Adobe Analytics

Adobe Analytics

Tool to perform web analytics services used in the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which are useful for market research.

Analytics helps in creating better customer experience and subsequent benefits to the business.

Analytics can provide following types of variables.

TRAFFIC VARIABLES (PROPS / S.PROPS): Traffic variables count the number of times each value is sent to Analytics. Example: When a visitor opens are page , a prop can be used to increment the existing count.
EVENTS: Events are completed visitor actions on your website. Examples of custom events might be login, registration, and signup.
CONVERSION VARIABLES ( EVARS) are used to identify how well specific attributes or actions contribute to success events on your site. Example: When a visitor clicks on the internal promotion, an eVar can be used to store a unique identifier for that promotion.

There are several analytics tools that can be leveraged with AEM.

Analysis workspace/launch
Report and analytics
Adhoc Analysis
Report Builder (From Microsoft)
Data warehouse
Data workbench

Deployment Scenarios for adobe analytics :

• Using dynamic tag management
• Mobile deployment
• Video deployment using video heartbeat
• Global report suites and individual report suits
• Using launch

Use AEM integration with Analytics and target for following benefits :

• Optimizing landing page to promote different services
• Increase revenue and customer satisfaction
• Increase online sales
• Increase new visitors
• Customer focused campaigns
• Measure shopping cart abandonment
• Generate leads
• Advertising

Solution Architecture :

Inputs (how data can be sent to Analytics) :

1. Javascript Tags : place analytics javascripts code within the pages, which in turn sends data to analytics. DTM tobe used to manage the js files. 

2. AppMeasurement libraries :useful when javascripts are not compatible to the device like mobile apps.

3.  Data sources : Used to upload offline metrics. When javascripts are disabled. 

Outputs :

1. Adobe DMS interface : To see the data on various devices.

2. Data reports : To be sent out to different business users.

3. Excel integration : To pull data directly into Excel.

4. Reporting API

5. Live stream : provides data in 30-90 seconds. Live streaming.

6. Data warehouse reports : Adhoc data reports

Analytics can connect third party tools like Gigya, Kampyle, tracking first, lyric, hybris, tableau

Analytics + AEM can achieve :

• easy and automatic deploy of analytics on all digital managed properties
• have best analytics practices 
• in-context analytics for content authors

Analytics + Target can achieve :

• leverage analytics data collection to enrich customer experience and target campaigns.
• deeper segmentation and behavioral breakdown
• optimize target results