Eric Tobias – Director, Analytics Services<br />Nad Balata – Product Manager/Sales<br />Peder Enhorning – President<br />
Agenda<br />9:00 – 9:45	Web analytics overview, KPIs and vendor line-up<br />9:45 – 10:00	Log file management<br />10:00 –...
Overview<br />Web Analytics service provider since 2001<br />800+ customers across North America<br />450+ consulting enga...
Source: Aberdeen Group 2011<br />Process Capabilities<br />
Technology Enablers<br />Source: Aberdeen Group 2011<br />
Social media 12 month spending INCREASES<br />Source: Aberdeen Group 2011<br />
Unilytics Web Analytics Maturity Model<br />Roadmap of progression for web analytics<br />Task oriented<br />
PHASE 2<br />Web Metrics<br />PHASE 1<br />Planning & Preparation<br />PHASE 3<br />Behavior Optimization<br />PHASE 4<br ...
Types of sites<br />MAKE MONEY<br />
Types of sites<br />SAVE MONEY<br />
Types of sites<br /><ul><li>Lead generation
Brand awareness
eCommerce
Social networking
Entertainment</li></ul>MAKE MONEY<br /><ul><li>Customer education
Self-service
Customer service
Informational
Intranet</li></ul>SAVE MONEY<br />
What to measure?<br />Analysts spend 90% of time measuring and creating reports on:<br /><ul><li>page views
number of visitors</li></ul>Is that worth measuring?<br />
What to measure?<br />More visitors?<br />No, more Qualified visitors<br />We want more CONVERSIONS<br />
Conversions exist in all industries<br /><ul><li>Rate a page
Scroll to the bottom
Successful logins
Fill in form
Set up My Account
View a video
Update profile
Read about event
Respond to an e-mail campaign
Forward to a friend
Make a payment
Post comment or feedback
Download document
Complete the video
Register for event
Print coupon
Click on promo
Opt-in
Submit question
Contact via cross-channel
In-store purchase
Complete application
View account statement
Rate content
Supply e-mail/buddy list
Post link-back
View blog entry
Rate article on external service
Sign-up for podcast
Change site preferences
View details of information</li></li></ul><li>Web Analytics Failure<br />Sold as Reporting Tool.…<br />….instead of as Opt...
Web Analytics Failure<br />
How to measure conversions?<br />Key Performance Indicators (KPIs)<br />
Key Performance Indicators (KPIs)<br />indicate <br />KPIs quickly inform how the organization is performing<br />
How do you define KPIs?<br />
What are NOT KPIs<br /><ul><li>Number of Visitors
TOP 10’s
pages, visitors, downloads, countries, etc. </li></li></ul><li>What ARE KPIs<br /> Check-out Completions<br /> Registrat...
Ratios
Averages
Percentages</li></ul>BUT how are KPIs determined?<br />All should be looked at over time<br />
KPI Hierarchy<br />Upper Management<br />High level business Goals & Objectives<br />Goals & <br />Objectives<br />Items t...
KPI Karta<br />Goals & Objectives<br />KPIs are driven by business Goals<br />Business<br />Critical Success<br />Factors...
KPI Karta<br />Increase Sales<br />Goals & Objectives<br />Increase Leads by 25% next 12 months<br />Business<br />Critic...
KPI Karta<br />Decrease Support Services Cost<br />Goals & Objectives<br />Decrease Call Center calls by 20% next 12 mont...
Web Analytics Governance<br />Managing people, technology and processes toward a common goal<br />
Web Analytics Governance<br /><ul><li>Accountability – who does what, when, why and how
Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders
Community– Representation from all relevant business owners and technology teams
Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, i...
Web Analytics Governance<br />Decentralized Model<br />
Web Analytics Governance<br />Federated Model<br />
Product Lineup<br />
Product Lineup<br />
Implementation<br />
Data Location<br />
Data Re-processing<br />
Where majority of Config. occurs<br />
Relabeling Report Data<br />
User-level Data<br />
Visitor Segmentation<br />
Clickstream / Pathing<br />
Funnel Analysis<br />
Mobile App Tracking<br />
Social Media<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
SaaS vs. On Premise<br />
Log File Challenges<br /><ul><li>Any access logs including IIS and Apache
Managing movement, rotation and archiving of logs
Many log files require cleaning before analyzes
Web logs contain unwanted entries; robots, images, routine health checks, internal traffic
For Webtrends this includes both standard log files and SmartSource Data Collector (SDC) log files.</li></li></ul><li>Log ...
Support of “workflow” rules you determine, built on actions and results of the log management process
Conversion of logs from one format into another</li></li></ul><li>Log File Management<br />Log File Scrubbing<br />Remove ...
Log Director - Log Scrubbing<br /><ul><li>Remove unwanted entries; bots & spiders, images, routine health checks, internal...
