Adobe Summit: Lab 317 - Workbook

Transcription

Adobe Summit: Lab 317 - Workbook
Setup your cross-platform video measurement
1 | Adobe Marketing Cloud & Summit 2106: Lab 317
Contents
Lab Overview & Scope .................................................................................................................................................................................................... 3
Overview ............................................................................................................................................................................................................................ 3
Scope & Assumptions ................................................................................................................................................................................................. 3
Adobe Marketing Cloud ................................................................................................................................................................................................. 4
Learning Components ..................................................................................................................................................................................................... 6
1. Media & Entertainment - From Strategy to Digital Goals to Tactics ............................................................................................ 6
2. Adobe & You: Adobe Optimization Framework for Success .........................................................................................................11
3. Creating an aligned measurement plan for video tracking.............................................................................................................17
4. Overview of Adobe Analytics & video solutions ...................................................................................................................................20
5. Implementing tracking code for a sample page and a player .......................................................................................................27
6. Validating the tracking calls (Page or Screen/Video).........................................................................................................................32
Lab Overview & Scope
Overview
This document serves as guide for your lab session “Setup your cross-platform video analytics using Adobe
Analytics”. In this session you will learn how to get started with video tracking in Adobe Analytics - which is a key
solution under Adobe Marketing Cloud by covering the below topics:
1. Media & Entertainment Industry – From Strategy to Digital Goals to Tactics
2. Adobe & You: Adobe Optimization Framework for Success
3. Creating an aligned measurement plan for video tracking
4. Overview of Adobe Analytics video solutions
5. How Adobe Analytics collects data for (Page or Screen/Video)
6. Implementing tracking code for a sample page and a player
7. Validating the tracking calls (Page or Screen/Video)
8. Reporting validation/overview of reports for a cross-platform scenario
Scope & Assumptions
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The session cuts across both business and technical skills, but at a high level. So we are assuming that the
audience here have a business exposure as well as a technical bent of mind
•
Even though the lab session covers some aspects of page/screen level tracking, we will not get into all the
details of page/screen level tracking
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Not all of the features of video tracking would be covered. Some of the key topics which are not a part of the
session are:
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Ads tracking
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QoS/Chapter tracking
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Nielsen Integration
Not all exhaustive list of platforms will be covered during the session
Adobe Marketing Cloud
Adobe Marketing Cloud is the most comprehensive and integrated marketing solution available, enabling
marketers to measure, personalize, and optimize marketing campaigns and digital experiences for optimal marketing
performance.
With its integrated set of solutions & core services as well as real-time dashboards and a collaborative
interface, marketers are able to combine data, insights and digital content to deliver the optimal brand experience to
their customers.
Solutions
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Adobe Analytics-----Get real-time analytics across online and offline channels to continuously improve the
performance of marketing activities.
Adobe Experience Manager-----Organize, manage, and deliver creative assets and other content across digital
marketing channels.
Adobe Campaign-----Plan and execute orchestrated campaigns across all channels.
Adobe Target-----Test and target digital experiences to maximize business results.
Adobe Media Optimizer-----Manage, forecast, and optimize your media mix to deliver peak return on your
spend.
Adobe Social-----Manage social marketing with a comprehensive platform that enables social listening,
publishing, and analytics.
Adobe Primetime-----Stream, protect, analyze, and monetize video across desktops and devices.
Adobe Audience Manager-----Get real time omni-channel audience activation and a single view of users,
unifying cross-device, offline, and digital data
Core Services
Adobe Marketing Cloud core services are a set of common capabilities that equip marketers to share data,
insights, context, and profiles across Adobe Marketing Cloud solutions --- accelerating time to value and powering
integrated marketing magic. Core services are a shared offering of the Adobe Marketing Cloud.
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Profiles & Audiences-----a service to manage customer profiles across Adobe Marketing Cloud.
Activation-----A tag management and experience activation system (powered by Dynamic Tag Management)
that collects and distributes data across solutions
Assets-----Asset sharing service that facilities syncing, sharing and storing of assets for use across solutions.
Mobile-----A central common UX and common mobile SDK for managing mobile app analytics
User Management & Admin-----A management service that allows administrators to assign permissions and
manage user access across solutions
Exchange-----A directory of third-party tools that can be integrated with the solutions
Learning Components
1. Media & Entertainment - From Strategy to Digital Goals to Tactics
Learning Objectives
S.NO
Objective
1
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3
4
5
Know about Media & Entertainment Industry & Category Breakdown
What are the (common) Core Principles & Recent Industry Trends
Enterprise Strategy & Goals – How do they matter?
