Greet­ings from (mostly sunny, at least this week) Lon­don, where I am help­ing to pre­pare for Adobe Sum­mit EMEA 2013, Europe’s dig­i­tal mar­ket­ing event of the year. I’ll be at Sum­mit along with many of my col­leagues, so please come say hello if you’re there. Mean­while, back home and else­where, we’ve been hard at work on some great new fea­tures avail­able in Adobe Ana­lyt­ics this month. In this post, I’d like to intro­duce you to two of these updates.

All Met­rics in GeoSeg­men­ta­tion Reports

A customer’s geog­ra­phy (or a prospect’s geog­ra­phy, or a reader’s geog­ra­phy, etc.) has always been one of the most fun­da­men­tally impor­tant dimen­sions to dig­i­tal mar­keters. By know­ing how your mar­ket­ing efforts dif­fer in their suc­cess geo­graph­i­cally, you can run more pre­cisely tar­geted cam­paigns and use bud­get more effec­tively. And you can make per­son­al­ized offers or opti­mize con­tent based on geo­graph­i­cal interests.

I’m pleased to announce that all of the GeoSeg­men­ta­tion reports in Site­Cat­a­lyst 15 now enable these efforts more effec­tively by includ­ing con­ver­sion and visit-based met­rics (such as Rev­enue, Orders, Leads Gen­er­ated, Total Time Spent, Bounce Rate, etc.). All met­rics that are avail­able to you else­where in Site­Cat­a­lyst 15 are now also included in the Coun­tries, Regions, Cities, U.S. States, and DMA reports auto­mat­i­cally. This also means that cal­cu­lated met­rics are avail­able in these reports, so Aver­age Order Value, Time Spent per Vis­i­tor, and more.

GeoSegmentation report with conversion metrics

If I were a mar­keter, I might start by using this data to find the cities or coun­tries where peo­ple spend a lot of money with me, then slide right over into Adobe Tar­get to per­son­al­ize an inter­nal cam­paign to peo­ple from those areas. And at the very least I would want to under­stand how users from var­i­ous areas inter­act dif­fer­ently with my mar­ket­ing efforts and with my sites/apps, which is much eas­ier using the KPIs that I’ve already identified.

For exam­ple, let’s say I found a par­tic­u­lar coun­try where peo­ple are view­ing a lot of prod­ucts, but they aren’t pur­chas­ing. Or I’m get­ting a lot of vis­its, but they are bounc­ing. With con­ver­sion met­rics in GeoSeg­men­ta­tion reports, I am now just a click or two away from under­stand­ing exactly which prod­ucts (or pages, or cam­paigns, etc.) are turn­ing them off.

Break down a GeoSegmentation report

As an added bonus, note that you will have data avail­able to you for these met­rics in GeoSeg­men­ta­tion reports going back to the date of your Site­Cat­a­lyst 15 upgrade. Much of this func­tion­al­ity has been avail­able in Dis­cover for quite some time, and some of you might have a VISTA rule which puts GeoSeg­men­ta­tion data into an eVar to repro­duce this func­tion­al­ity. But now, every­one using Site­Cat­a­lyst 15 is empow­ered with far bet­ter insight into geo­graph­i­cal dimen­sions via this greatly expanded list of metrics.

Mobile App Reporting

Last month, I shared with you our new one-click mobile app imple­men­ta­tion. This month, we have taken mobile app ana­lyt­ics sim­plic­ity one step fur­ther by auto­mat­i­cally cre­at­ing a series of mobile app reports, includ­ing a great pre-built dash­board, when you enable the afore­men­tioned one-click imple­men­ta­tion. These reports use life­cy­cle met­rics that are spe­cific to the mobile app world—metrics like launches, ses­sions, crashes, and engaged users, mak­ing them the per­fect place to start ana­lyz­ing your mobile apps and your users.

Mobile App Report

If you’re inter­ested in get­ting these reports, review my blog from last month where I dis­cussed how to enable “push-to-implement” mobile app mea­sure­ment in Adobe Ana­lyt­ics. The steps are the same, but with this release you get even more out-of-the-box capa­bil­i­ties when you click the button!

But That’s Not All

These releases always include more than I can describe in these blog posts, so check out our release notes often for more details on bug fixes and new fea­tures. Addi­tion­ally, please feel free to leave a com­ment or reach out to me on Twit­ter to share any thoughts and feed­back on the release, or on any­thing else related to Adobe Ana­lyt­ics. I’m always pleased to hear from our users.

And look for much, much more across all of Adobe Ana­lyt­ics com­ing very soon!

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