Scrub multiple files simultaneously
Process entire directory trees on multiple servers using multiple file types
Robust logging of actions and results for tracing and debugging purposes in the event
Automated process - “set it and forget it”</li></li></ul><li>Example<br /><ul><li>Retrieve Logs Every Day @ 1 AM
Retrieve from 3 different web servers
Remove automated and bot & spider traffic
Place in central directory on web analytics server for analysis</li></li></ul><li>Example<br /><ul><li>Compress logs into ...
Retrieve from central analysis server directory
Compress logs into short-term archive
Remove raw log files and give back server disk space</li></li></ul><li>Example<br /><ul><li>Move short-term archived logs ...
Retrieve from short-term storage directory
Move to cheaper network storage
Remove short-term archives and give back server disk space</li></li></ul><li>Log Director Capabilities<br /><ul><li>Schedu...
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2011 Web Analytics Seminar

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These are our slides from our seminars this year. Please let us know if you have any questions to info@unilytics.com

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  • When looking at this chart, let’s focus on Best-in-Class organizations. When we look at companies that are Best-in-class, 64% have dedicated marketing staff
  • Snapshot of the most successful businesses
  • We have seen that web analytics is the key spending area, but if we now look at social, we see that companies are planning to increase spending on social media by 67% compared to only 23% for traditional media
  • It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedLets you know where you are and where you are going
  • It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedWhile phases progress to the right, many functions are spread outThe effectiveness of web analytics does not come from products alone, but in how they are planned, deployed, used and integrated.This Maturity Model is task oriented as opposed to esoteric descriptions. 5 services to accomplish each:- Strategic Consulting- Basic Training and Implementation- Advanced Consulting- Unique Visitor Intelligence- Integration
  • While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
  • While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
  • There are lots of different web sitesBut fundamentally, there are only two types; those that make money and those that save money
  • Studies show that web analysts spend 90% of their time evaluating number of visitors and page viewsBut should we be measuring more visitors, hits or page views? Most organizations don’t have as GOAL to simple have more visitors. What if they are from geographical areas we don’t serve or those visitors don’t need what we offer?
  • All sites need to be promoted because we want more conversionsWhat is the value in seeing more page views or visitors? Those are not indications of how we are doing. A business goal is NEVER to simply get more traffic
  • Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
  • Instead of telling you about what we do, I thought I would tell you what a lousy job the whole industry has done! Analytics suppliers have made a mess of everything!Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
  • Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
  • I may get some disagreements, but these are not KPIsNone of these values tell you how you are doing. They are not actionable.
  • I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
  • I and Eric will cover some of these other topics, but I wanted to just briefly speak to Web Analytics Governance.
  • All configuration, access, and direction provided by a single person or a single web analytics team. End users may be granted direct access to the web analytics software to retrieve or schedule their own reports. End users go directly to the web analytics team for support and/or troubleshooting.
  • The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not interact directly with the web analytics team.
  • Representatives from each department form a web analytics committee. A sponsor from the executive management team ensures web analytics has the appropriate visibility across the organization. The web analytics committee provides direction and prioritization for the web analytics team.The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not generally interact directly with the web analytics team. They also report their concerns, findings, and KPIs to the manager of their web analytics team representative, closing the governance loop.
  • As a supplier of the three major offerings, we are well positioned to compare tools and how they stack upAll products are good, but have differences in deployment and some functionality. This is not a checklist to declare a winner. All offer advantages under certain conditions.
  • As a supplier of the three major offerings, we are well positioned to compare tools and how they stack up
  • SAINT allows you to take a value and premanently group it
  • VHE is added cost if OD
  • SiteCatalyst is most powerful for pathing and clickstream. Webtrends is close but not as flexible
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Can WT be applied historically? OD or access logs?
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
  • Web site owners find themselves drowning in data but thirsty for informationKPI’s are the keyKPIs quickly tell how you and the organization is performingBut how do you determine and calculate KPIs?
  • You don’t want to change the key SharePoint files and if you are using a SP hosted service it’s not possibleMergence collects SharePoint activity by adding JavaScript which runs between SharePoint and the web analytics package. Using a “bridge” like does not modifying core SharePoint files and delivers the following advantages:
  • even though it works with all major analytics vendors, I’ll tell you why it is best with Webtrends
  • There are many factors and activities which determine the success of any online propertyUnilytics has created the Customer Engagement Model to illustrate the relative value different marketing activities have wrt Customer Reach and Customer ValueThe further to the right we move, the greater the customer value we offer our clients. And the further up we go, the more customers we reachIn the first sector, we unilaterally ACT with no real feedback from our customers. In the second block, we have the ability to REACT to our customers and make changes to our communication and marketing with our customersIn the third block, we INTERACT with our customers and can market products and services in direct response to their concerns and needs. I’m sure there are those who will want to challenge the location of some of the ovals and this is also not a comprehensive list, but the point is that no single event or activity is positioned in the top right corner of the model, but with a combination of marketing services are required to get an organization there.It requires an integrated effort. This is why cross-channel analytics is so important
  • Integrating your marketing activities to fully appreciate how campaigns are performing has tremendous value.Email marketing tools tell us how different recipients responded; if the email bounced or not, if the email was opened and viewed and if they clicked through to your site. Web analytics typically gives a different view. It’s all about trending. Not what individuals did. It can tell you that 512 visitors came to a specific landing page from your email promotion and other trending, but it can’t tell you how individuals navigated and what they did.
