Why Video Measurement Matters

- Marijka Engel

I believe video measurement is foundational to every company’s online data.  I also believe that video has not received the attention and documentation needed for its core role in every brand’s online portfolio.  As the video Subject Matter Expert (SME) for the Adobe Consulting team, I know that clients are struggling to get video measurement right and that it is an area that is moving and changing at a very fast rate.

Over the coming weeks and months I will be writing about video analytics from planning to implementation to analysis.  Through this blog series I plan to share the tips and tricks that will make video measurement easy, valuable and even fun.

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Read the full blog post at Adobe Digital Marketing Blog.

Integrating Your Test&Target Campaigns into SiteCatalyst: Don’t Be a Party Pooper

- Rand Blair

One of the most challenging aspects of hosting a party is sometimes you end up inviting friends and colleagues from two mutually exclusive circles of friends. Under one roof you have your college buddies mingling with your boss and his or her significant other. Those are two distinct groups that represent different realities of you. Both of those realities are based on the same you, but you don’t really want to see those realities collide.

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Read the full blog post at Adobe Digital Marketing Blog.

Enhanced integration for SiteCatalyst and your ForeSee survey

- Sgubler

For a few years now, Adobe Genesis has allowed you to integrate your ForeSee survey with SiteCatalyst. However, the integration just received a very substantial upgrade! Here is a sneak peek into what this new “version 2.0” integration can do.

#1 – Automatic daily transfer of up to 15 ForeSee survey dimensions in to SiteCatalyst! These can include latent scores like “Satisfaction”, “Navigation” and “Look and Feel” as well as any of your custom questions. These items can be used to create powerful new analytics segments in SiteCatalyst (v15+), Discover, and DataWarehouse. See an example lower in the post.

#2 – Automatic daily transfer to ForeSee of SiteCatalyst behavioral data for survey responders. You can select from 40+ metrics and breakdowns. This now can include your custom props and eVars – not previously available in version 1 of the integration. Having these in the ForeSee analysis tool allows for new filtering options for your ForeSee measurements.

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Read the full blog post at Adobe Digital Marketing Blog.

 

How to Get Data In and Out of SiteCatalyst — Part II

- Brent Dykes

In the previous post in this two-part series, I described the various methods of getting data into SiteCatalyst. Once you’ve collected the necessary data for your business needs, you’ll next be interested in putting the data to use for reporting, analysis, or optimization purposes. There may be many different ways you’d like to leverage your SiteCatalyst data so I think it’s important to understand what options you have at your disposal so that you can achieve your business objectives as efficiently as possible.

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Read the full blog post at Adobe Digital Marketing Blog.

Five Hidden Gems in SiteCatalyst 15

- Ben Gaines

Recently, two bright and well-trained SiteCatalyst 15 users asked me to point out some lesser-known or lesser-used features which help analysts and marketers run a really tight ship. SiteCatalyst 15 looks fairly similar to SiteCatalyst 14, but beyond the obvious platform improvements (e.g., segmentation, unlimited subrelations, etc.) it does contain a number of features that can be easy to miss but which either save users a lot of time/frustration or enhance the analysis that you can do in the tool. Today I’m going to share five things that I would advise all users of SiteCatalyst 15, both newbies and veterans, to consider trying out.

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Read the full blog post at Adobe Digital Marketing Blog.

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.

Idea Exchange goodness: two new metrics in SiteCatalyst

- Ben Gaines

Shortly after we launched the Idea Exchange in early 2010, a submission floated to the top and has stayed there ever since. Carmen Sutter asked—nay, demanded—“Make Bounce Rate a default metric!” Our customers agreed en masse, with 238 people voting for the idea. We took a step toward responding when we released SiteCatalyst 15 by removing the need to build calculated metric after calculated metric to examine bounce rate in Pages reports, but we knew we weren’t done.

