Adobe Analytics Training

Curriculum:

Web Analytics 101

• Introduction to online marketing
• Overview of different marketing channels

Metrics in Details and Metrics for Different Verticals

• Traffic metrics – Page views, visits, Unique visitors
• Engagement metrics – Time on page, Bounce rate, exit rate
• Session time out criteria
• Bounce rate criteria and reasons
• Conversion metrics – Revenue, orders, Form submissions, Conversion rate
• Calculated metrics
• Page views per visit, Average order value
• Form completion rate, Form success rate
• Deep into retail metrics and derivations.

Deep Dive into Metrics for Different Areas of the Website

• Searches, Null search rate, Search clickthrough rate, Search relevancy
• Cart conversion rate, Checkout conversion rate, Checkout errors
• Evaluating marketing campaigns – Metrics framework for Marketing campaigns.
• Mobile app analytics – Metric differences.
• List of depth calculated metrics.

Overview of Other Tools within Adobe Analytics

• Adobe data warehouse
• Report builder
• Activity map
• Adhoc analysis
• Analytics workspace

Into the Analytics Tool: Reporting and Analytics

• Understanding the reporting structure – Data dimension, Data dimension elements and metrics
• Analytics workspace – freeform, visualizations, projects, Cohort, flows, the fallout
• Bookmarking, Downloading and scheduling reports
• Building and automating dashboards
• Configuring alerts – based on availability in the account

Segmentation and Calculated Metrics in Adobe Analytics

• Containers in calculated metrics (excluding functions)
• Overview of segmentation
• Conditions within segments – Sequential, Union, intersection
• Segment stacking and merging segments
• Using segments in a metric
• Types of containers in the segment – Hit, Visit, Visitor

Report Suite's

• Concept of Multi suite tagging, roll up report suites
• Virtual report suites

Debugging for both Desktop and Mobile

• Decoding / parsing the image request
• Beacon anatomy
• Mobile app testing
• Various debugging tools – Firebug, Omni bug, Experience cloud debugger, network console, Fiddler, Charles

Variables and Events (Predefined / custom)

• Traffic variables (props)
• Listing, participation, Pathing
• Conversion variables (eVars)
• Tracking code, allocation, expiry in eVars
• Merchandising syntax, Binding in eVars (Optional)
• Finding methods (for all) and product finding methods (only for retail)
• Conversion classifications, Classification hierarchies
• Success events – pre-defined and custom success events
• Types of events and event serialization; Participation
• List variables

Marketing Channel Processing Rules

• Marketing channel manager
• Marketing channel processing rules
• Marketing channel costs (Optional)
• Marketing channel classifications (Last touch channel details)
• MC expiration

Other Admin Related Topics

• Processing rules (correlating custom variables into variables)
• Internal URL filters
• Customizing calendar and menus
• User management (Creating, maintaining user accounts and groups)
• Classification importer (SAINT classifications)
• Classification rule builder (using regular expressions)
• Data connectors (Purpose and overview)

Tagging the site using Launch - Advanced DTM

We will discuss the basics of Tagging the site launch

• Modified architecture flow diagram with DTM/ Launch in place
• Data layer concept
• Tagging the pages with the embed code
• Property creation and configuration
• Tool configuration within the property
• Configuring the data elements
• Page load rules
• Event-based rules
• Direct call rules