Kamal Chembath Blog - Advertising Axis - Digital Marketing and Analytics

Celebrities endorsements to influence the decision making of any products do have a telling effect, as proved by researchers. Here are some of banking promotional videos by top celebrities. I am not boring anymore, any one can hangout with me. I have with me citibank private pass.  Capital One Promo on Venture Rewards Credit Card - Celebrity Promotion TD Bank promo - By Celebrities Bank America Cash Awards Credit Card Glad that banks have figured out that celebrity endorsements can help them to grow!

Customers travel through several TouchPoints before they get converted. Measuring the effectiveness of each of the TouchPoint is vital for arriving at the marketing impact. Gone are the days where you will just measure the last touch point without even considering which are the other channels that assisted the customers to complete the conversion. Turning on and off a campaign makes sense only if it really doesn't perform well, so here the measurement is the key, and need to be done through a robust measurement foundation. Customer TouchPoints Typical measurement foundation Measurement Foundation Industry benchmark for typical Customer journey in retail space Retail Space Customer Journey - Industry Benchmark Data Here is the check list to measure the TouchPoints Checklist for Measurement

This post is to make you understand segment creation in SiteCatalyst. You can play with segments and give powerful insights to the clients for improving the businesses. No: Segment Feature Details 1 Show / Hide - The Dimension selector You can view, add and hit search to find dimensions for adding to segment definition. 2 Show / Hide - The Segment selector You can view, add and hit search to find segments you would have created for adding to segment definition. 3 Show/Hide - The Event selector You can view, add and hit search to find events you had configured for adding to segment definition. 4 Title field - Name of the Segment You can create for your segment or rename your already created segment. 5 Description field - Describing the Segment Describing about your segment can be done here, though it is not a mandatory field. Adding a description allows others to understand better about this segment. 6 Definitions - The life giver for your Segm...

Hope all of you agree that preparing a good presentation is the key, with understandable slides pertaining to the topic for the target audience. Even the web analytics interface needs to be presented well to the business, and the requirements will be different client to client. SiteCatalyst has done its best to fit the menus / report holders for all users by default. But since the requirements differs from client to client, isn't it better to the customize the menus according to your client requirement, and keep the sets of data in the order of importance. This can be easily done in SiteCatalyst. You can customize the menus in SC by navigating to report suite in admin -> General -> Customize Menus. Below are some of the screenshots pertaining to customization. In the below screenshot, I have moved the Custom events from Site Metrics to Custom Conversion, I thought if  Custom Conversion and Custom events / Success Events are available in the same location it is easier f...

Nowadays you don’t see the page URL report by default in SiteCatalyst, your search for this readymade report will end in vain with just OOB (Out of the Box) configuration. However small changes to the implementation can do wonders to bring back this data in SiteCatalyst as this value is already available in SC data warehouse and data feeds. The page URL is being fired up for all SC implemented sites but since there is no placeholder to take in value in SiteCatalyst this is not reported as a dimension. Here is a way to check and confirm that the page URL is getting fired up…go to adobe.com> open the chrome debugger > go to the network tab > type /ss/ > click on the image request and then look for the value for g :….you will get to see the value as http://www.adobe.com… It will be similar to the below screenshot. Now g is the variable which hold the page URL value. In order to get this information in SiteCatalyst the value need to be stripped and passed t...

The sheen of Adobe SiteCatalyst ACE implementation exam has gone. Practical questions for coding is no more part of the exam, and the exam is just left with multiple choice questions. Why did you do this Adobe? Could be you are saving effort and time required to correct the practical papers manually....  Pass Percentage is also reduced to 66 from 80 hmmmmm  Number of multiple choice questions are just 50 Cost slashed from $349 to $180 Now it is more easier to become an implementation ACE but the sheen has gone!!!!!! http://training.adobe.com/certification/exams/adobe_reports_and_an.html http://training.adobe.com/certification/exams/adobe_reports_and_an/_jcr_content/sampleExam

eVars are great, it is persistent...can retain the value.. has got the expiration settings...allocation settings...can work better with success events...no matter how distant it is........... but its ability to hold only one value at the time makes its team mate Merchandising evar popular than it. eVars can walk/run scores of miles over the website to meet it lover(s), the success events. Lets look at this example, a person is searching for shoes and towels, adds to cart both the product, and buys both the products. Most of the people would have used "most recent allocation" for the eVars, and if that is the case here...just guess which one would get the credit......and it is going to be obviously Mr.Towel.. Merchandising eVars can correctly assign the credit for each of the searches --> Shoes for the product Shoes, and Towels for the product towel. As I had mentioned in my earlier post there are 2 methods of Merchandising evar, the Product syntax and Conversion var...