The next time you log into the Idea Exchange and click “Top Ideas,” you will see a big fat “Implemented” under Carmen’s idea. Between adding Bounce Rate to most SiteCatalyst 15 reports (including eVars) and the new Total Time Spent metric with all that it enables you to do, today’s SiteCatalyst release is definitely something to be excited about. Here’s a brief rundown of what we’ve done.

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Read the complete post at The Digital Marketing blog.

Using Predictive Analytics to Create Business Intelligence Masterpieces

- Trevor Paulsen

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It is hard to believe that both of these paint­ings were cre­ated by the same artist.  At left, Picasso’s The Old Fish­er­man, dis­plays amaz­ing detail and depth of knowl­edge about the human fig­ure.  At right, Three Musi­cians, presents amaz­ing con­trast and is so sim­ple that it almost seems like any­one could have painted it with­out any train­ing at all, and yet it is the more well-known of the two.  I have often won­dered why that is.

Believe it or not, there is a strong tie in here with web ana­lyt­ics.  The rea­son that the sec­ond image is more pow­er­ful is not because of its sur­face appear­ance; it is the depth of knowl­edge of the artist behind it.

Recently one of our largest media clients asked the Adobe con­sult­ing team to help them iden­tify four to five key user mar­ket seg­ments using pre­dic­tive ana­lyt­ics and the data cap­tured by Site­Cat­a­lyst.  This was an extremely chal­leng­ing task con­sid­er­ing the client has over 80 mil­lion unique vis­i­tors to their site each month, each with unique behav­ior and con­tent affini­ties across many indi­vid­ual vis­its.  It was our task to char­ac­ter­ize each indi­vid­ual user, and then find a way to group these users into use­ful and action­able seg­ments that could be used by the client’s mar­ket­ing team to hone their efforts.

We started by iden­ti­fy­ing the Site­Cat­a­lyst met­rics that were most impor­tant to our client’s rev­enue stream.  Most of these met­rics cen­tered on video mea­sure­ment but we also incor­po­rated visit infor­ma­tion (length of visit, entry time, entry page, etc.), refer­rer infor­ma­tion (includ­ing search key­words), and geo­graphic loca­tion.  We then cre­ated an algo­rithm that could take all avail­able infor­ma­tion from each user and cre­ate a series of user pro­files to which each indi­vid­ual vis­i­tor belongs.

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Read the complete post at the Adobe Digital Marketing blog.

Integrating SiteCatalyst & Tealeaf

- Adam Greco

In the past, I have written about ways to integrate SiteCatalyst with other tools including Voice of Customer, CRM, etc… In this post, I will discuss how SiteCatalyst can be integrated with Tealeaf and how to implement the integration. This post was inspired and co-written by my friend Ryan Ekins who used to work at Omniture and now works at Tealeaf.

About Tealeaf

For those of you unfamiliar with Tealeaf, it is a software product in the Customer Experience Management space. One key feature that I will highlight in this post is that Tealeaf customers can use their set of products to record every minute detail that happens on the website and are then able to “replay” sessions at a later time to see how website visitors interacted with the website. While this “session replay” feature is just a portion of what you can do in Tealeaf, for the purposes of this post, that is the only feature I will focus on. In general, Tealeaf collects all data that is passed between the browser and the web/application servers, so when someone says, “Tealeaf collects everything” that is just about right. While there is some third party data that may need to be passed over in another way, for the most part, out of the box you get all communications between browser and server. Tealeaf clients use their products to improve the user experience, identify fraud or to simply learn how visitors use the website. Whereas tools like SiteCatalyst are primarily meant to look at aggregated trends in website data, Tealeaf is built to analyze data at the lowest possible level – the session. However, one of the challenges with having this much data, is that sometimes finding exactly what you are looking for is like looking for a needle in a haystack if you have an earlier version of Tealeaf (i.e. earlier than 8.x). While the Tealeaf UI has gotten better over the years and is used by business and technical users, it was not built to replace the need for a web analytical package. It is for this reason that an integration with web analytical packages such as SiteCatalyst makes so much sense.

