Join David Booth for an in-depth discussion in this video Understanding First Touch and Last Touch attribution, part of Up and Running with Adobe Reports and Analytics.
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…As we look at reports to tell…us how our different marketing channels are performing.…It's important that we take a quick look at a concept known as attribution.…Attribution means figuring out how we should attribute…value to various points along the path to conversion.…And it becomes especially important when we're evaluating marketing channels.…Let's take an example.…Say I go to a search engine and I do a search, and…then I click on an organic link that takes me to your website.…I look around and though I'm not ready to buy on this first visit, I am intrigued.…
So I decide to sign up for your email newsletter.…A few days go by, and you email me a coupon to save 10%, and I click.…But it's still not enough to get me to purchase.…After another couple of days, I see a remarketing ad…from you offering 20% off, and that's just what I needed.…I click on the ad, and this time, I buy.…Now, the question here is, who should get the credit for that purchase?…Should it be the organic search that got me there in the first place?…
- 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
Skill Level Beginner
1. Introduction to Adobe Analytics
2. Understanding Key Adobe Analytics Concepts
3. Using Common Reports and Leveraging Dashboards
4. Expanding Report Functionality
5. Using Additional Reports
6. Understanding Campaigns and Marketing Channels
Using the Campaigns reports2m 52s
7. Leveraging Report Builder
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