Publications
- Customer Lifecycle and MarTech
- Adobe Analytics – A Champion’s Handbook
Find Out What Tracking Tools Are on Your Website
Many websites use tracking tools like Google Analytics, Adobe Analytics, Facebook Pixel, and other marketing tags to collect visitor data. But how do you know what tools are actually on your site and where they’re located?
Tab, Tab, Tab, And Website Traffic Analytics
Read time:
6–9 minutesWe are using tabs for web browsing a lot which can seriously impact the web analytics of the site: user behaviour across multiple tabs and windows, sharing cookies, isn’t distinguished in data analysis. This behaviour affects accurate session tracking and attribution, complicating the understanding of user journeys. Solutions include improving website design and tracking, shifting…
Measuring Customer Journeys For Life Insurance In Asia Using Adobe Analytics
Read time:
10–15 minutesWenzhou-Kean University collaborates with Hong Kong Baptist University, adopting Adobe Analytics to equip students with transborder skills in web analytics. Invited by Hong Kong Baptist University to share the caption with students from Wenzhou-Kean University attending an Adobe Analytics training conducted by HKBU to present Asia’s insurance industry landscape, and how the Internet and digital…
Can We Really Replace The Cookie?
Read time:
9–13 minutesWhat are the concerns around HTTP cookies such as security and privacy issues, and the challenges of a cookieless environment and how it impacts brands’ digital marketing efforts? We should be focusing on first-party data, enhancing the overall customer experience, using cross-channel analytics, marketing automation, and customer data platforms to adapt to the post-cookie era.
Tracking Adobe Experience Cloud ID With WebSDK
Read time:
4–5 minutesThe ECID is a unique identifier in Adobe Experience Cloud/Platform that helps recognize individuals and devices. While ECID is not available as a dimension in Adobe Analytics, capturing it as a custom dimension is desired for data linkage. The older AppMeasurement tracking allows assigning the ECID using the getMarketingCloudVisitorID() function. However, with the new WebSDK,…
Converting event_list And post_event_list In Adobe Analytics Data Feed
Read time:
5–8 minutesThe event_list and post_event_list columns are heavily encoded and impossible to use directly. Showing how to convert the encoded event_list and post_event_list columns in Adobe Analytics Data Feed into meaningful event names and split them into individual columns using Apache Spark to make the data more interpretable and easier to analyze.
User Retention By Days Of Access
Read time:
4–7 minutesInstead of the traditional day since the last visit or cohort analysis, calculating user retention based on the number of days users access a portal or app over multiple visits provides a more comprehensive understanding of retention. Using PySpark with Adobe Analytics Data Feed to extract the required data, calculate the weekly and monthly access…
Rebuilding Adobe Analytics Full Path Report With Spark
Read time:
4–5 minutesThe full path report is missing in the new Analysis Workspace in Adobe Analytics and rebuilding using Apache Spark. However, we can rebuild it using Apache Spark and data from the Adobe Analytics Data Feed, by reading the hit data, filtering valid page names, grouping by visit, ordering the page sequences, removing duplicates if needed,…
Optimise Custom Dimension Usage In Adobe Analytics
Read time:
2–3 minutesHere is the second half of my sharing in the Adobe Experience Maker The Skill Exchange event about optimising custom dimension usage. For multinational companies, it is common to have similar websites across multiple countries with similar features and slightly different data collection, such as lead generation forms from different countries collecting similar but different user information.…
Optimising Click Tracking With Adobe Launch
Read time:
3–5 minutesIt was my honour to be invited to join an Adobe online event to share my experience using Adobe Analytics, the recording is available at Experience Makers The Skill Exchange. Video content is good but I prefer to read articles than watch videos. So I am repeating the content in the article format here. I have…
Setting Up My Spark Lab
Read time:
4–6 minutesWhen learning Spark and testing with small datasets, I can simply run a local Spark instance with the following command which essentially creates a local Spark instance using all cores. This local instance has no worker and the driver will handle all jobs and tasks. However, it is more interesting and useful to run a…
Visitor ID, The Must-Have Custom Dimension
Read time:
2–4 minutesUnderstanding your visitors’ behavior is essential for optimizing your website and tailoring your marketing strategies effectively. With this must-have custom dimension, you’ll have the power to analyze visitor patterns, track user engagement, and make data-driven decisions to enhance your online presence
The Analytics Cycle
Read time:
4–6 minutesStrategic thinking and careful planning are required when it comes to implementing analytics solutions. The analytics cycle follows a plan-do-check-act framework. It all starts with defining or refining your conversion goals, and aligning them with your business objectives. The analytics cycle is a continuous journey that requires adaptation and improvement.
