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.

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.

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.