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Tips and Tricks for Adobe Attribution IQ - Making Measurement Easy

 
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I was lucky enough to be asked to present in the 'Tips and Tricks' session at the recent Adobe Insider event in London. With an opportunity like that, I was faced with 2 challenges;

  1. Remembering how to present effectively in front of an audience that size (AKA not bottling it)

  2. What subject to present that the audience would possibly find interesting and novel.

After losing a few hours’ sleep for a few nights on both of those things, I had an epiphany (or as much of an epiphany as you can have about presenting Analytics) and thought of the interesting work we are embedding into clients using the Attribution IQ tool.

For those of you that don't know, Attribution IQ is a recently launched feature in Adobe Analytics that allows you to apply multiple, rules-based attribution models to your data. Just to be clear, this is any of your data. Any dimension, not just your marketing channels.

One of the ways in which we have been helping our clients use this feature is developing an understanding of how content they are creating is working with the marketing activities they are performing. Some of the aspects of the tool that allow this are:

  • The flexibility of the tool to attribute any event by any dimension

  • The availability of a changeable lookback window

  • The ability to segment the data by any other dimension

  • The ability to filter out any details that you know to be not of value (conversion funnel pages for example)

The Attribution IQ panel can become a workspace which is massively flexible and makes it both easy to use and easy to unearth insights into performance, sailing past the old first touch/last touch/participation models that used to be available.

Now (fortunately) the presentation went quite well, and I hope the audience took some interesting thoughts away from it. Some other good elements of Attribution IQ were also shared by Ben Gaines in the official Adobe Tips and Tricks session which took the use of the feature to another level, such as;

  • You can apply non-standard attribution to metrics in a standard workspace

  • You can use calculated metrics with non-standard attribution models

  • You can apply segments to non-standard attribution models

To conclude, applying these tips and tricks alongside other workspace features such as conditional formatting can give a very interesting view of how content and marketing channels are driving performance of your KPI's in a very easy to digest form.