| Introduction |
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PART 1 GETTING STARTED WITH ADOBE ANALYTICS |
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5 | (60) |
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Chapter 1 Why Adobe Analytics? |
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7 | (20) |
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Understanding Why You're Using Adobe Analytics |
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8 | (3) |
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8 | (2) |
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Knowing when you need Adobe Analytics |
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10 | (1) |
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Knowing the difference between reporting and analysis |
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10 | (1) |
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Identifying Where Adobe Analytics Data Comes From |
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11 | (5) |
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Capturing data from websites |
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12 | (2) |
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Capturing data from mobile devices |
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14 | (1) |
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Mining data from native apps |
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14 | (1) |
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15 | (1) |
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Configuring and Analyzing Data |
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16 | (3) |
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Preparing to slice and dice data |
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16 | (1) |
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17 | (1) |
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Being a data collection detective |
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17 | (2) |
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Situating Adobe Analytics in the Universe of Data Analysis |
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19 | (7) |
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Surveying how Adobe Analytics stacks up |
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19 | (3) |
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Understanding how Google Analytics fits into the picture |
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22 | (3) |
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Evaluating plusses and minuses |
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25 | (1) |
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Noting other analytics options |
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26 | (1) |
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Building a Positive Relationship with Your Data Team |
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26 | (1) |
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Chapter 2 Basic Building Blocks of Reporting and Analysis |
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27 | (18) |
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Standard Categories of Measurement |
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28 | (1) |
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29 | (4) |
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30 | (1) |
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Knowing when a page is not a page |
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30 | (1) |
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Appreciating the foundational role of the page dimension |
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31 | (1) |
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Splitting dimensions with breakdowns |
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32 | (1) |
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33 | (6) |
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33 | (1) |
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33 | (1) |
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34 | (2) |
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Identifying unique visitors |
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36 | (1) |
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Understanding deduplication |
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37 | (1) |
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38 | (1) |
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38 | (1) |
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39 | (2) |
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41 | (4) |
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Breaking it down in the real world |
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42 | (1) |
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Using Adobe Experience Cloud Debugger to identify your report suite |
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43 | (2) |
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Chapter 3 Conquering the Analysis Workspace Interface |
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45 | (20) |
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Surveying the Analytics Environment |
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46 | (1) |
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Zooming In on the Workspace |
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47 | (1) |
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Creating Your First Project |
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48 | (3) |
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Understanding the Calendar |
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51 | (2) |
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Using Analysis Workspace Panels |
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53 | (3) |
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Adding Dimensions, Metrics, Segments, and Time Components |
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56 | (6) |
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58 | (1) |
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59 | (1) |
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Adding a dimensional breakdown |
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59 | (1) |
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60 | (1) |
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60 | (2) |
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Navigating the Menu Structure |
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62 | (3) |
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65 | (108) |
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Chapter 4 Building Analytic Reports with Freeform Tables |
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67 | (20) |
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Working with Dimensions and Metrics |
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67 | (3) |
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Wrapping your head around dimensions |
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68 | (1) |
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Combining dimensions and metrics |
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68 | (2) |
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Adding Dimensions to a Table |
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70 | (3) |
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Adding the page dimension |
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70 | (1) |
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Analyzing a second dimension using the visit number dimension |
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71 | (1) |
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Mixing in the marketing channel dimension |
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72 | (1) |
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Zooming in with Multiple Metrics |
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73 | (2) |
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73 | (1) |
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73 | (1) |
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Throwing a third metric into the mix |
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74 | (1) |
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Sorting and Filtering Data |
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75 | (3) |
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Sorting freeform tables in ascending and descending order |
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75 | (1) |
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Filtering freeform tables based on a word or phrase |
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76 | (1) |
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Advanced filtering of freeform tables |
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77 | (1) |
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Dropping into the Segment Drop Zone |
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78 | (3) |
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Dropping one or more segments into the drop zone |
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78 | (2) |
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Using metrics, dimensions, and time ranges in the drop zone |
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80 | (1) |
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Exploiting the Value of Templates |
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81 | (6) |
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Looking at the content consumption template |
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82 | (1) |
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Examining the products template |
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83 | (1) |
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84 | (1) |
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Creating custom templates |
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84 | (3) |
