Kamal Chembath Blog - Advertising Axis - Digital Marketing and Analytics

Data Layer is a known concept for most in digital analytics. As the name suggests it is all about data residing in the layer of the pages. Data can be about useful information of your properties when the user interacts using which analytics and marketing folks understand the likes and wants of users to create an enriching experience for the users. Capturing the data useful for your properties is the foundation to begin knowing anything about your users preferences to provide compelling user experiences that flourish your business. Designing a robust data layer should the number one priority to take the right path to success. Most of us have heard about Customer Experience Digital Data Layer layer by W3C and would have worked on designing data layer to collect data footprints of the users.  One of the main challenges in tracking in SPA / regular pages is users moving to next page or bouncing off the pages. Tracking Interactions happening on a page without the need to refresh the page ne

Experience Platform is built on open APIs and supports the easy integration of enterprise solutions using familiar tools. Experience Platform also supports partners to build and integrate their own products and technologies as needed.  Experience Platform is designed and built using the following core principles of API-first development:  • The API is the primary interface into Experience Platform.  • All Experience Platform functions, including administrative functions, are available through the API.  • Platform services, Adobe solutions, and third-party integrations use the same API. By taking an API-first approach, Experience Platform opens integration opportunities such as: Enabling partners to build their own data ingestion and egress capabilities, including 24-hour automated processes, by using Catalog and Data Access services for full integration capabilities with the data store in Experience Platform.  • Enabling developersto build custom UIsto support specific task-driven use

Here is the Adobe® Analytics marketing reports & analytics (SiteCatalyst) self Implementation kit to practice & learn - http://ats.adobe.com/jjsite/implementation_training.php /. There is no sandbox login, but you can see SiteCatalyst beacon firing up using browser debugger. SiteCatalyst Implementation Guide: https://marketing.adobe.com/resources/help/en_US/sc/implement/sc_variables.html Best Buy: http://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X?tag=viglink122547-20

But before the testing industry can really prove its worth, more testers will need to know  why  they’re testing -- before they start running tests. To answer “why", you must first formulate a sound hypothesis. Your hypothesis needs to get to the core of what you’re trying to achieve through testing. Testers who start with solid hypotheses have better odds of running valid tests with significant results. Valid tests can lead to big conversion gains. Big conversion gains can equate to big revenue increases. And, of course, big revenue increases mean your company’s doing well. The rest is a no-brainer. If you’re helping your company profit, you might just get that bonus, after all!

Segmentation, personalization, and dynamic content tests are different words used to describe the same testing technique? Segmentation, personalization, and dynamic content tests are similar to each other. But they are not exactly the same. Each test method differs in how it works, what it looks at, and how it’s run. Segmentation and personalization tests can be thought of as running along the same continuum. But they are different. Segmentation tests play off the idea that not every visitor coming to your site is the same. Visitors are coming from different devices, locations, and may even speak different languages. WhichTestWon’s State of Online Testing Report found 12% more segmentation tests were run this year, compared to last year. That’s an impressive gain that shows the testing industry is maturing. Personalization tests take individual visitor segments -- like device used, or language spoken, or even 'affluent dog owners in the market for a late-model Toyota' -- to

Currently, some of the most complex tests to run are segmentation, personalization, and dynamic content tests. These tests require a deep understanding of who your audience is, where and how your traffic is arriving, and what your viewers require. Unsure what the other test techniques are? Here’s an explanation: A/A, A/B, or A/B/N tests are just a fancy name for the plain, old split test.  •    An A/A test splits traffic 50/50 and tests the exact same thing against itself. A/A tests are usually implemented before A/B testing to make sure test results will be valid. •    A/B, or traditional split testing, occurs when you split traffic 50/50 and compare version A to version B to see which converts better. •    A/B/N testing occurs when you compare any number (N) of versions against each other to determine which converts best. Sequential testing is different than split testing. It occurs when you test one element, then another, and compare results. Sequential testing is sometimes used fo