Adobe SiteCatalyst Handbook An Insider's Guide

ISBN-10: 032185991X
ISBN-13: 9780321859914
Edition: 2013
Authors: Adam Greco
List price: $62.99
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Description: The Adobe SiteCatalyst Handbook: An Insider's Guide is devoted to teaching people how to use Adobe's industry-leading web analytics tool: SiteCatalyst, the principal component of the Adobe Digital Marketing Suite (formerly Omniture). While there are  More...

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Book details

List price: $62.99
Copyright year: 2013
Publisher: Pearson Technology Group Canada
Publication date: 10/14/2012
Binding: Paperback
Pages: 360
Size: 7.25" wide x 9.25" long x 0.75" tall
Weight: 1.496
Language: English

The Adobe SiteCatalyst Handbook: An Insider's Guide is devoted to teaching people how to use Adobe's industry-leading web analytics tool: SiteCatalyst, the principal component of the Adobe Digital Marketing Suite (formerly Omniture). While there are many general web analytics books available in the marketplace, there are none on Adobe SiteCatalyst and specifically on how to use SiteCatalyst to improve your website.The Adobe SiteCatalyst Handbook is designed to walk readers through the building blocks of SiteCatalyst, while at the same time providing real world examples of how the concepts being taught can be applied. The first half of the book focuses on program fundamentals, starting with the basics of defining variables, collecting traffic data, and setting up pathing, dashboards and other basic features, then going on to more advanced features.The second half of the book shares advanced implementation techniques, including tracking external and internal campaigns, pathing analysis and bounce rates, and quality assurance. After completing the entire book, readers will be armed with the knowledge they need to take their Adobe SiteCatalyst implementation to the next level.

