Over the com­ing weeks, the media indus­try experts in Adobe Con­sult­ing will share a series of analy­sis quick wins for media pub­lish­ers, 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 — Media Quick Win #1 Con­tent Velocity

Dis­cover is a pow­er­ful seg­men­ta­tion tool that allows instan­ta­neous com­plex fil­ter­ing and analy­sis.  If you like the seg­men­ta­tion capa­bil­i­ties of Site­Cat­a­lyst 15, you will love the added strength that Dis­cover brings to the table when look­ing for the answers to very spe­cific busi­ness questions.

As a con­sul­tant pri­mar­ily focused in the Media Indus­try, my favorite aspect of Dis­cover is the abil­ity to cre­ate mul­ti­ple lay­ered seg­ments on the fly and answer spe­cific ques­tions with­out hav­ing to wait for Data Ware­house, or for an imple­men­ta­tion change to take effect. Another killer aspect of Dis­cover is the abil­ity to mea­sure Con­tent Veloc­ity.

What is Con­tent Veloc­ity and why is it cool?

Like a rocket ship launch­ing into space that accel­er­ates as it lifts off the plat­form, Con­tent Veloc­ity allows you to see which of your con­tent is best at accel­er­at­ing user engage­ment – in other words, which con­tent dri­ves addi­tional page views / con­tent consumption.

How does it work?

In Dis­cover, we start by cre­at­ing a cal­cu­lated met­ric. The eas­i­est way to do that is to go the Met­rics Pane, then click on the wrench, and select the Cal­cu­lated Met­rics Builder.

Once in the Cal­cu­lated Met­rics Builder, go to your Con­ver­sion (Par­tic­i­pa­tion) met­rics list, and look for your Page View (Par­tic­i­pa­tion) met­ric. (In this case we have named our Page View Event as “Page Count”).  Pull that in, and then divide that by your Vis­its metric.

(Side­bar note:  To enable Par­tic­i­pa­tion on events in Site­Cat­a­lyst requires the involve­ment of Client Care or Adobe Con­sult­ing.  It is pro­cess­ing heavy and con­trac­tu­ally there are lim­i­ta­tions as well as poten­tial latency issues.  Another key ben­e­fit with Dis­cover is that you don’t have to involve Client Care or Adobe Con­sult­ing to enable Par­tic­i­pa­tion on your Page View event.  In Dis­cover, par­tic­i­pa­tion is already built in on all events! No con­trac­tual lim­i­ta­tions, no calls to Client Care or Con­sult­ing, and no latency issues! Win!  — ( Note within a note: if you do not have a Page View event, you can set one up via a Site­Cat­a­lyst pro­cess­ing rule))

This will allow us to see the “par­tic­i­pa­tion” of dif­fer­ent con­tent in terms of page views.  In other words, if a user saw Sec­tion XZY or Arti­cle ABC, how many addi­tional page views did they see in that visit.  This type of infor­ma­tion helps con­tent edi­tors under­stand what types of con­tent are per­form­ing or under­per­form­ing and make deci­sions. So let’s take a look.

Here, we can see that those who came to the Games sec­tion (in one of the green boxes above), saw 178 total pages per visit on aver­age, which is 1680% higher than the over­all sec­tion dimen­sions’ aver­age pages seen.  We can also see a few other hyper-performing sec­tions: “enter­tain­ment” and “Nov­e­las”.    With this analy­sis in hand, we can now dive deeper and look at what spe­cific con­tent  are dri­ving this excep­tional per­for­mance.   For exam­ple, break­down the Games sec­tion by the con­tent title vari­able to see the spe­cific con­tent that was dri­ving that section’s great per­for­mance. We can also see a few sec­tions that are not per­form­ing so well (rel­a­tive to our hyper-performers), in the red boxes.  Like­wise, we can dig fur­ther into these by break­ing them down by other dimen­sions.  Or if we want to find our worst per­form­ers, we can click on the down arrow to sort low to high.

Adding Seg­ments to Cal­cu­lated Metrics

Chang­ing gears slightly, now let’s say that we are inter­ested in ana­lyz­ing Con­tent Veloc­ity in terms of a spe­cific seg­ment. A new fea­ture just released in Dis­cover last week allows us to add seg­ments to our cal­cu­lated metrics.

This is pure awe­some­ness.  Once set up, we can quickly com­pare Con­tent Veloc­ity for our Report Suite vs. a par­tic­u­lar seg­ment (in this case Con­tent Veloc­ity for Face­book Vis­its), all at a glance.  Behold below exam­ple of this in action.

This new abil­ity to add seg­ments to your cal­cu­lated met­rics,  brings addi­tional flex­i­bil­ity, effi­ciency and depth to your analy­sis.  Rather than spend­ing your time pulling var­i­ous reports and com­par­ing them using excel or some other tool, you can spend your time doing ben­e­fi­cial analysis.

Wrap­ping Up

The Con­tent Veloc­ity cal­cu­lated met­ric is a pow­er­ful way to under­stand which con­tent is dri­ving more engage­ment on your site.   By adding seg­ments to your Con­tent Veloc­ity cal­cu­lated met­ric (and oth­ers) to gain deeper insight into spe­cific user groups.

If you’re a media pub­lisher using Adobe Site­Cat­a­lyst 15, you should try these Media 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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