Marketing Channels: 5 Steps to Troubleshoot Session Refresh

-Laura Chase

This post is part of a series on setting up and using the Marketing Channel reports. In the previous posts we set up the Marketing Channel rules and renamed the “Internal” rule to “Session Refresh”. The main reason we rename the rule is to lessen confusion between “Internal Campaigns” and “Internal Entries” in Marketing Channels. Internal Campaigns and promotions should never be included in external traffic sources reports. The main reason for this is that we want to see how internal AND external campaigns perform separately, and in another report how they perform together. If they are included in the same report the internal campaign values will overwrite external campaign values and we won’t be able to see how either truly performs.

...

.......

Read the full blog post at Adobe Digital Marketing Blog

Marketing Channels: Master the Processing Rules

-Laura Chase

The Marketing Channels report in SiteCatalyst is one of my favorite features. The report shows you where 100% of your traffic to the site is coming from and you can compare channel success side by side (even organic vs. paid channels!). This series has featured posts on setting the Channel Names, Paid and Natural Search rules and Campaign Channel rules. Now it’s time to finish setting up the rest of the processing rules in the Marketing Channel Manager.

...

.....

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.

...

---------

Read the full blog post at Adobe Digital Marketing Blog.