Adobe SiteCatalyst Handbook, The: An Insider's Guide

Product Description

As the world of marketing goes digital, companies must integrate web analytics into their process to see evaluate how marketing campaigns perform and to improve website conversion. Adobe SiteCatalyst, the principal component of the Adobe Digital Marketing Suite (formerly Omniture), is the most advanced web analytics tool available on the market.
 
The Adobe SiteCatalyst Handbook is your key to understanding how to use this powerful web analytics tool. Recognized SiteCatalyst expert Adam Greco walks you through the building blocks of the program and shows you real-world examples to help further your understanding of the product. For end-users of SiteCatalyst, the book provides how-to instructions for all major SiteCatalyst features. You will also learn how to apply SiteCatalyst to common web analytics challenges ranging from campaign tracking to shopping cart analysis to visitor engagement. It also includes useful tips on using on Adobe ReportBuilder and advanced features that will benefit seasoned SiteCatalyst users. In the end, you’ll be able to answer business questions that you never thought you could address and generate web analyses that should improve your website’s return on investment.
 
You’ll learn how to:

* Create web analytics reports and data exports
* Design sophisticated web analytics dashboards
* Effectively track online marketing campaigns
* Analyze website shopping cart performance
* Connect online and post-website data
* Master website segmentation techniques
* Use basic and advanced pathing analysis
* Understand the inner workings of Adobe SiteCatalyst

Table of Contents

A Brief History of SiteCatalyst

SiteCatalyst’s Role in the Organization

How Does SiteCatalyst Work?

Why It’s Important to Understand SiteCatalyst

Learning SiteCatalyst

Conclusion

Chapter 2: Company Logins, Report Suites, and Rollups

Company Logins

Report Suites

Report Suite IDs

General Report Suite Settings

Multi-suite Tagging

Multi-suite tagging example

Additional benefits of multi-suite tagging

With great power comes great responsibility

Rollup Report Suites

Conclusion

Chapter 3: SiteCatalyst Traffic Variables

SiteCatalyst Variables

Traffic Metrics

Traffic Variables (sProps)

Not Persistent

Pathing

Enabling Traffic Metrics for Traffic Variables

The Instances Metric in Traffic Variable Reports

List Prop

List Prop Limitations

Hierarchy Variable

Conclusion

Chapter 4: Success Events

Key Performance Indicators

Understanding Success Events

Shopping Cart Success Events

Revenue, Orders, Units (Purchase)

Carts (scOpen)

Cart Views (scView)

Checkouts (scCheckout)

Cart Additions (scAdd)

Cart Removals (scRemove)

Product Views (prodView)

Counter Success Events

Currency and Numeric Success Events

Setting Currency and Numeric Success Events

Enabling Currency and Numeric Success Events

Success Event Serialization

Types of Serialization

Event ID serialization

Once Per Visit serialization

Calculated Metrics

What Are Calculated Metrics?

Creating and Using Calculated Metrics

Total metrics

Success Event Participation

Important Details to Know About Success Event Participation

Conclusion

Chapter 5: Conversion Variables

Conversion Variable (eVars) Fundamentals

Conversion Variable Persistence

Conversion Variable Settings

Conversion variable names

Conversion variable allocation

Conversion variable expiration

Conversion variable type: Text String vs. Counter

Conversion variable status

Conversion variable Reset setting

The “None” Row

List Variables

List Variable Settings

Products Variable

Understanding the Products Variable

Multiple values

Special parameters

Not persistent

Campaign Variable

Setting the Campaign Variable

Merchandising Conversion Variables

Why Merchandising eVars?

