Join David Booth for an in-depth discussion in this video Understanding the Adobe Marketing Cloud and how Adobe Analytics fits in, part of Up and Running with Adobe Reports and Analytics.
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Hopefully you’re watching this course because your organization has already made the decision to use Adobe Analytics, which is one part of a larger solution called the Adobe Marketing Cloud. In this course, we're going to focus in on Adobe's Reports and Analytics, which use to be SiteCatalyst which came from Omniture, which is now part of Adobe Analytics, which is also part of the Adobe Marketing Cloud. Got it? Okay. This can be a little confusing, so in this video we're going to take a look at how Adobe Reports and Analytics came to be and how it fits into the bigger picture.
In 1996, a company called Omniture was born. And it began offering enterprise web analytics through what was called SiteCatalyst. Omniture also had a host of other offerings and then, in 2009, the company was bought by Adobe. For the first couple of years, Omniture and its products kept their names. So you might still hear people talking about Omniture or SiteCatalsyt. But don't worry, it's a hard habit for many of us to break. It's the same thing of what we'll be covering in this course. Eventually, Adobe began bringing the Omniture solutions together with other digital marketing solutions that they had either developed or acquired.
And over time, all of these solutions have been integrated together and housed under on umbrella called the Adobe Marketing Cloud. These days, the Adobe Marketing Cloud is actually a group of six integrated solutions that help marketers with analytics, social media, targeting and personalization, web experience management, media optimization, and cross-channel campaign management. Taken together, with all of its parts, it represents an incredibly powerful platform. But it's also important to note that each element can be purchased separately, offering powerful stand-alone solutions.
Depending upon when and how your organization purchased Adobe Analytics, you may have access to tools over and above reports and analytics, like Data Workbench, which used to be called Insight. Or Ad Hoc Analysis, which used to be called Discover. The important thing is if your organization has analytics from Adobe, at a minimum you'll have Reports and Analytics, which is exactly what we'll be covering in this course.
- Understanding conversion and traffic variables
- Using metric and item-level reports
- Building and sharing dashboards
- Creating and using calculated metrics
- Setting targets and alerts
- Working with ecommerce reports
- Tracking campaigns and leveraging marketing attribution
- Getting data into Excel with Report Builder