Getting the most out of enterprise analytics systems is not easy. A lot can go wrong on the way from gathering business requirements to getting actionable insights. While most of my posts are focused on the analysis or reporting capabilities of Adobe Analytics, this post is focused on how I plan and build my implementations. With an analytics system like Adobe Analytics, even small implementation choices can have large consequences later down the value chain. Errors and misjudgments can lead to skewed data that is affected in a non-obvious way. The implications range from more effort during analysis or higher maintenance to wrong conclusions and business decisions. This post will walk you trough the number of steps I take when planing a new Adobe Analytics implementation. While I’ve been successful in delivering value by following those, there might be situations where a different approach is better suited to the task […]
Month: September 2020
Why I still love Props – Confessions of an Analyst
Experts are supposed to know everything about a certain topic. And not only are they suppose to know things, they also are expected to behave in the best way possible. Their past decisions are the benchmark for how to assess future situations and judge what to do. But all experts have their little secrets, where they deviate from the gold standard and do something that is outdated, unpopular, or straight-out embarrassing. This post is about one of the things that I still do today and only talk about seldom because it became unpopular a while ago. So here it is: I still use Props in all my Adobe Analytics implementations. But not only do I use them, I secretly love them! Both Adobe themselves and veterans like Jan “Props must die” Exner advise on not using them any more in the future. So this is my confession to the world […]
Retention Analysis in Adobe Analytics – Part 2: Custom Segments and Metrics
User Retention is crucial to any digital offering. If you optimize your offering to a point where users come back on their own, you can not only save on marketing cost but also engage your existing users more. This makes retention analysis a prime example for how digital analytics can provide tangible business value. In the previous post, we used Cohort Tables and some builtin features of Adobe Analytics to analyze User Retention. But there is a lot more Adobe Analytics has to offer once we start using Segments and Calculated Metrics. In this post we are going to build our very own Segments to see how many of our Users we are able to retain. Based on those Segments we will then define some Calculated Metrics to make our lives even easier. I’ve also put the results on the Open Adobe Analytics Components Repository. Let’s start building! Simple User […]