  • So, what we really want is a list of who received the email promotion and what they did with. With standard Webtrends and some utilities from us along with some tweaking, we can connect your email marketing system with web analytics to deliver 1:1 marketing. Just as before, we can report on how individuals responded to the email they received. But in the web analytics report, we can see how those same people interacted with your web site. We can see: what initially brought them to your site, what key word or campaign brought them there, how often they visit, how long they stay and much much more. If we incorporate your CRM or call center data, we can learn more specific information about them to help in segmentation and target marketing. POS and offline activity is also important as the web may be the marketing vehicle, but not necessarily fulfillment.
  • Send companies list of names and get back personal information used for marketingProvided Info– Information obtained from a third party. This may include purchased (mortgages or other publically available information) lists, public information, etc.Predictive will use personas archetypes to identify Arrow indicates higher valueThe PREDICTIVE gets better the more data you haveNext slide: we can find great segmentation from web analytics
  • Show flow and how useless VHE is without VHE Distiller
  • Will even include other sources including GA
  • Will even include other sources including GA
  • Will even include other sources including GA
  • Will even include other sources including GA
  • If you think about the way companies typically deliver new computer solutions, they always follow the same path. They install it, they configure it and then provide end-user training. But we have found that this is completely inappropriate for web analytics and for WebTrends. Instead, we reverse the order and begin with end-user training. During the initial end-user training we educate on web analytics and the power it can bring your organization. We ask the users, and challenge them, to consider what the purpose of the web site is and what the goals and objectives for it are. From that we help them determine what the key performance indicators, or KPIs are, and in what reports they might be found and how they should be configured to deliver that information. Now we have a template on how we need to install and configure WebTrends. After the configuration work, we bring users back for more training showing them the final reports and how they can access them and how to use them to make site improvements. This has been a tremendously successful methodology which we have trademarked as RETAIN; Reverse Engineered Training and Implementation.
  • Transcript of "2011 Web Analytics Seminar"

    1. 1. Eric Tobias – Director, Analytics Services<br />Nad Balata – Product Manager/Sales<br />Peder Enhorning – President<br />
    2. 2. Agenda<br />9:00 – 9:45 Web analytics overview, KPIs and vendor line-up<br />9:45 – 10:00 Log file management<br />10:00 – 10:25 Dashboards<br />10:25 – 10:35 Break<br />10:35 – 11:05 SharePoint and CMS analytics and reporting <br />11:05 – 11:30 Improving 1:1 marketing<br />11:30 – 11:50Webtrends 10<br />11:50 – 11:55 Unilytics Services<br />11:55 – 12:00 Q&A<br />
    3. 3. Overview<br />Web Analytics service provider since 2001<br />800+ customers across North America<br />450+ consulting engagements<br />Technology to automate and improve reporting and analytics<br />
    4. 4. Source: Aberdeen Group 2011<br />Process Capabilities<br />
    5. 5. Technology Enablers<br />Source: Aberdeen Group 2011<br />
    6. 6. Social media 12 month spending INCREASES<br />Source: Aberdeen Group 2011<br />
    7. 7. Unilytics Web Analytics Maturity Model<br />Roadmap of progression for web analytics<br />Task oriented<br />
    8. 8. PHASE 2<br />Web Metrics<br />PHASE 1<br />Planning & Preparation<br />PHASE 3<br />Behavior Optimization<br />PHASE 4<br />e-Marketing<br />PHASE 5<br />Corporate Strategy<br />System Infrastructure Planning<br />Page View/Visitor<br />Reporting<br />Funnel/Path Analysis<br />Commerce Tracking<br />Analytics-Based<br />Content Serving<br />Analytics Solution Acquisition<br />Top 10 Reporting<br />Segmentation<br />1:1 Visitor Tracking<br />Enterprise Governance<br />Integration<br />Basic Web Analytics Governance<br />Top Entry/Exit Pages<br />Campaign<br />Management<br />Lifetime Value<br />ROI Calculation<br />Basic Web Analytics Training<br />Other Basic Reporting<br />Search Engine<br />Optimization (SEO)<br />Personas & Scoring<br />Models<br />Cross-Channel<br />Integration<br />Requirements Definition<br />Report Interpretation<br />& Actioning<br />Personalization<br />Intelligent Call Tracking<br />Activity-Based Costing<br />(ABC)<br />Business <br />Goals & Objectives<br />Dashboards<br />A/B & Multivariate<br />Testing<br />Email & CRM<br />Integration<br />Predictive Analytics<br />Key Performance Indicators (KPI)<br />Advanced Tag<br />Configuration<br />Social Media<br />Measurement<br />Alerts<br />Strategic Planning<br />Strategic Consulting<br />Advanced Consulting<br />Unique Visitor Intelligence<br />Basic Training & Impl.<br />Integration<br />
