Adobe Digital Analytics - SiteCatalyst, Test & Target Workshop

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SiteCatalyst
Introduction and
Reporting Overview

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SiteCatalyst User Training Topics
• How SiteCatalyst Works
• Major SiteCatalyst Metrics
• SiteCatalyst Variables (props, eVars, events)
• SiteCatalyst UI Reporting Overview
• Creating Segments
• Other Reporting Methods
Topics to be Covered

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How SiteCatalyst Works
JavaScript code is included on the page that:
1. Calls the SiteCatalyst “control files” (s_code.js and wa_config.js)
2. Sets page-level variables
3. Executes the code, sending an image request to the Adobe
servers
• The URL of the image
request contains all of the
SiteCatalyst variables and
data either set on the
page or within the s_code
file
• The variables are set in
name/value pairs and are
contained in the query
string of the URL

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There are a number of tools available to
allow users to see what variables and
values are tracked by SiteCatalyst on a
page or link click. The easiest to use is
the DigitalPulse Debugger. Details on
setting up the Debugger are at the link
below, or go to the Help section on
SiteCatalyst and search for “debugger”.
https://microsite.omniture.com/t2/hel
p/en_US/home/index.html#kb-using-
digitalpulse-debugger

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What does SiteCatalyst measure?
• SiteCatalyst can measure and report on practically anything that
happens in a visitor’s browser. Some of this is done via the “base
code” and some via custom coding.
• The base code tracks aspects of the visitor such as IP address
(which can be translated into geographic information), technology
(operating system, browser), the domain of the visitor’s ISP, and
whether the visitor has previously been to the site (via cookies).
• The base code also tracks the load of the current page, capturing
information such as the date/time, and the last page from which the
browser came.
• Through custom coding, almost any aspect of a visitor’s activities
and attributes can be tracked. Actions on the page such as link
clicks can be tracked.

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What does SiteCatalyst not measure?
• SiteCatalyst, and any web analytics platform, is unable to track
certain actions taken in the browser window. These include use of
the browser’s back and forward buttons and right-clicking an
element on the page.
• By contractual obligation and business regulation, SiteCatalyst
cannot track PII.
• Because SiteCatalyst tracking is done in a visitor’s browser via
JavaScript and cookies, less than 100% of the actual data is sent
to the Adobe servers. Adobe states that SiteCatalyst data is
generally “accurate” to within 3%-5% of actual traffic.

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What should/shouldn’t SiteCatalyst measure?
• It is best practice to only track those items that are necessary to
generate the actionable reporting needed to help optimize your
site.
• SiteCatalyst is meant to track and report on data in the aggregate,
not at the individual visitor or user level. While SiteCatalyst is
technically capable of producing reporting of actions at the
individual level, it is not best practice to do so – such data is best
produced by application-level backend systems.
• It is not good practice to use SiteCatalyst reporting as “system of
record” reporting for any metrics other than site traffic. Metrics such
as the number of logins, self-service transactions (e.g., transfers),
the dollar amounts of transactions, etc., can be tracked by and
reported on by SiteCatalyst, but should be used for trending and
general sizing only. These metrics should not be used for
corporate or regulatory reporting.

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Key Metrics
Metrics & Custom Variables
Metrics and Variables
Major Metrics

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Key Metrics
• Page Views - A page view occurs when a visitor views a page on your web site.
• Visits - Occurs when a visitor views at least one page. The visit begins when a person first
views a page and ends after 30 minutes of inactivity.
• Unique Visitors – The number of unduplicated users that visit the website over the course
of a specified time period. The Visitors metric is defined primarily by cookies, and is best
understood as the number of “devices” (rather than “people”) that visit the site.
Major Metrics

