7 things you should be doing in analysis workspace right now! · 7 things you should be doing in...

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7 Things You Should Be Doing in Analysis Workspace Right Now!Peter Eiselt, Principal Solution Consultant (Credits to Jordan Ison, ACE Analytics)

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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Log into the Marketing Cloud using the username and

password at your machine.Go straight to Analytics

Click Workspace and Create a Project (Blue Button at the top

of the screen)


Analytics: Analysis Workspace

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Log into the environment:URL https://jison.marketing.adobe.com/analyticsUsername structure:[email protected] Password: Adobe2018!

Red – Yellow – Green – Blue:Telephone dial, Analytics icon, Workspace tab, Create New Project

mailto:[email protected]

https://jison.marketing.adobe.com/analytics


1 - Nailing your Queries

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• It helps to break business questions up into verbs (metrics) and adjectives (dimensions and segments and time).

• It helps to ask the requestor or business stakeholder, what do you want to see in this report?

• It helps to force specificity and clear expectations onto your translation of the business question.

• Sometimes, to keep things simple and answerable, you'll have to break the question into definite pieces and parts.

• It helps to think categorically about your Analytics data: • Acquisition• Engagement• Conversion


Creating a simple table

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The basic idea to translate every business question in:

<metric> by <dimension>

(1) If there is no panel, add a new panel (otherwise use thefreeform table)

(2) Choose the right date range(3) Look for “Visits“ in metrics (or do a search)(4) Drag&Drop „Visits“ to the column level(5) Look for „Referrer Type“ in dimensions (or do a search)(6) Drag&Drop „Referrer Type“ to the line level

Congrats! You created your first business answer:

„x visits came by referrer type y“


Add a visualization to the table

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Create a table with <orders> by <last touch channel>, then…

(1) Look / search for „first touch channel“(2) Drag&Drop it to the column, directly under the “Orders“

tab (a thick, black line appears)(3) Orders is then separated in 5 different columns

(breakdown)(4) Highlight the three cells in the “SEO“ line(5) Do a right-click in these, select Visualize > Donut(6) You may click on the bullet point before „Donut“ to

decide to hide the data table and to lock selection(7) You may click on the preferences icon to decide whether

you want to show legend or not

Congrats! You created your first visualization!


2 - Clearly show your progress against key initiatives

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• Examples of good visualizations to accomplish this: • Summary Change• Conditional formatting• Stacked Bar• Trend• Histogram

• This is about being limbic with your visual story telling


3 - Use the Fallout Visualization for ‘end to end’ analysis

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• Where the final result is a value segment… i.e. I can take systematic action on this.

• Fallout isn’t limited to conversions• Specific Page visit• Product View• Product Detail View• Add to Cart• Order• Apply three or more segments.• Right-click to create a segment

from a specific touch point• Other end-to-end visualizations:

• Cohort • Flow• Venn


4 - Start ‘value’ segmenting

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• Segments are not just for slicing, they are to pass valuable datasets to other solutions, systematically.

• You can do this with other Adobe Experience Cloud solutions using the Core Services: Audiences feature

• Examples of downstream use of your value segments: • Adobe Target• Adobe Campaign

• Example of up-stream use of your value segments: • Adobe Audience Manager

• You can get your value segments out of Adobe Analytics for ‘other’ solutions use cases with DataWarehouse


5 - Visualize it!

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• Pick the right visualization for the job (Ben Gaines has a nice presentation about this): • Comparisons: Stacked Bar and

conditional formatting• Trends: line, Stacked Bar with a

time element, Area• Parts to whole: Bar, Donut (with

context), Stacked area• Relationships: Scatterplot, Venn• Distribution: Histogram

• Build reports with ‘infographic’ in mind because if you share as PDF, it spits exactly what you have open…

• Now you can templatize your reports


6 - Annotate, describe, link

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• Examples in Reports: • Quickly describe the reports

(specifics) • Who uses it• How it’s used• What it’s not used for

• Examples in Segments and Calculated Metrics: • Any critical assumptions• Data definitions• Approach

• Benefits/Drawbacks• What it’s used for• What it’s not used for• Any other critical functions it’s

used for, e.g. Virtual Report Suite


7 - Start understanding how YOUR data works with anomaly detection

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• Examples of the way the algorithm works: • Day over day• Week over week • Month over month• Quarter over quarter• Year over year• Etc…

• Some use cases for Anomaly Detection are: • Monitoring key metrics• Data quality• Fraud• Site performance

• Things to think about before using a Contribution Analysis token: • Can I already explain this? • Could it be a false positive? • How impactful is this anomaly?• It is recurring? How often?


Participant Notes

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Participant Notes

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Additional Resources

Adobe Analytics YouTube Channel: § https://www.youtube.com/channel/UC8I6bqCk7gO6YdoMz6W5fvw

Adobe Analytics Help:§ https://marketing.adobe.com/resources/help/en_US/reference/

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https://www.youtube.com/channel/UC8I6bqCk7gO6YdoMz6W5fvw

https://marketing.adobe.com/resources/help/en_US/reference/

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