    9. 9. Types of sites<br />MAKE MONEY<br />
    10. 10. Types of sites<br />SAVE MONEY<br />
    11. 11. Types of sites<br /><ul><li>Lead generation
    12. 12. Brand awareness
    13. 13. eCommerce
    14. 14. Social networking
    15. 15. Entertainment</li></ul>MAKE MONEY<br /><ul><li>Customer education
    16. 16. Self-service
    17. 17. Customer service
    18. 18. Informational
    19. 19. Intranet</li></ul>SAVE MONEY<br />
    20. 20. What to measure?<br />Analysts spend 90% of time measuring and creating reports on:<br /><ul><li>page views
    21. 21. number of visitors</li></ul>Is that worth measuring?<br />
    22. 22. What to measure?<br />More visitors?<br />No, more Qualified visitors<br />We want more CONVERSIONS<br />
    23. 23. Conversions exist in all industries<br /><ul><li>Rate a page
    24. 24. Scroll to the bottom
    25. 25. Successful logins
    26. 26. Fill in form
    27. 27. Set up My Account
    28. 28. View a video
    29. 29. Update profile
    30. 30. Read about event
    31. 31. Respond to an e-mail campaign
    32. 32. Forward to a friend
    33. 33. Make a payment
    34. 34. Post comment or feedback
    35. 35. Download document
    36. 36. Complete the video
    37. 37. Register for event
    38. 38. Print coupon
    39. 39. Click on promo
    40. 40. Opt-in
    41. 41. Submit question
    42. 42. Contact via cross-channel
    43. 43. In-store purchase
    44. 44. Complete application
    45. 45. View account statement
    46. 46. Rate content
    47. 47. Supply e-mail/buddy list
    48. 48. Post link-back
    49. 49. View blog entry
    50. 50. Rate article on external service
    51. 51. Sign-up for podcast
    52. 52. Change site preferences
    53. 53. View details of information</li></li></ul><li>Web Analytics Failure<br />Sold as Reporting Tool.…<br />….instead of as Optimization Tool<br />
    54. 54. Web Analytics Failure<br />
    55. 55. How to measure conversions?<br />Key Performance Indicators (KPIs)<br />
    56. 56. Key Performance Indicators (KPIs)<br />indicate <br />KPIs quickly inform how the organization is performing<br />
    57. 57. How do you define KPIs?<br />
    58. 58. What are NOT KPIs<br /><ul><li>Number of Visitors
    59. 59. TOP 10’s
    60. 60. pages, visitors, downloads, countries, etc. </li></li></ul><li>What ARE KPIs<br /> Check-out Completions<br /> Registrations to Visitors<br /> Revenue per Visitor<br /> High Frequency Visitors<br /><ul><li>Rates
    61. 61. Ratios
    62. 62. Averages
    63. 63. Percentages</li></ul>BUT how are KPIs determined?<br />All should be looked at over time<br />
    64. 64. KPI Hierarchy<br />Upper Management<br />High level business Goals & Objectives<br />Goals & <br />Objectives<br />Items that are vital for a strategy to be successful<br />Middle Management<br />Critical<br />Success Factors<br />Special Metrics that tell you how you are doing<br />Analytics Team<br />KPIs<br />Relationship of Measures - Ratios, averages, rates, or percentages<br />Technical Staff<br />Metrics<br />Raw numbers and data <br />(web analytics data, off-line touch-points, customer databases, email marketing)<br />Analytics data<br />Measures<br />
    65. 65. KPI Karta<br />Goals & Objectives<br />KPIs are driven by business Goals<br />Business<br />Critical Success<br />Factors<br />KPIs<br />BUT…<br />Technology<br />KPIs are constructed from Measures<br />Metrics<br />Measures<br />
    66. 66. KPI Karta<br />Increase Sales<br />Goals & Objectives<br />Increase Leads by 25% next 12 months<br />Business<br />Critical Success<br />Factors<br />Conversion ratio of visitors to leads, leads per referrer<br />KPIs<br />Conversion ratio of visitors to leads, PDF downloads by registered visitor, leads per referrer<br />Technology<br />Metrics<br />Visitors, leads, PDF downloads, registrations, referrers<br />Measures<br />
    67. 67. KPI Karta<br />Decrease Support Services Cost<br />Goals & Objectives<br />Decrease Call Center calls by 20% next 12 months<br />Business<br />Critical Success<br />Factors<br />Ratio of call center calls to online support, self-service registration per visitor<br />KPIs<br />Ratio of call center calls to online support, self-service registration per visitor, PDF downloads by visitor<br />Technology<br />Metrics<br />Visitors, call center calls, page views, PDF downloads, self-service registrations, referrers<br />Measures<br />
