VISTA rules stand for “Visitor Identification, Segmentation & Transformation Architecture”. They are helpful for a number of reasons within Adobe Analytics and it is a very old feature of Adobe Analytics (This post is from 2008! -> https://blog.adobe.com/en/publish/2008/11/30/vista-inside-omniture-sitecatalyst). The … Read the rest
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
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
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
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
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