SiteCatalyst Integration

Since SiteCatalyst is a tool that can be used by many folks at an organization, years ago, the folks at Omniture and Tealeaf decided to partner to create a Genesis integration that leverages the strengths of both products. The philosophy of the integration was as follows:

  • SiteCatalyst is an easy tool to use to segment website visits, but that it doesn’t have a lot of granular data
  • Tealeaf has tons of granular data, but isn’t built for many end-users to access it and build segments of visits on the fly
  • Establishing a “key” between the SiteCatalyst visit and the Tealeaf session identifier could bridge the gap between the two tools

Based upon this philosophy, the two companies were able to create a Genesis integration that is easy to implement and provides some very exciting benefits. When you sign up for the Tealeaf/SiteCatalyst Genesis integration, a piece of JavaScript is added to your SiteCatalyst code. This JavaScript merely takes the Tealeaf session identifier and places it into an sProp or eVar. That sProp or eVar then becomes the key across both products. Once the Tealeaf session identifier is passed into SiteCatalyst, it acts like any other value. This means that you can associate SiteCatalyst Success Events to Tealeaf ID’s, segment on them or even export these ID’s. However, if you go back to the original philosophy of the integration, you will recall that the primary objective of the integration is to combine SiteCatalyst’s segmentation capability with Tealeaf’s granular session replay capability. This is where you will find the most value as demonstrated in the following example.

Let’s say that you have an eCommerce website and that you have a high cart abandonment rate. In SiteCatalyst, it is easy to build a segment of website visits where a Cart Checkout Success Event took place, but no Purchase Success Event occurred:

Once you create this segment, you can use SiteCatalyst or Discover to see anything you want including Visit Number, Paths, Items in the Cart, Browser, etc… However, the one thing that is difficult to see in SiteCatalyst is the actual pages the visitor saw, how these pages looked, where the user entered data, the exact messages they saw, etc… As the old saying goes, “a picture is worth a thousand words” and sometimes simply “seeing” visitors use your site can open your eyes to ways you can improve the experience and make more money! However, watching every shopping cart session would be tedious. But by using the SiteCatalyst-Tealeaf integration, once you have built the segment shown above, you could isolate the exact Tealeaf session ID’s that match the criteria of the segment, which in this case are visits where a checkout event took place, but there was no purchase.

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Read the complete post at Web Analytics Demystified.

v15 Segmentation vs. Multi-Suite Tagging [SiteCatalyst]

- Adam Greco

With the arrival of SiteCatalyst v15, one of the most intriguing questions is whether or not clients should take advantage of segmentation and replace the historic usage of multi-suite tagging. This is an interesting question so I thought I’d share some of the things to think about…

Multi-Suite Tagging Review

As a quick refresher, if you have multiple websites, it has traditionally been common to send data to more than one SiteCatalyst data set (known as report suites). The benefits of this multi-suite tagging were as follows:

  1. You could have different suites for each data set (i.e. see Spain data separately from Italy data)
  2. If you sent data to many sub-suites and one global (master) report suite, you could see de-duplicated unique visitors from all suites in the global report suite
  3. If you wanted to, you could see Pathing data across multiple sites in the global report suite to see how people navigate from one website to another
  4. You could create one dashboard and easily see the same dashboard for different data sets in SiteCatalyst or in Excel
  5. You want to see metrics at a sub-site level, but also roll them up to see company totals in the global report suite

As you can see, there are quite a few benefits of multi-suite tagging and most large websites tend to do this as a best practice. Of course, where there is value, there is usually a cost! Since you are storing twice as much data in SiteCatalyst, our friends at Omniture (Adobe) have always charged extra for doing this, but normally these “secondary server calls” are charged at a dramatically reduced rate.

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Read the full post at Web Analytics Demystified.