2011 Web Analytics Seminar
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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

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

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