Adobe AnalyticsWebtrekkݷľ뢣һгһһŷгһṩһַҺл˽ⲢӦֽͬʱҲַԶȱȱӦóͼֵĽֽͶԱȡ

һ

ַָġ߻ںṩ㷺ֵַ֧֧֣֮⻹ַֻҵӪ֧еһ֣֮⣬ṩҵճӪҵӦá:һ(ڡⲿݸ)Ӫϵͳ

(һ) Adobe Analytics

Adobe AnalyticsAdobe Marketing Cloudһ֣֮⻹Adobe CampaignAdobe Experience ManagerAdobe Media OptimizerAdobe SocialAdobe Target.ͼ:
Adobe marketing cloud
AdobeṩAnalyticsAdobe Marketing CloudеݷǽϹ桢ữýԼŻƼ׼ӦáһAdobeǳǿTargetAnalyticsΪܵĲƷ书A/BͶĵҳ桢Ͷ̲ԣûֺͶλû鵵վƼܡAdobe Marketing CloudݵĲӦǿ

ͬʱMarketing Cloudַ֧ͨʽ:

Adobe Insightṩ˶ϺϲƷҿͨػװӦҵ˽ƵӦ;
Adobe GenesisǵӦüɹߣԽݼɺӪԤ75֤;
Adobe AnalyticsData SourceClassification Importerݵ룬ͨData FeedDataWarehouseṹݡ
ȻAdobe Marketing CloudĲƷϷǳǿ󣬵ؼԹԼҵӦʵȻһЩ:

⡣Ʒͷ׼ϸȵĲϣԲƷԽеͶ룬Կͻȴζÿ׼Ҫ⸶ѣĳЩ׼ķ÷ǳߡRecommendationsķûAnalytics׼ļ۸һ
Target׼еƼƷ(Recommendations)㷨Ȼ㣬ͬʱ˿ƽǳ㣬йȴ"ˮ":
RecommendationsǻȺƼ"ǧǧ";
Recommendations㷨ǹ̶װģ޷Żֻ̨ܵĲֲ(ھе㷨ŻͲŻǳؼ);
Recommendationsֻʹõݣ޷ҵûƷϴӦõ㷨;
RecommendationsƼ޷AnalyticsʹãҪⲿ˼Ĺ
ֲ֧λûκһֽʺȫԼеĿͻҪζҪݲͬĿͻжĿAdobe Marketing CloudŶڵĿϡ
() Webtrekk

WebtrekkĲƷ߷ΪQ3Quick InsightsLive AnalyticsSafeTagԼչϵA/BԺŻDivollution(Webtrekk Q3ԴA/BԺŻ)ԱAdobeṩķ׼WebtrekkͬʵԹ桢ý١ͬ豸ԼA/BԹܣֻЩܶWebtrekk Q3СWebtrekkƷƣһ˺ű޷л⼸ƷҲƷݿԹ
WebtrekkͬԽⲿݵϣҪͨԶ˿ںͶϷʽ:

1.   Զ˿áWebtrekkһ÷ʽ˿ڣ˿һѾɵģ飬ģ̨ͨñԽⲿϵWebtrekkСѾɵĶ˿ڰSEOữý塢ʼϵͳý(Webtrekkһɫ)ģ飬ͨģ(SEO)⣬ֵ֧ý::

Criteo:Ӫ湫˾
Google AdWords:ȫһָSEMߣҵͬѧ˽⡣
Facebook:罻վ
eCircle:ŷȵʼӪϵͳ
nugg.ad:ŷĶƽ̨
Optivo:ȵĵʼӪṩ̡
Audiweb:ŷгйߡ
Google AdWords˿ýͼֻӦ:
webtrekk-google-adwords

2.  ϷʽЩʽExcelֱӵ롢SOAPJSONRAW DATAϡЩʽAdobeṩϷʽһ£еRAW DATAΪɫWebtrekkѾԭʼṹݽṹγRaw Dataϵݲֿ⡣ݲֿĽṹݿŸͻҵϹ˾ȫݵֻҪRaw DataĽṹһݲֿṹȻʱͬʵ֡

