Adobe Analytics Segmentation Kim Radzicki 10.19.2016

Segmentation Adobe Analytics lets you build, manage, share, and apply powerful, focused audience segments to your reports using Analytics capabilities, the Adobe Marketing Cloud, Adobe Target, and other integrated Adobe products. Segments can be based in the following values: Visitors based on attributes—browser type, device, number of visits, country, gender. Visitors based on interactions—campaigns, keyword search, search engine. Visitors based on exits and entries—visitors from Facebook, a defined landing page, referring domain. Visitors based on custom variables—form field, defined categories, customer ID. Adobe Analytics: Segmentation

Accessing the Segment Builder From the Segment Rail From the Top Ribbon Click here to open the Segment Builder Click here to open the Segment Manager Click Here First Click Here First Click here to open the Segment Manager Click here to open the Segment Builder Adobe Analytics: Segmentation

Segment Builder The Segment Builder provides a canvas to drag and drop Metric Dimensions, Segments, and Events to segment visitors based on container hierarchy logic, rules, and operators. Documentation: https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_build_ui.html https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_build.html Adobe Analytics: Segmentation

Visitor vs. Visit vs. Hit Visitor: a segment at the Visitor level returns the page that meets the condition plus all other pages viewed by the visitor only limited by the date range Visit: a segment at the visit level returns all the pages seen in a visit where at least one page meets the criteria Hit: a segment at the hit level identifies specific clicks and page views where a condition is true allowing you to isolate specific behavior Importance: this defines how broadly you want to look at the data Visitor (everything that the visitor ever did within the date range when the criteria is met) Visit (everything that happened during the defined visit) Hit (a specific action is taken on the site) Adobe Analytics: Segmentation

Visitor vs. Visit vs. Hit Example Segment: purchase made Visitor: if a visitor makes a purchase all visits and all hits within the date frame are included in the segment – even visits where a purchase didn’t occur Visit: if a visitor makes a purchase, all activity during the visit of the purchase event Hit: the purchase event hit only Visitor (all activity ever for anyone who made a purchase) Visit (all activity during the visit when the purchase occurred) Hit (the purchase event) Adobe Analytics: Segmentation

Segment Example: Geography Add a New Segment Set the top-level container to Hit Locate the Countries Dimension Drag and drop the Countries dimension onto the Segment Builder canvas Select the desired country from the drop down menu Drag over the Countries Dimension for each country that you want to include in the segment Name, describe and save the segment Adobe Analytics: Segmentation

Segment Example: Geography 1 6 7 2 Drag 3 4 5 Item Description 1 Click to open dimension list (other options are segments and events) 2 Dimension – search to locate Countries and drag to canvas 3 Set container level to Visit 4 Set operator to equals 5 Select the desired country from the drop down 6 Enter a title for the segment 7 Enter a description for the segment 8 Click Save 8 Adobe Analytics: Segmentation

Apply a Segment Click on the Segment Rail Locate the segment – if it does not show in the list remove the check mark limiting the list to the current report suite Check the box next to the segment that you want to select Click Apply If you apply multiple segments it means that the results must meet the criteria selected in both segments Title of presentation

Adobe Documentation Analytics Segmentation Building Segments https://marketing.adobe.com/resources/help/en_US/analytics/segment/ Building Segments https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_build.html Segment Builder https://marketing.adobe.com/resources/help/en_US/analytics/segment/seg_build_ui.html Segmentation Videos https://www.youtube.com/playlist?list=PL2tCx83mn7GtHqZicFTa--aE6d02BvvTd Title of presentation