Web ana­lyt­ics plat­forms face the unique chal­lenge of ful­fill­ing a vari­ety of needs for dif­fer­ent users and orga­ni­za­tions, from advanced, pre­dic­tive analy­sis to real-time, full-screen dash­boards. With phe­nom­e­nal scores across the board, Adobe Ana­lyt­ics’ stand-out per­for­mance in the For­rester Wave: Web Ana­lyt­ics Q2, 2014 Report has set the bar sky high for tack­ling that chal­lenge across a host of dif­fer­ent use cases.

Our many capa­bil­i­ties tar­geted at dif­fer­ent per­sonas allow us to develop spe­cific fea­tures and work­flows suited each of our users’ roles. For reports and analy­sis, our goal is to offer pre­con­fig­ured reports that help users quickly find the data and insights they need to make deci­sions. Ad hoc analy­sis, on the other hand, focuses on open­ing up the full power of our ana­lyt­ics plat­form and let­ting users dive into the data with flex­i­ble, pow­er­ful analy­sis tools

The core tenet of ad hoc analy­sis is to put all the power of Adobe Ana­lyt­ics at your fin­ger­tips. Every­thing col­lected in your ana­lyt­ics imple­men­ta­tion is imme­di­ately avail­able to use in ranked reports, trends, path and fall­out analy­ses, and seg­ments, just to name a few. We give you even more flex­i­bil­ity by includ­ing mul­ti­ple attri­bu­tion and par­tic­i­pa­tion mod­els for your con­ver­sion met­rics so you can exam­ine the down-funnel effects of your mar­ket­ing activities.


When it comes to using these hun­dreds of dimen­sions and met­rics, we offer the Table Builder, a pow­er­ful, flex­i­ble tool to quickly build com­pli­cated analy­ses. Con­fig­ur­ing your report through the table builder allows you to fire off hun­dreds of indi­vid­ual requests to our plat­form with the click of a but­ton, and quickly set up mul­ti­ple lev­els of break­downs and com­par­isons. We take care of the heavy lift­ing so you can focus on deriv­ing insights from the data.


When it comes to analy­sis, we know that it’s cru­cial to go beyond sim­ple report­ing on per­for­mance to a deeper under­stand of the rela­tion­ship between vari­ables. To that end, we offer unlim­ited cor­re­la­tions and break­downs of almost any com­bi­na­tion of vari­ables, com­pletely con­fig­urable through the table builder. Of course, you can apply mul­ti­ple pow­er­ful, sequen­tial seg­ments to this data as well, let­ting you drill down to a spe­cific, high-value data set. To get a quick under­stand­ing of the data, we also include sum­mary sta­tis­tics rang­ing from a sim­ple count of unique items to more sophis­ti­cated vari­ance and inter-quartile range.


Tak­ing your analy­sis a step fur­ther, ad hoc analy­sis includes pow­er­ful path and fall­out tools to under­stand the flow of vis­i­tors through your site, or even exam­ine how vis­i­tors progress through their entire his­tory of inter­ac­tion with your brand. The fall­out tool oper­ates at both the visit and vis­i­tor level and includes pow­er­ful next-step analy­sis to under­stand what vis­i­tors are doing to leave your fun­nel. With a sin­gle click, you can turn this fall­out into a pow­er­ful sequen­tial seg­ment to start ana­lyz­ing the audi­ence even further.


All these pow­er­ful analy­sis tools, com­bined with the sophis­ti­cated seg­men­ta­tion that Ben Gaines cov­ered in an ear­lier arti­cle, make ad hoc analy­sis a best-of-breed tool for our most advanced users. We’ll keep work­ing to put more and more of the power of the plat­form at your fin­ger­tips, and we can’t wait to see what you do with it!