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The Adobe SiteCatalyst Handbook An Insider's Guide,9780321859914

The Adobe SiteCatalyst Handbook An Insider's Guide

by
Edition:
1st
ISBN13:

9780321859914

ISBN10:
032185991X
Format:
Paperback
Pub. Date:
10/14/2012
Publisher(s):
Adobe Press
List Price: $59.99

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Questions About This Book?

What version or edition is this?
This is the 1st edition with a publication date of 10/14/2012.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

Summary

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.

Author Biography

Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. Mr. Greco began his web analytics career managing the website for the Chicago Mercantile Exchange and then became one of the founders of the Omniture (now Adobe) Consulting group. While at Omniture, Mr. Greco managed accounts large and small and helped clients maximize their use of SiteCatalyst. After Adobe, Mr. Greco held the position of Director of Web Analytics at Salesforce.com where he helped re-build the entire Adobe SiteCatalyst infrastructure, turning it into a world-class program. Mr. Greco is known for his expertise in Adobe SiteCatalyst and over the years has shared this expertise through his popular "Omni Man" blog and also co-founded the award-winning Beyond Web Analytics podcast.  Mr. Greco is now a Senior Partner at Web Analytics Demystified, a leading web analytics consultancy.

Table of Contents

Section 1: Behind the Scenes of Adobe SiteCatalyst


Chapter 1: 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


Chapter 2: 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


Chapter 3: 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


Chapter 4: 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


Chapter 5: 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


Chapter 6: Variable Classifications


Understanding Classifications

Creating SAINT Classifications

Using SAINT Classifications

Classifying the None Row

Removing Classification Data

Numeric Classifications

Classification Hierarchies

Conclusion


Chapter 7: 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


Section 2: Using Adobe SiteCatalyst


Chapter 8: 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


Chapter 9: 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


Chapter 10: 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


Chapter 11: 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


Section 3: Applying Adobe SiteCatalyst


Chapter 12: 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


Chapter 13: 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


Chapter 14: Campaign Tracking


External Campaign Tracking

Unified Sources

Marketing Channels

Internal Campaigns

Internal Campaign Click-through Rates

Internal Campaign Influence

Conclusion


Chapter 15: 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


Chapter 16: 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


Chapter 17: 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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