Greetings from (mostly sunny, at least this week) London, where I am helping to prepare for Adobe Summit EMEA 2013, Europe’s digital marketing event of the year. I’ll be at Summit along with many of my colleagues, so please come say hello if you’re there. Meanwhile, back home and elsewhere, we’ve been hard at work on some great new features available in Adobe Analytics this month. In this post, I’d like to introduce you to two of these updates.
All Metrics in GeoSegmentation Reports
A customer’s geography (or a prospect’s geography, or a reader’s geography, etc.) has always been one of the most fundamentally important dimensions to digital marketers. By knowing how your marketing efforts differ in their success geographically, you can run more precisely targeted campaigns and use budget more effectively. And you can make personalized offers or optimize content based on geographical interests.
I’m pleased to announce that all of the GeoSegmentation reports in SiteCatalyst 15 now enable these efforts more effectively by including conversion and visit-based metrics (such as Revenue, Orders, Leads Generated, Total Time Spent, Bounce Rate, etc.). All metrics that are available to you elsewhere in SiteCatalyst 15 are now also included in the Countries, Regions, Cities, U.S. States, and DMA reports automatically. This also means that calculated metrics are available in these reports, so Average Order Value, Time Spent per Visitor, and more.
If I were a marketer, I might start by using this data to find the cities or countries where people spend a lot of money with me, then slide right over into Adobe Target to personalize an internal campaign to people from those areas. And at the very least I would want to understand how users from various areas interact differently with my marketing efforts and with my sites/apps, which is much easier using the KPIs that I’ve already identified.
For example, let’s say I found a particular country where people are viewing a lot of products, but they aren’t purchasing. Or I’m getting a lot of visits, but they are bouncing. With conversion metrics in GeoSegmentation reports, I am now just a click or two away from understanding exactly which products (or pages, or campaigns, etc.) are turning them off.
