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.

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.

7 Deadly Sins of Testing — Confusing Rate and Value

-  Andrew Anderson

One of the most difficult principles to understand for many people in our industry is that rate and value is not the same thing. One of the fastest ways for a program to go astray is to confuse one for the other. It is easy for people to understand the need for agreeing on what you are trying to accomplish, or why they need to have leadership. It is even easy to talk about the need for efficiency and that it is ok to be wrong, but yet even when people get past that point, they still consistently miss this critical difference. We so desperately want to explain our value to the company, that we confuse the value of our actions in an attempt justify our actions. This fundamental loss of understand leads to a wide range of poor decisions and bad understand that dramatically limits the positive impact a testing or analytics program can have.

A rate is simply a ratio or a description of actual outcome; it is the same thing as me telling you that I have a $4.23 RPV for a population or that I got 5000 conversions. This is a description of past behavior, and is simply an outcome, not a description of why or how that outcome came to be. Where people lose focus is that the value, or ability to positively or negatively influence that outcome, is not tied to those gross numbers. A description of rate tells you nothing about an individual action, since you are not comparing that outcome, only describing it. Increasing your conversions does not inherently create more revenue, nor does the revenue by itself reflect positive value generated by an action. We measure things by saying we ran a campaign and then we got $3.56, this is not the same as telling you anything about the value of that campaign. Value would be the difference in running that particular campaign versus not doing anything, or running a different campaign. The rate is the end outcome, the value of that action is how much it improved or decreased performance.

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Read the full post at the Digital Marketing Blog.

Adobe & Demandbase = Sweet Spot Marketing; Solving some of B2B Marketers’ Biggest Challenges

- Christopher Parkin

In many respects, the needs and objectives of B2C and B2B digital marketers are similar – particularly when it comes to understanding an individual’s online behavior.  However, when it comes to understanding online behavior, the B2B marketer needs to frame this understanding in the context of the business the individual visitor represents, and ideally deliver an experience “personalized” for that business.  Until recently, this has been difficult to achieve.

A compelling recent B2B case study article on CMO.com titled, Account-Based Web Analytics Power B2B Marketing To New Heights, by Doug Rekenthaler Jr., specifically addresses this challenge.  Rekenthaler writes:

“Picture, for example, an air traffic controller unable to differentiate the radar blip of a single-seat personal aircraft from a 500-seat jumbo jet. In the B2B world, the ability to properly identify and communicate with that jumbo jet means the difference between landing a large-revenue account or a single-engine SMB. Both accounts are important, but being able to properly allocate resources based on revenue potential goes a long way toward improving efficiencies and outcomes.”

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Read the full post at the Adobe Digital Marketing blog.

Mobile Site Search Optimization

- Francesca Lohman

According to Forrester, more than 50% of companies report that they are just starting to develop their mobile strategy or have no mobile strategy at all.   This is curious to me given that mcommerce is forecasted to grow at a 55% compounded annual rate though 2015 based on recent eMarketer research.  Why the disconnect?  Clearly mobile commerce is exploding and yet somehow it has not yet hit the radar of many businesses.

What this paradox tells me is that NOW is an ideal time to differentiate and rise above your competition.

But how, you might ask?  By optimizing your site search, for starters.

  • When building a mobile site, don’t be swayed to include fancy graphics or elements that take a long time to load – speed is vital.  Even a one second delay in mobile page load time equals a 7% loss in conversion according to the Aberdeen Group.

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Read the complete post at The Adobe Digital Marketing blog.

AutoTrader.com and Adobe Team up to Achieve Business Results

We had the chance to talk with Thomas Gage, senior director of Business Development for AutoTrader.com, and he discussed how they are using Adobe Digital Marketing Suite to deepen insights into multichannel audience behaviors, enhance digital experiences, and expand value for business partners. AutoTrader.com appreciates how Adobe digital marketing solutions empower the company to customize offers and boost engagement. Gage commented, “Adobe enables us to constantly engage our customers with new, relevant content and offers—guiding more people more often down a conversion path.” In fact, with the help of sophisticated testing and analytics capabilities, the company increased landing page conversion by 33% through only one test. AutoTrader.com also improved conversion by as much as 8% through certain pricing adjustments.

For AutoTrader.com, Adobe Digital Marketing Suite solutions enabled the company to transform its relationship with buyers and dealerships from that of an independent vendor to a high-value business partner. Gage said, “Providing data-driven insights and audience management solutions demonstrates the value of doing business with AutoTrader.com and has offered our business partners new sales opportunities.”

The impact Adobe Digital Marketing Suite solutions have already had on AutoTrader.com’s cross-channel marketing efforts is impressive. AutoTrader.com recorded a jump in search traffic from 133% to 1,775% for certain models of vehicles during the Super Bowl. With Adobe solutions, AutoTrader.com not only improved online experiences for visitors, but also created more sales opportunities for its online properties, including its well-known Kelly Blue Book. To learn more AutoTrader.com and it use of Adobe Digital Marketing Suite solutions, click here.

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Read the original post at the Digital Marketing blog.