Adobe analytics что это
In today’s digital world, all companies rely on a digital presence to promote their brand, sell products and engage with their customers. What is Adobe Analytics and how it can help in achieving your business goals?
Let’s get into it! Hopefully after this you will have an initial understanding about Adobe Analytics, Web Analytics in general and if this is a path you want to explore further.
Do you need a Digital Analytics solution?
Let’s first try to understand what a stakeholder in a e-Commerce company needs. A general requirement would be to “maximise the ROI of the digital investment (e-shop, mobile app etc.)”. How does this translate to your particular case is subjective. Most of the time this is revenue maximisation, ARPU increase, customer retention, NPS or something similar. Someone will argue this information already exists in the CRM system, a transactional database or in the 3rd party that sends surveys. This is true but by itself does not actually help to improve those core metrics. How are we supposed to maximise:
- Revenue if we do not know how customers navigate around our shop?
- Conversion rate if we do not know what customers did before making (or not making) any purchase?
- ARPU if we are not aware of what products the customers show interest at over time?
- Retention and NPS if we do not learn their pain points and frustrations as they are browse?
We have to remember that people are actually visiting our brand, they showed intent. We should be trying to make their time on our brand as pleasant and smooth as possible! Noble cause I would say! So we need to have rich information about what they do between them arriving on our site and the actual sales (if any).
We need to be able to understand the different actions customers took. In which part of their journey they most commonly abandon our brand. How often they visit the complains page after they made a purchase? Having this view, creates the field to start asking questions and look for answers that are otherwise impossible.
Even if you ask directly your customers, the results will be from misleading (at best) to straight lies (at worst). The visitors reveal more about our brand through their actions rather than asking them. This is especially true in sales. Nothing speaks best than a person reaching for the wallet!
Adobe Analytics
Let’s try to understand what Adobe Analytics is. Analytics is one of the core offerings from Adobe and it is part of the Adobe Cloud suite. As a collection of products, there are numerous functionalities that are available but here will focus on Adobe Analytics solely.
The main purpose of Analytics is to provide a comprehensive solution to help you understand web behavioural data. It is an enterprise solution (i.e. features, SLAs, access control, costs) that enables you to collect data, store it, process it and visualise it in an easy-to-manage fashion. It is an enabler to quickly view the current performance and draw decisions supported by data.
If your site has a multi-step funnel, how do you know which step is underperforming? If you do not, chances are you will have to do user research, ask individual users or maybe your own employees. How much this reflects reality is something we will never know. Imagine being able to have a view for the biggest portion of your visitors? That would allow you to draw safer conclusions.
The only way to know that there is more than 80% drop rate in the last step of the funnel is to have the above report. Slicing and dicing the customer behaviour based on multiple data points is the key to perform such tasks. Even the most basic Adobe Analytics package offers hundreds of data points. Those can be customised to help you build such reports. Then you can focus your energy and time where it matters the most. Taking action!
Useful visualisations
If you want to view in which order visitors navigate through different sections, a flow visualisation will prove useful.
On the other hand, if your primary consideration is to compare between key segments you also have the flexibility to do so.
Adobe Workspace is the key analysis solution for interactive and exploratory work that is built with flexibility in mind. Combining multiple reports, graphs and data points is made really easy.
To make the above visualisations really insightful, it depends on your appetite to become data-driven. It is up to you to increase the number of data points you have available in Analytics.
The number of options to view, share and analyse the said data points is also big. It can enable both you and other stakeholders in your business to understand your customer from multiple perspectives. The best thing is it removes a huge burden from your BI and IT teams to obtain, store and analyse this data. The process is much more streamlined and hides all the data engineering complexities in order to make decisions faster. The video illustrates this very well.
What about Google Analytics?
