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Adobe® Analytics with SiteCatalyst® Classroom in a Book®

Book Description

In digital marketing, your goal is to funnel your potential customers from the point of making them aware of your website, through engagement and conversion, and ultimately retaining them as loyal customers. Your strategies must be based on careful analysis so you know what is working for you at each stage. Adobe Analytics with SiteCatalyst Classroom in a Book teaches effective techniques for using Adobe SiteCatalyst to establish and measure key performance indicators (KPIs) tailored to your business and website. For each phase of marketing funnel analytics, author Vidya Subramanian walks you through multiple reports, showing you how to interpret the data and highlighting implementation details that affect data quality. With this essential guide, you'll learn to optimize your web analytics results with SiteCatalyst.

Adobe Analytics with SiteCatalyst Classroom in a Book contains 10 lessons. The book covers the basics of learning Adobe SiteCatalyst and provides countless tips and techniques to help you become more productive with the program. You can follow the book from start to finish or choose only those lessons that interest you.

Classroom in a Book®, the best-selling series of hands-on software training workbooks, helps you learn the features of Adobe software quickly and easily. Classroom in a Book offers what no other book or training program does—an official training series from Adobe Systems Incorporated, developed with the support of Adobe product experts.


Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication Page
  4. About the author
  5. Acknowledgments
  6. Advance Praise
  7. Foreword
  8. Contents
  9. About Classroom in a Book
    1. Additional Resources
  10. Getting Started
    1. Review of the SiteCatalyst user interface
    2. Before you get started
  11. 1. Preliminary Work
    1. Understand your website goals
    2. Determine your analytics focus
    3. Determine marketing channels
    4. External online campaigns
    5. Internal online campaigns
    6. Offline campaigns
    7. Review questions
    8. Review answers
  12. 2. Establish Business Strategy and KPIs
    1. Business objectives
    2. Key performance indicators
    3. Metrics
    4. Segments
    5. Establish thresholds
    6. Enter all relevant data in SiteCatalyst
    7. Conclusion
    8. Review Questions
    9. Review Answers
  13. 3. Awareness Analytics
    1. Assumptions
    2. Task: Define KPIs
    3. Task: Analyze marketing efforts effectiveness
    4. Task: Analyze email marketing campaigns
    5. Task: Analyze mobile (SMS/MMS) marketing
    6. Task: Analyze search engine marketing (organic search optimization)
    7. Task: Analyze paid search engine marketing
    8. Task: Analyze social media campaigns
    9. Task: Analyze online display advertising
    10. Task: Analyze affiliate marketing
    11. Task: Analyze internal online campaigns
    12. Task: Understand multichannel and cross-channel visits and attribution
    13. Conclusion
    14. Review questions
    15. Review answers
  14. 4. Acquisition Analytics
    1. Task: Define KPIs
    2. Task: Understand visits
    3. Task: Understand unique visitors trends
    4. Task: Understand where to focus your marketing efforts
    5. Task: Understand visitor demographics
    6. Task: Understand domains of origin
    7. Conclusion
    8. Review questions
    9. Review answers
  15. 5. Engagement Analytics
    1. Task: Define KPIs
    2. Task: Manage visitor experience
    3. Task: Understand engaging content
    4. Task: Understand use of rich media content
    5. Task: Understand path analysis
    6. Task: Understand landing pages preferences
    7. Task: Understand navigation
    8. Conclusion
    9. Review questions
    10. Review answers
  16. 6. Persuasion Analytics
    1. Task: Define KPIs
    2. Task: Determine page influence
    3. Task: Determine technology influence
    4. Task: Determine mobile influence
    5. Conclusion
    6. Review questions
    7. Review answers
  17. 7. Conversion Analytics
    1. Task: Define goals and KPIs
    2. Task: Manage macroconversions (purchase focus)
    3. Task: Manage macroconversions (cart focus)
    4. Task: Manage macroconversions (product focus)
    5. Task: Manage macroconversions and microconversions (custom events)
    6. Conclusion
    7. Review questions
    8. Review answers
  18. 8. Retention Analytics
    1. Task: Define goals and KPIs
    2. Task: Understand recency
    3. Task: Understand frequency
    4. Task: Understand monetary
    5. Conclusion
    6. Review questions
    7. Review answers
  19. 9. External Data Analytics
    1. Task: Define KPI
    2. Task: Integrate external data at transaction level
    3. Task: Integrate external data at the customer level
    4. Task: Genesis Integration
    5. Task: Integration with external data sources
    6. Conclusion
    7. Review questions
    8. Review answers
  20. 10. Dashboards
    1. Ingredients of a good dashboard
    2. Task: Know the difference between reporting and analysis
    3. Task: Determine dashboard hierarchy and contents
    4. Task: Create SiteCatalyst dashboard examples
    5. Task: Share the Dashboard
    6. Conclusion
    7. Review questions
    8. Review answers
  21. A. Implementation Details
    1. Lay the groundwork
    2. Decide on standards, variables, and plug-ins
    3. Implementation decisions
    4. Set up overall admin tasks
    5. Marketing channel tracking decisions
    6. Data classification tasks
    7. Enable video integrations
    8. Final touch-ups
    9. Conclusion
  22. Index