Adobe Omniture VISTA rules : Server side Implementation for Real Time Data Manipulation

Visitor Identification,Segmentation & Transformation Architecture

What are VISTA rules?
VISTA stands for Visitor Identification, Segmentation & Transformation Architecture. It is Adobe Site Catalyst technology to implement rule or apply logic on server side, after collecting data on website, but before sending processed data to Adobe Analytics Server.

VISTA rules are realtime data manipulation system, which resides on serverside, where in any traffic variables and custom variable can be created or deleted. There is no limit to create VISTA rule on each Report suite.

VISTA rules can act on data sent in HTTP header and data sent through Report and Analytics code.

Who Implements VISTA rules ?
Adobe Engineering Team plays a major role in implementing VISTA rules. Clients need to identify and share requirements of VISTA rule with Adobe Engineering Team. The team hard code the requirements, test rules and after getting desired results, the scripts are pushed to production server. But that does not come for free, you need to pay stipulated fee for that.

VISTA Rule Implementation Use Case
Imagine an insurance company has Direct Sales Associates(DSA) who are appointed across all the states in India. An online enquiry form is placed to acquire the leads through website. In the Enquiry Form there is a drop down menu which has all DSA names populated along with Insurance company’s state specific sales team.

When a prospect fills web enquiry form, the sales would be attributed to specific DSA or sales team based on the option chosen by the visitor.

For above requirement the developer team of insurance company has to transport the data to server, where in Adobe team sets up VISTA Rule to segment the data based on the option chosen by the prospect.

What are the other situations, where VISTA Rules can be implemented?

  1. To filter out internal traffic to company website.
  2. Real time visitor segmentation based on demographic factors like age and geographical they belong to. Visitors can be segmented on any possible factor we capture through form text fields. These form text fields are sent either through site catalyst variable or query parameter which are appended to URL.
  3. Capture the order values along with product line to target the customers, to upsell or cross sell.

Content Marketing Tactical Plan By LinkedIn-Time to Tweak your Content Marketing Strategy

The Right Content Deserves “Re sharing”

Probably the oldest statement I have been hearing from the ages is Content is King, Queen and Everything. Thanks to Digital Marketing for bringing so much value for Content.

Content Marketing has branched out of Digital Marketing stem to grow as a strong arm and yet highly integral part of digital marketing.

Content Marketing Strategies are evolved and embraced by few and few others are just as ignorant as they were.

In my opinion, a successful Content Marketing has 4 integral phases, and are equally important. One fails rest all phases or parts just collapse :

  1. Content Ideation
  2. Content Generation
  3. Content Distribution
  4. Measuring your content success

Marketing Integration is order of the day. If you could look around any vendor who ships out his techno-marketing platforms, they all have nuts and bolts tied together to give required boost for your marketing.

Recently, LinkedIn has shared Tactical Plan for Content Marketing. LinkedIn has put 5 opportunities available for Marketers from Brand Awareness, relationship building,generating qualified leads to building quality back links and driving targeted traffic.

  1. LinkedIn Company & Showcase Pages.
  2. LinkedIn SlideShare
  3. Publishing on LinkedIn
  4. LinkedIn Sponsored Updates and Direct Sponsored Content
  5. LinkedIn Groups

All above mentioned 5 opportunities are integrated content marketing tactical plan with each function is successfully measurable with meaningful metrics to derive the right insights into your Content Marketing Strategy.

 

Adobe Omniture Site Catalyst Report Categories

Adobe Marketing Cloud Site catalyst has following types of Reports :
Site catalyst has 4 report types. They are:

1.Ranked Report

Ranked report with tables reports ranked items using numbers and percentages in metrics. For example: pages report below ranks the pages on the website based on traffic, on other hand shows up metrics like page views, revenue and unique visitors numbers and percentages. You can add up to 10 metrics to your ranked reports.

Along with Ranked Report a horizontal bar chart( default graph type) is shown. The graph displays each metrics in different colors. By default, chart displays 5 metrics, but as per site catalyst documentation, you can show up to 30 metrics.

2. Trended Report

The trended report is nothing but pivot table, which gives a granular analysis into each and every dimension subjected to analysis. The trended report also helps you to analyze how conversions and events trend over a selected time granularity i.e. Hour, Day, Week, Month, Quarter or Year. In case you need to analyze at hour level, you need to reduce the period of analysis to 14 days, because ‘Hour’ granularity can be selected for a maximum of 14 days.

3. Totals Report

It is type of report which summarizes top level metrics used by executive to quickly learn the business trend.

4. Flow Report

Flow report shows the most common paths users take through web site pages, site sections and servers.

Flow report can be classified into

a. Next Flow Reports

Next Flow can be further divided into Next Page Flow, Next Section Flow and Next Server Flow.

b. Previous Flow reports.

On other hand Previous Flow report shows where visitors were before visiting a specified page.

How Did I reduce Bounce Rate from 87.55% to 1.19%, in a span of 3 months?

Bounce Rate being one among few site health indicator metrics, it is always challenging to control and correct bounce rate either in case of e-commerce or an information blog.

Before listing down 5 point strategy, down load case study on Bounce Rate Metrics from metricsmania.com resource center.

It is simple and straight forward I just followed 5 point strategy to control and correct bounce rate in my blog. They are as follows:

 

1. Choose Your Digital Marketing Channels Judiciously

All marketing channels are not suitable to your business model, product and Services. Choosing a right set of channels is wise step towards reducing bounce rate. Because, irrelevant channels bring bouncing visitors to your website.

2. Know Your Audience Persona

‘Persona of your prospect’ figures out who is your audience who fetch you the economical value and benefit out of your goods and services. Next set of audiences could be researchers who may visit your website to learn and take way some goodies. In fact they are patrons, who may be your brand loyal and spread awareness about your business.

3. Research.. Research..Research

Your front line digital marketing channels SEO, SEM, Social Media, Referral and affiliate programs fetch you major chuck of visitors. But how strong your keyword research? How robust your referral and affiliate programs?

 Have you addressed Who, Why, When, What and How questions during your Branded, Non Branded and Negative keyword research phase, affiliate and referral marketing strategy.

4. Think Why Should Visitor Move to Next Page

May be the right and honest answer to this question would solve 95% of your Bounce Rate correction. Every move in the website should be mutually beneficial to you and your visitor.

5. Pass variable to Java Script method in Google Analytics

Google Analytics offers a technical solution to tackle a single 1X1 pixel image transmission by implementing google analytics event method as shown below :

ga(send, event, event_category, event_action, event_label, event_value, non_interactive)

The last parameter non_interactive should be set to the boolean value ‘TRUE’.