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Chapter 5 Using Metrics to Analyze Data |
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87 | (20) |
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88 | (5) |
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Counting total seconds spent |
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89 | (1) |
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Measuring time spent per visit (seconds) |
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90 | (1) |
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Identifying time spent per visitor (seconds) |
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91 | (1) |
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Calculating average time on site |
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91 | (1) |
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Assessing mobile app time spent |
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92 | (1) |
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Using Metrics for Bounces, Bounce Rate, and Single Page Visits |
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93 | (1) |
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Understanding Metrics Unique to Adobe |
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94 | (6) |
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94 | (1) |
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94 | (2) |
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Averaging page views per visit |
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96 | (1) |
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96 | (1) |
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Distinguishing page hits from page events |
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97 | (1) |
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Identifying pages not found |
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98 | (1) |
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Measuring visitors with Experience Cloud ID |
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98 | (1) |
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99 | (1) |
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Analyzing visits from search engines |
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99 | (1) |
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99 | (1) |
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Exploiting Product and Cart Metrics |
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100 | (4) |
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Identifying product views |
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100 | (1) |
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Metrics for shopping carts |
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101 | (2) |
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103 | (1) |
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Working with Custom Metrics in Adobe |
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104 | (3) |
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Chapter 6 Using Dimensions to Analyze Data |
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107 | (26) |
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Wielding Content Dimensions |
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108 | (13) |
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Identifying server sources |
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108 | (1) |
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Looking at the site section dimension |
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109 | (1) |
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110 | (2) |
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112 | (1) |
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112 | (5) |
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Specifying Activity Map dimensions |
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117 | (4) |
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Connecting Behavior to Advertising |
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121 | (12) |
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Analyzing referrer dimensions |
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121 | (2) |
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Tracking marketing channels |
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123 | (3) |
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Tying back to search engines |
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126 | (4) |
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Applying campaign tracking codes |
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130 | (3) |
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Chapter 7 Using Device, Product, and Custom Dimensions to Analyze Data |
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133 | (22) |
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Defining Key Technology Dimensions |
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134 | (4) |
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Distinguishing browsers and operating systems |
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134 | (1) |
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Differentiating mobile device dimensions |
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135 | (2) |
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Locating users with geographic dimensions |
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137 | (1) |
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Dissecting Product Dimensions |
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138 | (3) |
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139 | (1) |
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Adopting product category ... or not |
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140 | (1) |
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Identifying customer loyalty |
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140 | (1) |
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Sifting through Time Dimensions |
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141 | (8) |
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141 | (1) |
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142 | (1) |
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143 | (2) |
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Identifying days before first purchase |
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145 | (1) |
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Analyzing days since last purchase |
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146 | (1) |
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Measuring return frequency |
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147 | (1) |
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Identifying single-page visits |
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148 | (1) |
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Working with Custom Dimensions |
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149 | (6) |
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Defining expiration and allocation dimensions |
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149 | (2) |
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Distinguishing between props and eVars |
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151 | (2) |
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153 | (2) |
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Chapter 8 Productivity Tips and Techniques |
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155 | (18) |
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Exploiting Essential Keyboard and Mouse Shortcuts |
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155 | (5) |
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Opening projects and saving work |
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156 | (1) |
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156 | (1) |
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Undoing and redoing edits |
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157 | (1) |
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Making quick selections for breakdowns |
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157 | (1) |
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Using the clipboard to move data to other apps |
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158 | (1) |
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159 | (1) |
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Deploying key keyboard shortcuts |
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159 | (1) |
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Taking Advantage of One-Click Visualize |
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160 | (5) |
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Generating unlocked visualizations |
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160 | (2) |
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162 | (3) |
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Saving time with visualization shortcuts |
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165 | (1) |
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Invoking Time Comparisons |
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165 | (4) |
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Adding a time period column |
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167 | (1) |
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168 | (1) |
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Applying Conditional Formatting |
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169 | (4) |
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Understanding conditional formatting options |
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169 | (4) |
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PART 3 MASSAGING DATA FOR COMPLEX ANALYSIS |
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173 | (82) |
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Chapter 9 Designing Precise Segments |