Drafting Digital Goals & Alignment to Enterprise Strategy
Driving Digital Goals through Digital Initiatives & Digital Tactics
Content
1.1 M&E Industry Overview & Categories
M&E Industry Overview:
Consumer interaction with the media and entertainment industry, specifically with the content it produces has
changed dramatically in the past decade and continues to evolve at a rapid pace.
The world has become increasingly mobile and distributed, and consumers want to engage and interact with
content through a multitude of channels that span traditional and digital.
The amount of content available to consumers is staggering, and media and entertainment companies are
challenged with understanding all channels of access and devices, and driving behavior that optimizes the
monetization of content.
Media and entertainment companies need to efficiently create content that can be distributed across multiple
channels as well as devices, and more importantly, that content needs to reach the right person, at the right time, and
via the channel through which that consumer prefers to consume that content.
Only with a solid digital marketing and advertising strategy can media companies deliver relevant and
targeted content that drive key business objectives and support the monetization of content.
Key M&E Industry Categories:
Studios & Content Creators
Create and package video content, movies, news,
games, and entertainment
Distributors/Operators & MVPDs
Distribute content via broadcast TV, cable, satellite,
broadband, radio, dial-up, and retail stores
Digital Pure Plays
Create, aggregate, and/or distribute content via
primarily via the Internet or digital channels
Publishers/News Corporations
Create, publish, and distribute content via newspapers,
email, web, magazines, books, and periodicals
Gaming
Create and sell video game hardware, software and
online content
1.2 Core Principles & Key Trends
While there are many facets to M&E, Content Monetization, Device & Channel distribution and Growth of
Audience are the top driving concerns to businesses in these categories.
Monetization – Media companies need to extract as much ad value out of each and every visitor as they can.
Adobe helps them do this through collection and analysis of behavioral and demographic data in context of the
visitor’s experience. Through advanced reporting capabilities, media companies can understand where valuable
audiences are going to be, and ensure that their advertising is ready to meet them there.
Distribution – Consumers expect their experiences to be contextually relevant. The experience on desktop
doesn’t work on a smartphone, and the experience on a smartphone doesn’t work in an OTT execution. Adobe helps
media companies execute contextual experiences across those devices and channels, and understand the
different consumption patterns that arise on each, to constantly drive improvements over time.
Audiences – An ad supported media company is only as valuable as its audience. Without audience, the best
content in the world has no value to advertisers. For subscription driven businesses, not just any audience will do;
they have to maintain engagement with content or companies risk losing their attention and eventually, money.
Adobe helps media companies identify valuable behaviors and traits, segment those traits into valuable audiences
that can be actioned for content targeting.
Key Trends:
1. Connected Consumer:
People today are consuming more content across more devices than ever before in our history. Sometimes they’re
consuming all that content on multiple devices at once. They expect to work from anywhere; and they expect
everything to work just the way they want, instantly and easily.
2. Multiplatform distribution:
Companies are faced with the challenge of distributing content across multiple channels to ensure they are creating
appropriate user experiences for audiences cross platform, regardless of device or channel.
3. Analytics, personalized experiences & deeper engagement:
Without data-driven insights, companies can’t target, measure and optimize to get the results needed. Through big
data, companies strive to understand and adapt the experience so it reaches the right person, in the right place, at the
right time.
1.3 Enterprise Strategy
The above two steps will give a company a picture of where it fits in the industry, what are the top things that
are needed be doing in the next 2-3 years to maximize one business. A means for getting this accomplished is roughly
called as ‘Strategy’ or ‘Enterprise Strategy’
Some of the characteristics of ‘Enterprise Strategy’ / ‘Enterprise Strategy Goals’ are:
1.
2.
3.
4.
5.
A company will have about 3-5 ‘Enterprise Strategy Goals’
They are always at an Enterprise level (or a very big BU)
Directly tied to the revenue or purpose of existence of a company
Can include medium to long term vision of the company
Typically set by CEO or the company’s top leadership team sets these goals during strategic planning
1.4 Digital Goals & Strategic Alignment
Digital goals are high level goals and objectives for your digital channel and when revised and are closely
aligned with ‘Enterprise Strategy’
Some of the characteristics of ‘Digital Goals’ are:
1. A company will have about 4-6 ‘Digital Goals’
2. They are always aligned/tied to the overall Enterprise level Strategy
3. They are measurable in way that identifies how the digital channel will contribute in achieving the ‘Enterprise
Goals’
1.5 Driving Digital Goals through Digital Initiatives & Operational Tactics
Digital initiatives are small actionable projects with typically managers owning them. They have a specific
objective to accomplish and have a direct impact on the ‘Digital Goal’
Operational Tactics are specific actionable online business requirements tied to Digital Initiatives.
