praj datar | senior business consultant allan witts - kpn · 2018-05-03 · data warehouse. data...

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

Tech Lab: Audience Analytics in Action - Bring an audience focus to your analysis and reportingPraj Datar | Senior Business Consultant

Allan Witts | Senior Consultant


Agenda

Overview of Audience Analytics

Demonstration of setup & analysis

Hands-on tasks – business challenges

Wrap-up

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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

How Audience Analytics is set up

Best practice for data governance & access controls

How to get actionable insights from the feature


Quick poll

Raise your hand if:

You are familiar with how Analytics works

You have used Analytics workspace before

You are familiar with how Audience Manager works

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Crash course: Adobe Analytics

One stop solution for understanding and analysing your customer interactions

Building blocks for Analytics:

Report suite: Bucket of data specific to a brand, geo or some such grouping. For e.g. “We Retail UK”

Dimensions: Attributes of the data. For e.g.: “city”, “page name”, “product name”, etc.

Metrics: Quantitative measurements. For e.g. “page views”, “orders”, “revenue”, “registrations”, etc.

Segments: A subset of your total data qualified on specific dimensions or metrics. For e.g. “all visitors from Paris”

or registration page views”

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Launch / SDKs Processed data

Workspace

Reports

Ad hoc analysis

Data Warehouse

Data workbench

Activity Map

Report builder

Customer activity Data centre servers Analytics interface


Crash Course – Adobe Audience Manager – Key Functions

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AUDIENCE SEGMENTATION

Unify data to profiles, modeling , audience segment creation & augmentation

DATA IN

Sourced from devices and channels, foundational to creating audiences

CRM

WEB DATA

MEDIA PERFORMANCE

DEVICE DATA

DATA OUT

Push audience segments to marketing channels for reach or personalization


Crash Course – Adobe Audience Manager – Key Terms

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Combination of rules on incoming data signals. The most

granular form of data stored in Audience

Manager

Traits

Combinations of traits, combined

with Boolean logic that form an

audience

Segments

A third party system where

segments can be activated for

audience targeting

Destinations


Audience Analytics: Feature Overview

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Organizational silos Limited integration Manual effort Fragmented audience strategy

Managing data assets across Analytics and DMP solutions can be a challenge

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Audience AnalyticsAn enhanced integration from Adobe Audience Manager (AAM) to Adobe Analytics that allows customers to bring

their AAM segments into Analytics in real-time

Connect audiences to insights at scale


Audience Analytics: Key Benefits

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• Game-changer: 1st productized integration between a DMP and an analytics engine in the marketplace

• Fast: Segments are shared from AAM to Analytics in real-time, to inform audience discovery, segmentation, and optimization

• Comprehensive: All AAM segments are shared by default, fully enriching customer profiles in Analytics

• Easy: Solution admins can enable the integration through the UI, with minimal code changes required

• Privacy first: Only segments that adhere to Audience Manager data export controls are shared


Audience Analytics for AAM builds on an existing integration

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Adobe AudienceManager

Adobe Analytics

1) Server-side forwarding of signals from Analytics to Audience Manager Raw signals (props, eVars, events etc) sent to AAM for use in trait building

2) Batch sharing of segments built in Analytics to Audience Manager Segments built in Analytics shared through Experience Cloud available in AAM as traits


Audience Analytics for AAM

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Data forwarded to AAM

AAM data collection

Analytics Data Collection

AAM segments returned to AA

AAM segments flow to AA on the same hit

Analytics Downstream

Processing

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2 3

Page data captured by Analytics

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What segments can you bring from Audience Manager to Analytics?

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3rd party data media exposure data

2nd party data offline/ on-boarded data


Quantify value of 3rd party data insights

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Site

eng

agem

ent

Bookings

THIRD PARTY DATAUse Case 1


Understand impact of 2nd party data insights

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Airline Partner

Hotel Partner

Use Case 2


Calculate impact of media exposure

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Media Campaign: Travel Rewards Card

Media Campaign: Home Mortgage

Use Case 3


Consolidate reporting with offline data

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Instore purchase + Visits

Mobile Device + Visits

• Purchase Summary: aggregate view

Mobile Device + Visits

Instore purchase + Visits

Female + Visits

Use Case 4


Continuous Audience Enrichment

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Learn

Model

Test

Segment

Scale

Activate


Pre-Requisites

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CommercialPre-requisites

TechnicalPre-requisites

Experience Cloud ID Service in use

Server-side forwarding of data from AA to AAM enabled

BusinessPre-requisites

Appropriate plan for data governance & access

Plan for user roles for accessing & analysing data


1. Cannot be tied to PII 1. May enable combinations with PII (default for Analytics)

2. Cannot be used forsite ad targeting

2. Used for on site ad Targeting

3. Cannot be used for off site targeting

3. Used for off site Targeting

4. Cannot be used for on site personalization

4. Used for on site personalization

Data export control for governance

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Collect Data Push to Marketing Platforms