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175 | (16) |
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Understanding and Defining Segments |
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176 | (5) |
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Identifying segment containers |
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177 | (1) |
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Distinguishing segment containers |
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178 | (3) |
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Defining a Segment and Setting the Container |
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181 | (6) |
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Governing your segments properly |
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183 | (2) |
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Creating segments dynamically in a freeform table |
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185 | (1) |
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Sharing segments between users and Adobe solutions |
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185 | (2) |
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Using Virtual Report Suites Based on Segments |
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187 | (4) |
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Identifying virtual report suites |
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187 | (1) |
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Curating via virtual report suites |
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188 | (1) |
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Redefining visits with context-aware sessions |
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189 | (2) |
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Chapter 10 Creating Calculated Metrics to Accelerate Analyses |
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191 | (22) |
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Understanding and Defining Calculated Metrics |
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191 | (5) |
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Calculated metrics in the real world |
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192 | (1) |
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Calculated metrics in the data world |
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193 | (3) |
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Creating Basic Calculated Metrics in a Freeform Table |
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196 | (2) |
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Calculating with two metrics |
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196 | (2) |
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Applying functions to a single metric |
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198 | (1) |
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Building Calculated Metrics from Scratch |
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198 | (8) |
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Adding static numbers to a metric definition |
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202 | (1) |
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Including parentheses when defining new metrics |
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203 | (1) |
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Applying segments to create derived metrics |
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204 | (2) |
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Getting the Most from Calculated Metrics |
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206 | (7) |
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Applying basic and advanced functions |
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207 | (3) |
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Governing all of your calculated metrics |
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210 | (3) |
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Chapter 11 Classified! Using Classifications to Make Data More Accessible |
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213 | (22) |
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Making Data Coherent and Accessible |
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214 | (4) |
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Renaming unfriendly codes |
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214 | (1) |
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Consolidating with classifications |
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215 | (1) |
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Consolidating retroactively |
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216 | (1) |
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Thinking outside product classifications |
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217 | (1) |
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Applying classifications to breakdowns, metrics, and segments |
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218 | (1) |
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Working with Classified Data |
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218 | (3) |
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Identifying classified dimensions |
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219 | (1) |
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Confirming: The best way to identify your classifications |
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220 | (1) |
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221 | (4) |
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Sending Data to a Classification |
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225 | (10) |
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Importing classification data in bulk |
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225 | (3) |
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Automating classifications with Rule Builder |
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228 | (7) |
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Chapter 12 Applying Attribution Models for Sophisticated Analysis |
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235 | (20) |
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Applying Attribution to Your Data |
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236 | (2) |
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Differentiating Attribution Models |
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238 | (6) |
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Applying last touch and first touch models |
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238 | (2) |
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Considering linear and participation models |
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240 | (1) |
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Exploring U-shaped, J-shaped, and inverse J models |
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241 | (1) |
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Using custom and time decay models |
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242 | (1) |
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Defining best fit, algorithmic, and data-driven attribution |
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243 | (1) |
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Operating Attribution IQ in Workspace |
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244 | (11) |
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Applying Attribution IQ in freeform tables |
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244 | (3) |
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Creating calculated metrics with Attribution IQ |
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247 | (3) |
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Comparing models using the attribution panel |
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250 | (5) |
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PART 4 VISUALIZING DATA TO REVEAL GOLDEN NUGGETS |
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255 | (88) |
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Chapter 13 Creating Chart Visualizations for Data Storytelling |
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257 | (22) |
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Getting the Most from Charts in Adobe Analytics |
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258 | (8) |
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Getting visualization tips from templates |
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258 | (1) |
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258 | (2) |
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Breaking down a bar chart |
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260 | (2) |
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Looking at trends in a line chart |
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262 | (2) |
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Sizing up data with stacked bar charts |
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264 | (1) |
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Surveying multiple metrics with scatterplots |
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265 | (1) |
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Creating Charts from Table Data |
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266 | (4) |
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Generating a chart from a row of data |
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266 | (1) |
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Generating a chart from multiple rows |
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267 | (2) |
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Locking data displayed in a visualization |
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269 | (1) |
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Building Histograms and Venn Diagrams |