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Add or Change Metrics
Reporting Overview
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SiteCatalyst Reporting UI
Page Report Metrics
Key Metrics Definition
Unique Visitors Visitor who visits the site at least once for the selected date range.
Visits
A visit occurs when a visitor views at least one page. A visit may
consist of multiple page views. The visit persists until 30 minutes of
inactivity or 12 hours of continuous activity.
Page Views A page view occurs when a visitor views a page on your web site.
Average Page Depth The number of pages into the visit that the page is seen on average.
Average Time Spent on
Page
The amount of time (in minutes) that a visitor spends on a page.
Entries The number of times a page is captured as the first page of a visit.
Exits The number of times a page is captured as the last page of a visit.
Reloads Counted when the same page is loaded twice; i.e., page is refreshed.
Bounces
The number of times a page or value is captured as the only image
request during a visit; i.e. page A is the only page visited, and then
the visitor left your site.
Bounce Rate Bounces/Entries

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Key Metrics
Variables

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Key Metrics
Major Variables
• props - used to track page-by-page site traffic activity
• eVars - used to report on subsequent conversion events, in addition to traffic activity
• events – track conversions, actions that we want to our visitors to take on our site
• Products – track the products being viewed, sold, added to cart, or removed from cart

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• Props (Custom Traffic variables) are used to track page-by-page site traffic activity (page
views, visits, and visitors).
• Props do not persist between pages.
• Key applications of traffic variables:
• Anytime that you wish to capture a value which can be associated with Page Views,
Visits and Visitors
• Find ‘most popular’ of a specific value
• Measure traffic for a specific segment
• Examples of props on websites: Line of Business, New vs. Repeat Visitor, Page
Errors/Messages (example report below)
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Props (Custom Traffic)

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• eVars (Custom Conversion Variables) are used to report on subsequent conversion
events, in addition to traffic activity.
• eVars are persistent throughout the visit (or for other periods, depending on the
variable’s expiration settings).
• eVars can be used to report on event variables that are set subsequent to the eVar
being set; traffic metrics (visits, page views) can also be reported for eVars
• Examples of eVars on Ally sites: Search Term, Internal Promotions (example report
below)
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eVars (Custom Conversion)

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• events (Custom Conversion Events) track conversions - actions that we want to our
visitors to take on our site.
• events can be reported on individually (via a trend report) or added to eVar reporting
• events can be “serialized” so that they are reported only once per visit, even if the user
reloads the page the variable was set on
• Examples of events: Site Search, Application Starts, Application Submitted (example
trended report below)
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events (Custom Conversion Events)

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Key Metrics
Pages Report

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Reporting Interface Overview
5. Use the Text Filter to
search for your pages
2. Search for any Report or Metric, or
use the Report Menu to locate a report
7. Set chosen
metrics as default
for the report
1. Choose a Report Suite
4. Choose how you would like to view
the data - ranked table or top 5 values
trended over time
3. Choose a
Date Range by
clicking on the
calendar
6. Choose metrics
to display by
selecting “Add
Metrics”
Reporting Overview
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Report Suites
• SiteCatalyst data is housed in separate “buckets,” called Report Suites.
• Each site has its own Report Suite, e.g., Corporate, Bank, Auto, Dealer
• Some portions of some sites are also segmented into separate Report Suites, e.g., ATM
Locator
• The Global Report Suite contains data from several sites, listed below. This Report Suite
can be used to report on visitor movement between our sites.
• Global Report Suite sites:
• Corporate
• Bank
• Auto
• Mobile Web

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Report Locations
Site Metrics Site Content Mobile Devices
• Site Overview (opening
screen)
• Key metrics (Visits,
Page Views, Visitors)
• Visits
• Visitors (Daily, Weekly,
etc.)
• Time Spent per Visit
• Events
• Pages
• Site Sections (channel)
• Links (Downloads, Exit
Links, Custom Links)
• Various reports about
technology and other
aspects of mobile
visitors

