Experience Makers Spotlight
This session features two spotlights on getting acquisition and referral data right in Adobe Analytics as AI reshapes how people discover your brand. The first spotlight, from Isha Gupta (S&P Global Ratings), moves beyond basic “Referrer Type = Conversational AI” classification to build a multi-dimensional segment capturing native AI referrers, mobile app chatbot traffic via UTM parameters, and unlisted AI vendors caught through domain suffix rules. The second spotlight, from Vinay Singh Chauhan (HPE), tackles Marketing Channel configuration and last touch attribution: how processing rule order silently reshapes channel reports, how to build a channel framework using Channel Manager, processing rules, and campaign parameters that holds up over time, plus a five point audit for your own setup.
Key Takeaways
- Build an AI referral segment beyond native Referrer Type, covering mobile app and unlisted AI vendor traffic
- Structure Marketing Channels as stable acquisition categories and see how processing rule order drives channel accuracy
- Apply a practical audit checklist to catch inflated Direct traffic, misclassified campaigns, and unexplained “Other” buckets
At a glance
Product: Analytics
Series: The Skill Exchange
Role: User