    68. 68. Web Analytics Governance<br />Managing people, technology and processes toward a common goal<br />
    69. 69. Web Analytics Governance<br /><ul><li>Accountability – who does what, when, why and how
    70. 70. Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders
    71. 71. Community– Representation from all relevant business owners and technology teams
    72. 72. Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements</li></li></ul><li>Web Analytics Governance<br />Centralized Model<br />
    73. 73. Web Analytics Governance<br />Decentralized Model<br />
    74. 74. Web Analytics Governance<br />Federated Model<br />
    75. 75. Product Lineup<br />
    76. 76. Product Lineup<br />
    77. 77. Implementation<br />
    78. 78. Data Location<br />
    79. 79. Data Re-processing<br />
    80. 80. Where majority of Config. occurs<br />
    81. 81. Relabeling Report Data<br />
    82. 82. User-level Data<br />
    83. 83. Visitor Segmentation<br />
    84. 84. Clickstream / Pathing<br />
    85. 85. Funnel Analysis<br />
    86. 86. Mobile App Tracking<br />
    87. 87. Social Media<br />
    88. 88. SaaS vs. On Premise<br />
    89. 89. SaaS vs. On Premise<br />
    90. 90. SaaS vs. On Premise<br />
    91. 91. SaaS vs. On Premise<br />
    92. 92. SaaS vs. On Premise<br />
    93. 93. SaaS vs. On Premise<br />
    94. 94. SaaS vs. On Premise<br />
    95. 95. SaaS vs. On Premise<br />
    96. 96. SaaS vs. On Premise<br />
    97. 97. SaaS vs. On Premise<br />
    98. 98. Log File Challenges<br /><ul><li>Any access logs including IIS and Apache
    99. 99. Managing movement, rotation and archiving of logs
    100. 100. Many log files require cleaning before analyzes
    101. 101. Web logs contain unwanted entries; robots, images, routine health checks, internal traffic
    102. 102. For Webtrends this includes both standard log files and SmartSource Data Collector (SDC) log files.</li></li></ul><li>Log Director - Log File Management<br /><ul><li>Implement automated archival process for log files
    103. 103. Support of “workflow” rules you determine, built on actions and results of the log management process
    104. 104. Conversion of logs from one format into another</li></li></ul><li>Log File Management<br />Log File Scrubbing<br />Remove Unwanted Information<br />
    105. 105. Log Director - Log Scrubbing<br /><ul><li>Remove unwanted entries; bots & spiders, images, routine health checks, internal traffic
    106. 106. Scrub multiple files simultaneously
    107. 107. Process entire directory trees on multiple servers using multiple file types
    108. 108. Robust logging of actions and results for tracing and debugging purposes in the event
    109. 109. Automated process - “set it and forget it”</li></li></ul><li>Example<br /><ul><li>Retrieve Logs Every Day @ 1 AM
    110. 110. Retrieve from 3 different web servers
    111. 111. Remove automated and bot & spider traffic
    112. 112. Place in central directory on web analytics server for analysis</li></li></ul><li>Example<br /><ul><li>Compress logs into short-term archive directory every week on Sunday @ 4 AM
    113. 113. Retrieve from central analysis server directory
    114. 114. Compress logs into short-term archive
    115. 115. Remove raw log files and give back server disk space</li></li></ul><li>Example<br /><ul><li>Move short-term archived logs to long-term storage every month on the first day of the month @ 6 AM
    116. 116. Retrieve from short-term storage directory
    117. 117. Move to cheaper network storage
    118. 118. Remove short-term archives and give back server disk space</li></li></ul><li>Log Director Capabilities<br /><ul><li>Schedule activities and identify if, and how often, they should be repeated
    119. 119. Schedule can be any time in the future, or if in the past they will execute immediately at startup (i.e., “catch up”)
    120. 120. Activities can be set to repeat every:
    121. 121. Hour
    122. 122. Day
    123. 123. Week
    124. 124. Month
    125. 125. Year</li></li></ul><li>Log Director Capabilities<br /><ul><li>Set conditions on activities being started
    126. 126. Files exist
    127. 127. Certain number of files exist
    128. 128. File creation and modification dates
    129. 129. File size
    130. 130. Registry values exist or have a specific value</li></li></ul><li>Log Director Capabilities<br /><ul><li>Activities that can be performed on files
    131. 131. Transfer via FTP
    132. 132. Move
    133. 133. Copy
    134. 134. Delete
    135. 135. Compress
    136. 136. Scrub
    137. 137. Call external application (e.g., secure FTP, database extracts or loads, etc.)
