Unlocking unparalleled success in today’s competitive business landscape requires more than just adopting a tool such as Adobe Analytics (AA) — sometimes it is about harnessing the power of its often-overlooked features. In this exploration, we delve into the three transformative features that, when strategically utilized, can propel your data practice to new heights. Buckle up as we uncover the hidden gems that will set your business apart in a world where staying ahead is not just an advantage but a necessity.
What are these features?
Customer Attributes
While this feature was released in 2015, it is surprisingly not widely used. Customer Attributes is part of the Experience Cloud core services. It enables you to upload your enterprise data such as a customer relational management (CRM) database onto your AA given a customer ID match.
Some customers opt to leverage the various AA data extraction options to do further analysis outside of AA. However, it can be complementary by having these key non-digital dimensions overlayed into the AA analyst’s workflow
Benefits and Use Cases
CRM data: Enhancing Customer Segmentation
- Identify high-value customer segments based on both online behaviour and historical interactions. Tailor marketing campaigns, content, and promotions to address the specific needs and preferences of these segments.
NPS data: Evaluating Customer Satisfaction
- Correlate NPS scores with online interactions to identify areas of the digital experience that may be contributing to positive or negative customer perceptions. Prioritize improvements based on feedback and prioritize resources accordingly.
Product holding data: Optimizing Cross-Selling and Upselling
- Identify opportunities for cross-selling or upselling by analyzing which products are commonly used together. Customize online recommendations and promotions based on customers’ existing product portfolios to encourage additional purchases.
Purpose-built
- Historical matches can be analytics as long as there was a Customer ID sync previously.Bypass typical limits: no issues with low traffic limits, number of attributes.
From a multi-solution point of view, this can be considered a light option to target offline data attributes for Adobe Target customers.
Classifications
A classification is a way of categorizing Analytics variable data, and then displaying the data in different ways when you generate reports. You establish a relationship between a variable value and metadata related to that value. Classifications can be used on most custom dimensions, such as Tracking code, props, and eVars. In short, the most common use is to allow a look-up table overlay.
Once a dimension contains classification data, a new dimension is available in reporting that contains only classification dimension items. For example:
- Product IDs with additional product attributes, such as product name, colour, size, description, and SKU.
- Tracking Code by search engine, keyword, and campaign channel.
- Article IDs, blog IDs by topics, tags, sentiment, and author.
Benefits and Use Cases
Deeper Actionable Insights
- Some examples of deeper insights are: inventory optimisation, content recommendations at the author-level, and leveraging data to hyper-personalise.
Data Richness: Fill Data Collection Gaps
- The technical teams might have delays in making all the required data client-side. You can always add the metadata as long as there is a unique ID to stitch the data up.
Analyst Experience: Strategically Allocate Variables
- If you have inherited a very small number of free variables then uploading classifications via file upload.Use the Classification Rules Builder to breakdown a longer string into individual dimensions that are more usable.
AA Mobile App – Scorecards & Data Stories
With the Adobe Analytics mobile app, you can provide dashboards provide anytime, anywhere insights from your Adobe Analytics data. The app allows users mobile access to intuitive scorecards. Scorecards are a collection of key metrics and other components presented in a tiled layout that you can tap for more detailed breakdowns and trended reports.
More recently, Data stories allow you to tell the whole story by including supporting data points, business context and related metrics, all while keeping your most important key metrics front and centre.
Benefits and Use Cases
Executive dashboards
- Analytics can stay front of mind. Design and give access to key KPIs seamlessly to the busy executive persona. Create the dashboard once and allow access to the latest data without manual updates.
Monitor on the go
- At some point, we all would have been carrying a laptop and tether from a bar. Now it is possible to keep an eye on that important release or campaign launch from your pocket.
Conclusion
Hopefully, you can revisit these features and assess which ones can give your practice the edge. As we’ve explored the intricacies of these often-overlooked features, it becomes evident that harnessing them strategically can be a catalyst to get more value from existing investments.