1. Typically gets shared with
Sales and Solution Consultants
2. Typically gets shared with Adobe
Consultants (as requirements)
Tasks
1.
2.
3.
4.
5.
Classify the organization that you belong to based on the industry categories outlined
Outline sample ‘Enterprise Strategy/Goal(s)’ for your organization
Outline sample ‘Digital Goals(s)’ for your organization
Outline sample Digital Initiatives for your ‘Digital Goal(s)’
Use the pyramid structure (section 1.5) and make sure the goals align with each other in the subsequent
levels
2. Adobe & You: Adobe Optimization Framework for Success
Learning Objectives
S.NO
Objective
1
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4
Adobe Optimization Framework for Success
Digital Marketing Cloud Solution Mapping
Adobe Analytics Implementation process
Deliverables & Outcomes of Adobe Analytics Implementation Process
Content
2.1 Adobe Optimization Framework for Success
You are here!
The Adobe Optimization Framework for Success is a perpetual improvement model based on continuous
improvement process “Kaizen” which strives to keep the everyday “optimization wheel” rolling.
A brief of all the phases of the Adobe Optimization Framework is given below:
1. Define:
The framework begins with businesses clearly defining their Enterprise goals and Digital goals. This step is the
most important as it dictates which the direction the optimization wheel should roll.
The goals formed here would go as an input for Sales, Solution Consulting and Implementation/Business
Consulting. Sales/Solution Consulting will recommend the Adobe Marketing Cloud solutions/integrations/core
service(s) that best fits your business needs. Implementation/Business Consultant will further help in giving a structure
to your goals, may more to your Digital Tactics based on Adobe Industry Best Practices.
2. Measure:
In this phase you would be defining metrics and KPI’s along with segments/breakdowns which are needed to
see/analyse these metrics.
For most of the cases, the measurement phase will start with implementing the envisioned Adobe
Marketing Cloud solution (typically Adobe Analytics for 1st party customer data). Below outlined is a high level
overview of steps for measurement implementation:
If multiple Adobe Marketing Cloud solutions are involved, then the above set of steps needs to be repeated for
the respective solutions. Depending on the solution that you implement, the time taken for these phases would vary.
Typically most of our customers start with Adobe Analytics solution implementation.
In case of Adobe Analytics implementation, Adobe Consulting will help you document the metrics (and KPI’s)
in a “Solution Design Reference” which will have all the metrics mapped to Adobe Analytics variables. Adobe Analytics
variables form the basic building block of 1st party customer data, which are used by other solutions in Adobe
Marketing Cloud too. Your Adobe Consultant will also document a special “Video Measurement Plan” if your 1st party
customer data involves tracking lot of videos.
Adobe Consulting will help you in this phase by giving guidance to your developers (Through “Specification
Document” and calls) to help you measure effectively the laid out metrics.
3. Analyze:
Third phase is all about gathering reports (which are extensively available in Adobe Analytics), representing
the KPI’s in the form of dashboards and gearing up for analysis.
Reports will give alerts and trends on how the metrics are performing over time and analyses help in
deeply evaluating the digital goals’ performance and generate actionable insights impacting the goals.
It is in this stage where hypotheses will be formed, tested and informed decisions about the goals are taken.
Once these decisions are taken, then it is now the time to act on it.
3. Optimize:
Next phase of is the Optimization phase where having made decisions on the data. This will typically be
making changes to the existing workflows/digital assets based on the decisions made (in the previous step) to
positively impact the KPI’s.
4. Innovate:
Organizations can utilize the knowledge they have gained throughout all the stages to experiment with short
to medium term ideas which will help them in improving customer value and delight. It is the decisions and proposals
that are successful in this phase of the framework that can really make a difference to a business.
5. Governance:
Governance is a key underlying principle which keeps the momentum of the process. It ensures that all the steps of
the optimization process stay in alignment with Enterprise Strategy and Goals.
2.2 Strategy and Adobe Marketing Cloud mapping
For determining what Adobe Marketing Cloud solutions will optimally suite your requirements your Strategic
goals along with Digital Initiatives and a typical customer journey goes as an input. Our sales/solution consultants will
recommend an optimal mix of integrated soltuions for each phase of the customer journey.
An easy interpretation of the Adobe Marketing Cloud soltuions for the above secnario is give below. It is
evident from the below stack that Adobe Analytics forms the very basis of insight measurement in a multi-solution
scenario.