    138. 138. Files can be moved from local servers, network servers, or remote servers</li></li></ul><li>Log Director Capabilities<br /><ul><li>“Final” activities upon success or failure
    139. 139. Create sentinel file
    140. 140. Add or set registry entries
    141. 141. Send an e-mail if anything goes wrong</li></li></ul><li>Log Director<br />DEMO <br />Q&A<br />
    142. 142. Dashboards<br /><ul><li>Emphasize graphics over text
    143. 143. Measure against specific objectives – using KPIs
    144. 144. Fit on a single page (without scrolling)
    145. 145. Single glance with little or no “interpretation” necessary
    146. 146. Are customized specifically for the information consumer</li></li></ul><li>Dashboards<br />
    147. 147. Montage Dashboards<br /><ul><li>Automated Excel based dashboards
    148. 148. Only updates changes
    149. 149. Supports input from Web Analytics and other sources
    150. 150. 3 person-year development effort
    151. 151. Eliminates weekly or monthly summary report creation!</li></li></ul><li>Montage Dashboards<br />Input<br />Output<br />Montage<br />Connection<br />Query<br />ODBC<br />
    152. 152. Montage Example<br /><ul><li>Retrieve intranet SharePoint activity data from Webtrends.
    153. 153. Add Webtrends data on two additional external websites.
    154. 154. Add data from two different Google Analytics accounts.
    155. 155. Set up a connection to ExactTarget for access to e-mail campaign activity related to all sites.</li></li></ul><li>Montage Example<br /><ul><li>Retrieve list of intranet documents accessed by users and how many times each user accessed them. Return only those documents downloaded more than once.
    156. 156. Retrieve the number of visits to the blog website generated by different countries. This site is tracked by Google Analytics.
    157. 157. Review real-world dashboard example built using a complex Montage configuration.</li></li></ul><li>Montage Example<br /><ul><li>Review real-world dashboard example built using a complex Montage configuration.
    158. 158. Review second real-world dashboard for member-oriented website client.</li></li></ul><li>Montage Capabilities<br /><ul><li>Multiple connections to multiple data sources
    159. 159. Multiple queries to each connection
    160. 160. Data can be automatically refreshed on custom schedule
    161. 161. Resulting data returned can be used in dashboard</li></li></ul><li>Montage<br />DEMO <br />Q&A<br />
    162. 162. Back in 10 minutes...<br />
    163. 163. SharePoint Analytics<br />Characteristics:<br /><ul><li>Users typically log in to use the system enabling excellent unique visitor tracking
    164. 164. Internal sites discourage tracking by hosted services, making software on premise attractive
    165. 165. Native SharePoint analytics is very limited</li></li></ul><li>SharePoint – Document Collaboration<br />Unique Users:<br /><ul><li>Content Areas
    166. 166. Breadcrumbs
    167. 167. Web Parts views
    168. 168. Onsite Search
    169. 169. Document Activity
    170. 170. Check-out
    171. 171. Downloads
    172. 172. Modifications</li></li></ul><li>SharePoint – Document Collaboration<br />Community Engagement:<br /><ul><li>View the interaction between:
    173. 173. Individuals
    174. 174. Teams
    175. 175. Departments
    176. 176. Organization as a whole </li></li></ul><li>SharePoint Web Analytics<br />Modify web analytics tag<br />+<br />Modify key SharePoint files<br />(untouchable!)<br />SharePoint<br />MERGENCE®<br />Analytics<br />Modify standard SharePoint files (Master Pages)<br />
    177. 177. Mergence Compatibility<br />Web Analytics<br />CMS<br />Mergence<br />
    178. 178. Hosted JavaScript<br />Webtrends Software JavaScript<br />SharePoint<br />User<br />Remote Collection Server<br />Firewall<br />Local Collection <br />Server<br />
    179. 179. Mergence® Advantages<br /><ul><li>No need to modify core.js or web analytics tag
    180. 180. SharePoint hosted service supported since core.js not modified
    181. 181. Supports SaaS installation allowing on-site collection
    182. 182. Robust reporting at the unique visitor level</li></li></ul><li>Mergence® Example<br /><ul><li>For year-to-date:
    183. 183. Review site and sub-site activity.
    184. 184. Review intranet activity by user.
