Month: December 2020

(Time-)Normalize Performance over time in Adobe Analytics’s Analysis Workspace

In Digital Analytics, one of the most common requests from business stakeholders is to compare the performance of two or more items on our websites, like marketing campaigns or content pages. While it is immediately obvious why this comparison is important to the business, it quite often leads to graphs like this, where the analyst tries to visualize performance over time: This solution is technically correct but makes it hard to really compare how both pages perform in direct comparison with each other. They went public on different dates and while Page A is rather stable in regards to traffic, Page B got a boost at around the middle of its time online. So, how do we make this simpler? When enjoying my free time between jobs, I caught up on some older videos from the Superweek Analytics Summit’s Youtube Channel. In 2019, Tim Wilson demonstrated how to align dates […]

Please, stop comparing Adobe Analytics to Google Analytics

This post is going to be a deviation from the “normal” content on this blog. Its purpose is to address one of the questions I received most often from a lot of people reading my posts. The title might already give away what that question is: “In your opinion, should companies buy Adobe Analytics or Google Analytics?” And I think there is something fundamentally wrong with this question. I think the above question can only be answered through some absurd level of generalization that does injustice to both tools. There are some agencies or consultants who end up doing this comparison to either seem neutral and independent, or drive traffic to their own sites. This annoyed me to a point where I started writing this post to have my answer ready at hand in the future. Bear with me on this one. To make my point, I first need to […]