How is this different to Google Analytics (or other web analytics solutions) you might ask. The main thing to understand is that those two products originate from different companies with different business models and backgrounds. The key difference is their target audience. Google Analytics is probably more suited to SMEs while Adobe Analytics is best for big companies. Adobe offers a lot more corporate-related functionalities and has much fewer limitations in terms of analytical features. This does not mean that big corporations cannot extract value from the product Google offers. In a lot of cases this also depends on the skills, maturity and requirements of your Digital Analytics team and their stakeholders. To go through such comparison, it needs a series of posts so I will not touch it at this time!
Добрый вечер, ЦП! Меня зовут Владимир. Я менеджер продуктов в одной не очень большой компании. Меня интересует практика использования российскими компаниями системы аналитики Adobe Analytics.
Если есть эксперты в данном вопросе, хотелось бы увидеть обзор — плюсы, минусы, сравнение с другими системами аналитики («Яндекс.Метрика», Google Analytics, например). А также возможности для приобретения этой системы.
Отвечает Мила Анучина, менеджер мобильных приложений медиахолдинга Hearst Shkulev Media
Многие по старинке называют аналитику Adobe — Omniture, но с 2011 года официальное название Adobe Marketing Cloud, в него входят следующие продукты:
- Adobe Analytics;
- Adobe Target;
- Adobe Audience Manager;
- Adobe Campaign;
- Adobe Experience Manager;
- Adobe Media Optimizer;
- Adobe Primetime;
- Adobe Social.
Если говорить конкретно об отчетах и аналитике интерактивных изданий в киоске, которые мы разбатываем на Adobe Digital Publishing Suite — мы ежедневно используем Adobe Analytics в работе:
- Анализируем топ материалов номеров интерактивных изданий (наших журналов в Newsstand в App Store), это для нас важно, потому что это нельзя измерить в печатной версии журнала. Тем самым данная информация представляет огромный интерес для редакции печатного издания.
- Анализ всевозможных метрик, для нас самое интересное: загрузился или не загрузился номер, сколько удалось скачать, сколько пользователей открыли, повторно открыли, переходы, просмотры, старт, стоп видео/аудио, крэши, просмотры рекламы, просмотры материалов, среднее время проведения на страницах и в приложении в целом и так далее.
- Радует настройка всевозможных отчетов и выгрузка в нужном формате.
- Хорошее приложение Adobe Analytics для iPhone/iPad, если правильно настроить дашборд.
Итого: Adobe Analytics в принципе не уступает Google Analytics, а местами более удобен, так как адаптирован под работу с продуктами Adobe.
Что касается возможностей приобретения системы — надо обращаться в Adobe, сами понимаете, суммы для крупного издательского дома и небольшой компании могут отличаться.
Это уникальная возможность понять ваших клиентов, их потребности и желания. Данное решение поможет вам быстро найти потенциальных клиентов и значительно повысить эффективность сайта.
Adobe Analytics входит в состав Adobe Analytics Cloud. Это решение облегчает работу маркетологов и позволяет им улучшать все необходимые показатели сайта. Эта аналитика включает такие мощные средства для анализа, как Reports & Analytics, Analysis Workspace, Report Builder и Ad Hoc Analysis.
ADOBE SOLUTION PARTNER С ПОЛНОСТЬЮ СЕРТИФИЦИРОВАННОЙ КОМАНДОЙ
За годы работы в партнерстве с Adobe, Аксамит разработал и успешно внедрил десятки решений используя продукты Adobe Experience Cloud: Adobe Experience Manager, Adobe Analytics, Adobe Target и Adobe Campaign.
Компания Аксамит является Adobe Solution Partner. Наша команда состоит только из опытных и сертифицированных разработчиков, специализирующихся на работе с Adobe Experience Cloud платформой с 2010 года.
ОСНОВНЫЕ ПРЕИМУЩЕСТВА ADOBE ANALYTICS
Adobe Analytics - это лидирующее на рынке решение, которое собирает данные на основе предпочтений пользователей. Это помогает увеличить эффективность маркетинговых кампаний и доходность инвестиций, найти оптимальные источники целевого трафика для вашего ресурса, оптимизировать маркетинговую деятельность в целом.