WebtrekkҲԼ:

ڹ߼ɶȲAdobe AnalyticsһSEMϵͳٶȷﳲϵͳûṩֳɵļģ飬ҪҪ
WebtrekkṩĻӪĲƷ١Ϊλֽṩ̣WebtrekkṩϷݼֵ죬վڡӪ֧ȲվڵĸԻƼǸݷϷǳܵӦĿͬʱҲǷǳʵõĹܡWebtrekk֮ǰֻвԺŻܣWebtrekkչDIVOLUTIONù߿ͬʱʵTestTargetingĹܣͬʱʵֲԺŻƼܣҲһЩⷽĹܡ
ʵṩַ:Adobe AnalyticsɫǿAdobe Marketing CloudݼɺεĹ㷺ӦãӦǿ;WebtrekkĲƷԸǿϵĿʵԸߣγΪֽ

ܵû(ҵӦ)

ͨĳֹʱĲϵͳṩЩܡάȡָ꣬ľڹģϵͳʵһ"ʦ"˼άһҪӦ⡪ûοʹòЩܷӵ?ˣǻǶ˼ݼֵβʱõĹϺõûһʼ

ƷӦöͨҵвͬɫȺеĽɫڣеĽɫִ;ЩͬʱвͬķֻжϺǾ󳡾ָӵֽ㲻ͬ˾ͬȺķòͬɫܿ١׼ȷҵ⡢Ⲣ?

(һ) ûɫΪƷλ

Adobe Analytics

Adobe Analyticsṩ˷ǳĲƷSiteCatalystDiscoverInsightȣЩƷǸݹܺϵصеĻ:

SiteCatalystڷеȵĳ֧ͨһ;
DiscoverȷĹܣƵԼάȺָϿʵÿһ;
InsightǱذķ׼ܱSiteCatalystǿֱ֧صϡ
Adobe AnalyticsṩĲƷ˴ӦóжȷSiteCatalystȷDiscoverԼ򱾵صInsightǷƷϵȱԵͶ˻޷ĲƷʵʱݵĹԼߡ

ԵͶ˻޷ĲƷ

l  ⲿ˭?ⲿͨǹ˾и߲㡣

l  ʲôص?ֻעע޷ע(мܼϵ˻Ĺ)ֻͨݣͨơԱȼ򵥶λݵĺûӡ"Ϊʲô"Ĺͨݷʦ
l  Adobe Analyticsʲô?Adobe AnalyticsڸӣǸ쵼ͨȨ֮Ǻȥãÿ컹Ҫͨʼ͸ǻֶܽл㱨

ʵʱݵĹ

йĺܶĹ˾ǵվиĴͳشոִÿ̼ҶڴоܶĻȡûעҵϾиվиµ"ʵʱ"ҪԱ͹ֳҵϢԣԱ"˫ʮһ"ĹĻʵʱݵӦõ͡

ҰAdobe AnalyticsṩʵʱݶΪܣԭAdobeʵʱݰ:

1.  ʵʱAdobe2013ʱһʵʱͨʵʱ鿴ݡʵӦмֵԭ:

1)ÿֻܿһָꡣҪãÿαֻʾ1ָꡣҪָҪýáõһʵʱ:

adobe analyticsʵʱ

2)ͬʱ鿴ά̫١ʵʱֻͬʱ֧άȣͼһһƷࡢڶϷÿ͡ǵֲҪ鿴άȣҲֻͨؽá

3)ݲ鿴ʱơʵʱʱֻṩ˹ȥ15ӡ30ӡһСʱСʱʱ䣬ʱļֵܸITṩһ²Ĳû̫οֵͨǸĻע10˶٣ۼƶ?Adobe Analytics޷ṩļֵ֪

2.  еʵʱܡAdobe Analyticsϸ౨жṩ"Include Current Data"ܣһǳõĹܣ:ͨҪʵʱӼݣΪʵʱԵķȴҪȥ鿴;⣬ݲ֧ʵʱѡˣܵĳԺܺõûпӦó

