Every morn­ing I have the oppor­tu­nity to gaze up at Mount Tim­pano­gos dur­ing my drive to work. This gor­geous peak tow­ers over the Orem Adobe office at an impres­sive 11,749 feet, and serves as a pop­u­lar hik­ing des­ti­na­tion for locals. The ever-changing view while ascend­ing to the top of Mount Tim­pano­gos from an East fac­ing trail­head just above Robert Redford’s Sun­dance Resort is jaw-dropping. Most who make the time for this amaz­ing hike will set out in the dark­ness of early morn­ing so they can watch the sun­rise over the Wasatch range as they hike. I’ve done this myself, and every time I turned around to check out the view, I told myself there was no way it could pos­si­bly get any more beau­ti­ful. Every time I was proven wrong because it just kept get­ting bet­ter and bet­ter, until I had a com­mand­ing 360 degree view at the summit.

For­give the shame­less metaphor, but I dare say that con­duct­ing vis­i­tor behav­ior analy­sis via Adobe Dis­cover has been tan­ta­mount to enjoy­ing a beau­ti­ful sun­rise over the Wasatch moun­tain range. Dis­cover 3 enhances that expe­ri­ence with the behav­ioral equiv­a­lent of a 360 degree view from the sum­mit. It’s all about per­spec­tive, and Dis­cover now pro­vides more com­plete vis­i­tor per­spec­tive than ever before.

We’re obvi­ously not intro­duc­ing the con­cept of a Vis­i­tor with D3 – that’s a known entity that has been around for a long time and I’m sure you’re lever­ag­ing it today. Sim­i­larly, you can already mea­sure the per­sis­tent effect of a spe­cific cam­paign across vis­its lead­ing to a suc­cess event, mea­sure cus­tomer loy­alty, iden­tify the visit num­ber, etc. The list goes on.

The unique capa­bil­ity we are intro­duc­ing with Dis­cover 3 is cap­i­tal­iz­ing on the def­i­n­i­tion of a vis­i­tor to deliver more com­plete pathing visu­al­iza­tions, bet­ter per­spec­tive on con­tent affin­ity and more effec­tive attribution.

So enough of the ethe­real, aca­d­e­mic hul­la­baloo… let’s get the fun part: What prob­lem are we solving?

Unless you’re a one-and-done lead gen­er­a­tion site (and arguably even that model may not be exclu­sive), you’re prob­a­bly part of the greater voice of dig­i­tal mar­keters who keeps scream­ing for a bet­ter view to loy­alty, engage­ment, recency, fre­quency, life­time value, etc. These met­rics all point to a multi-session vis­i­tor expe­ri­ence, which war­rants bet­ter per­spec­tive on what vis­i­tors are actu­ally doing across those sessions.

Cross-Visit Pathing

Let’s look at a fall­out report to see this in action. The two fun­nels below com­pared side-by-side are iden­ti­cal – with one impor­tant excep­tion. The fun­nel on the left is set at the “Visit” level and the fun­nel on the right is set at the “Vis­i­tor” level. When com­par­ing these fun­nels, we can see that 100 vis­i­tors – or 0.17% of all Vis­i­tors who click through on a Social Media cam­paign — are con­vert­ing. The “Visit” level fun­nel only accounts for about 3% of the total con­ver­sion that we’re able to see when the con­text is changed to “Visitor”.

There’s actu­ally a funny story that can be derived from this data analy­sis. I can see 100 eager kids click­ing through from some social media site and imme­di­ately pour­ing over the toys sec­tion of a retail site in search of the per­fect toy. Three lucky kids were able to con­vince a par­ent to buy those toys in the same ses­sion where the orig­i­nal click­though occurred, and 97 other kids man­aged to beg, bor­row and plead effec­tively enough to con­vince a par­ent to come back to the site in a sep­a­rate ses­sion and pur­chase a toy. Alas, there are also over 3,300 addi­tional kids who’s ambi­tions for new toys fell flat. This story would be totally incom­plete with­out the vis­i­tor per­spec­tive that Dis­cover 3 offers. Check out our “Cross-Visit Pathing” (Hyper­linked) for a more audio-visual view to this new feature.

Cross-Visit Par­tic­i­pa­tion

Par­tic­i­pa­tion is a valu­able lens through which we can under­stand how credit should be dis­trib­uted across con­tribut­ing influ­encers to engage­ment and con­ver­sion. Prior to Dis­cover 3, Par­tic­i­pa­tion met­rics have illu­mi­nated only the influ­encers that occurred within the ses­sion where the engage­ment and/or con­ver­sion actu­ally occurred. A new “Vis­i­tor Par­tic­i­pa­tion” met­ric series offers broader per­spec­tive that extends beyond the con­ver­sion visit.

The sim­ple exam­ple below com­pares “Par­tic­i­pa­tion” orders and “Vis­i­tor Par­tic­i­pa­tion” orders for Mar­ket­ing Chan­nels. You’ll notice that “Vis­i­tor Par­tic­i­pa­tion” num­bers are con­sis­tently higher – due to the fact that the Mar­ket­ing Chan­nels listed are get­ting touches prior to the visit where the orders are happening.

Check out our “Cross-Visit Par­tic­i­pa­tion” (Hyper­linked) for a more audio-visual view to this new feature.

At this point, down­stream analy­sis work­flow could include a look at these same mar­ket­ing chan­nels with the Site­Analy­sis data visu­al­iza­tion to bet­ter under­stand aggre­gate vis­i­tor acqui­si­tion behavior.

When you fac­tor in the abil­ity to apply unlim­ited vari­a­tions of seg­ments to these new cross-visit pathing and par­tic­i­pa­tion capa­bil­i­ties, you’ll quickly real­ize that the pos­si­bil­i­ties for under­stand­ing key trends in vis­i­tor behav­ior – not just visit behav­ior – can expand your world to an entirely new per­spec­tive. That new per­spec­tive can trans­late to more informed exe­cu­tion of mar­ket­ing efforts and more lucra­tive returns on those efforts.

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