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Report Locations
Path Reports Traffic Sources Visitor Profile
• Next Page/Flow
• Previous Page/Flow
• Fallout
• Full Paths
• Entries/Exits
• Search Keywords (all,
paid, natural)
• Search Engines (all,
paid, natural)
• Referring Domains
• Referrers
• Referrer Types
• Search Keywords (all,
paid, natural)
• Search Engines (all,
paid, natural)
• Referring Domains
• Referrers
• Referrer Types

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Add or Change Metrics
AllyGlobal (allyglobal)1. Choose metrics by clicking the
“Selected Metrics” link at the top
of the report window, or select
“Add Metrics” above the report
results
2. Choose metrics by double
clicking,
or drag & drop them to the
canvas
3. Click Ok
4. Participation and Calculated
metrics can be added from the
“Metric Type” drop-down
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Reporting Overview
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Selecting Metrics

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Creating Calculated Metrics
1. Choose Calculated from the “Metric
Type” drop-down, then click
2. Click “Define New Metric”
3. Name the metric
4. Select the Type (e.g. Percent)
5. Select the base metric. Use Standard
Metrics, not “Total” Metrics
6. Add the metric to the formula (double-
click or select “Add to Formula”
7. When the formula is complete, save
the new metric
Note: Users can create and edit their own
calculated metrics, but they are not shared
across all users
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Reporting Overview
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Calculated Metrics

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Select Date Range
1. Choose a date range by clicking
on the calendar
2. Select a custom date range by
dragging the mouse over a range
of dates, or type in the dates in
the cells.
3. Select a preset date using the
drop-down list
4. Compare data for two different
date ranges by selecting
“compare dates” (e.g. January vs
February)
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AllyGlobal (allyglobal)
Reporting Overview
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Date Range

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• Reports can be toggled between
Ranked and Trended views
• “Ranked” report type shows a bar graph
of top values, and a table view of all
values ranked in descending order
• To sort by a different metric, simply click
the metric name you want to sort by
• “Trended” report type shows a trend
graph of the top values (up to 5), and a
table view of top values trended over
the selected time period
• You can change the 5 values that are
trended by clicking “Selected Items”
• You can toggle the granularity of the trend
by clicking “View By”
• You can only trend by one selected metric.
The metric can be changed by clicking
“Selected Metrics”.
RANKED
TRENDED
Reporting Overview
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Ranked/Trended Reports

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• eVars and props can be “broken down” by other metrics, including other eVars,
products, Campaigns, traffic sources, etc.
• props can be broken down by other props on a limited basis – correlations must
be set by an admin, and are limited in number
Reporting Overview
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Breakdowns – Relations between Variables

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Downloading & Sending Reports
• Reports can be downloaded to your
computer in a variety of formats
• Reports can also be scheduled to be
sent on a recurring basis with detailed
customization options
1. Click the “Send” Button in the report
toolbar
2. Enter the email addresses where the
report should be sent. Publishing Lists
can also be created.
3. Schedule the report to be sent
immediately, or weekly, monthly, etc.
4. Click “Advanced Delivery Options” to
set more advanced report scheduling
options and recipients
5. A “Rolling” date will automatically
advance the date of your report, which
is useful for recurring
daily/weekly/monthly reports
6. Once all settings are chosen, hit
“Schedule”
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Saving & Sending Reports
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Downloading/Sending Reports

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Bookmarks
Bookmarks a way to save custom reports so you can refer back to the them
later. They differ from Custom Reports in that they can be scheduled and
shared with other users.
To create & manage bookmarks:
1. Click “Bookmark” in the report toolbar
2. Enter a user friendly name for the bookmark and add to a new or existing folder.
3. Make the bookmark available for users by clicking on “Make Public”. “Display
report upon login” will show the report when you log in.
4. Click Save
5. Saved bookmarks can be deleted, shared, scheduled, etc. through the Bookmark
Manager
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Bookmarking Reports

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Dashboard Reportlets
• Dashboards are comprised of multiple reportlets and can be customized based on
your reporting needs
• Your custom dashboards can be set as your default landing page, and can be can
be saved and shared
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Dashboards
To create reportlets:
1. Click “Dashboard” in the report
toolbar to create a new reportlet
2. Enter a user friendly name for the
reportlet and add to a new or existing
dashboard.
3. Choose the date range of the
reportlet
4. Click “Create New”

