The purpose of AB Testing in the digital world is to perform a controlled trial of a hypothesis and make the most informed decision. To assess the AB testing results we rely on calculating their statistical significance through the p-value. … Read the rest
Propensity Score Matching in Python
In eCommerce and Digital Analytics is very common for product and marketing teams to implement changes without first going through a proper process of controlled release. In this post will elaborate on the details of Propensity Score Matching using a … Read the rest
Adobe Analytics – Reports API using OAuth & Python
In the previous post (Adobe Analytics data – Reports API v2.0 & Python), provided an overview of a Python package to download Adobe Analytics Reports data using the API version 2.0. However one limitation at the time was … Read the rest
Adobe Analytics data – Reports API v2.0 & Python
Adobe Analytics v2.0 API offers quite a lot of functionality. Adobe has made huge steps over the last few years in documenting and rebuilding its APIs. The majority of the information can be found at https://github.com/AdobeDocs/analytics-2.0-apis. One of the … Read the rest
Apache Airflow and DBT on Docker Compose
Executing DBT models through Apache Airflow can be both challenging and fun the same time! The previous post “Schedule dbt models with Apache Airflow” was a first a iteration on the topic. This time, the focus is on running Apache … Read the rest
Schedule dbt models with Apache Airflow
Working with dbt certainly makes the life of an analyst much better. It brings a certain structure that without a framework is difficult to achieve. One aspect however that I find lacking in dbt is monitoring the ongoing execution and … Read the rest
Incremental dbt models using Adobe Analytics Clickstream
In the previous article (Adobe Analytics Clickstream data with dbt & SQL) I discussed how to start with dbt and build basic models using Adobe Analytics Clickstream data. This time will dive into a more useful feature. Creating incremental dbt … Read the rest
What is Adobe Analytics
In today’s digital world, all companies rely on a digital presence to promote their brand, sell products and engage with their customers. What is Adobe Analytics and how it can help in achieving your business goals?
Let’s get into it! … Read the rest
Adobe Analytics Clickstream data with dbt & SQL – Guide
Have previously elaborated on both the usefulness of working with raw clickstream data and how powerful I consider dbt (data build tool) in managing SQL models. This time I will take a more practical approach to go through the basic … Read the rest
Marketing Channels in JavaScript
All Web Analytics vendors provide out-of-the-box configurations to setup Marketing Channels and attribution reporting. However there will always be a case that you need to implement custom marketing channel detection logic in JavaScript through the tag management system. Even though … Read the rest