Using Merchandising eVars

Product Syntax method

Conversion Variable Syntax method

Instances Metrics in Conversion Reports

Using Instances for Quality Assurance in Conversion Variable Reports

Using Instances in the Products Report

Using Instances in the Campaign Report

Using Instances in Search Engine Reports

Instances Metrics and Calculated Metrics

Conclusion

Chapter 6: Variable Classifications

Understanding Classifications

Creating SAINT Classifications

Using SAINT Classifications

Classifying the None Row

Removing Classification Data

Numeric Classifications

Classification Hierarchies

Conclusion

Chapter 7: Advanced SiteCatalyst Features

SiteCatalyst JavaScript Plug-ins

Get Query Parameter Plug-in

Previous Value Plug-in

Cross-Visit Participation Plug-in

Get & Persist Plug-in

Time Parting Plug-in

Date Stamp variable

Time to Complete Plug-in

Get Val(ue) Once Plug-in

Visit Number Plug-in

Days Since Last Visit Plug-in

Data Sources

Transaction ID

Genesis Integrations

E-mail Marketing Integrations

Voice of Customer

Customer Experience Management

Other Genesis Integrations

Data Feeds

VISTA Rules

Important Facts About VISTA

DB VISTA Rules

Conclusion

Metric Reports

Ranked Reports

Ranked Report Settings

Default Metrics

Ranked Report Search Filters

The basics

Complex searches

Additional search filter tips

Trended Reports

Breakdown Reports

Traffic Correlations

Conversion Variable Subrelations

Pathing Reports

Types of Pathing Reports

Next [Variable] Flow report

Fallout report

Pathfinder report

Summary report

Other Uses of Pathing Reports

Conversion Funnel Reports

Conclusion

General Interface Layout

Report Toolbar

Download Report

Send Report

Bookmark Report

Add Report to Dashboard

Working with dashboards

Alerts

Site Metric alerts

Traffic and Conversion Variable alerts

Classification alerts

More Actions

Data Extracts

Targets

Publishing Lists

Comparison Reporting

Date Comparisons

Report Suites Comparisons

Segment Comparison Reports

Pathing Comparison Reports

SiteCatalyst Interface Time-savers

Update Dashboard Reports

Reorganize Menus and Hide Menu Items

Double-click to Add/Remove Metrics

The Magic Triangle

Graph Check Boxes

5x5 Subrelation Report

Remove Subrelation Breakdowns

Conclusion

Chapter 10: Segmentation

Segment Builder

Containers and Events

Segment Canvas—Nesting Containers

Segment Canvas—Exclude

DataWarehouse

Advanced Segment Insight (ASI)

Instant Segmentation (v15+)

Instant Segmentation vs. Multi-suite Tagging

Data security

More complex segments

Comparing sites

Conclusion

Chapter 11: Adobe ReportBuilder

What Is Adobe ReportBuilder?

SiteCatalyst vs. ReportBuilder

Using ReportBuilder

Installing ReportBuilder

ReportBuilder Toolbar

Creating Data Requests

Request Manager

Refreshing Requests

Scheduling Workbooks

Other ReportBuilder Items

Dependent requests

Right-clicking in Excel

Real-world Examples

Using ReportBuilder Templates

Using Dependent Data Requests

Conclusion

Section 3: Applying Adobe SiteCatalyst

Chapter 12: Tracking Website Content

Naming Pages, Sections, and Sites

Naming Pages

Naming Site Sections

Site Variable

Page Types

Page Type Pathing

Implementing Page Types

Content Management System

DB VISTA

Adobe Discover

Bounce Rates

Page Influence

File Downloads

File Download Limitations

Tracking File Downloads with Custom Variables

File Download Pathing

Conclusion

Product Pages

Product Pathing

Product Page Tab Usage

Product List Views

Cart Additions and Checkouts

Product Merchandising

Product attributes

Product finding methods

Money Left on the Table

Using potential revenue in segmentation

Beyond retail

Revenue, Orders, and Units

Validating Orders and Revenue

Order ID conversion variable

Comparing back-end order data

Product Returns

Recurring Revenue

Viewing recurring revenue in SiteCatalyst

Revenue and Orders to Date

Orders to date

Conclusion

Chapter 14: Campaign Tracking

External Campaign Tracking

Unified Sources

Marketing Channels

Internal Campaigns

Internal Campaign Click-through Rates

Internal Campaign Influence

Conclusion

Chapter 15: Lead Generation

Lead Generation Forms

         Form View and Form Completions

         Form Conversion

         Form IDs

                  Form Types

         Form Submit Clicks

         Form Errors

                  Form Error Success Event

                  Form Error Alerts

                  Fields Producing Form Errors

         Form Field Abandonment

Phone Conversion

         Click-to-Call

         Dynamic Phone Numbers

Conclusion

Chapter 16: Onsite Search Tracking

Frequently Asked Tracking Questions

Onsite Searches and Phrases

Number of Search Results

Search Result Click-through Rates

Onsite Search Phrase Pathing

Conclusion

Chapter 17: Visitor Engagement

KPI Pathing

Website Engagement Score

Visitor Scoring

Other Uses of Visitor Scoring

Pass visitor score to CRM

Visitor score segmentation

Visitor score targeting

Conclusion

Index

Appendix

Download Chapter 4 Success Events