Webtrekk

WebtrekkķƷϵֻQ3Quick InsightsLive AnalyticsƷĶλ:

Q3ĲƷλǾȷûа·ÿļꡢάȺָ꽻桢ճȡ

Quick InsightsСͶ˷ûо߱Q3еıάֻһұ֯Żͨ˵ʽֱӲ鿴ݡ

Live AnalyticsʵʱûȽAdobe AnalyticsWebtrekkʵʱƷ¼ص:

ʵʱݲƷLive AnalyticsʵʱݽȡͷװճӪάûҳ桢ý塢¼Ŀꡢ񣬸ָȶڸòƷҵ
κáLive Analyticsеıֱӵ鿴κá
ṩ˵ʱѡLive Analyticsṩʱѡ:ȥ30ӡȥ2Сʱ͵졣ĹʹƵߵ䡣
ṩ˶ԱȹܡLive AnalyticsĬṩʱԱȹܣԱʱϸܵͬʱڣǵۻͬʱڵĶԱ:
webtrekkʵʱ

ȻLive AnalyticsҲһ:

ָĿѡԽϲȻֵָ֧ıȽ϶࣬ÿеָ궼ǹ̶ģǲQ3һѡָ꣬ʹԶָ;⣬ָҲûQ3ḻָֻֻ֧UVVisitPVȣЩָ궼ճӪעĽָꡣ
? ȱԤܡʵʱݷһҪصʵʱԤֲԤݵ쳣ʱԤܼʱʾûԤ¼Ԥֵȣҵ
() ûӦΪĹ

Adobe AnalyticsĲƷƵĶλĲи߶ʹߣеͶ˵ûԲ㡣WebtrekkĲƷûӦԸǿԻ潫ߵĲԱ:

1.

οʼһµķ?ͬûʹͬҪͨϣAdobe Analyticsûнֻ֣˵SiteCatalystDiscoverInsightи߶ͷûԵͶûչ˲㡣Webtrekk̷Ϊ:򵼡˵

ԵͶʹûֱͨ(Ҳ֧Զ)ѡ鿴;
˵Ծи߶ʹûֱӿڲ˵еѡ;
Ը߶ʹûֱڱͨά(5ά)ָ()ϽھͷˣWebtrekk֧ͼԱݵĴ
⣬WebtrekkڸİƷƳURM, MACϵͳµûΪ

2.Զ¼Dashboard

ԶDashboardֵ֧֣֧ԪذKPIǱ̡ƽƷֿͼݵȣԶDashboardָΪ¼ҳ

3.Զǩͱ

Adobe AnalyticsWebtrekk֧ԶǩԼԶ屨湦ܣͬʱܲͬû乲;Adobe AnalyticsԶǩͱ滹ֲ֧ͬûתƣ漰ûȨ޹رյкܶ౨͹Ҫƶܽǳʵá

ϽͿѧݾ

(һ) ھ㷨

ھվݷͬھͨģʹӺзֺھδ֪֪ʶվͨͨϸ֡ƺתмֵȡ֮ǰǵӦУһֱ뽫ݷϣ̽վھط;ڣֽѾʼھ㷨ֲϵͳڷϵͳṩھ򶴲졣

Adobe Analytics

Adobe AnalyticsھӦAnomaly Detection(쳣)ñͨѡݼʱ㣬ҵݲֵСֵʵֵ÷ΧʱγԤ

Anomaly Detectionʹõʱ㷨:

Holt Winters Multiplicative (Triple Exponential Smoothing)˹˷(ָƽ)
Holt Winters Additive (Triple Exponential Smoothing)˹ӷ(ָƽ)
Holts Trend Corrected (Double Exponential Smoothing)HoltsУ(˫ָƽ)
㷨ʵϹͬ˹ָƽģͣ˼ǰѾơڱ䶯䶯ʱнзֽоָƽϣֱԳ(գ)Ƶ()ͼڱ䶯(ƣ)ƣָƽԤⷽͬʱƺͼԱ仯ܽӰʵع˵ȻԤģͣˣرڰƺͼڱ仯ʱеԤ⡣

