Lesson 4

Question 1

What are 3 types of success events?

Answer 1

Counter
Numeric
Currency

Question 2

Counter:

Answer 2

increase the count by “1” each time the

event is set (ex: Number of Internal Searches)

Question 3

Numeric:

Answer 3

allows you to pass any number you want to
the event (ex: # of products returned = 450)

Question 4

Currency:

Answer 4

similar to numeric, but shown with the base

currency of the Report Suite (ex: shipping cost = $4)

Question 5

What are 2 types of success event allocation?

Answer 5

Linear

Participation

Question 6

Define the linear success event

Answer 6

event is allocated evenly for each page/value.

Question 7

Define the participation success event

Answer 7

assigns equal credit to each variable
value that participates in the flow leading to a success
event

Question 8

Most Frequently Asked Questions in Digital Marketing

Answer 8

How did visitors come to our site?

Which marketing channel has the highest ROI?

Question 9

Why is Digital Marketing important?

Answer 9

Digital Media spend is growing exponentially.

Question 10

Digital Marketing Channels

Answer 10

Email
Typed/Bookmarked – Direct Load
Display Banner
Social
Paid Search
Natural Search
PLA
Affiliate

Question 11

Search and Banner Ads represent __% of Digital Media spend

Answer 11

~69%

Question 12

There are 2 out of the box folders in AA that will help us understand how visitors got to the site:

Answer 12

1. Traffic Sources

2. Campaigns

Question 13

The reports for Traffic Sources menu fall into 3 basics categories:

Answer 13

1. Search Engines
2. Search Keywords
3. Referrers and Referring Domains

Question 14

Traffic Sources: Search Engines

Answer 14

Traffic and Conversion information regarding search engines (Google, Yahoo, Bing, etc..) that drove traffic to the site.
*Mostly used to segment Natural Search traffic (visits where tracking code doesn’t exist, but a search engine exists)

Question 15

Traffic Sources: Search Keywords

Answer 15

• Shows the exact keyword or phrase that people entered into the search engine’s field
• Keyword Unavailable: starting in 2013 Google and other engines have stopped sharing keywords data making this report useless

Question 16

Traffic Sources: Referrers and Referring Domains

Answer 16

• List of external pages that drove traffic to your site

*Do not confuse referrers with previous pages

Question 17

Campaign Reports

Answer 17

• Provides more granular information about marketing campaign performance
• Allows custom reporting based on specific needs for the company

Question 18

Tracking Code

Answer 18

• A campaign’s tracking code is a unique identifier that tracks which campaign drove traffic to the site
(ex: 6pm Email for Men 20% off)

• This information does not automatically flow into AA because each company manages campaigns differently
• An AA Admin must set this up in cooperation with the Media Teams

Question 19

Tracking Code Tagging

Answer 19

• The way campaign tracking is done in Google Analytics has become the industry de-facto standard

• The method uses a set of parameters (called “UTM”)
to identify the campaign source and medium

• Those parameters are then attached to the landing page URL and parsed out by the analytics tool

Question 20

Saint Classifications

Answer 20

• When you “classify” a variable, you are establishing a relationship between a variable and meta-data related to that variable
• Classifications are used to categorize values into groups and report at the group level (ex: classify Paid Search campaigns into Paid Search as channel)

Question 21

Saint Classifications are mostly used for

Answer 21

Campaign and Product variables

Question 22

How to Create a Saint Classification

Answer 22

1. Admin > Report Suites
2. Edit Settings > Conversion
3. Conversion Classification

Question 23

Classification Importer

Answer 23

Used to upload classifications into Adobe Analytics. You can also export the data prior to an import.

Question 24

There are 2 ways to import classification data into Adobe Analytics:

Answer 24

1. Browser import: Admin > Classification Importer

2. FTP Import: if the file is too big or needs automated processing

Question 25

Classification Rule Builder

Answer 25

* Rather than maintaining and uploading classifications each time your tracking codes change, you can create automatic, rule-based classifications and apply them across multiple Report Suites * Rules are processed at frequent intervals, depending on your volume of classification related traffic

Question 26

Marketing Channel Report

Answer 26

* The folder provides an aggregate view of acquisition channels performance * Both First and Last touch allocation is available for each conversion metric

Question 27

First vs Last Touch Attribution

Answer 27

A customer visited our site four times. On the final visit, he made a purchase. How would the Marketing Channels report allocate the purchase?

Question 28

Marketing Channel Attribution Modeling

Answer 28

Last Non-Direct Click Linear Time Decay Position-based

Question 29

Last Non-Direct Click:

Answer 29

all direct traffic is ignored, 100% of the credit goes to the last channel that the customer clicked through (Email)

Question 30

Linear:

Answer 30

each touchpoint in the conversion path (Paid Search, Social, Email, and Direct) share equal credit (25% each) for the sale

Question 31

Time Decay:

Answer 31

the touchpoints closest in time to the sale get most of the credit(Direct and Email).

Question 32

Position-based:

Answer 32

``` 40% is assigned to each the first and last interaction (Paid Search and Direct), and the remaining 20% is distributed evenly to the middle interactions (Social and Email). ```