How to Master Your Analytics
The word on every marketer’s lips right now is Customer Experience (CX), and customer intelligence is the pathway to winning CX. Indeed, according to Adobe’s Digital Trends report 2019, 50% of respondents are planning to invest in improving their CX this year, and 42% plan to do so by improving their customer intelligence.
But how should companies go about doing this? When it comes to analytics, it becomes incredibly clear that there are a handful of features and techniques that set the leaders apart from everyone else. We wanted to share some of our tips for using Adobe Analytics to establish a data-driven culture.
Step up your viz game
We all know that a well-designed visual has the ability to communicate a complex subject with more impact and clarity than data tables and prose. In Analysis Workspace there are a ton of powerful visualisations that you may be frequently using today, however the real power lies just beneath the surface (tip: try right-clicking on just about anything in Analysis Workspace for additional options such as copy, paste and to explore the underlying data).
Empower the non-analysts
As we’ve continued to develop Analysis Workspace, we want it to serve the expert analysts as well as your broader business stakeholders. Increasing analytics adoption in your business is one of the most important goals for an analytics team and helps foster a data-driven operating model. You may be sharing your Analysis Workspace projects today, however features such as templates, tutorials and curation can really help you to take user adoption to the next level.
Colour palettes: To make your Analytics projects much more relevant to your brand, simply pick an existing colour palette or customise with your brand’s very own hex colours!
Text & links: Analysis Workspace also supports rich text summaries and hyperlinks that unlock a range of uses within your analysis projects. As well as providing summaries, how-to guides and other commentary, you can design a Table of Contents (see below) to act as your dashboard entry point. These TOC’s make it incredibly easy for your users to navigate through your workspaces and link deeper to visualisations or even any other HTTP link outside of Adobe Analytics (it could be an internal tool, wiki page or other analysis platform). To include links to other Analysis Workspace panels or visualisations, simply right-click on the project panels or visualisations and copy the link. If you’re linking to another Analysis Workspace project, then you can link the link under the “share” menu.
Harness the power of calculated metrics
Calculated metrics have long been a feature that sets Adobe Analytics apart from other analytics tools, especially because they allow you a high level of customisation without always needing to change your physical implementation. Despite this, it’s odd that Calculated Metrics is a feature that is often under-utilised by most users!
As well as some of the more obvious functions such as add, subtract, divide and multiply, there are some other really useful features you should be using today:
- Statistical functions: there are a wide range of these stats and math functions such as max or min value, averages, percentile and count that provide a huge amount of flexibility. A particular mention goes to the Approximate Count Distinct function that can be used to count number of unique items within a dimension, such as # of search terms. See Tip 8 on this link for more information.
- Nesting: this offers the ability to place other calculated metrics and segments into new calculated metrics for a much higher degree of flexibility. For example, you could create a metric to define your unique viewers who initiate at least one video play, then nest this “unique video visitors” metric into further calculated metrics that measure other aspects of your unique video visitors such as an average number of videos that are consumed or time spent watching video.
- Moving beyond digital metrics: Customer Lifetime Value is a gold standard in measuring your customer’s ongoing business value and enabling you to see the bigger picture. Most often, we find our customers ingesting this metric from a customer system such as their data warehouse or CRM which leads to additional integration overhead and internal coordination.
It’s so exciting to see the raw passion and innovation occurring in the analytics sector today! Adobe’s technology features can play a large role in helping marketers leverage the full power of analytics, however I am careful to underscore that these are merely enablers – the real value is driven by how analysts and CX specialists are applying this technology within their businesses.