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270 | (5) |
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Organizing data with histograms |
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271 | (2) |
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Deriving insights from Venn diagrams |
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273 | (2) |
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Defining Chart Attributes in Detail |
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275 | (2) |
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Visualization Beyond Data Charts |
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277 | (2) |
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Chapter 14 Advanced Visualization |
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279 | (24) |
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279 | (7) |
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280 | (1) |
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Creating a flow visualization |
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281 | (1) |
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Interacting with flow visualizations |
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282 | (4) |
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286 | (5) |
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Understanding fallout terms and concepts |
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287 | (1) |
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Generating a fallout visualization |
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287 | (4) |
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291 | (7) |
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Understanding essential cohort table terminology |
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291 | (2) |
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Generating a cohort visualization |
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293 | (3) |
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Migrating from Google Analytics' cohort table |
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296 | (2) |
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Customizing and Sharing Curated Projects |
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298 | (2) |
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300 | (3) |
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Chapter 15 Leveraging Data Science to Identify Unknown Unknowns |
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303 | (18) |
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304 | (7) |
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Using Anomaly Detection for KPIs |
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304 | (1) |
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Understanding how Anomaly Detection works |
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305 | (1) |
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Understanding the logic and math behind Anomaly Detection |
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305 | (1) |
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Identifying statistical methods and rules behind Anomaly Detection |
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306 | (1) |
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Viewing anomalies in a date-based freeform table |
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307 | (2) |
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Viewing anomalies without a date dimension via a trended line chart |
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309 | (1) |
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Turning off Anomaly Detection |
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310 | (1) |
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Discovering Contribution Analysis |
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311 | (3) |
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Using Data Science to Compare Segments |
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314 | (7) |
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Invoking Segment Comparison |
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315 | (3) |
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Brainstorming Segment Comparison use cases |
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318 | (3) |
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Chapter 16 Arming Yourself with Data from the Beyond |
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321 | (22) |
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Drawing Analysis outside Workspace |
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322 | (10) |
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Exporting projects to CSV or PDF |
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322 | (1) |
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Sending projects from workspace to email |
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323 | (2) |
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Creating alerts based on anomalies |
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325 | (3) |
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Tapping into Adobe data directly in Excel |
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328 | (4) |
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Visual Analysis Heat Maps with Activity Map |
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332 | (2) |
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Integrating within Adobe Products |
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334 | (3) |
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Dissecting Adobe Audience Manager audiences in Workspace |
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335 | (1) |
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Integrating your tests and personalization |
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336 | (1) |
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Capturing email metrics in Workspace |
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337 | (1) |
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Integrating beyond Individual Products |
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337 | (6) |
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Analyzing ad data in Adobe |
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338 | (1) |
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Accessing the scale of Experience Cloud |
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339 | (1) |
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Connecting data into Adobe Analytics today |
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340 | (1) |
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Incorporating any dataset in the future |
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341 | (2) |
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343 | (28) |
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Chapter 17 Top Ten Custom Segments |
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345 | (14) |
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346 | (3) |
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Defining a Non-Purchasers Segment |
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349 | (2) |
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Isolating Single-Page Visitors |
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351 | (2) |
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Identifying Single-Visit, Multi-Page Visitors |
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353 | (1) |
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Bucketing SEO to Internal Search |
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354 | (1) |
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Segmenting Pre-Purchase Activity |
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355 | (1) |
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356 | (1) |
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Finding Strictly Paid Activity |
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356 | (1) |
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Filtering Out Potential Bots |
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357 | (1) |
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Identifying Checkout Fallout |
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358 | (1) |
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Chapter 18 Top Ten Analytics Resources |
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359 | (12) |
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Checking Out Adobe's Analytics Implementation Guide |
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360 | (2) |
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Understanding Why You Need a Measurement Plan |
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362 | (1) |
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362 | (1) |
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Setting Up a Web Analytics Solution Design |
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363 | (1) |
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Listening In on the Digital Analytics Power Hour |
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364 | (1) |
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Getting Insights from Analytics Agencies |
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365 | (1) |
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Attending Conferences, Conferences, Conferences |
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366 | (1) |
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Joining the Adobe Experience League |
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367 | (1) |
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Learning the Latest from the Adobe Analytics YouTube channel |
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368 | (1) |
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Hacking the Bracket with Adobe Analytics |
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369 | (2) |
| Index |
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371 | |
