Discover 3 Fundamentals: Geosegmentation
The retail industry experts in Adobe Consulting continue to share a series of analysis quick wins for retailers, using Adobe Discover 3. For a limited time, Adobe SiteCatalyst 15 clients can inquire with their account team and ask to take part in a free trial of Adobe Discover. We’ve made it easier than ever to try Discover, and we’re showing some great Discover analysis opportunities specific to the retail industry. For more information and to request trial access, contact your account manager or account executive.
Adobe Discover — Retail Quick Win #5
A sense of where site visitors are geographically located is a valuable piece of analytic insight that fully opens up with the capabilities of Adobe Discover. In the below examples we’ll take a look at several applications of geographic visitor profile data and the flexible reporting views provided by Discover 3.
Each visitor from a given geographic data slice potentially holds a unique vantage point from a marketing impact, brand awareness, and product purchase intent. Discover 3 leverages geographical measurement based on site visitors’ IP address and enhances data exploration through fast segment comparisons and dimension breakdowns.
Compare and Contrast Geographic Areas
The first example showcases a straightforward Discover 3 direct comparison across Visitor Profile DMA (Designated Marketing Areas) segments within the United States. We have built three defined segments centered on a visit segment container that correspond to the distinct DMA areas of San Francisco-Oakland-San Jose, Chicago, and New York.
We can review these three DMA areas in the context of the Marketing Acquisition Channel report and quickly discern the corresponding visits, orders, and order conversion rates. Information in these reports allows for a deep-dive into specific geographic performance that can advise the impact of a retail presence in a given geographic area, different geographic specific marketing campaigns, and overall brand marketing penetration.
Diagram 1.1: Geosegmentation DMA Traffic and Order Conversion Ranked Report
Trend Geographic Segment Performance
The second example showcases the trending report view by weekly granularity in Discover 3 and illustrates how a side-by-side US State comparison can efficiently be put together. We have built two defined segments centered on a visit segment container that correspond to ‘California State Visits’ versus ‘New York State Visits’.
Again, Discover 3 provides a clear view to compare total traffic trends by week and the relative bounce rate for the two US states. We see that California holds a steady edge over New York on overall traffic by week, but the bounce rate performance of the two US State segments holds fairly close.
Diagram 1.2: Geosegmentation State Traffic and Bounce Rate Trended Report
Create Custom Geographic Data Slices
The third example shows how Discover 3 provides a workspace to quickly build and test various custom geographic segments. We first have built a segment that corresponds to ‘United States Country Visits’ with the rule that visit user location must be located in the United States. We can next build a ‘Non-United States Country Visits’ through a simple exclude statement in our segment build.
The report provides perspective to inside the United States versus outside the United States visit segments contribution to the site crossed with the ranking of Product Categories by product views and revenue. The data provides a review of which product categories are garnering higher initial product view interest and which are converting into sales. For example we see within this period that the distribution of product views and associated revenue appear close between the United States and non-United States visits. The example below shows how accelerated an evaluation of market size and revenue by a product dimension can be run in Discover 3.
Diagram 1.3: Geosegmentation Countries Product Views & Revenue Ranked Report
Breakdown Geographic Dimensions
The fourth example exhibits the powerful Discover 3 breakdown capabilities of the tool in researching the connection between traffic source and corresponding revenue by product dimension.
We have built two defined site traffic groups centered on visit segment containers that correspond to ‘Store DMA Area Visits’ and ‘Non-Store DMA Area Visits’. These segments illustrate how custom geographic segments can encompass custom business location factors. The segments are then brought into a sophisticated nested view report that at the highest first level reports on Email Marketing Channel revenue. However, if we are interested in a very specific subset of the data, we can drill down further to a Product Department view from Email Marketing visits and breakdown again to produce our desired product revenue reports. For example, below we can produce a report that shows the Email Marketing visits that purchased Jewelry broken down by product line sold. We can review the differences that emerge comparing ‘Store DMA Area Visits’ and ‘Non-Store DMA Area Visits’ in regards to Jewelry Product Line revenue by volume and proportional share.
Diagram 1.4: Geosegmentation Marketing Channel Two-Level Breakdown Report
Discover 3 excels at pulling apart the myriad of background and intent signals site visitors carry and distilling down to the characteristics of differentiation that inform optimization and test work. As the prior examples show, geographic segmentation often holds a rich reporting viewpoint to read site trends and conversion performance. One of the best capabilities of Discover 3 is in the focused views it can bring to a report and segment build; geographic information is inherently a great use case for this proficiency. Retailers can augment geosegmentation findings in Discover 3 with information on store locations and market population figures. I would encourage all Discover 3 users to make wide use of geosegmentation data to uncover addressable market areas and location tendencies.
Brian Au is a consultant in Adobe Consulting, focused on digital strategy, analytics & optimization for retail & travel clients. He tweets at @brianau.
If you’re an online or cross-channel retailer using Adobe SiteCatalyst 15, you should try these Retail Quick Wins in Adobe Discover. We’ve made it easier than ever to experience a free trial of Discover. For more information and to request trial access, contact your account manager or account executive.