NOTE
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Till this point all the activities that were undertaken is platform agnostic. From this point onwards (implementation of
Adobe Analytics) we will take different platforms into consideration
If your Adobe Analytics implementation requires heartbeat video, then your solution/sales consultant might recommend
you Adobe Analytics + Video Heartbeat SKU
2.3 Where are we? What are we going to see in detail?
We would be seeing a cross-platform, hands-on implementation of Adobe Analytics in this session, which will
typically cover till the “Analyze” phase of the optimization wheel. Since most for most of the M&E clients tracking
videos are imperative in Adobe Analytics, the session will cover a “cross-platform video implementation with Adobe
Analytics”. Below given is a representation of how far we would go in this session:
Define



Enterprise Goals
Digital Goals
Digital Initiatives
Measure
•
•
•
Adobe Analytics
 Planning
 Design
 Implement
 Validate
Adobe Target
 Planning
 Design
 Implement
 Validate
Adobe Audience Mgr.
 Planning
 Design
 Implement
 Validate
Analyze
•
•
•
Optimize
Innovate
Adobe Analytics
 Global
reporting
 Individual
reporting
 Video
Reports
 Analysis
Workspace
Adobe Target
Adobe Audience Mgr.
2.4 Adobe Analytics Implementation Process for M&E Industry
Adobe Analytics Implementation (which typically happens the first solution implementation in the “Measure”
phase) would be central for most of clients as it helps in collecting the 1st party customer data (from websites, mobile
apps, OTT apps/devices). Most of the collected data collected here would be used by other solutions through
integrations. Since most of M&E customers have ‘videos’ as one of their key content type, we would be focusing on
video analytics implementation.
We have already seen that the Adobe Implementation process at a very high level. Below is the detailed
implementation process along with key outcomes in every step:
1. Planning (Strategy):
Inputs Needed: Enterprise Goals, Digital Goals & Digital Initiatives
Typical Activates: Kick-off call & meetings, Scoping Validation, Discovery calls & meetings, Drafting of “Digital Tactics”
(detailed requirements for implementation) [client identified + Adobe Best Practices]
Outcomes: Documented Business Requirement document (BRD) with a high level project plan
2. Design:
Inputs Needed: Enterprise Goals, Digital Goals & BRD
Typical Activates: Mapping the KPI’s with Adobe Analytics variables, Solution activities (this would require the list of
available platforms), Drafting Video Measurement Plan, Specification document preparation for dev teams
Outcomes: Solution Design Reference (SDR) document, Video Measurement Plan document, Technical Specification
documents, Library codes
3. Implementation:
Inputs Needed: BRD, Measurement Plan, Technical Spec documents
Typical Activates: Dev cycles (from client side) for adding the analytics codes mentioned in the Technical Spec
document, Weekly scheduled calls where Adobe Consulting will pitch in for help/clarifications
Outcomes: Implemented site/app ready for validation
4. Validation:
Inputs Needed: BRD, Measurement Plan, Technical Spec documents
Typical Activates: Page level validation for top videos (dev/production), Report validation (dev/production), Weekly
status calls & ad-hoc meetings as needed
Outcomes: Validated implementation that enables accurate reporting as per the outlined and agreed requirements
5. Close-out:
Inputs Needed: BRD, Measurement Plan, Technical Spec documents, Validation Docs
Typical Activates: Plan for the next phase/Adobe Marketing Cloud solution, review of the validation documents
Outcomes: Review of the current implementation and next steps in “Measure” phase
Tasks
1. Review the customer journey (in section 2.2) and make changes to reflect the same your company (at a
high level, for a key business process)
2. Try map the available and appropriate Adobe Marketing Cloud solutions for each of the phases in
customer journey
3. Input the Strategic Goals in the “Business Requirements document”
4. Review and make changes to the Adobe Analytics implementation check list for M&E vertical
3. Creating an aligned measurement plan for video tracking
Learning Objectives
S.NO
Objective
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Business Requirement Document
What is a measurement plan?
How to create measurement map?
Content
3.1 Providing Inputs to the BRD
The Business Requirements Document (BRD) will be the first document that you will create in the
implementation process. The BRD is platform agnostic and has overarching goals/digital goals/granular requirements.
This document needs inputs from business users (on Strategy/Goals) and typically Adobe Consulting will help
in elaborating the document by giving further breakdowns. Sometimes you can send detailed requirements/video
tracking requirements too Adobe Consulting, which will be included in the BRD.