    185. 185. Review breadcrumbs and breadcrumbs by user.
    186. 186. Review document actions summary information.
    187. 187. Review document activity details by user.
    188. 188. Review web parts viewed summary and detail by user.</li></li></ul><li>Mergence® Capabilities<br /><ul><li>Provide regular web analytics data.
    189. 189. Provide SharePoint® specific information, including:
    190. 190. Sites/Sub-Sites
    191. 191. User Names/IDs
    192. 192. Search Utilization
    193. 193. Breadcrumbs
    194. 194. Document Activity & Utilization
    195. 195. Web Parts
    196. 196. Record data in one or multiple web analytics platforms.</li></li></ul><li>Mergence® analytics for SharePoint<br />
    197. 197. Mergence®<br />DEMO <br />Q&A<br />
    198. 198. Unilytics Customer Engagement Model<br />Mass <br />Marketing<br />1:1<br />Marketing<br />Email<br />Marketing<br />Web<br />Analytics<br />A/B<br />Testing<br />Affiliate<br />Networks<br />Social<br />Media<br />Display Ads<br />& SEO<br />VOC<br />CRM<br />INTERACT<br />ACT<br />REACT<br />GOAL<br />Customer Reach<br />Customer Value<br />
    199. 199. Web Analytics Integration<br />
    200. 200. eMailIntegration<br />
    201. 201. Unilytics Technology<br />Integration - Email Marketing<br /><ul><li>From click-through to conversion in a single view
    202. 202. Compare campaigns and optimize performance with a complete set of web metrics
    203. 203. Retarget high-value customers and visitors who didn’t convert</li></li></ul><li>Unilytics Technology<br />Integration - Email Marketing<br /><ul><li>From click-through to conversion in a single view
    204. 204. Compare campaigns and optimize performance with a complete set of web metrics
    205. 205. Retarget high-value customers and visitors who didn’t convert</li></li></ul><li>Segmentation<br />How many have provided:<br /><ul><li>Name
    206. 206. City
    207. 207. Age
    208. 208. Height and weight
    209. 209. Sexual preferences</li></li></ul><li>Voluntary Information<br /><ul><li>Purchases made
    210. 210. Information requests
    211. 211. Service signed up for
    212. 212. Association
    213. 213. Store locator
    214. 214. Search history
    215. 215. Merchandise selections</li></li></ul><li>Involuntary Information<br /><ul><li>3rd Party
    216. 216. Observed
    217. 217. Geo-location
    218. 218. Browser type
    219. 219. Band width
    220. 220. New vs Returning
    221. 221. Frequency, Recency, Latency
    222. 222. Velocity </li></li></ul><li>Sources of Segmentation<br />Collection of customers data falls into four types:<br />Volunteered Info – Obtain information directly from the customer via forms, surveys, preferences, applications, etc.<br />Observed Info – Geography, browser type, Organization, New/Returning, usage behaviors, etc.<br />3rd Party Info– Information obtained from a third party. This may include purchased lists, public information, information brokers, etc.<br />Predictive – Comparing individual customers against models. This requires creation of a scoring model to compare individual customers against.<br />VALUE<br />
    223. 223. Types of Segments<br /><ul><li>Acquisition Segments – activity you do to attract people; campaigns, search engine, referrer
    224. 224. Utilization Segments – which of your offerings are they consuming and how are they using them; key pages, content groups visited
    225. 225. Audience Segments – Who your visitors are; location, age, gender, lifestyle.
    226. 226. Engagement Segments – the patterns of their relationships with you; registration status, buyer versus non-buyer, new versus returning visitors</li></li></ul><li>Visitor History<br /><ul><li>“Visitor History” – key words, campaigns, search values, site usage and product interests, page interests, frequency, recency, latency, order values, life-time-value
    227. 227. Works best on site’s with the ability to identify a visitor (e.g., login, e-mail address)
    228. 228. All pieces of data are stored on a per-visitor basis
    229. 229. This data can be exported into a format that allows deeper analysis and integration into your other systems</li></li></ul><li>VHE Distiller – 1:1 marketing<br />VHE Distiller<br />Output<br />Input<br />Data Extraction<br />Webtrends VHE<br />Flat File<br />Transformer<br />Business Metadata<br />Loader<br />Config. Settings<br />Output<br />Reporting Database<br />Dashboards<br />Data Warehouse<br />
    230. 230. VHE Distiller – 1:1 marketing<br />Per-visitorinformation for 1:1 marketing:<br /><ul><li>Pages and Content groups visited per day
    231. 231. Where visitor came from and key word used
    232. 232. Visit history per day (visits, total time visiting the site, last visit, hits)
    233. 233. Campaigns they have accessed
    234. 234. Purchase information (total purchase count, lifetime value, invoice/transaction numbers)
    235. 235. Not full data warehousing</li></li></ul><li>VHE Distiller – 1:1 marketing<br />
    236. 236. VHE Distiller - Example<br /><ul><li>View process command.
