Analytics Rockstar Tips All the Adobe Analytics Rockstar tips in one place!

This page contains a collection of all the Analytics Rockstar content shared at Adobe events over the years, so you can learn from all of your rockstar peers!


Analytics Rockstars will be presenting at Adobe Summit during our inaugural Rockstars Hall of Fame session. Sign-up to watch the free session below!


David Geist, Truist

  • Tip 1: How to build an Analysis Workspace sales funnel in 5 minutes
  • Tip 2: Include internal marketing channels for more complete attribution
  • Watch the tips presentation here

Jennifer Dungan, Torstar

  • Tip 1: Data documentation
  • Tip 2: Date annotations in Workspace
  • Watch the tips presentation here

Scott Meads, Origin

  • Tip 1: It's classified: Offline data in an Online world
  • Tip 2: Product string: More than just products
  • Watch the tips presentation here

Selin Can, Commonwealth Bank

  • Tip 1: Calculation of 6 weeks average sales for rolling sales week
  • Tip 2: Automatically calculate number of days that a campaign is live
  • Watch the tips presentation here


To see all the US Rockstars in action, watch the full session recording below.


Audrey Salerno, Cars.com

  • Tip 1: Calculate how many [ X ] before a visitor’s first [ Y ]
  • Tip 2: Log data issues, site changes, and marketing events in Adobe Analytics
  • Learn more about both tips and hear from Audrey herself here

Ben Meck, Aetna.com

  • Tip 1: Connect Telesales and Online Experience
  • Tip 2: Measure How Your Offline Campaign Traffic Engages Online

Dave Gatdula, Toyota

  • Tip 1: Analysis Workspace: The Rich Text Editor and Formatting Like a Boss
  • Tip 2: Analysis Workspace & Crispy Visuals

Jenn Kunz, 33 Sticks

  • Tip 1: Use Virtual Report Suites to Reduce Server Calls…and use a Numeric Event to still get local currency
  • Tip 2: Create Custom Reports with Activity Map Region/link


To see all the EMEA Rockstars in action, watch the full session recording below.


Piermarco Burrafato, Elsevier

  • Tip 1: Apply a monthly unique visitor ratio to behavioral personas to accurately evaluate user growth. Learn more
  • Tip 2: Trend time-based cohorts to KPIs to discover the “aha moment” for your customers. Learn more

Chris Leyland, Sky Betting & Gaming:

  • Tip 1: Creating Weekly Average Calculated Metrics
  • Tip 2: Creating Rolling Weekday Averages with Calculated Metrics + Date ranges
  • Learn more about both tips + a bonus tip

Urs Boller, Raiffeisen Switzerland:

  • Tip 1: Processing Rules Inspector
  • Tip 2: Adobe Analytics Documentation 2.0. Learn more


To see all the US Rockstars in action, watch the full session recording below.


Meghan Powers, CarMax

  • Tip 1: Create an automated click overlay by leveraging ReportBuilder and DTM.
  • Tip 2: Expand the click overlay to visually align conversions and CTAs on a page.

Halee Kotara, Blast Analytics & Marketing

  • Tip 1: Use Analysis Workspace to streamline the QA process of mobile app and web data.
  • Tip 2: Set and measure targets for your KPIs based on historical growth.

Kerri Adcock, National Instruments

  • Tip 1: Combine the powers of classifications, sub-classifications, and classification rules for a highly governed data strategy.
  • Tip 2: Use the data from Adobe Target activities to create segments and calculated metrics that further expand the integration with Adobe Analytics.

David Berger, TIAA

  • Tip 1: Leverage Calculated Metrics and the Fibonacci sequence to create a super-powered engagement score.
  • Tip 2: Use internal search to identify SEO and paid search opportunities.

Audrey Salerno, Cars.com

  • Tip 1: Segment visitors by their level of re-engagement to measure new visitor retention.
  • Tip 2: Trend visitor engagement metrics with custom rolling date ranges that bind the visitor retention segments to individual months.

Matt Botta, Jet.com

  • Tip 1: Manipulate some advanced functions to better analyze your product assortment via Calculated Metrics.
  • Tip 2: Incorporate nested IF functions in a calculated metric to understand if you are on pace to hit your end-of-month goals.



Urs Boller, Raiffeisen Switzerland

Piermarco Burrafato, Elsevier

  • Tip 1: Use of Date Ranges to Split Monthly Active Users into New, Retained, Resurrected, and Churned Users​. Learn more
  • Tip 2: Use a "Month Selector" to Properly Calculate Retention Metrics

Amit Kanakrai, EE

  • Tip 1: Use Adobe Analytics to track online recommendations from a multi-channel tool
  • Tip 2: Connect app data from screen views and actions for a complete view


To see all the US Rockstars in action, watch the full session recording below.


David Bressler, Net Conversion

  • Tip 1: When event data is missing — leverage statistics, page views, and correlation analyses to fill in the gap
  • Tip 2: Create a calculated metric that truly shows average page load time

Brad Millett, Blast Analytics & Marketing

  • Tip 1: Use data from your Activity Map to automatically fill in data gaps
  • Tip 2: Define and visualize your customer’s journey

Hila Dahan, 33 Sticks

  • Tip 1: Connecting the disparate dots along a customer’s journey is difficult
  • Tip 2: Democratizing analytics data with an integration with Slack

Rob Adams, W.W. Grainger

  • Tip 1: Analyze the success of these algorithmically presented products (Adobe Target + Analytics)
  • Tip 2: Take advantage of time-parting functionality to break up “business days” from “non-business days”

Prolet Miteva, Autodesk

  • Tip 1: Go where your users are and give them data there
  • Tip 2: Understanding potential audience size for a Target offer is a requirement for choosing your segmentation wisely.


To see all the EMEA Rockstars in action, watch the full session recording below.


Till Buettner, DHL

  • Tip 1: Prop-pathing with Analysis Workspace Flow
  • Tip 2: Self-explanatory dashboards in Excel or HTML

Andreas Dierl, adlytics

Andrew Wathen, Nationwide

  • Tip 1: Simplify & maximise efficiency with Analysis Workspace
  • Tip 2: Standardise analysis components

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