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!