    237. 237. View resulting VHE Distiller database.
    238. 238. Look at list of individual visitor purchase history data.
    239. 239. Compare ratio of total visitors to registered visitors.
    240. 240. Extract list of individual female visitors that have purchased the most product over all of history.</li></li></ul><li>VHE Distiller – Example Data Requests<br /><ul><li>Who are the visitors that are in the top 5% of purchasers for all time?
    241. 241. Are registered visitors using search less frequently month-over-month?
    242. 242. Have registered nurses visit behavior (i.e., increased or decreased) changed after the ad campaign in American Journal of Nursing?
    243. 243. Which visitors have not yet visited the “Create an Account” page, but have visited at least 20 times in the last six months?</li></li></ul><li>VHE Distiller - Capabilities<br /><ul><li>Transforms Webtrends Visitor History data into a standard database suitable for connecting up to reporting systems.
    244. 244. Minimization of data storage (generally 50% or more space reduction)
    245. 245. Highly optimized for processing large amounts of data in a very short period of time (gigabytes of visitor information in under five minutes)
    246. 246. Handles advanced visitor segmentation schemes that are custom defined</li></li></ul><li>VHE Distiller<br />DEMO <br />Q&A<br />
    247. 247. Webtrends Analytics 10<br /><ul><li>May 16, 2011
    248. 248. On Demand only for now
    249. 249. Mobile, social and website metrics in one view</li></li></ul><li>Webtrends Analytics 10<br /><ul><li>analytics.webtrends.com = Analytics 10</li></ul> This is the new report interface<br /><ul><li>ondemand.webtrends.com = Analytics 9</li></ul> Administration interface with some advanced reporting (scenarios and paths)<br /><ul><li>insight.webtrends.com</li></ul> Here for now, but will go away July 18. Analytics 10 replaces it.<br />
    250. 250. Webtrends Analytics 10<br />A Space is any application, website, or platform instance that you want to track. There are several new channels in addition to the traditional “website”.<br />
    251. 251. Webtrends Analytics 10<br />A Space contains analytics for a single website across multiple channels (e.g., Facebook, Twitter, mobile apps, etc.)<br />
    252. 252. Webtrends Analytics 10<br />The old “profile” master list still exists<br />
    253. 253. Webtrends Analytics 10<br />Dashboards have been completely revamped.<br />
    254. 254. Webtrends Analytics 10 Walkthrough<br /><ul><li>Spaces
    255. 255. Channels
    256. 256. New Dashboards (spaces and pages)
    257. 257. Real-Time Social Media</li></li></ul><li>Webtrends Analytics 10 Capabilities<br /><ul><li>Websites are still tracked as usual. New reporting capabilities include: mobile applications (Windows, Blackberry, iOS, and Android), social media (Facebook apps and pages, Twitter, PostRank, bit.ly).
    258. 258. Campaign tracking is now automated
    259. 259. Dashboards include data across a wide variety of channels.
    260. 260. Wide variety of new reports available for new channels.
    261. 261. Profiles can now be “grouped” as desired.</li></li></ul><li>Webtrends Analytics 10<br />DEMO <br />Q&A<br />
    262. 262. Unilytics Web Analytics Services<br /><ul><li>Web analytics training
    263. 263. Installation, configuration and product training
    264. 264. A/B & Multivariate Testing
    265. 265. Report interpretation
    266. 266. Cross-Channel Integration Services
    267. 267. Creation of KPIs and Dashboards
    268. 268. Web Analytics Governance
    269. 269. 1:1 Web Marketing</li></li></ul><li>Web Analytics implementation<br />Final Training<br />Install<br />Configure<br />Train<br /><ul><li>Web Analytics 101
    270. 270. Goals & Objectives
    271. 271. KPI’s
    272. 272. Report review</li></ul>RETAIN® - Reverse Engineered Training And ImplementatioN<br />
    273. 273. Unilytics Products<br />Log Director – Log file management<br />Montage – Automated dashboards<br />Mergence – SharePoint reporting<br />VHE Distiller – 1:1 Marketing<br />
    274. 274. Management And Report Support (MARS)<br /><ul><li>Ideal for clients without in-house web analytics expertise
    275. 275. Monthly support service of hours
    276. 276. Harness all Unilytics’ expertise
    277. 277. Up to 50% discount on published hourly rates</li></li></ul><li>4 Pillars of Web Analytics<br />Requires continual monitoring and being proactive<br />Cross-channel, not departmental or in silos<br />Powered by people and processes, not just technology<br />Depends on interpretation, not data collection and reporting<br />
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