ӦĿǰ:

Anomaly Detectionֻṩֹݼⱨ档쳣ıʲǸû췢ʲôǵǰЩ쳣쳣;
쳣ýSiteCatalyst鿴ṩʼŻ͵ĴʾЧȻܶ;
ڸùܵϸܣ鿴ͳѧڵеӦ÷Adobe Analytics쳣⡷

Webtrekk

Webtrekkھ㷨ĺӦǹģͿӦõҳ桢վʡƷAdobe Analytics쳣ֳɱͬWebtrekkĹģͱҪмòܲ鿴ͨھ򹤾ھʱѡԴԤ㷨Ҫֶ֧ȡŶȺǰȣͬWebtrekkĹҲҪ:

㷨ֽ֧㷨㷨;
ݼǲRaw Dataʱֻѡһ;
ֲ֧ͬҳ桢Ʒ桢վʵĹҳվʱƷ;
ָ֧߼ùܡ֧СƵ;ѡʱҪȷ۵ݼʱ;֧վϸֹܣҾҪĳҳĹЧֻҪ˸ҳ漴ɡ
webtrekk
webtrekk-

WebtrekkĹģӦõķΧǳ㣬ṩµݼֵ:

? ûվAؼ֮ͨŻĸؼ?
? ûڿAҳ֮ͨῴĸҳ?
? ûAƷ֮󣬻һĸƷ?´ֻĸƷ?
? ûAվ֮ͨĸٴν?

ʵеھ㷨УȡҵӦùע㷨ԭȡĹֱָνҵʵʵǿ(νĹȡ㷨ع顢ֱĿΪȡʵĿ㷨繺AûһͨṺB)

Webtrekk㷨ܺãݼʱ̡̫ͨ£ǻѡʵ̫ζ˷ѣ̫С˵⡣һеСܻܿһЩżȻسڽУ11µЧáȻζŸݴ͸ʱ䣬Ҫȡᡣ

() ѧݶ쿪ʼ

оݷʦõݵĵһʱ䲢ǿʼݷھҪݡ

ʲôǿ?

ݾǶĿǰȷϸҪνһԤ(ݷ̰ݴרŻĿܽᣬνݷ(ھ)?)

ο?

ݾҪݵֲơݼֵƽֵ׼ͷȣԴжϸǷȶжǷ쳣ֵԱAdobe AnalyticsWebtrekkAdobe Analyticsڱײṩݻܹܣ֮£WebtrekkĿȦɵ:

webtrekk-ѧ

ṩ˸ݲ鿴ѡƽֵֵСֵܡҳݻܵȣͨЩָ꣬һۿѡıݵķֲ϶ƵͼοЧжݷֲ
ṩÿݵʾܡͼճExcelݻʱֱʾǻıעݹעȵķDashboardֱӷ͸ϰ壬ϰһзصע;ԼʱҲǳ׷ݵ쳣ֵ

ġܽ

дô࣬Ҳеͬѧʣĸ?⣬һش:

Adobe Analyticsصǹܶ࣬㣬Discoverʹû쳣ǿ¡(ҳ˵ûùDiscoverAdobe AnalyticsһĹܶûó)ϧǿĹ˺Ƽߣ׼۸ߣҶйгӳ̶Ȳʺҵ:ȷó;ι˾һõţͬʱ߱һǼ֧ҪǳλʹҲòAdobe AnalyticsĹ;AdobeƷõʹá

WebtrekkصǹʵãϽ㷨ͲƷӦõļֵWebtrekkݵĿѧԼվ򣬲ܹܺ㷺Ӧõҵʵʣϸֵȡиݵ̾ΪֹйгѾ򿪣δӶйӺͿ֧֡ʺҵ:ȷ;ι˾ͬҪһõţ˺Ӧļ֧֣ԽWebtrekk;ҵѵݵγҵݲֿEDWҵݵĸӦãWebtrekkǲ֮ѡ

ĽܣŴһԼļˣûõĹߣֻʺϵĹߡ⣬ʱҪעݵͶͲעͨݴҵ