Use Adobe Analytics as a Data Source for Adobe Target (A4T)

Transcript

Hi, I’m Kimen Warner, a group product manager for Adobe Target. In the next few minutes, I’m going to share how to start using Adobe Analytics as a reporting source for your optimization activities in Adobe Target. We call this A4T, or Analytics for Target. With this, you can start using all of your analytics data to drive the analysis of your optimization program. In this video we’ll cover what is A4T and why would I use it, how it works, and then also what are the prerequisites needed to start going. In the next few minutes, I’m going to share how to start using Adobe Analytics as the reporting source for your optimization activities in Adobe Target. We usually call this A4T, or Analytics for Target. With this, you can start using all of your analytics data to drive the analysis of your optimization program. So here’s what it looks like. I’m looking at a report for an AB test and target. I can see my different experiences and their performances, both in a graph view up here and in a table view down below. This looks just like any other Target activities report, but the data showing here is getting displayed in real time from Adobe Analytics. This means that when I change the conversion metric here, maybe to average visit depth, then the data that I see here is coming directly from analytics. I can also change the audience. And the options I get for the segments are all of the segments in my Analytics account. I can choose one of them here, and apply the results here. So I can choose any metric or segment without having to specify it for the test before I started to run it. This means that when someone asks you something like, “Hey, how did this test affect membership signups?” and you hadn’t thought of that before you ran the test, then no problem. You can just pick that as a metric here, apply it on the test, and see what the results would be. I can see the same report in Analytics too. I can click on this link to take me directly to the activity report in Analytics. From here, I can see lift and confidence, just like I can in Target. I can also change the metric to something else, let’s say, like page views, and see the results here, and the lift and confidence according to that metric. I can even apply a segment, like maybe visit some organic sources, or multiple segments, and then I can see the test results narrowed down by that segment. Now, one of the best things about this integration is that I can either look at segments that I didn’t think of before, or I can go in and add a new segment and apply the results retroactively to the test. Again, either in Analytics or in Target. I can also use the download capabilities, the sharing capabilities, and the dashboarding capabilities in Analytics. Having all this in Analytics also makes it easier for optimization teams to work with analysts at their company who are more comfortable in Analytics than in Target. So how does this work? Well, when you create an activity in Target, you get to choose if you want to use Analytics as your reporting source. You do that on the third step of the activity creation here, and you can choose at the Reporting settings to use Target or Analytics. I’ve chosen Analytics, which means I see my company name here, and I can also choose the appropriate report suite where I want all my test results to go. Finally, I get to choose my metric. I can choose a custom one on the page, like click tracking, or if they viewed an inbox, or viewed a page. I can also choose an existing analytics metric from the entire list of analytics metrics I already have in the system. You’ll also notice that I don’t specify any segments here. That’s because it’s done ad hoc when you view the reports. Again, either on the Target reports or in Analytics reports. The optimization data is flowing from Target to Analytics on every call to Target from your visitors through our servers directly, and not through the visitors webpage. This ensures that there’s no data variance between those two systems. Now, you probably want to dive in, so let me walk through the steps to get started. The first step is to be on the right version of Adobe Target and Adobe Analytics. So that means you need to be on Target Classic, Target Standard, or Target Premium, or Analytics Standard and Premium. Step two is to make sure you’re on regional data collection. This is a capability of Analytics. Most of our customers are, but definitely worth taking a look. Steps three and four are to make sure you’re on up to date libraries, and also deploy the Marketing Cloud ID service. That means being on VisitorAPI.js file version 1.4 or newer for the Marketing Cloud ID service. For analytics, that means AppMeasurement, v1.4 or newer, or s_code version 27.3 or newer. And for Target, it means mbox.js, version 58 or newer, or at.js. The last step is to request access. So if you go to this website, Adobe.com/go/audiences, enter your information and we’ll get it set up for you. Once these steps are complete, you’re ready to go. That’s all you need to get started. Now you can start thinking about all the optimization opportunities when you can use all of your data for Analytics to power your activities.