The BRD will now holistically represent the Strategic Goals/Digital Goals along with Digital Initiatives and
Tactics. A snapshot of a typical BRD structure is given below:
3.2 Introduction to Video Measurement Plan
A video measurement plan is nothing but a focused BRD + Solution reference for tracking videos. Creating a
video measurement plan is platform agnostic too, but it documents what are the different platforms that need Adobe
Analytics implementation.
The video measurement plan is a simple spreadsheet which has typically three to four tabs. Below is a quick
explanation of different tabs in the sheet:
1. Generic Video Requirements: In this section of the document, describe the generic insights that you want
to get from your Adobe Analytics reports. You can also give a quick description of the report and a breakdown
structure if needed
2. Measurement Map: This section of the document identifies and documents the trigger points (will in turn
represent frequency) inside a video which you want to track and the associated meta-data to pass. This is one level in
detail from the generic requirements. You can get help from Adobe Consulting to fill this part of the sheet (this sheet
might have two sub-tabs based on the video solution)
3. Platform/Device List: This section outlines all the platforms where Adobe Analytics needs to be
implemented along with list of any players across these platforms. Once this is complete, Adobe Consulting will help
you in determining whether a client-side implementation (using Adobe Library) or a server-side implementation
(using Data Insertion API) is needed.
Below are some of the sample snapshots of a typical Measurement Plan:
1. Generic Video Requirements
2. Measurement Map – client side solution
3. Measurement Map – server side solution
4. Platforms/Devices & Solution Map
Tasks
1. Creating a BRD
2. Creating a Measurement Plan
4. Overview of Adobe Analytics & video solutions
Learning Objectives
S.NO
Objective
1
2
3
Overview of how Adobe Analytics works
Overview of the video solutions in Adobe Analytics
How data is tracked in Adobe Analytic (Page/Screen & Video)
Content
4.1 Overview of Adobe Analytics
Adobe Analytics (Displayed as “Reports & Analytics” in Adobe Marketing Cloud interface) enables marketers
and analysts to tell the story of what’s happening in their business with data by leveraging high-performance, real-time
analytics across online and offline marketing channels. Technically the behavioral data is sent to the Adobe Data
Collection Servers on specific events which gets processed to show as reports.
There are at a high level two methods by which data is sent to Adobe Data Collection Servers. Below is a quick
description of the same:
1. Client-side implementation: This involves tagging the webpage/app/video player with Adobe
Libraries and a custom level page/screen/video player level code to send an image beacon (image
request)
2. Server-side implementation: This involves sending behavioral data directly to Adobe Data Collection
Servers (POST/GET request) with the help of Data Insertion API
NOTE
•
There are other methods (inside Adobe Analytics, as a product feature) to send in additional data but the above two
methods are the most used
•
Server-side implementation is always less recommended and used in scenarios where client side implementation is not
possible or Adobe Libraries are not available for that platform. For video analytics this scenario happens across some OTT
platforms
4.2 Client-side Implementation: Overview
Adobe Analytics client-side implementation usually involves adding two components to the app/page:
1. Page/Screen level code
2. Global Library File(s) [JS library or SDK library]
1. Web Page: Page Level Code
2. Web Page: Global Library File
NOTE
•
•
The implementation methodology outlined here is a ‘legacy’ method where the files and variables are manually updated.
The new implementations happen through DTM (Dynamic Tag Management) for websites
The implementation methodology for other devices are still not covered using DTM and happen to take the ‘legacy’
route
4.3 Client-side Implementation: How data is collected?
When a visitor visits your site, a request is made to your server (1) and your site sends the page (2) which has
Adobe Analytics Libraries/Codes. As the page loads, the code executes and sends an image request (3) to the Adobe
Data Collection Servers [The request URL has the behavioral data, which is taken by the server for processing]. The
Adobe Data Collection Server responds by sending a transparent pixel (4). Then the collected data is populated to the
Report suites (5) which are then accessed by reports (6).
4.4 Adobe Analytics: General Report Format
All the data collected in Adobe Analytics ends up as reports. Typically a report has two components to it 1.
Metrics (columns) & 2. Dimensions (rows). The metrics are nothing but events which is a measurable unit and the
dimensions are the meta-data which is used to ‘break-up’ the metrics.
NOTE
•
There are some special reports (like “Video Overview Report” which displays more information that just plain rows and
columns, but these are still built based on the primitive reports that are discussed above
4.5 Adobe Analytics: Video Analytics
Adding video analytics is a part of the overall implementation process, which is outlined above, but one of the
most important concepts in video implementation is that video measurement is all about the video player. We will be
tagging the video player (not the videos/page/screen) for getting the analytics data.
In case of video implementation, the video player is the element (object, technically) which triggers us the
events and the meta-data associated with the same. The player will determine how you will implement, what you can
implement, and even where the code will be placed.
NOTE
•
•
•
To determine the video player (web platform), you can right click within the player while the video is playing. You should
see a menu of options like below:
o Player technology: Flash or HTML5
o Player brand: YouTube, JWPlayer, etc.
o Player version: Current player version
The “Player brand” is the video player that you are using.
If you are not sure about the video player, then it is always best to check with your video developer
Below are the technology layers involved in video display:
Device: The physical machine that runs computer programs. It includes desktop pc, mobile phone, tablet, game
console, set-top TV box, etc.
Site or Application: The basic program, which may be a web browser or stand-alone application, such as a mobile
app or an Apple TV app.
Video Player: Code that displays video assets and provides a user interface for video playback. The code is designed
to work with specific applications and devices, making it “aware” of the environment in which it is placed.
Video Asset: Individual video files, usually stored in a video asset management system. Video assets themselves do
not contain any metadata; they are simply raw files. Metadata about video assets is stored and associated through
asset management systems.
Adobe Analytics ‘hooks’ to the video player to trigger image requests during specific trigger points and sends
the video related behavioral data to the Adobe Data Collection servers along with any meta-data.
4.6 Adobe Analytics video Solutions
There are three types of solutions for video tracking, typically clubbed into the earlier method of
implementing Adobe Analytics and is outlined below:
1. Client-side implementation:
a. Heartbeat
b. Milestone (no future support)
2. Server-side implementation:
a. Custom API based implementation
NOTE
•
In “Client-side implementation” there is also a manual way to send data using linkTracking calls, but this is not discussed
as this method is not a widely used one.
Client-side implementation – Heartbeat:
This is the new video collection service from Adobe, which send a tracking call for every 10 second, utilizing
the video heartbeat code library to send those tracking calls to the heartbeat data collection server (different from
Adobe Data Collection Servers) during video playback. This data is then compiled and sent into the Adobe Data
Collection Servers (in the backend) as a data source.
Client-side implementation – Milestone:
Milestone Video Tracking utilizes the media module analytics code to send special and automated link
tracking calls during video playback. Tracking calls fire at pre-configured ‘milestones’ indicating the progress. In
Milestone, all the tracking calls are sent to Adobe Data Collection Servers. So getting granular reports (e.x for every 10
second) may not justify the cost.
Server-side implementation – Custom API based:
Custom Video Tracking utilizes custom link tracking calls to send data directly to the analytics server. Call/Data
is sent by using the Data Insertion API methods to the Adobe Data Collection Servers. Most often used on platforms
and devices without Analytics SDKs.
Tasks
1. Create a basic web page and add Adobe Libraries to track simple page-related meta-data with couple of
metrics
2. Validate the image requests with any debugger
3. Check the reports to apply the dimension-metric concept of Adobe Analytics reporting
4. Populate the Measurement Plan sheet with the type of implementation for the platforms
5. Implementing tracking code for a sample page and a player
Learning Objectives
S.NO
Objective
1
2
3
Enable Video Reporting
Implement Sample Player on the page
Hook to the player and fire events with meta data using Heartbeat
Content
5.1 Video Reporting in Report suites
Each report suite that collects video metrics must be configured before video data is sent. This section
walks you through the process to enable the variables that collect video data.
1. In marketing reports & analytics, open Admin Tools > Report Suites.
2. Select the report suite(s) where you are collecting video data, then click Edit Settings > Video Management >
Video Reporting.
3. On the Video Reporting page, enable Video Core, and optionally enable Video Ads, Video Chapters, and
Video Quality.
4. Click Save.
5. (Conditional) On the Video Core Measurement page, select to continue using custom variables or to use
solution variables.
The video reports for a report suite can be found under the below highlighted menu:
5.2 Implementing a sample player on the page
Now reporting is configured to receive video analytics reports. We are going to add a video to our sample
page using JW player and we are going to tag the JW video player (v 6.1).
1. Add the video to the HTML page:
Inside <head> tag:
<head>
<title>JW Player Video Testing </title>
<script
src="http://jwpsrv.com/library/0PV9CPmDEeSQ+Ap+lcGdIw.js"></script>
<script
src="https://ajax.googleapis.com/ajax/libs/jquery/1.11.3/jquery.min.js"
></script>
</head>
Inside <body> tag
<h1> JW Video Testing </h1>
<div id='myElement'>Loading the player ...</div>
<script type='text/javascript'>
jwplayer('myElement').setup({
aspectratio: "16:9",
autostart: false,
controls: true,
displaytitle: true,
flashplayer: "http://assetsjpcust.jwpsrv.com/player/6/6124956/jwplayer.flash.swf",
height: 600,
html5player: "http://assetsjpcust.jwpsrv.com/player/6/6124956/jwplayer.html5.js",
listbar: {"position": "right", "layout": "extended", "size": 200},
mute: false,
ph: 1,
playlist: "http://content.jwplatform.com/jw6/mZNChTXt.xml",
plugins: {"http://assets-jpcust.jwpsrv.com/player/6/6124956/ping.js":
{"pixel": "http://content.jwplatform.com/ping.gif"}},
primary: "flash",
related: {"oncomplete": true, "file":
"http://content.jwplatform.com/related6/MEDIAID.xml"},
repeat: false,
sharing: {"code":
"%3Ciframe%20src%3D%22http%3A//content.jwplatform.com/players/MEDIAIDDgibQzUA.html%22%20width%3D%22480%22%20height%3D%22270%22%20frameborder
%3D%220%22%20scrolling%3D%22auto%22%3E%3C/iframe%3E", "link":
"http://content.jwplatform.com/previews/MEDIAID-DgibQzUA"},
stagevideo: false,
stretching: "uniform",
width: "50%"
}
);
</script>
2. JW player object:
Check whether the JW player object is available on the page. This is the player that we are going to tag
to fire events and get meta-data from.
3. Hook to the player to ‘listen’ to the events:
jwplayer(0).onPlay(function(event){
if(position() ==0){ //initial play only
var contextData = {
isUserLoggedIn: "false",
tvStation: "Sample TV station",
programmer: "Sample programmer"
};
var videoInfo =
CustomVideoPlayerPluginDelegate.prototype.getVideoInfo();
var mediaInfo = MediaHeartbeat.createMediaObject(videoInfo.name,
videoInfo.id, videoInfo.length,videoInfo.streamType);
mediaHeartbeat.trackSessionStart(mediaInfo, contextData);
//mediaHeartbeat.trackSessionStart();
//mediaHeartbeat.trackVideoLoad();
//mediaHeartbeat.trackPlay();
} else { //play, resume
mediaHeartbeat.trackPlay();
}
});
jwplayer(0).onPause(function(event){
mediaHeartbeat.trackPause();
});
jwplayer(0).onComplete( function(event){
mediaHeartbeat.trackComplete();
mediaHeartbeat.trackSessionEnd();
});
4. Provide meta-data from the player:
var MediaHeartbeat = ADB.va.MediaHeartbeat;
var MediaHeartbeatConfig = ADB.va.MediaHeartbeatConfig;
var MediaHeartbeatDelegate = ADB.va.MediaHeartbeatDelegate;
//hb config
//Media Heartbeat initialization
var mediaConfig = new MediaHeartbeatConfig();
mediaConfig.trackingServer = 'heartbeats.omtrdc.net';
mediaConfig.playerName = 'JW Player 23';
mediaConfig.channel = 'Video Pages';
mediaConfig.debugLogging = true;
mediaConfig.appVersion = '2.0';
mediaConfig.ssl = false;
mediaConfig.ovp = 'JW';
$.extend(CustomVideoPlayerPluginDelegate.prototype,
MediaHeartbeatDelegate.prototype);
function CustomVideoPlayerPluginDelegate(jwplayer){
this._player = jwplayer;
}
CustomVideoPlayerPluginDelegate.prototype.getVideoInfo = function() {
//var videoInfo = new ADB.va.plugins.videoplayer.VideoInfo(); // check
this ?
var videoInfo = {};
videoInfo.id = mediaID();
videoInfo.name = mediaName();
videoInfo.playerName = "JW Player";
//Live vs. VOD
if(typeof digitalData.page.type !='undefined' &&
digitalData.page.type =='event_stream')
{
videoInfo.length = -1;
videoInfo.streamType = "LIVE";
}
else
{
videoInfo.length = mediaLength();
videoInfo.streamType = "VOD_C";
}
videoInfo.playhead = position();
return videoInfo;
};
CustomVideoPlayerPluginDelegate.prototype.getCurrentPlaybackTime =
function() {
return position();
};
CustomVideoPlayerPluginDelegate.prototype.getAdBreakInfo = function() {
return null; // no ads in this scenario
};
CustomVideoPlayerPluginDelegate.prototype.getAdInfo = function() {
return null; // no ads in this scenario
};
CustomVideoPlayerPluginDelegate.prototype.getChapterInfo = function() {
return null; // no chapters in this scenario
};
CustomVideoPlayerPluginDelegate.prototype.getQoSInfo = function() {
return null; // no QoS information in this sample
};
mediaHeartbeat = new MediaHeartbeat(new
CustomVideoPlayerPluginDelegate(jwplayer), mediaConfig, s);
Tasks
1. Add the video to the sample HTTP page using the above notes
2. Hook and listen to the player and trigger console logs first to ensure this is working fine
3. Integrate the delegate code and update the events to include heartbeat tracking calls
6. Validating the tracking calls (Page or Screen/Video)
Learning Objectives
S.NO
Objective
1
2
Validate the implementation using a packet sniffer
Validate the implementation using Adobe Debug
Content
6.1 Validation using a packet sniffer (Charles)
Some older versions of the debugger are helpful for quickly reading the contents of server calls that are sent
from the browser. However, the Debugger does not contain sufficient functionality to examine all server calls and also
does not keep a log of all server calls produced during a visit over time. Because of this, Adobe Consulting strongly
recommends that on top of using the Debugger, you use another outside web monitoring tool/packet sniffer during
the testing and validation process. Adobe Consulting's preferred tool to use is the web debugging/proxy application
known as Charles (available at http://www.charlesproxy.com).
Charles' most visible feature is its HTTP monitoring functionality. Per its website's own explanation, "[a]n
HTTP Monitor is an application that enables the developer to view all of the HTTP traffic between your computer and
the Internet. This includes the request data… and the response data.
In terms of debugging an Adobe Analytics implementation, Charles will not only keep a log of all server calls
that are created, but also group them together under a single domain entry throughout the duration of the visit. This
is especially helpful in cases where the browser sends server calls as a page unloads or sends multiple server calls at a
single time.
Testing Instructions:
After downloading, installing, and running Charles, go ahead and visit any page of your website. When you do
this, you will notice that any URL that your browser accesses during the visit will appears under Charles' Structure tab:
Once you know the domain where the Analytics server calls are being sent to, you can look through the list of
domains recorded in Charles and should be able to find the same domain as shown in the Debugger. Once you find
the domain, you may click on the plus button icon next to the domain entry to see the list of all server calls sent to that
domain so far. If you compare what appears from clicking on the plus icon, you will notice how the complete domain
entries in Charles match up with what you may see in the Debugger.
Once this list appears, you may click on any of the entries that have picture-based icons right next to them.
Feel free to ignore any other entries under that domain, especially ones that resemble "reloading" icons; they are used
mostly for identification/setup purposes when a visitor comes to your site for the first time.
As you click on each picture-based icon, you'll notice the contents of the right-hand side window in Charles
will change. When this happens, be sure that the right-hand side window has both the request tab (up top) and the
query string tab (at the bottom) highlighted – see the screenshot below. You may ignore the other tabs on the righthand side window as they provide information that will not be relevant for server call debugging purposes.
You'll notice the contents of the server call in Charles don't completely matchup with what you would see if
you use the Digital Pulse Debugger. Charles does not present each individual parameter of the server call in an aseasy-to-read format as the Debugger's format. All Analytics "prop" variables, for example, will show up as such in the
Debugger (e.g. prop59, prop60) but will show up in Charles with the letter c instead (e.g. c59, c60).
Here is a list of the possible parameters that you will encounter during the testing and debugging process and
what each variable the parameter maps to:
JavaScript Variable Query String Parameter
Current URL
Referring URL
pageName
server
channel
contextData (begin)
contextData (end)
prop1 – prop75
campaign
eVar1 – eVar75
state
zip
events
products
purchaseID
currencyCode
g
r
pageName
server
ch
c.
.c
c1 – c75
v0
v1 – v75
state
zip
events
products
purchaseID
cc
As hinted at above, other parameters will appear in all Analytics server calls but most likely can be ignored as
they will contain data that are mostly technical in nature and not specific to the implementation.
6.2 Validation using Adobe Debug Tool
Adobe Debug tool is a new server side tool that inspects and validates all server hits from and to any
Marketing Cloud Solution that are called from any website or application that are played on any device (desktop,
mobile, tablet, TV, console).
Go to https://debug.adobe.com to generate the validation reports. Below is a screenshot of a sample report
generated using Adobe Debug.
Tasks
1. Use Charles to see the image requests to both Adobe Data Collection servers and the Heartbeat Servers
2. Log-in to https://debug.adobe.com and generate a validation report for heart beat implementation

Adobe Summit: Lab 317 - Workbook

Transcription

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