Comparing correlations and subrelations in Adobe Analytics (Omniture-Site Catalyst)

Adobe Analytics offers two types of data relationships: traffic correlations and conversion subrelations. Both options enable you to combine values in a single variable so that different combinations can be reported by other metrics.

Correlations:

Correlation Reports are particularly useful for understanding the relationships between two or more Traffic Custom Insight variables, or other system variables. It is report that breaks down one Traffic Variable by another Traffic Variable.

For example, let’s say that you have passed a Page Name value on each page to the Page Name Traffic Variable.  By default, Adobe Analytics captures the visitor’s Browser Height in a standard Traffic Variable.  Therefore, you can easily see the Browser Height for each Page Name by enabling a Traffic Data Correlation between these two Traffic Variables.

a) Correlations come in three sizes (2, 5, and 20), based on the number of items that are correlated together at the same time.

b) Page views is the only metric available in a correlated report.

c) In order for correlations to work, the two traffic variables must occur on the same image request.

d) It is possible to create two correlations that overlap eachother, and only one table at a time is used in reporting.

Subrelations:

Subrelations are different from data correlations because the related variables are not set on the same page, as with data correlations. It grants the ability to break down conversion variables by another.

For example, let’s say you capture the current visitor’s City in one Conversion Variable, their Age in another and also have a Subscriptions Success Event. You can use the City Conversion Variable to see Subscriptions broken down by City and the Age Conversion Variable to see Subscriptions broken down by Age.

An example of a subrelation is the relationship between Campaigns (which is captured on the initial page in the site) and Products, which are viewed and purchased later in a visit.

a) Subrelations are based on basic or full subrelations, where a specific set of breakdowns are enabled for each. Custom subrelations are also available that can be enabled for all eVars with basic subrelations.

b) All conversion events are available in subrelated reports, as well as Visits and Visitors if its subrelation setting is enabled.

c) In order for subrelations to work, the breakdown variable and conversion event can fire in any subsequent image request prior to its expiration.

d) It is not possible to create overlapping subrelations or data table conflicts with eVars.

Adobe Analytics has three different levels of subrelations. The three levels are defined as full subrelations, basic subrelations, and no subrelations.

Full Subrelations – Conversion Variable can be broken down by all other Conversion Variables

Basic Subrelations – Conversion Variable can be broken down by any other Conversion Variable that has Full Subrelations

No Subrelations – Conversion Variable cannot be broken down by any other Conversion Variable (rarely used)

Understanding Customer Engagements and Satisfaction for e-business

When you develop the service businesses then primary goal becomes increasing customer engagement and satisfaction lists on top three objectives. Online consumers' preferences for online customer service channels are evolving now days. Most of the online consumers have adopted online self-service in the past three years. It has also disappointed more consumers because at the end of the day it is not the technology that provides the solutions; the real solutions are provided by the people and for the people.

The adoption of chat and social customer support has exploded by the consumers in the past three years. Every strategy expert is well aware that not all channels are equal among generations: For example, younger generations (37% of consumers ages 18 to 22) are more likely to prefer social media and chat over the telephone for support. But don’t assume that a preference for online service over the telephone is restricted to youth; in fact, Generations X and Y (consumers ages 23 to 45) are equally likely to prefer online support over the telephone. 

Savvy eBusiness leaders recognize that developing online customer support channels isn’t a tactic to build future relationships with today’s younger customers; online customer service is imperative to appeal to the majority of today’s online shoppers or potential customers.

Mobile internet users will soon surpass PC internet users globally. Mobile commerce is expected to reach $31 billion by 2016. While this represents a compound annual growth rate of 39% from 2011 to 2016, mobile commerce is only expected to be 7% of overall eCommerce sales by 2016 (Source: Mobile Commerce Forecast: 2011 To 2016)

Here is the survey results clearly demonstrated consumers want mobile service functionality to match that of websites: 

Website chat adoption has nearly doubled in the past three years; at 62%, it has the highest satisfaction rating among all online customer support channels. In fact, Generations Z and X have higher satisfaction chatting with a live agent than speaking on the telephone with a live agent.

In the next week we will focus on what should be the only one reason for e-businesses to choose Live Chat.