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Monitoring your KPIs performance with Adobe Workspace Functions

May 1, 2017 by YiannisG

Today I am going to show you how to use Adobe’s Calculated Metric functions in order to set up a dashboard and monitor when your critical metrics & KPI’s perform outside normal/predicted behaviour.

Currently Adobe Sitecatalyst gives a feature called “anomaly detection”, know to most Google analytic users as “Intelligent alerts”.

Anomaly Detection in Adobe Sitecatalyst and why you don’t really need it

Anomaly detection will spot unpredicted behavior – whether this is positive or negative – based on previous data you hold (you can read more about this here). They way it does this is by calculating the daily total for the selected metric and compare it with the training period using each of the following algorithms:

  • Holt Winters Multiplicative (Triple Exponential Smoothing)
  • Holt Winters Additive (Triple Exponential Smoothing)
  • Holts Trend Corrected (Double Exponential Smoothing)

Each algorithm is applied to determine the algorithm with the smallest Sum of Squared Errors (SSE). The Mean Absolute Percent Error (MAPE) and the current Standard Error are then calculated to make sure that the model is statistically valid.

Theoretically speaking, Triple Exponential Smoothing is ideal for including “seasonality” trends (unlike Double exponential), however Anomaly Detection biggest weakness is it’s 90 day window.

90 days is pretty much insignificant for retail web sites where seasonality and trends plays a big role in terms of performance, hopefully they will add a YoY feature in future releases but in case they don;t that is ok because as long as you have the data available you can do it yourself as shown below.

[Read more…]

Filed Under: Adobe Analytics, Calculated Metrics, Digital Insights Tagged With: Adobe Functions, Adobe Workspace, calculated metrics

How to measure your YouTube video length performance

March 12, 2017 by YiannisG

YouTube Analytics

Quick post today about YouTube video analytics and in particular how to measure your Youtube video length’s performance with scatter plot chart .

This information will help you make decisions around your video content length creation as well as help you decide at which point you should position your call to actions.

Note that the analysis below makes more sense to long length videos rather small 30 seconds advertorials. The samples below were taken from 30+ minute webinars that were promoted via YouTube advertising.

[Read more…]

Filed Under: Calculated Metrics, Digital Insights, Google Analytics Tagged With: YouTube Analytics

Find Information Conversion Rate – The low operational costs metric that matters

March 5, 2017 by YiannisG

This metric (find information conversion rate) probably won’t mean much to most people, however it is not uncommon on retail or customer focused web sites. 

Call centers can cost a lot of money for tasks that a user can complete online and a lot of retail and customer service companies are now working on digital products and optimisation roadmaps in an attempt to digitalise self-service customer tasks and reduce costs.

What is Find Information Conversion Rate?

 The big book of key performance indicators by eric peterson from Neo Consulting is describing in great detail what this metric is about, but if you can’t bother reading the whole chapter, I summarize below a couple of examples of what the metric is and how it should be used.

A lot of web sites hold critical information that can lower operational costs by preventing site visitors from placing a phone calls such as “when is my order going to be delivered“?, “I placed the wrong order online, how can I change it“, etc, since this kind of information can be found online.

HELP microsites, FAQ or other INFO type pages, exist for that reason, however with minimum understanding of digital behaviours this can lead to poor results.

[Read more…]

Filed Under: Calculated Metrics, Digital Insights Tagged With: calculated metrics, find information conversion rate

Calculated Metric: Bounce Adjusted Unique Visits

August 10, 2016 by YiannisG

bounced adjusted unique visits

I was reading the other day the very interesting article published by Adam Greco about Creating Conversion Funnels via Segmentation for Adobe Sitecatalyst where he basically breaks down visits into four different segments, depending which section of the site a user visited during a session. One of the things that a couple of colleagues debated was the first segment called “Awareness”.

According to Adam;s post, we include in the awareness segment people who have come to your website, but never seen a product, attempted to download a trial of it or purchased it. They simply express an interest because they saw an ad, heard something or read an article about it.

[Read more…]

Filed Under: Calculated Metrics, Digital Insights Tagged With: Bounce Adjusted Unique Visits, bounce rate, calculated metrics

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