Generate a descriptive analysis report

Last update: 2023-09-22
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  • Beginner

Learn how to generate a descriptive analysis report from a workflow.


In this module, we will learn how to generate a descriptive analysis report. Descriptive analysis is a tool in Adobe Campaign for creating ad-hoc reports and exploring data in a tabular chart such as a bar chart or a pie chart. The descriptive analysis tool allows us to perform either qualitative or quantitative analysis on data in Campaign. The terms used to launch the descriptive analysis tool differ depending on where it’s launched and we’ll go through several methods in this video. Reports can be generated for specific sections of data or from all data on the entire platform. The tool is designed to focus on analyzing target populations and should only be used to analyze small volumes of data. The use cases for the descriptive analysis tool can be simple, like analyzing the age distribution or geographic distribution of the target population of your campaign. The use cases can also be complex, like doing a complete RFM analysis on all your profiles to quantitatively identify high-value customers, examine how recently they purchased, how often they’ve purchased and how much they spend. The descriptive analysis tool is available in different contexts throughout the client console. In the main tools menu, platform-wide reports can be generated. The tool can also be invoked on the target results within a workflow as a campaign is being designed. The tool is also available when selecting multiple deliveries or multiple profiles, allowing reports to be generated for those selected deliveries or profiles. When creating a descriptive analysis report, it is important to first determine what type of analysis is desired, either qualitative or quantitative, and then determine which attributes to analyze. Qualitative analysis is used for non-numerical values, such as email domain, age and location. For example, we may want to analyze the target population for an upcoming delivery and determine the distribution of the profiles across various age groups or geographic locations. Quantitative analysis is regenerating overall statistics on numerical data, such as data related to sales transactions. For example, the top amount spent on each product or the total number of units sold for each product in order to determine the top selling products. Once a report is generated, it can be saved, printed, saved as a PDF, exported as an Excel spreadsheet or an open document format. In this exercise, we’re going to use the workflow called Apparel Sale for Men to demonstrate how to use the descriptive analysis tool to analyze the target population of a workflow. Right-click on the transition coming out of the exclusion and select Analyze Target. We’re building a qualitative report, so we’ll want to use the default template of quality distribution and uncheck the chart option as we only want to build a table. In this table, we want to see a breakdown of the target by age and state. In the column on the left, choose Add. In the Expression field, click Edit Expression. Let’s add State Province for the location selection and use Tab to complete the fill. Note that the label is filled in by default with the attributes label. We’re going to keep the binning set to auto and the default of 10. This means that only the top 10 states will be included in the table. Next, let’s add age to our target. In the right column, select Add. Now we’re going to add the age the same way we added the state. Again, Tab can be used to complete the selection. We’ll leave binning on auto, but this time we’ll break it down into 6 bins. This means that the population will be grouped across 6 different age categories in the table and the age categories will be automatically generated. We are going to keep the count as the statistic to display in the table. We want to see a count of profiles in each state as well as in each age category. The report is now generated and displayed in this table. We can see the breakdown from each state in the first column and we see the age categories across the top of the table. Notice that we see 10 states and 6 age groupings. From here, we can export, print, or save our report. Saving will allow us to use the report as a template in the future. The Descriptive Analysis tool is available in different contexts within the client console. Back on the main screen, under Tools, select Descriptive Analysis. This will generate a report of the entire database. We can also create a report when we have a selection of recipients. In the Explorer view, under Profiles and Targets, select the Recipients folder. Recipients can be selected individually or in bulk using Ctrl-A to select all. Right-clicking on the list, under Actions, select Explore. This will launch the Descriptive Analysis tool, pre-configured to generate a report for all the profiles we selected. The same can be done for deliveries under Campaign Management.

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