Behind the Scenes of Adobe SiteCatalyst
What Is Adobe SiteCatalyst?
A Brief History of SiteCatalyst
SiteCatalyst's Role in the Organization
How Does SiteCatalyst Work?
Why It's Important to Understand SiteCatalyst
Learning SiteCatalyst
Conclusion
Company Logins, Report Suites, and Rollups
Company Logins
Report Suites
Report Suite IDs
General Report Suite Settings
Multi-suite Tagging
Multi-suite tagging example
Additional benefits of multi-suite tagging
With great power comes great responsibility
Rollup Report Suites
Conclusion
SiteCatalyst Traffic Variables
SiteCatalyst Variables
Traffic Metrics
Traffic Variables (sProps)
Not Persistent
Pathing
Enabling Traffic Metrics for Traffic Variables
The Instances Metric in Traffic Variable Reports
List Prop
List Prop Limitations
Hierarchy Variable
Conclusion
Success Events
Key Performance Indicators
Understanding Success Events
Shopping Cart Success Events
Revenue, Orders, Units (Purchase)
Carts (scOpen)
Cart Views (scView)
Checkouts (scCheckout)
Cart Additions (scAdd)
Cart Removals (scRemove)
Product Views (prodView)
Counter Success Events
Currency and Numeric Success Events
Setting Currency and Numeric Success Events
Enabling Currency and Numeric Success Events
Success Event Serialization
Types of Serialization
Event ID serialization
Once Per Visit serialization
Calculated Metrics
What Are Calculated Metrics?
Creating and Using Calculated Metrics
Total metrics
Success Event Participation
Important Details to Know About Success Event Participation
Conclusion
Conversion Variables
Conversion Variable (eVars) Fundamentals
Conversion Variable Persistence
Conversion Variable Settings
Conversion variable names
Conversion variable allocation
Conversion variable expiration
Conversion variable type: Text String vs. Counter
Conversion variable status
Conversion variable Reset setting
The "None" Row
List Variables
List Variable Settings
Products Variable
Understanding the Products Variable
Multiple values
Special parameters
Not persistent
Campaign Variable
Setting the Campaign Variable
Merchandising Conversion Variables
Why Merchandising eVars?
Using Merchandising eVars
Product Syntax method
Conversion Variable Syntax method
Instances Metrics in Conversion Reports
Using Instances for Quality Assurance in Conversion Variable Reports
Using Instances in the Products Report
Using Instances in the Campaign Report
Using Instances in Search Engine Reports
Instances Metrics and Calculated Metrics
Conclusion
Variable Classifications
Understanding Classifications
Creating SAINT Classifications
Using SAINT Classifications
Classifying the None Row
Removing Classification Data
Numeric Classifications
Classification Hierarchies
Conclusion
Advanced SiteCatalyst Features
SiteCatalyst JavaScript Plug-ins
Get Query Parameter Plug-in
Previous Value Plug-in
Cross-Visit Participation Plug-in
Get & Persist Plug-in
Time Parting Plug-in
Date Stamp variable
Time to Complete Plug-in
Get Val(ue) Once Plug-in
Visit Number Plug-in
Days Since Last Visit Plug-in
Data Sources
Transaction ID
Genesis Integrations
E-mail Marketing Integrations
Voice of Customer
Customer Experience Management
Other Genesis Integrations
Data Feeds
VISTA Rules
Important Facts About VISTA
DB VISTA Rules
Conclusion
Using Adobe SiteCatalyst
Creating Reports in SiteCatalyst
Metric Reports
Ranked Reports
Ranked Report Settings
Default Metrics
Ranked Report Search Filters
The basics
Complex searches
Additional search filter tips
Trended Reports
Breakdown Reports
Traffic Correlations
Conversion Variable Subrelations
Pathing Reports
Types of Pathing Reports
Next [Variable] Flow report
Fallout report
Pathfinder report
Summary report
Other Uses of Pathing Reports
Conversion Funnel Reports
Conclusion
Using the SiteCatalyst Interface
General Interface Layout
Report Toolbar
Download Report
Send Report
Bookmark Report
Add Report to Dashboard
Working with dashboards
Alerts
Site Metric alerts
Traffic and Conversion Variable alerts
Classification alerts
More Actions
Data Extracts
Targets
Publishing Lists
Comparison Reporting
Date Comparisons
Report Suites Comparisons
Segment Comparison Reports
Pathing Comparison Reports
SiteCatalyst Interface Time-savers
Update Dashboard Reports
Reorganize Menus and Hide Menu Items
Double-click to Add/Remove Metrics
The Magic Triangle
Graph Check Boxes
5x5 Subrelation Report
Remove Subrelation Breakdowns
Conclusion
Segmentation
Segment Builder
Containers and Events
Segment Canvas-Nesting Containers
Segment Canvas-Exclude
DataWarehouse
Advanced Segment Insight (ASI)
Instant Segmentation (v15+)
Instant Segmentation vs. Multi-suite Tagging
Data security
More complex segments
Comparing sites
Conclusion
Adobe ReportBuilder
What Is Adobe ReportBuilder?
SiteCatalyst vs. ReportBuilder
Using ReportBuilder
Installing ReportBuilder
ReportBuilder Toolbar
Creating Data Requests
Request Manager
Refreshing Requests
Scheduling Workbooks
Other ReportBuilder Items
Dependent requests
Right-clicking in Excel
Real-world Examples
Using ReportBuilder Templates
Using Dependent Data Requests
Conclusion
Applying Adobe SiteCatalyst
Tracking Website Content
Naming Pages, Sections, and Sites
Naming Pages
Naming Site Sections
Site Variable
Page Types
Page Type Pathing
Implementing Page Types
Content Management System
DB VISTA
Adobe Discover
Bounce Rates
Page Influence
File Downloads
File Download Limitations
Tracking File Downloads with Custom Variables
File Download Pathing
Conclusion
Shopping Cart Tracking
Product Pages
Product Pathing
Product Page Tab Usage
Product List Views
Cart Additions and Checkouts
Product Merchandising
Product attributes
Product finding methods
Money Left on the Table
Using potential revenue in segmentation
Beyond retail
Revenue, Orders, and Units
Validating Orders and Revenue
Order ID conversion variable
Comparing back-end order data
Product Returns
Recurring Revenue
Viewing recurring revenue in SiteCatalyst
Revenue and Orders to Date
Orders to date
Conclusion
Campaign Tracking
External Campaign Tracking
Unified Sources
Marketing Channels
Internal Campaigns
Internal Campaign Click-through Rates
Internal Campaign Influence
Conclusion
Lead Generation
Lead Generation Forms
Form View and Form Completions
Form Conversion
Form IDs
Form Types
Form Submit Clicks
Form Errors
Form Error Success Event
Form Error Alerts
Fields Producing Form Errors
Form Field Abandonment
Phone Conversion
Click-to-Call
Dynamic Phone Numbers
Conclusion
Onsite Search Tracking
Frequently Asked Tracking Questions
Onsite Searches and Phrases
Number of Search Results
Search Result Click-through Rates
Onsite Search Phrase Pathing
Conclusion
Visitor Engagement
KPI Pathing
Website Engagement Score
Visitor Scoring
Other Uses of Visitor Scoring
Pass visitor score to CRM
Visitor score segmentation
Visitor score targeting
Conclusion
Index

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