In May, we offered up the biggest change to dig­i­tal ana­lyt­ics seg­men­ta­tion since Site­Cat­a­lyst v15 in May, when we brought you sequen­tial and time-between seg­men­ta­tion, pow­er­ful seg­ment man­age­ment (includ­ing shar­ing with indi­vid­ual users), and seg­ment stack­ing. These improve­ments to seg­men­ta­tion have allowed users of Adobe Ana­lyt­ics to learn about their cus­tomers more quickly and effec­tively than ever before—and not just in part of Adobe Ana­lyt­ics, but in all of it. But we knew weren’t done, and this week we added two excit­ing new capa­bil­i­ties to Reports & Ana­lyt­ics inside of Adobe Analytics.

Seg­men­ta­tion in Anom­aly Detec­tion
Anom­aly Detec­tion, which we added to Reports & Ana­lyt­ics in Octo­ber 2013, gives you the abil­ity to assess the sta­tis­ti­cal sig­nif­i­cance of changes in trend across any of your key met­rics and KPIs; for exam­ple, this makes it easy to under­stand whether it’s worth look­ing into a change in aver­age order value. Anom­aly Detec­tion high­lights every instance where a KPI moves out­side an expected range (based on his­tor­i­cal trends for that met­ric); as such, it serves as a jumping-off point for on-the-spot analy­sis by telling you where you might get started. With this release, the Anom­aly Detec­tion tool now sup­ports seg­men­ta­tion, which means that you can per­form these assess­ments of anom­alous met­rics and KPIs for your most impor­tant vis­i­tor or con­tent segments.

You can apply a seg­ment to the Anom­aly Detec­tion report just as you do else­where in Reports & Ana­lyt­ics. In the screen shot below, I am adding a sim­ple First-Time Vis­its seg­ment to the anom­aly view that I have on the right.

Segments in Anomaly Detection

Once I apply the seg­ment, the set of detected anomalies—the met­rics in this case are sim­ple: Page Views and Vis­its, but it could be anything—is detected for just the segment(s) that I apply. (The “(s)” is to remind you that you can now apply mul­ti­ple seg­ments to a report at the same time, and this is also true of Anom­aly Detection.)

Segments applied to Anomaly Detection

If you haven’t used Anom­aly Detec­tion, give it a try today, and see how dif­fer­ent vis­i­tor seg­ments are impact­ing your KPIs in sta­tis­ti­cally sig­nif­i­cant ways!

Cre­ate Seg­ment from Fall­out Path
One of the coolest time-saving fea­tures in Ad Hoc Analy­sis is the abil­ity to cre­ate a Fall­out report and then, with a sin­gle click, turn that spe­cific fall­out path into a sequen­tial seg­ment. Once you find a path that mat­ters to you, and you see how users are falling out as they move through that path, you may want to learn more about who these vis­i­tors are. By turn­ing the fall­out path into a seg­ment, you’ll be able to go to other parts of the tool—geography report­ing, cam­paigns, etc.—and eas­ily focus in on users who fol­lowed the path that you defined.

I am pleased to announce that this capa­bil­ity is now avail­able on the web in Reports & Ana­lyt­ics as well:

Fallout segmentation

When you click this link in the report header, you are taken imme­di­ately to the seg­ment builder. We will auto­mat­i­cally con­fig­ure con­tain­ers for the check­points you defined in the Fall­out report, and add a sequen­tial “THEN” oper­a­tor to ensure that vis­i­tors who match the seg­ment com­pleted the check­points in the order you specified.


Of course, you can make changes to the seg­ment once you are in the seg­ment builder, or you can save it as-is. Then you are ready to apply this path-based seg­ment else­where in Reports & Ana­lyt­ics, Ad Hoc Analy­sis, or Report Builder.

It has been great to hear suc­cess sto­ries from many of you as you have started using advanced seg­men­ta­tion capa­bil­i­ties in Adobe Ana­lyt­ics over the past cou­ple of months, and I would encour­age you to share your feed­back in the com­ments on this blog. With this week’s update, these two addi­tions to seg­men­ta­tion in Adobe Ana­lyt­ics allow you to go even far­ther in your quest to under­stand your customers/visitors/users more fully, and I expect even bet­ter sto­ries in the future! As for us, we will con­tinue to invest in segmentation—the most impor­tant arrow in the dig­i­tal marketer’s quiver—to aid in that journey.

Happy seg­ment­ing!