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Adobe Analytics Learning › Analyze the data

Phase 4 of 5

Analyze the data

7 modules35 sections about 6 hr

12 Calculated Metrics Small feature, large consequences 3 sections 13 Segments Which people matter 6 sections 14 Analysis Workspace Ask the data 10 sections 15 Attribution Models Who gets the credit 4 sections 16 Data Warehouse Aggregated on request 4 sections 17 Data Feeds Raw hit-level data 4 sections 18 Activity Map What they clicked 4 sections

About this phase

Turning collected data into answers: calculated metrics, segments, Analysis Workspace, attribution, and the exports for questions the interface cannot answer.

Collected and shaped data still answers nothing until somebody asks it a question. This is the phase where that happens.

The work here is less about the interface than about the question. Which people are you actually asking about. What number would settle the argument in the room. Which touchpoint deserves the credit for a sale. The tools themselves are learnable in a week. Deciding what to ask, and recognizing when an answer should not be trusted, is the part that takes longer and matters more.

Next phase Deliver and maintain