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Dashboards
• To add a reportlet to a dashboard:
1. Click “Add Dashboard” under SiteCatalyst
> Favorites > Dashboards
2. Type a name for the dashboard
3. Click 3 x 2 or 2 x 2 to specify how many
reportlets you want on the dashboard
page
4. Configure the dashboard page layout:
o Adds a blank page to the dashboard
o Specify a paper size (e.g. landscape, portrait,
A4)
o Search for content in the Add Content and
Dashboard Contents menus
5. Add saved reportlets to the dashboard by
dragging items to the reportlet canvas
6. Click Save
7. Dashboards can be edited at any time by
clicking “Layout” in the dashboard view
8. Dashboards can also be managed
(deleted, shared, scheduled, etc.) through
the Dashboard Manager
9. To set the dashboard as your landing
page, click More Actions > Set as Landing
Page.
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Dashboards

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• Path flow and list reports allow you see
what pages visitors viewed before
(previous) or after (next) a selected page.
The report will highlight when visitors enter
or exit your site.
• Results can be shown graphically as flow
reports or in a list view. The report metric
is path views.
• You can use this report to:
• Understand what steps are taken most
frequently after viewing a selected page
• Identify where visitors are going instead
of your desired goal pages
22.91% exited the
site after viewing the
Corp Homepage
12.68% went to the
Customer login
username page, then
the Customer login
password page
• To access Flow reporting, go to Paths > Pages > Next (or Previous) Page Flow in the Reporting Menu
• To access a List view, go to Paths > Pages > Next (or Previous) Page in the Reporting Menu
Advanced Reporting
Pathing Reports

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Pathing Reports - Fallout
• Fallout reporting shows the passthrough between
up to 7 checkpoints you define.
• The fallout report will count all visits that passed
through the checkpoints in the order they are
defined, regardless of whether there were other
pages visited in between checkpoints.
• The report shows visits, % of starting visits,
conversion % (continued) and fallout % (lost)
• You can use this report to examine:
• Conversion rates through specific processes (such as account application or enrollment process)
• General, wider scope traffic flows: Of the people who saw the homepage, how many went on to a
product page and then how many of them eventually went on to start an application?
• To access Fallout reporting, go to Paths > Pages > Fallout in the Reporting Menu
Advanced Reporting
Fallout Report

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Key Metrics
Create a Segment

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Segment Definition Builder aids in building segments within Data Warehouse, Discover, and
segmentation within SiteCatalyst15.
1. Title – This is where the segment is
named
2. Containers – Serves as the
framework for how data will be
populated for the segment.
3. Events – Contains a list of all
success metrics that have been
defined for the site. Also includes
“instances of eVar<X>”.
4. Segment Canvas – contains Include
& Exclude tabs. This is where the
segment is built.
The 4 Components of the Segment Definition Builder
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Segmentation
Segmentation

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Segment Containers
• The Page View container will only retrieve data where the
condition is true on that page – i.e., the variables/values set on
the page load.
• Example: page views where prop31 (Errors/Messages) contains
certain text.
Segmentation
Segmentation
• The Visit container will only retrieve data where the condition is
true for that session.
• Example: visits where eVar36 (User Type) is contains both
“Anonymous” and “Bank Customer”
• Will be most often used segment type.
• The Visitor container will only retrieve data where the condition
is true for each visitor within the selected timeframe.
• Example: visitors where the number of logins (event1) is greater
than 1

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Creating a Segment
11. Click “Add Segment” under the
Segment toolbar
2. Give the segment a name
3. Select your container – page
view, visit, or visitor. You can
also select an event, which will
act as a page view container.
4. Drag the container to the
segment canvas
AllyGlobal (allyglobal)
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Segmentation
Segmentation