Adobe Analytics позволяет зафиксировать все действия, совершенные на сайте. Для создания отчетов используются инструменты форматирования Excel, которые настраиваются в соответствии с вашими уникальными требованиями.
На панелях отображается вся подробная информация о пользователях, показывается каждый шаг посетителя, его покупки, профили клиентов и многое другое.
Легко настраивайте интерфейс аналитики, выбирайте, что показывать и учитывать, а что скрывать из панели. Эта возможность поможет вам значительно сократить время анализа большого объема данных.
Для детального анализа к вашим услугам огромное количество показателей, которые помогут вам построить успешную маркетинговую кампанию в будущем.
Анализируйте поведение посетителей в режиме онлайн, это позволит запустить или скорректировать маркетинговую кампанию без потери времени и денег.
While most digital analysts understand Google Analytics, many can find Adobe Analytics to be a complete mystery. If you are one of those people, you’ve come to the right place. Let’s dig into Adobe Analytics and get you up to speed!
In this post, we’ll cover the following Adobe Analytics beginner topics:
- The program formerly known as “Omniture”
- Adobe Entry Page vs. Google Analytics Landing Page
- Adobe Success Events vs. Google Analytics Goal Completions
- Differences in Dimensions and Metrics Scope
- Adobe Analytics Report Navigation
- Standard Adobe Reports
What is Adobe Analytics?
Similar to tools like Google Analytics 360 , Adobe Analytics offers notable benefits and features (avoiding sampling, custom tracking flexibility, etc.), justifying the notable yearly cost associated to it.
Why use Adobe Analytics?
- Becoming familiar with Adobe will naturally expand your analytics skills! While many elements of Google Analytics tracking are applicable to Adobe; Adobe’s new features, tools, and caveats will deepen and enrich your analytics knowledge base.
- If you understand the features within Adobe Analytics, you will save yourself time as well as others by quickly solving complex analysis problems, creating expansive and actionable reporting, and setting up strategic tracking.
Comparing Dimensions and Metrics in Google Analytics vs Adobe Analytics
Now that we’ve established why Adobe Analytics is important, let’s look at some high-level dimension and metrics differences between Google Analytics and Adobe Analytics, and establish why the scope of dimensions and metrics is so critical to understanding any analytics set-up.
Adobe Analytics Entry Page vs. Google Analytics Landing Page
Looking at Adobe data, one of the first things you will likely notice is that sessions are now visits, and landing page is now entry page. As these are two extremely visible aspects of Google Analytics and Adobe Analytics, it’s important to note the high-level naming difference.
Google Analytics
Adobe Analytics
Google Analytics Goal Completions vs. Adobe Success Events
Another notable difference is GA goal completions vs. Adobe success events. For Google Analytics, each goal completion is counted once per session, where in Adobe, each success event counts each time the item occurs in a visit.
For example, if a conversion/success event in each platform is playing a video on the site, and you watch 5 videos in a single session/visit, in Google Analytics that will trigger only 1 video play goal completion, but in Adobe Analytics that will trigger 5 video play success events. When you think of Adobe success events, think of total events in Google Analytics.
Differences in Dimensions and Metrics Scope
An important aspect of all analytics is the scope of dimensions and metrics. Scope affects data collection, aggregation, and even the way you analyze data.
Ensure that you are matching the correct dimensions and metrics by scope when doing analysis, otherwise you run the risk of misleading your report stakeholders which leads to poor decisions based on this data.
So what are these scopes, and how do they differ between Google Analytics & Adobe?
Adobe Analytics and Google Analytics Hits:
- Definition: The building block upon which all other data is formed. Measures each individual interaction on the site (think pageviews, events).
- Google Analytics vs. Adobe Analytics: Standard across Google Analytics and Adobe.
- Main Takeaway Tip: You want to match hit dimensions to hit metrics (i.e. page with pageviews).
Adobe Analytics Visit / Google Analytics Session:
- Definition: Multiple hits make up a session/visit. The most heavily featured scope across both platforms.
- Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (session) & Adobe (visit).
- Main Takeaway Tip: These session/visit-level items can occur once in this scope, such as entry page, region, etc. Should match session/visit dimensions with session/visit metrics (i.e. entry page with visits and bounce rate, etc.)
Adobe Analytics Visitor / Google Analytics User:
- Definition: While multiple hits make up a session/visit, multiple sessions/visits make up a visitor/user.
- Google Analytics vs. Adobe Analytics: Different in naming across Google Analytics (user) & Adobe (visitor).
- Main Takeaway Tip: This typically is the most hidden scope in both platforms, but can provide powerful analysis, allowing you to be more audience-focused . Should match visitor/user dimensions with visitor/user metrics (i.e. new/repeat visitor with unique visitors).
See a more visual example of this breakdown below:
Now that you understand the scope of dimensions and metrics and how they differ between Adobe and Google Analytics, you are ready to jump into the Adobe interface. Let’s do it!
Navigation of the Adobe Analytics Interface
Once you’ve logged into the Adobe interface, you’ll be presented with the layout of report options (may differ slightly by account), which we will break down piece-by-piece:
The search reports and navigation element allows you to find what report you want, either through typing in the report name or navigating through the sections. Let’s see how we can find the entry page report with both options:
By typing in the report name itself, you’ll see which reports have this naming, and then can select the report that is more relevant to you. See below for the entry page report:
In this case, we don’t type the report name in, but rather click through the report structure to find it. You’ll notice that under the search option, this shows the same route that we use in the navigation structure to reach the report.
The top-nav allows you to easily navigate between Adobe’s interface. When you first log in to Adobe Analytics, this default to opening on the reporting tab. You could update in the future to land on the Workspace option as well. You could also not see the Workspace option if you don’t have access to this area (granted under your user-level rights).
Let’s break down each of the options available in this area.
- Workspace : This links to Adobe’s Analysis Workspace tool, which I’ll expand on in a future post. Some pretty amazing report, analysis, and visualization capabilities with this tool. Check on Benjamin Gaines session from the Adobe Analytics 2017 Summit for some cool insights here !
- Reports : Your current view, allowing you to pick among report options.
- Components : Allows you to manage segments, create calculated metrics, manage scheduled reports, etc.
- Tools : Allows you to access non-Workspace Adobe tools, such as Report Builder & Ad-Hoc Analysis . Report Builder is an add-on to Microsoft Excel, and is very useful for report automation. It functions in a similar manner as the Google Sheets Add-On does with the Google Analytics API . I’ll expand on Report Builder usage in a future post as well.
- Admin : Depending on your user access (either admin or user), this allows you to create new users, update Adobe report suite configuration settings, etc.
- Report Suite : On the far right of the screen (on the same level as the report search), you can change the Adobe report suite you are viewing (think Google Analytics account or property). For more advanced users, Adobe offers other types of report suites: Virtual and Global/Roll-Up being some of the major options.
Standard Adobe Analytics Report
Now that we know the basic interface, let’s explore a simple report (entry pages):
On the upper left-hand side, with the three icons, you have the options to (from top-to-bottom):
- View Reports : Navigate away from the current report
- Apply Segments : You can apply multiple segments at once (will find the overlap of all segments), and create and manage segments (which align to the dimension and metric scopes you choose!)
- Change Metrics : You can pick which metrics you have in the report (which should align to the dimension and metric scopes of the report). Let’s move our attention to the top-nav of the report itself (from left to right).
- Each of the symbols mean the following:
- “Entry Pages Report” – Name of the report
- The Star – Favorite the report to come back to for future reference (under your login)
- Cloud with Arrow – Download the report (Excel, PDF, etc.)
