Combining Statistics, SiteCatalyst, and Test&Target for Massive Conversion Lift

- Trevor Paulsen

Both SiteCatalyst and Test&Target are amazing and powerful tools that allow a digital marketer to better understand the traffic on their site and test their marketing ideas among groups of users.  However, business users often wonder how to make sense of the titanic amount of data that is collected and actually use it to increase conversion on their site.  What I’m going to show you today is that you can actually build a statistical model to find the users who are most likely to complete a conversion using SiteCatalyst, and then target those exact individuals using Test&Target to really get some amazing conversion lift!

To explain how this works, let me break the process down into the following steps that I’ll explain in more detail:

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Read the full blog post at Adobe Digital Marketing Blog.

Test&Target Updates to the Digital Pulse Debugger

- Daniel Wright

SiteCatalyst customers have been using the DigitalPulse Debugger and its earlier incarnations to troubleshoot implementations for years. Test&Target customers, on the other hand, have relied on an assortment of various bookmarklets and hard-to-remember URL parameters. I’m glad to say that over the last year numerous improvements have been made to help you see the clockwork behind Test&Target. All you need is the DigitalPulse Debugger!

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Read the full blog post at Adobe Digital Marketing Blog.

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.

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

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.

Creating Fundamental Metrics definition in Omniture Insight

- Nilotpal Paul

I have been confused for quite some time now over how the fundamental metrics in Omniture Insight /Visual Sciences (VS) are defined. Well recently I found out that the definitions are rather simple.

The keyword that I am going to focus on here is “Shift” which is used in a lot of fundamental Insight Definitions.

he syntax of using this keyword to create dimension is something like this:

Shift(Dim,Level,Group,N)  and this is how it is explained in the VS documentation :

“Defines a dimension having the same elements as the dimension Dim. The eth element of the dimension level relates to the same element of the new dimension as the element of Dim related to by the e+Nth  element  of Level provided  that the eth and e+Nth element of level relate to the same element of the dimension group.”

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Read the full post at the Web Analytics Simplified blog.

Adobe Digital Marketing Summit 2012 Recap

- Adam Greco

As always, the Adobe (Omniture) Summit is a hectic, whirlwind affair! Each year, I look forward to it and then it seems to come and go so quickly. This year was no exception and the event was bigger than ever. While many of us “old-timers” miss the days of the event being in Park City or at the Grand America hotel, it looks like those days are over since the event is getting bigger and bigger every year. I thought I’d share some of my impressions of the event related to the web analytics portion of the conference and I also have a related question for you at the end of this post.

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Read the complete post at Web Analytics Demystified.