Integrate with Adobe Analytics

Intro

Analyze your web analytics from a B2B perspective by viewing organization, industry and Marketo Real-Time Personalization (RTP) campaign data within your Adobe Analytics account.

This document enables the integration between Marketo Real-Time Personalization (RTP) and Adobe Adobe Analytics. Data from RTP will allow you to detect and analyze trends in all industry segments and organizations visiting your site and measure the effectiveness of your RTP campaigns, providing the insights and analysis to gain optimal results.

You can achieve this by looking at metrics such as the numbers of new versus returning visitors in each segment, analyzing click rates on campaigns, and discovering which industries and customized segments and real-time campaigns generated the best converting leads. Leverage this ability to gain the maximum benefit from your RTP account.

RTP Audience Analytics

With the RTP - AA integration, you have a new dimension within your web analytics interface. RTP automatically enhances your web analytics dashboards with:

1. Organization and industry data
2. Customized RTP segments
3. Named Account lists (Account-Based Marketing)

This enhances your B2B data and allows you to focus on relevant visitors by optimizing:

1. Outbound channels
2. Content
3. Retargeting

Channel Report

The RTP dashboard helps you understand the breakdown of your visitors according to verticals and RTP segments. You can see your visitor performance according to the industry and different marketing campaigns (paid, organic, social) related to that industry. The dashboard also provides a high-level overview of what site sections your visitors are viewing according to their industry type.

Behavioral Report

Different behavior reports can be created in Adobe Analytics based on organization, industry and RTP segment data. These Flow Reports visualize the path visitors take from one Page or Event to the next. This report can help you discover what content keeps visitors engaged with your site.

RTP Performance

View RTP campaign impressions and conversions under Custom Links in Adobe Analytics.

This Custom Link report will show impressions and conversions of campaigns under the following naming format:

• Impression ISegment: [RTP Segment Name], ICampaign: [RTP Campaign Name]
• Conversion ISegment: [RTP Segment Name], ICampaign: [RTP Campaign Name]

Set up in Adobe Analytics

The integration uses the JavaScript API that Adobe Analytics offers. Custom conversion variables (eVar), custom events (event) and traffic variables are used in the integration. All must be enabled from within AA admin. You must set the conversion variables, custom events and traffic variables in AAor you won’t be able to see data in the suite even if you enabled it in RTP.

Complete the following steps to set up these variables in AA:

1. Go to Admin Tools in your AA account.

2. Select the Report Suite to be used with the integration.

3. Under Edit Settings, go to Conversion and select Conversion Variables.
   Select the Conversion Variable number (we recommend):

   1. Evar # 20 for Industry Custom Conversions
   2. Evar # 21 for Organization Custom Conversions
   NOTE

   If these # are taken select another available number. Align this number with the slot number in RTP Account Settings.

   1. Change Status to Enabled.

      1. Change Name to Industry and Organization. (This is how it will appear in the Report Suite.)

      2. Change Expire After field to Visit.

4. Under Edit Settings go to Conversion and select Success Events.

   1. Select the Custom Success Events Event number (we recommend):

      1. event20 for RTP Campaigns
      2. event21 for RTP Segments
      NOTE

      If these # are taken select another available number. Align this number with the slot number in RTP Account Settings.

      1. Change the two events names to RTP Campaigns and RTP Segments. This is the name that will appear in the Report Suite.

   2. Select the Type field to be Counter (no subrelations)

5. Under Edit Settings go to Traffic and select Traffic Variables.

   1. Select the Traffic Variable Property # (we recommend):

      1. Property # 20 - Name: RTP Segment Organization
      2. Property # 21 - Name: RTP Segment Industry
      3. Property # 25 - Name: Campaign Organization
      4. Property # 26 - Name: RTP Campaign Industry
      NOTE

      If these # are taken select another available number. Align this number with the slot number in RTP Account Settings)

      1. Change the 4 property names. This is the name that will appear in the Report Suite.

   2. Select Enabled field to Enabled.

   3. Select Path Reports field to Enabled.

Set up in Marketo Real-Time Personalization (RTP)

1. In the RTP platform, go to Account Settings.

   

2. Under Account Settings, click Domain.

3. Under Analytics, click Adobe Analytics.

4. Turn On the Conversion, Custom and Traffic variable toggles.

5. Assign the Conversion, Event and Traffic Variables slot numbers to match the slot numbers created in AA

6. Click Save.

Reports

Create enhanced SiteAdobe Analytics reports according to organization names, industries and RTP segments and real-time campaigns data.

Examples of customized reports and dashboards in AA include:

• Performance by industry or defined segment (Account-Based named lists)
• Industry breakdown per KPI performance
• Pages viewed per organization
• Marketing channel performance according to Organization, Industry, Segments

-Report Examples-

Top Industries Report

Organizations Report

Creating the RTP Dashboard

Create a new dashboard, called RTP Dashboard. This dashboard will help understand the breakdown of your visitors according to verticals and RTP segments.

1. Click Dashboard, click Add Dashboard.

2. Name the Dashboard RTP Dashboard.

3. Select the dashboard size 3 x 2, 2 x 2.

4. Create the reportlet and add content to the dashboard.

Adding the Industries Reportlet to the Dashboard

1. Go to Custom Conversions, click on Industry.

2. Configure Graph to Pie Chart.

3. Click on Dashboard, add Reportlet.

4. Name the report Top Industries.

5. Place in Dashboard RTP Dashboard.

6. Create New.

Adding the Segments Reportlet to the Dashboard

1. Go to Site Metrics. Click on Custom Events, Segments.

2. Configure Graph to Vertical Bar.

3. Click on Dashboard, add Reportlet.

4. Name the report Top Segments.

5. Place in Dashboard RTP Dashboard.

6. Create New.

Your reportlets will be displayed in the dashboard.

View Impressions and Clicks (Conversions) in Adobe Analytics

1. Click Custom Links.

   

2. Search for Impressions to view Segment and Campaign names representing the number of impressions for the campaign.
   

3. Search for Conversion to view Segment and Campaign names representing the number of clicks for the campaign.

   

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