Best Practices for a Quick Adobe Analytics Mobile Scorecard Setup
By: Jaemi Bremner
Tags: Mobile, Adobe Experience Platform, Analytics, Platform, Dashboard

Best Practices for a Quick Adobe Analytics Mobile Scorecard Setup

Data-driven decision making has never been of any greater importance ever than how it is now. With an increased emphasis on the digital-first approach businesses now have a critical task of making informed decisions timely. Digital businesses need to make decisions at the right time to create value for the customers and scale their business.

Adobe Analytics rolled out mobile scorecards which is a great way to keep a check on how the business is performing on the fly using a simple and intuitive mobile app. The mobile scorecard enables marketers and executives to get insights on business performance just in a few clicks right on their fingertips right on their mobile phones. The mobile scorecards are accessible using the Adobe Analytics Dashboard mobile app available on both Apple App Store and Google Play Store. Let’s look at a few best practices we can follow to get the best out of the mobile scorecards in Adobe Analytics.

Define Business Requirements

Before setting up Adobe Analytics Mobile Scorecard, it is best practice to clearly define your business requirements. My recommendation for the five parts are:

Select an audience: As for an analysis workspace, scorecards should also be created personalized for each role. The details required by a campaign manager would be totally different than what would be required by an executive. The very first step towards scorecards should be to define who is the audience and what are the key data points they need to make informed decisions. Define the purpose: A mobile scorecard can have up to 16 panels in one scorecard and each panel can have one metric. With the complex implementation and huge amount of data being captured, it can get difficult to be constrained to 16 metrics. So the best way to make sure each scorecard just displays the right amount of information is to plan different scorecards with related metrics and add the other ones to a different scorecard. Example: We can have one scorecard for conversion/purchases and we can have another one for the web interactions or app metrics. With this, we can ensure that all related data is visible in one scorecard and there is not too much data. Define Key Performance Indicators: Most of the businesses would have already finalized the key performance indicators specific to their business and there could be multiple metrics that define the performance of the business but in this phase, we really need to prioritize the ones which are really critical to each scorecard. Add Dimensions to the Panels: Metrics get us a great view of the numbers but to get a detailed view of the business we need to add dimensions to the metrics to add more context to the numbers. Scorecard allows us to add up to x dimensions to each panel. Define Key Filters: Once the panels are configured with required metrics and dimensions we often require to see how individual segments/user-groups are performing. Filters are segments that we can apply to the panels and get a micro view of the data for a specific user group.

Setting Up Adobe Analytics Scorecard

Let’s get down to business and see how easy it is to set up a scorecard and what value it brings in for the user with an example of a scorecard for a retail business executive with a focus on product sales and generated revenue.

Now, as we know the audience and the purpose let’s get started with building the scorecard:

Log in to Adobe Analytics and navigate to Workspace and click on Create New Project. Choose Blank Mobile Scorecard in the popup and click Create.

Figure 1: Blank Mobile Scorecard Option in New Workspace Popup

2. In the resulting screen before we start building the scorecard let’s give our scorecard a name and set the properties for this scorecard. Click on the gear icon on the right panel and you’ll get a properties panel which allows you to select a report suite as the data source for the scorecard, set a default date range for the data on the panels, and to what interval the data needs to be compared with and finally it allows us to add a segment so that all the data we see in our scorecard is filtered for the segment we’re interested in.

Figure 2: Scorecard Properties

3. Once we have the report suite and date ranges selected we can now start with the metrics required in our scorecard. Each panel can have just one metric. There can be a number of metrics which one would like to keep a check but scorecard has a limit of 16 panels per scorecard. For the executive purchase scorecard I am adding the following metrics by dragging these metrics to the mobile screen panel as we do to panels in a workspace:

Conversion Rate

Total Revenue

Online Revenue

Offline Revenue

Total Orders

Average Order Value

Figure 3: Metrics added to the scorecard home screen

4. Add dimensions to the panels so that we can get a detailed view of the conversions that happened. What we need to do in this case is to drag and drop dimensions that you would like to see against each metric to their respective panel. For our dashboard I am adding the following dimensions to Total Revenue, Online Revenue, and Offline Revenue:

Product

Product Category

Product Sub-Category

Interaction Channel (purchase source)

Figure 4: Added dimension to the Total Revenue Panel

Similarly, I would like to see what the conversion rate is for all sales channels and how many orders I have from each source so I add Interaction Channel to the conversion rate and total orders panel.

5. Adding segments to the scorecard to analyze and get a micro view for purchase by specific interest groups. Here I add the following segments to the “Add Segments to create drop down” panel on the scorecard and keep the No filter item on top to always get a bigger picture on the home screen.

Figure 5: Adding Filters (Segments)

Now, moving to the app lets see how easy it gets to analyze: You can download the Adobe Analytics Dashboard app from either of the app stores and log into the app with the experience cloud org and you’ll be able to see the Scorecard you just made:

Figure 6: Adobe Analytics Dashboard iOS App Home Screen

6. The landing page on the scorecard would get us a complete view of the elements we added to the home screen. As I have the “List View” selected on the scorecard layout preferences option we get this view which has a higher focus on the trend. Alternatively, we can also choose the card view:

Figure 7: Scorecard Home Screen Views (Grid and List)

7. Now to filter and get a granular view for a segment we can just tap on the “no filter applied” column and choose the segment we need a micro view for:

Figure 8: Filters

8. Let’s see how we can get a detailed view on a panel where we added dimensions. So now tapping the online revenue card we get an expanded view of the metric with the default dimension which was placed on the top of the dimensions list while configuring. Now as I added interaction channel as the default dimension we just see the online metric broken down by the purchase source.

Figure 9: Detailed View — Online Revenue Panel

9. Next, to see this metric against another dimension we need to tap on the dimension name and select the other dimension which we need to analyze.

Figure 10: Changing dimension to Product

10. The next step we would like to do is to change the date range and compare it to date to get a better picture of business for a broader time span. The time allows us to select between different time duration in four phases day, week, month, and year and select the option required.

Illustration 11: Date Range Selection

In conclusion, Adobe Analytics Mobile Scorecards are really easy to build and to get the user a simple, crisp and clear view of the data required by one for decision making. Mobile Scorecards can be shared with users and user groups too for better coordination between the stakeholders. For more information, check out our documentation here.