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Applying Segment Filters
• To set the rules or conditions by which the segment will operate, click the underlined
name of the segment.
• The “Define Visit” window will open, and
then select the following:
1. Choose whether the visit will match all rules
or at any of the rules
2. Select the item from which the criteria will be
set
3. Choose whether the item should be “equals”,
“greater than”, etc. to the value
4. Select the value of the criteria – either enter
the value or select from a list
5. Don’t forget to click the “Add” button add the
new rule to the visit filter
6. Continue this process until all rules have
been created, and then click “OK” when
finished
7. Click “Save” in the Segment Definition Builder
window
• Check reports to verify that the segment is
generating the expected data
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Segmentation
Segmentation
7

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Segment Exclude Canvas
• The Exclude canvas provides the ability to build a
segment based on criteria that should be
excluded from the data.
• In this example, the client wanted to view activity
for all pages other than the apply:step pages.
• This segment was built using the Exclude canvas
to exclude all page views that contained
apply:step, returning data for all other page views
that occurred on the site.
Segmentation
Segmentation

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Events in Segmentation
• Success events can be added to the canvas to help define the segment, as well as
instances of a particular eVar.
• The example below shows a segment for all visits where an Application page was
viewed and an application was submitted.
• Note that the success event App Submitted can be clicked, and additional rules can
be applied
Segmentation
Segmentation

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And/OR Container Logic
• The segment canvas can also be used to created AND/OR Logic.
AND Logic (nested containers) OR Logic (adjacent containers)
• This segment will return all data for visits
where an apply:step page was viewed at
some point during the visit AND an
application was submitted within the
same visit.
• This segment will return all data for
visits where an apply:step page was
viewed. It will also return all data for
visits where an application was
submitted.
Segmentation
Segmentation

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• DataWarehouse
Requested reports that display advanced data relationships from raw data based on your
unique questions. Unlike most reports, which are displayed in the SiteCatalyst interface,
DataWarehouse reports are emailed or sent via FTP, and may take up to 72 hours to
process. Access to DataWarehouse is limited.
• Pro: get data for any combination of metrics and/or variables
• Con: need to wait for report; report is raw data; each change in dimensions, date range,
etc., requires another report request
• ReportBuilder
Pull data directly into Excel using the ReportBuilder add-in. ReportBuilder enables
customized data requests from SiteCatalyst, which can be inserted into Excel worksheets
and dynamically reference specific cells. Using ReportBuilder's data filters, extract and
combine data points into highly customized reports. Once an advanced dashboard has been
created, it can be manually refreshed or automatically published with the most up-to-date
information.
• Pro: data ported directly into Excel – can manipulate and combine with other data
• Con: limited in types of reporting (e.g., limited in breaking down variables by others); must
create segments in UI; changing metrics, date ranges, etc. not as simple as in UI; limited
number of licenses to use the add-in
Segmentation
SiteCatalyst Reporting
Other Types of Reporting

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Segmentation
Discover: Ad Hoc
Analysis

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Discover: Raw Power of Java

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Segmentation
Test & Target: Targeting the
Right Way

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Key Metrics
• Audience - An audience is a group of people who meet a rule condition, like "users on
Firefox" or "new visitors." You can display an activity to a particular audience. In your
reports, you can show how an activity performed for a particular audience. Several
audiences are pre-configured for you, and you can create others that meet your specific
requirements. Activities can be created with a single audience.
• A/B Testing- It is randomized experiment with two variants, A and B, which are the control
and treatment in the controlled experiment. Two versions of the same element (A and B)
are compared, like an image. Version A might be the currently used version (control), while
Version B is modified in some respect (treatment)
• Multivariate Testing – It is a process by which more than one component of a website
may be tested in a live environment. It can be thought of in simple terms as numerous A/B
tests performed on one page at the same time. A/B tests are usually performed to
determine the better of two content variations; multivariate testing can theoretically test the
effectiveness of limitless combinations.
Target
Terminology

