Digital Analytics Certification Course Now Available

- Dariana Ross

Interested in becoming an official, accredited Adobe SiteCatalyst user? Adobe Training Services is offering a new Digital Analytics Certification Course, designed to help digital marketers and web analysts hone their analytical skills and move beyond running the standard day-to-day reports. This course will help you become a more trusted and valuable adviser within your organization who helps grow the business through insightful and actionable business recommendations based on data. The five-day classroom-based course will be offered in the APAC region during a series that runs from late August through late November. Participants can earn an Adobe Certified Expert (ACE: Digital Analyst) certification at the end of the course.

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Read the full blog post at Adobe Digital Marketing Blog.

Using SiteCatalyst to Build Media Mix Models

- Trevor Paulsen

Adobe’s Digital Marketing solutions are now opening doors to predictive marketing optimizations that were previously only available to huge companies that spend millions of dollars constructing complex economic models to explain the reach of their marketing spend.  These large models typically include surveys, studies, panels, and hosts of other expensive outside resources to deliver statistical optimization to your marketing budget that will maximize your return on spend.

With Adobe’s recent acquisition of Efficient Frontier and recent advancements in predictive consulting, SiteCatalyst customers are able to unleash the full potential of their web analytics data in ways that have not been possible before.

One particular customer Adobe Consulting recently engaged with wanted to determine how to best allocate their digital marketing budget based on several years of historical performance.  Their digital marketing channels included SEO, SEM, affiliates, media advertising, social media, network partners, and email campaigns.  Because the performance of these channels had been thoroughly recorded across several years, Adobe Consulting was able to use this data to form statistical performance models around each of these marketing channels.

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Read the full blog post at Adobe Digital Marketing Blog.

Unleashing the Full Power of eVar Subrelations

- Trevor Paulsen

Time and time again I’m amazed by the power that a subrelated eVar report can provide.  Believe it or not, if you’re clever (as you will be after reading this), you can actually use Adobe Report Builder to find interesting data anomalies for you!  First of all, if you’re not familiar with what an eVar subrelation is, let me explain:

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Read the full blog post at Adobe Digital Marketing Blog.

Adobe Digital Marketing Blog : Digital Optimization

- Dariana Ross

In July, we focused a lot of our social media content around the value of building an internal culture of digital optimization. Adobe experts shared weekly “Quick Tips” about how to lay the foundation internally to create and maintain an optimization program and the value of regularly sharing results with key stakeholders across the business. We also curated related articles from across the web and shared them via our @adobedigmktg Twitter account and Facebook page. We’ve compiled all of July’s great content here in one blog post for easy reference.

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Read the full blog post at Adobe Digital Marketing Blog.

Top 5 Test&Target Power User Tips

- Rich Page

Test&Target is a very powerful testing tool, with many great features to help test, optimize and personalize your website. There are quite a few areas of the tool in particular that can really help you gain even more ROI from it and help you squeeze even more conversion juice out of your tests — some of which you may have forgotten about or not realized the importance of. Therefore, I have put together a list of the top 5 power user tips to help refresh your memory on some important very useful features of the tool.

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Read the full blog post at Adobe Digital Marketing Blog.

Ben Gaines mailbag #6

- Ben Gaines

Mailbag time! It’s been quite a while. I’ve been getting some great questions from really talented analysts and marketers. Seriously, everyone is getting smarter. I’m barely keeping up. Here are just a few of these questions, collected from e-mail, Twitter, and in-person conversations… and here’s hoping I don’t go another 17 months between mailbags, eh? Please send me your questions via the comment form on this blog, or tweet at me (@benjamingaines).

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Read the full blog post at Adobe Digital Marketing Blog

SiteCatalyst Finance Fundamentals: External Campaign Performance (part 2)

- Tucker Christiansen

Welcome back to the SiteCatalyst Finance Fundamentals blog series.  In this series we are discussing the implementation basics and example analysis of each fundamental solution that Financial Services customers should consider leveraging.  Stay tuned and please feel free to contribute your thoughts/experience as we discuss each solution.

In the previous External Campaign Performance post we covered implementation.  In today’s blog post, we will dive into the reporting/analysis side of this fundamental solution.

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Read the full blog post at Adobe Digital Marketing Blog.

SiteCatalyst 15.4: Rollups, Mobile Networks, and More

- Ben Gaines

If you use SiteCatalyst 15 regularly, you may have noticed when you logged in for the first time on July 20 that we did another product update in the late afternoon MDT on July 19. This introduced a number of bug fixes as well as some new functionality—and also some old functionality that we’re brought back by popular request. In this post I will briefly introduce some (but not all) of the changes that we made. You’ll see more on these features in subsequent posts on this blog and elsewhere. As always, if you have any questions feel free to leave me a comment or hit me up on Twitter (@benjamingaines)!

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Read the full blog post at Adobe Digital Marketing Blog

SiteCatalyst Finance Fundamentals: External Campaign Performance (part 1)

- Tucker Christiansen

Welcome back to the SiteCatalyst Finance Fundamentals blog series.  In this series we are discussing the implementation basics and example analysis of each fundamental solution that Financial Services customers should consider leveraging.  Stay tuned and please feel free to contribute your thoughts/experience as we discuss each solution.

The bread and butter of SiteCatalyst is measuring the effectiveness of campaigns against downstream conversions.  With this fundamental (and applicable downstream conversions) implemented correctly, organizations can understand the effectiveness of external marketing campaigns on driving both traffic and conversions.  Today’s post will focus on implementation best practices and a future post will cover reporting and analysis tips.

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Read the full blog post at Adobe Digital Marketing Blog.

Mobile Search an Important Traffic Source for Marketers

The Dynamic Nature of Mobile Search in APAC

- Tamara Gaffney

Today we are releasing a new Adobe Digital Index report that investigates the impact of search-driven visits in 11 countries in the Asia-Pacific region. This is the first report that I’ve helped to create and, quite frankly, I’m humbled by the sheer size and flexibility of the data set. Even though I’ve been analyzing data for a long time, I’ve never come close to generating findings from 2.5 billion visits before. At Adobe, where we collect over 1 trillion transactions per quarter, 2.5 billion isn’t even that large.

My experiences analyzing data goes back over a decade to the start of my career where I worked in media. As a Media Planner you spend an inordinate amount of time looking at research in order to determine where to best place advertising. While performing various investigations I had an epiphany.  Hold on to your hats now, the research sponsor always performed best. This led me to feel rather jaded about research of any kind and that still impacts how I see data today. I’m that person who goes straight to the methodology section in order to figure out how the research was conducted to gain insights on how the findings could be slanted to potentially bias the results.

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Read the full blog post at The Digital Marketing blog.