- Envelope – Send the report via email
- Book – Bookmark the report
- Speedometer – Add to an Adobe dashboard (less useful than Adobe’s other reporting options [Analysis Workspace being the main] in my opinion)
- Three Dots – contains more options, one of which is a quick link option (great for sharing reports with others – allow for them to come directly to the report upon login)
- The Cylinder – Which Report Suite the data is pulling from
- The Calendar – Allows for changing date ranges, and comparing dates (Adobe also allows you preset ranges – last month, last week, etc.). You can also create custom date ranges to fit your reporting needs
One last tip for the report layout: You can use these reports to drill down further based on what you have selected. This is located as shown below:
Want to see what channels drove visits to these entry pages? How about a breakdown by mobile device type? What can the regional data tell you about your paid targeting efforts? The possibilities are nearly endless. Go explore!
With these tools, you now how have the ability to:
- Understand how Adobe Analytics functions, why it is important, and how it differs from Google Analytics.
- Navigate the Adobe Analytics interface and basic reports.
Upcoming Adobe Analytics Tips
Now that you have this knowledge, if you have the opportunity, get in there and explore! What questions do you have based on what you’ve found? What are the hidden gems of Adobe Analytics that you use? Let me know in the comments!
However, truthfully, this is just the tip of the iceberg in relation to Adobe Analytics knowledge. To truly understand what Adobe offers, you’ll want to understand the following topics as well:
- eVars (custom conversion) vs. sProps (custom traffic) : How custom tracking with Adobe fundamentally works.
- Adobe’s Pathing & Fallout Tools : How Adobe’s PathFinder and Full Paths reports differ from Google Analytics’ pathing efforts, and how you can integrate pathing and fallout reporting into Analysis Workspace.
- Adobe Analysis Workspace : How Adobe’s main reporting and analysis tool is competing against Google Data Studio , and how it provides one of the most flexible and powerful interfaces of all major data analysis tools.
- Adobe Report Builder : How Adobe’s reporting automation tool stacks up against Google’s options, and how to most easily integrate it into your Excel reporting set-up.
Stay tuned for more information on these areas in future posts. If you’re ready for level two, check out The Definitive Guide to Adobe Analysis Workspace. Happy data digging!
При оценке стоимости внедрения Adobe Analytics важно учитывать стоимость услуг по внедрению, обучению, сопровождению и конфигурированию:
- Внедрение – включает в себя работу команды консультантов и разработчиков, результатом работы которых станет внедрение платформы “под ключ” (сбор бизнес-требований, разработка архитектуры, подготовка спецификации, внедрение, “холодный” запуск, тестирование, запуск в эксплуатацию);
- Обучение – консультанты проведут обучающие тренинги для технических специалистов и бизнес-пользователей, чтобы команда заказчика была готова к самостоятельной эксплуатации решения;
- Сопровождение Adobe Analytics включает в себя поддержку заказчика по вопросам работы и использованию платформы, внесения доработок и изменений, дополнительного обучения сотрудников и т.д.;
- Конфигурирование – в ряде случаев могут потребоваться ресурсы Adobe для конфигурации бэкэнда платформы (та часть работ, которые не могут быть сделаны силами партнеров-интеграторов).
Adobe Analytics предлагается в трех тарифных планах Select, Prime и Ultimate. Упрощенное сравнение тарифов ниже:
Отличие между Prime и Ultimate во многом состоит в специфичных для решения возможностях, которые могут быть непонятны широкой аудитории; эти возможности не отражены в приведенной выше таблице.
- Live Stream;
- Predictive Workbench;
- Data Workbench;
- Mobile Marketing;
- Attribution;
- Video.
Цена Adobe Analytics во многом зависит от трафика на сайте и в мобильном приложении (если оно у вас есть). Многие думают, что решение аналитики от Adobe намного дороже Google Analytics Premium/ 360. На самом деле цена последнего может оказаться выше.
Помните, что так называемые основные сервисы (Adobe Experience Cloud Core Services) предоставляются бесплатно вне зависимости от тарифного плана и включают в себя:
Итоговая стоимость внедрения решения будет также зависеть от компании-интегратора (партнера Adobe). Чеклист выбора партнера обязательно должен включать (но не ограничиваться) нижеперечисленным:
Читайте также: