Adobe Analytics Historical Data Reprocessing - What Are the Options?

[aent22]

We’re in the process of correcting our Internal URL Filters and Marketing Channel Rules in Adobe Analytics. Until now, misconfigurations caused nearly two years of traffic to be attributed to the wrong channels.

We’d like to understand whether it’s possible to reprocess historical data using the corrected rules so that our channel reporting reflects the updated configuration. I know Adobe used to offer limited reprocessing options many years ago, but that functionality is no longer available in the admin UI.

Questions for the community:

• Is historical data reprocessing still something Adobe can perform upon request?

• If so, what is the process for submitting such a request?

• Are there any best practices or alternative approaches for correcting historical channel reporting when full reprocessing isn’t feasible?

Any guidance or experience would be greatly appreciated!!

[Sumit-Kumar]

As you know, processing rules including Marketing Channel rules are not retroactive, so historical channel data cannot be corrected once it has been processed. Adobe does offer paid data repair services through Engineering, but this option is typically costly and still may not fully re attribute past channel data.
The best approach is to make sure the rules are fixed going forward and to clearly annotate the affected historical period.. 

[Jennifer_Dungan]

Yes, I agree with @Sumit-Kumar Marketing Channels are processed at the time the data is received...  also, that Data Repair is costly.

The other options are Classifications (which can go back 6 months)... but this is going to be limited, because this will only look at values collected in one dimension, and not be fully considerate of the wide processing needs....

You could also try to create Segments, but again, this will be imperfect... but might be able to be used for some basic understanding.

However, the most likely scenario is that you fix the processing now and move forward, and accept that your past data is corrupted / wrong.

We've all been there... it hurts... but take it as a lesson learned, and a teaching moment for new hires of what can happen.

Good Luck!