Analysing Cross Channel Data
Objectives
We will learn how to work with data from multiple sources.
In this exercise you will use Analysis Workspace within Customer Journey Analytics to analyse product views, product funnels, churn etc.
Add new panel
Let’s use the project you just created. Open your project.
With your project opened and the Data View selected (Currys - Cross-channel Data view), you're ready to start building your first cross-channel visualisation:
- add a new panel into your Workspace, by clicking on the "plus" icon at the bottom of the panel;
- set the date range to Last 6 Full Months;
- add a new Freeform table;
- pull in Events, Sessions, Event: Call center dial-ins and Event: Page Views metrics.
The Event: Call center dial-ins metric represents rows of data that come from the call center dataset.
The Event: Page views metrics represents rows of data from the Web Analytics Data.
Let's analyse the same metrics, with a different dimension:
- search for the Page Name dimension in the Components;
- replace the Day dimension with the Page Name dimension by dragging it over "Day" in the table and drop to replace "Day" with "Page Name".
The resulting table should look like this:
You'll see in the resulting data that there are Events and Sessions associated with each page and there are Page Views associated with each page (which equals the "Events" metric), but there are no Calls associated with each Page. This is because there are no rows, in the backend table, that are both Web and Call rows, they originate from entirely separate datasources and are ingested into separate datasets in Adobe Experience Platform.
To keep your changes, save your project by going to Project > Save (or press Ctrl+S on Windows, or Command + S on Mac).
- Duplicate this table by right clicking at the top of the Freeform table to duplicate.
- Rename it as Call Reason Analysis.
- On the duplicated table, replace the Page Name dimension with the Call Reason dimension.
This is the reason for a call that a call center agent entered when they spoke with a customer on the phone.
Notice how there are now Call Reasons that have Events and Sessions and Calls associated with them but no Page Views. Again, this makes sense.
To keep your changes, save your project by going to Project > Save (or press Ctrl+S on Windows, or Command + S on Mac).
Building a Segment
Segments in CJA are the same as Segments in Adobe Analytics. And once these segments are built in CJA, they can be shared as Audiences with Experience Platform, so you can use them in CDP for example.
Using segments is one way that we can gain more insight into our cross channel data. We can create segments to understand which sessions were "web" only sessions, which were "call center" only and which were in fact "cross channel".
Keep in mind for CJA, there is no concept of "browser" session, the session calculation is controlled by the event timeout set in your data view. As long as the customers interacts on any channel within the timeout window, their events will be considered part of the same session in CJA.
Segment - Web sessions
- Click on the "+" icon to the right of the Segments in the Components menu to open up the Segment Builder.
We'll build a segment for "Web Sessions" first.
- Drag the Event: Page Views metric into the drop zone.
- Change the Rule from Page Views = 1 to "exists".
- Change the "include" drop-down from Event to Session.
This logic includes sessions that contain a Page View. We want to ensure that interactions with other channels didn’t occur during the same session.
- Click on the gear icon wit the label Options.
- Click on Add Container.
- Drag the Event: Call center dial-ins metric into the drop zone.
- Change the operator Equals to Exists.
- Click on the gear icon in the inner container and click Exclude.
- Click on the square icon near the gear icon and select Session.
- Name your segment, [your name] - Web sessions
- Click Save.
This segment will allow us to filter by Sessions that have at least on Page View in them, and no interaction with the call center.
Notice the new Web Sessions segment in the Components menu.
Segment - Cross-channel sessions
Now let's use this segment as starting point for the new one:
- hover over the segment name;
- Click on the "i" icon to bring up the segment details;
- click on the pencil icon to bring up the Segment Builder.
We're going to make a few changes and save as a new Cross-Channel Sessions segment.
- Click on the gear icon in the inner container, then click Delete container.
- Drag the Event: Call Center Dial-ins metric, and drop it below the Page Views metric.
- Change the criteria for the Calls metric from Equals 1 to Exists.
- Name your Segment, [your name] - Cross-channel sessions
- Click Save As.
This segment will find sessions where a customer had at least one Page View and at least one Call in a session.
Segment - Call sessions
Let's create the last segment:
- Hover over the Cross-Channel Sessions segment in the Components menu, click on the "i" next to the segment and click on the pencil icon.
- Once in the Segment Builder again, remove the criteria that Event: Page View exists.
- Click on the gear icon wit the label Options.
- Click on Add Container.
- Drag the Event: Page Views metric into the drop zone.
- Change the operator Equals to Exists.
- Click on the gear icon in the inner and click Exclude.
- Click on the square icon near the gear icon and select Session.
- Name your Segment, [your name] - Call sessions
- Click Save As.
Analysis
We now have the 3 segments and we can do some interesting cross-channel analysis.
- Duplicate the table Call Reason Analysis.
- Rename it as Analysis by Segments.
- multi-select the 3 segments you just built (by keep Ctrl or Command pressed) and drag them over the Call Reason dimension;
- release the segments and this will Replace that dimension with those 3 segments.
This provides an interesting view: we can see there are Web Sessions with calls, and Call Sessions with page views.
Now:
- Duplicate the table "Call Reason Analysis";
- rename it as "Call Reason Analysis - advanced";
- take the 3 segments and drag them under the Sessions metric, until the blue pop-up says "Filter By", and drop the segments.
This will break out the Sessions metric by the various Session types the segments represent. A great way to analyse the types of Sessions customers are having.
To keep your changes, save your project by going to Project > Save (or press Ctrl+S on Windows, or Command + S on Mac).
Congratulations, this completes the Analytics Cross Channel Data exercise!