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Key Metrics
• A/B testing involves comparing a control environment with a the test environment and
coming up with the insights about the performance of your marketing strategies
• Earlier web marketers used to rely on the process of re-directing traffic, 50% page A, 50%
page B, to verify the effect of experience on the visitor segments
• It required a lot of development effort to redirect visitors on the basis of different pre-
conditions like source, url parameter, useragent, IP address, etc
• All the experience were hosted on the same web server, increasing load time of the
webpage
• There used to be no default view if there was any failure in loading of the desired
experience
• Due to developmental efforts, there used to be many tests but too small of changes to truly
gauge the effect of any change
Target
Conventional Wisdom

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• Target Standard
It provides visual interface to create and manage tests and rule based targeting on your
website. Just a single line of code manages Target functionality on your webpage
• Target Classic
It is a form based workflow to create and manage A/B tests and multivariate Tests on your
website. Classic supports email testing, which is not available with Standard yet.
• Target Premium
Target Premium is an advanced Target license that adds automated personalization to
Target Standard. Automated Personalization provides advanced machine learning algorithms
to drive personalized experiences and improved conversion rates for digital experiences.
Segmentation
Target
Types of Implementation

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Key Metrics
• Mbox - Target Classic required you to use Mbox to be wrapped around the element that
you want to test, change. Target Standard requires you to use Target.js instead, load it on
every page to use the Target functionalities.
• Visual Interface – Target.js lets you manage the content on your page with the help of
Visual Experience Composer, whereas Classic needs you to change through the forms that
it provides you.
You can use Target to edit text and HTML on your page, change link descriptions, swap
contents of an element, hide an element of a page etc.
Target
Target Standard Vs Classic

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Key Metrics
It provides advanced machine learning algorithms to drive personalized experience and
improved conversion rates. It is a part of Target Premium package.
Modeling system automatically determines which piece of content to deliver to each individual
based on all behavioral data the system has about the visitor. This provides a personalized
experience for each visitor. The marketer does not need to run a test, then analyze the results,
then deliver a winner before realizing the lift found from optimization.
You need to specify the percentage of audience that would see the control result, this will help
you gauge the lift that is provided by personalization of experience.
Two kinds of algorithms are provided in automated personalization:
• Random Forest
• Residual Variance Model
Target
Automated Personalization

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Key Metrics
You can configure a campaign in Target Classic or an Activity in Target Standard to use Adobe
Analytics
as the reporting source.
Before you set up a campaign that uses Analytics as the reporting source, establish the goal for
the campaign, such as improving revenue per visitor (RPV) or increasing clicks on your shopping cart.
Choose a final success metric for the campaign
We can create A/B Tests with Analytics, only when Adobe Analytics, SiteCatalyst is linked with
Adobe Target.
Create A/B with Analytics activity rather than just A/B activity in the Adobe Standard to get
reports within Adobe Analytics.
Note: After a visitor completes your goal, that visitor is no longer included in the campaign. If
the visitor re-enters your campaign after completing an activity, he or she is counted as a new visitor.
Target
A/B Test with Analytics

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Key Metrics
• Start Small- Do not try to test a lot of elements on a single page. That will only result in
convoluted data, and insights
• Shorten Implementation Time – Implementation time can get extended by tagging
multiple elements on the page. Such effort might again influence the conversion rate and
hide true picture of ROI
• Do not Tinker with the Default – Remember that if the test experience is taking too long
to load/failure to load, then TnT will showcase the default experience to the visitor. So,
make sure that you are not changing the default functinalities
TnT is not just for testing the ROI of different experiences, but it can also be used as a tool to
target various segments of people, for example, different pictures or color scheme for people
coming from Google, different images based on the IP address, “Welcome Back” in place of
“Welcome” to returning visitors.
Target
Points to Remember

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Segmentation
Questions/Discussion

Adobe Digital Analytics - SiteCatalyst, Test & Target Workshop

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