uct Line rev­enue by vol­ume and pro­por­tional share.

Dia­gram 1.4: Geoseg­men­ta­tion Mar­ket­ing Chan­nel Two-Level Break­down Report

 

Con­clu­sion

Dis­cover 3 excels at pulling apart the myr­iad of back­ground and intent sig­nals site vis­i­tors carry and dis­till­ing down to the char­ac­ter­is­tics of dif­fer­en­ti­a­tion that inform opti­miza­tion and test work. As the prior exam­ples show, geo­graphic seg­men­ta­tion often holds a rich report­ing view­point to read site trends and con­ver­sion per­for­mance. One of the best capa­bil­i­ties of Dis­cover 3 is in the focused views it can bring to a report and seg­ment build; geo­graphic infor­ma­tion is inher­ently a great use case for this pro­fi­ciency. Retail­ers can aug­ment geoseg­men­ta­tion find­ings in Dis­cover 3 with infor­ma­tion on store loca­tions and mar­ket pop­u­la­tion fig­ures. I would encour­age all Dis­cover 3 users to make wide use of geoseg­men­ta­tion data to uncover address­able mar­ket areas and loca­tion tendencies.

 

Brian Au is a con­sul­tant in Adobe Con­sult­ing, focused on dig­i­tal strat­egy, ana­lyt­ics & opti­miza­tion for retail & travel clients. He tweets at @brianau.

If you’re an online or cross-channel retailer using Adobe Site­Cat­a­lyst 15, you should try these Retail Quick Wins in Adobe Dis­cover. We’ve made it eas­ier than ever to expe­ri­ence a free trial of Dis­cover. For more infor­ma­tion and to request trial access, con­tact your account man­ager or account executive.

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