Adobe Analytics for Target: the integration you need

    Thanks to a recently released integration for Adobe Analytics and Adobe Target, marketing analytics just got a whole lot easier. Read on to learn more.

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    Adobe Target is a personalization tool where users can set up various types of tests (like A/B and Multivariate tests) and offer personalized experiences to end users. Adobe Analytics is an analytics insights tool where all data from digital touchpoints is gathered in order to connect the user journey.

    Here are the top five ways this integration could help streamline your processes.

     

    1) Data centralization: one reporting source

    With the A4T integration users can centralize their data. Data will only be collected once, leading to fewer discrepancies between the two systems, greater efficiency, and fewer data governance. This also means all analyses and reporting can be done with one product. Data analysts can simply do all reporting in Adobe Analytics instead of working in multiple tools.

     

    2) Easy to set-up activities with A4T reporting

    Once the A4T integration has been configured, users have the option of selecting their reporting source within their Target Activity. When selecting Adobe Analytics, all activity data will be shared with Adobe Analytics. This setting can be done under the “Goals and Settings” tab of Target Activity under “Reporting Settings.” Users have the option to choose their report suite within Adobe Analytics.

    a screenshot of "reporting settings" in A4T

     

    3) Easy-to-use reporting within Adobe Analytics

    Once users have selected Adobe Analytics as their reporting source within Adobe Target activity, all the data of this particular activity will be shared with Adobe Analytics. The activity data will become available within the “Analytics for Target” dimensions. Within Adobe Analytics’ workspace users can easily create custom reporting based on these dimensions. Simply drag and drop Target activities and experiences into custom reporting.



    Another option is to use the Analytics for Target panel. This panel is ideal to quickly set up a report to evaluate the success of various tests. This panel is available under “Panels” in workspace. Here’s how it works:

    • Drag and drop the “Analytics for Target” panel within the workspace
    • Choose the Target activity for which the report will be built. Analytics will automatically import the experiences that are linked to the selected activity.
    • Set the normalizing metric
    • Add success metrics (up to three)

    Once these variables have been added, analytics will give an overview of activity performance in terms of success metrics, lift percentage and confidence score. This panel is ideal to gather quick insights about test performance.





    4) Enriched insights of your targeted audiences

    Because all the data from a Target Activity is sent to analytics, all analytics’ variables (dimensions, metrics, etc.), can be used to further explore the users who were targeted. For example, an A/B test for users that visited a particular page on your website with Adobe Target can use Adobe Analytics to further explore what type of users responded best to each of the experiences. Let’s say Experience A was the winner of the chosen activity. It is possible to then further explore the characteristics of the users that saw Experience A with the set Adobe Analytics variables. By doing this, it is easy to better finetune initial targeted audiences and eventually, to optimize their experiences.

     

    5) Improved success criteria for your Target activity

    With the A4T integration, all success metrics defined in Adobe Analytics will become available in Adobe Target where they can be used as success criteria for your target activities. For example, a user has set-up an A/B test on the Product Detail Pages where they made changes to the call-to-action button. To measure the success of the target activity, use the clicks on the call-to-action and important milestones later in the funnel such as actual conversion (purchased, items sold, etc.) which have been defined in Adobe Analytics with success events.

     

    Published on    Last updated on 24/11/2020

    #Adobe, #Digital Marketing

    About the author

    Laura Van den Eynde is Business Consultant at Amplexor, based in Belgium. Specializing in digital marketing, marketing automation and user experience. Laura is responsible for identifying the client requirements and leading digital projects from concept to implementation.

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