Classification Type:Data Export Control

Classification Type:Data Export Label

Classifications work hand-in-hand

Data Export Control Data Export Label


Setup & Demo

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Login details for Experience Cloud

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URL: http://marketing.adobe.com

Username: adobetechlab17+”computernumber”@gmail.com

Password: Techlab17#”computer number”

For example:Username: [email protected]: Techlab17#1

http://marketing.adobe.com/


Step 1 Analytics > Admin > Enable Server-Side Forwarding

c


Step 2 Switch to AAM & create Adobe Analytics destination

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Step 3 Configure Adobe Analytics destination

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Step 4 Set data export labels

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In this screen you can set export labels that match the destination report suite(s). Note how “This destination may enable a combination with PII” is selected by default.

These settings are powerful: for example, all segments whose Data Sources have “Cannot be tied to PII” selected, will not be exported when the corresponding label is checked on the destination (default setting).

When you are done, click “Save” to go in the next step of the Destination Wizard.


Step 5 Map report suites

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Step 5 Map segments

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Step 6 Validate

After a time delay of 24 hours, you should see 2 dimensions in Analytics: Audiences ID and Audiences Name

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Drag and drop the “Audience name” dimension to see the data!


Let’s do some analysis! Here is your first challenge:

As an analyst, you want to understand the influence of media exposure on onsite purchase

behaviour.

If customers don’t click on ads, is it really wasted media or do media impressions have an

indirect effect on purchase?

What frequency of impressions is optimum to influence behaviour?

Let’s take a look….

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https://aem917.msavlab.adobe.com/content/we-retail/us/en.html


How to build the Workspace

Navigate to Workspace > create new project (blank project)

Start dragging and dropping the relevant dimensions and metrics to create your data table

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Search for dimensions & metrics to drag and drop



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Search for visualizations to make your data tell a story!Drag and drop the relevant visualization

Once your data table is ready….



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Make selections in the data table to update the visualization & rename the visualization to make it easier to read

Once you are happy with the graph, be sure to lock it so it doesn’t change when you change the selections in the data table



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Keep going till you have answered your question:How does media exposure influence purchase behaviour?


What insights does the analysis uncover?

Exposure to media impressions does influence onsite behaviour! The “4 to 6” impressions audience performs the best in terms of site visits & orders However, conversion rate is actually better for the “1 to 3” impressions audience The “7 to 10” impressions audience does not perform as well as the other frequencies

Actionable insight:Increase media efficiency & downstream conversion by capping impressions frequency at 6 impressions

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Business challenges

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Challenges 2, 3 & 4

Set up workspaces to analyse each of these scenarios and derive actionable insights for each

based on what the data shows:

2. As a marketer, you want to analyse if you are wasting money by targeting the same set of

audiences through your social and display media channels

3. As a brand ambassadors manager, you want to check if investment in blog partnerships is

actually affecting revenue

4. As head of online sales, you want to understand why men are converting more than

women and if article readership is affecting this behaviour

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Challenge 2: review & insights

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There is a significant amount of overlap

between audiences targeted through display

and social channels

Actionable insight:

Use a suppression segment in AAM to exclude

audiences from display targeting who have

already clicked on the social campaign

WASTE

EXCLUDE FROM DISPLAY TARGETING

As a marketer, you want to analyse if you are wasting money by targeting the same set of audiences through your social

and display media channels


Challenge 3: review & insights

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Traffic generated through brand ambassador

partnerships is very valuable

Blog video viewers perform even better than

blog readers and spend more money onsite

Actionable insight:

Arrange for bloggers to review higher value

products in a bid to further increase conversion

& revenue

As a brand ambassadors manager, you want to check if investment in blog partnerships is actually affecting revenue


Challenges 4: review & insights

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Article views and orders are heavily skewed towards “men”, despite even traffic split

Sequential segments show that article views lead to purchase (causation) and that men are more likely to purchase after reading articles

Visitors who read articles also show better engagement metrics such as time spent, visit depth, etc.

Actionable insight:

Review the articles onsite to be appealing to both genders and / or create more articles which are appealing to women

As head of online sales, you want to understand why men are converting more than women and if article readership is

affecting this behaviour


Challenge 4 bonus! Segment comparison

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The Segment Comparison (Segment IQ) Tool discovers the most statistically significant differences among an unlimited number of segments through an automated analysis of every single metric and dimension you have access to. It automatically uncovers the key characteristics of the audience segments that are driving your company’s KPIs and lets you see how much any segments overlap.Try this out for some of the segments available in the report suite.


Key Takeaways

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Audience Analytics is simple to set up and free to use

Appropriate data governance & access controls are important

Running analysis using AAM segments in Analytics delivers

actionable insights


Allan [email protected]

linkedin.com/in/allan-wittsTwitter: @digitalallan

Praj [email protected]

linkedin.com/in/prajdatar

praj datar | senior business consultant allan witts - kpn · 2018-05-03 · data warehouse. data...

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