Adobe Summit Day 1

Posted on May 12th, 2016

33 Sticks just posted a great article about their 1st day at Adobe Summit EMEA. Check it out here:

Adobe Marketing Cloud

Posted on February 28th, 2016

I often have trouble explaining to people how the Adobe Marketing Cloud really fits together, I found this amazing visual that explains it. It is from Business Insider but i can't find the article it's from.


3 Charts that you should care about

Posted on February 12th, 2016

Even though the Super Bowl is a marketing anomaly is gives us some amazing insight into second screen activities. These charts tells a familiar story. People use Smartphones (not tablets) when they watch TV. Of the people that use their Smartphones they do not use that many apps while they are watching TV. Of the apps they do open there is only a fraction of a chance that they are opening an app that does more than a mindless activity.

Source: Localytics

Source: GfK

How tablets will affect us in the next three years

Posted on February 5th, 2016

I think the tablet is going become more specialized in both commercial, personal and work scenarios.

At home, the tablet is going to be the main replacement source for consuming long form content. Things like magazines and newpaper articles. I also think that people are more willing to do private things on tablets because they are less likely to be lost because they will be mainly left at home.

At work, tablets are still not ready to replace notebooks, their responsiveness is not quick enough and writing on glass or some hard surface is not a replacement for paper. For people that don't take notes, like more senior people tablets are a great resource to read notes and documents with searchable features. Overall, I expect more and more executives to leverage tablets but more middle management not to find a use for them.

For commercial usage, tablets are an amazing way to bring interactive customer experiences to customers. Things like custom insole apps or swing analyze red or custom letters on a jersey. It will replace paper based product material in the retail (retail in the broadest sense) environment.

Exciting New Adobe Analytics Workspace Features

Posted on January 25th, 2016

Some exciting improvements in Adobe Analytics! All of them in the Analysis Workspace

Easily the best update to Analytics Workspace is conditional formatting. The ability to quickly distinguish that something is very good, good, neither, bad or very bad helps all of my stakeholders when they have a few minutes to look at the self-service dashboards.

I'm going to try and post some examples next week.

Here are all the updates that went live.


Undo actions sequentially in an Analysis Workspace project, easily enabling you to go back a few steps to pursue a different analysis path. Watch Video

Conditional formatting

Spot outliers more easily in Analysis Workspace by overlaying data tables with vibrant colour to highlight items that performed better or worse than average. Watch Video

New visualization types

Tell a story with your data in new ways with bullet graphs, treemaps, and scatterplots in Analysis Workspace. Watch Video

Custom date range improvements

Compare data over time in ways that are unique to your business needs with custom date ranges. With this update, custom date ranges can now be used as items in the standard project calendar in Analysis Workspace. They can also be dragged and dropped on to the calendar to replace the previous date range for the project. Watch Video

Deep linking to projects

Easily share Analysis Workspace projects with colleagues and executives by quickly generating a shortened URL which can be copied and inserted into email and other collaboration tools. Watch Video

Tools that digital marketing analysts use

Posted on January 19th, 2016

There are so many digital analytics tools that you can use it’s hard to get to figure out what is useful and what is not.
Have you seen this epic diagram from Gartner?
Well it turns out there there are tools for every stop on this map...
So which tools do you actually need to know?
Here are a few that I think are vital to being a great digital marketing analyst:
  1. Most of the Adobe Marketing Cloud
    1. Adobe Analytics
    2. Adobe Dynamic Tag Manager
    3. Adobe Target
    4. Adobe Social
    5. Adobe Campaign
  2. Most of the Google Ad Ecosystem
    1. Google Analytics
    2. DoubleClick for advertisers
    3. Google Adwords
    4. Google Trends
    5. Google Tag Manager
  3. Voice of the Customer tools
    1. Foresee
    2. BazaarVoice
    3. UserVoice
  4. Email Management
    1. ExactTarget
    2. Mailchimp
    3. SalesForce
  5. Social Media Platforms
    1. Facebook, Twitter, Instagram and Pinterest Ads
    2. Facebook, Twitter, Instagram and Pinterest Analytics
  6. Webchat
    1. TouchCommerce
    2. LivePerson
  7. Video
    1. YouTube Creators Studio
    2. YouTube Analytics
  8. Visualization
    1. Tableau
    2. Microsoft Excel
    3. Microsoft PowerPoint
By now you are thinking, I AM SCREWED! I’m here to tell you, you’re not. To me all of these tools have the same foundational base, interaction data.
Each of these tools collect data in generally the same way, when something happens. Trigger —> Response. The rest is the user interface on top of that.
Akin to a car’s dashboard, the method of input are the same in every car you go in;
Trigger - wheels turn
Response - RPM generated
Trigger - YouTube video starts
Response - Video play counted
When you break down tools to this trigger - response methodology you are able to confidently pick up any of these tools and be able to incorporate this data into your holistic picture of digital marketing.

Eric Bernhard

At the vertex of digital marketing and analytics is a moat of trust. This blog is meant to bring credibility to analytics in the world of digital marketing. Articles will be of interest to insight analysts, digital marketers, user experience experts and people generally interested in eCommerce.