Hidden Gems in Analytics - Webtrends Engage 2010

Hidden Gems and Top 10 Reports in Webtrends Analytics

Derek Fine
Webtrends | Product Manager
@derekfine | derek.fine@webtrends.com
Tami Dalley
Acronym Media | Director, User Experience Optimization
tdalley@acronym.com
Chris Grant, PhD
Enlighten | Director, Web Analytics
@cgrantski | cgrant@enlighten.com
http://www.webtrendsoutsider.com

Geotrends update
New provider: Digital Element’s NetAcuity Edge
Deployed On Demand: December 31, 2009
Software file available: support.webtrends.com

Analytics Insight Localization
Deployed January 22
French, Italian, German and Spanish
Includes Locales
e.g. UK English

Language and Locale settings

Webtrends iPhone App
January 14: available in iTunes
February 2: update available

Syndication of Alerts and Notes

Authenticated RSS Feeds

Hidden Gems in Webtrends Analytics
Chris Grant, PhD

Part 1: For Report Users
Part 2: For WebTrends Administrators

Useful Gems: For Report Users
Quick report cross-references – the Related Reports button

Cross references --- Similar, but produces just that line item in the other reports

Bookmarks
Customizations saved in bookmarks:
Within-report search or query view
Graph styles
Sorting order
Measures shown

Preferences – to see longer/shorter lists by default

Calendar compare

Tear-out sheets

Custom, on-the-fly measures from the report interface

Useful Gems: For Webtrends Admins
Custom Report and Help Card blurbs

Useful Gems: For WebtrendsAdmins
Custom Report filter “URL in Visit”

Custom report measure “number of KPI events”

Geography – the cities report (+ MapViewer software)

Content Groups pathing (from entry)
Examples:
“25% started from Loans and went to Mortgages, and vice versa – there’s confusion about the labeling.”
“90% went to either Windows or Walls and did not cross over. 10% crossed back and forth, but most of them started at Windows.”

Translation (lookup) files
Campaigns.csv is an out of the box lookup file

Software – Table Sizes tab

A Lunch Date with Webtrends
Tami Dalley
tdalley@acronym.com

Acronym Media
Corporate HQ: Empire State Building, 55th floor
Global Footprint: US, Canada, UK, Singapore, Mexico
14-year record of success in web analytics and search marketing
Top 10 Search Engine Agency - Advertising Age
Top Search Agency - B2B Magazine
Top Interactive Agency - B2B Magazine
Winner: SES Awards, Effie Awards, B2B Awards
About Acronym Media

KDM + Analytics
Keyword Driven Marketing
“If I can’t measure it,
I can’t manage it!”

Cultural Cheat Sheet
Use of “s” instead of “z”
Pronunciation of “data”
Overuse of new lingo: “awesome,” “totally,” “LIKE!”

What is Web Analytics?
It’s not just the TOOL…
It’s not just the REPORTS…

Web Analytics = Actionable Insights
It’s all about the “So…what is the action?!”
What do I need to do?
What do I need to do differently?
The Tool
The People
The Insights

Times…they are a-changin’
Old-School Web Analytics…
Use tools to measure success of strategy.
“All Talk. No Action.”

Times…they are a-changin’
Brilliant Web Analytics =
Combine tools with Web Analyst with Business knowledge to drive strategy…not just measure it.

Hour 1: Look at the Biggest Movers
Identify trends early
Be the first to notice
Get the keywords while they’re cheap

How Do It Get It?
Use compare calendar feature
Export, sort, apply threshold.
Products Report: Commerce Report Pack

Hour 2: Analyze On-Site Search

How Do I Get It?
Establish a baseline
Measure movement over time
On-Site Search Terms: Site Design Report Pack

So...What is the Action?
Understand your customers
Promote popular products
Improve navigation
Add content
Inform PPC and SEO efforts

Insight in Action
Insight in Action

Hour 3: Analyze Conversion Funnels

How Do I Get It?
Products Report: Standard

What to Look For
High Attraction
Poor Engagement
Poor Conversion
Targeted Attraction
Good Engagement
Effective Conversion
Targeted Attraction
Good Engagement
Poor Conversion
Attraction
Engagement
Conversion

Hour 4: Find Good Test Pages

How Do I Get It?
Export Entry Pages Report
Export Single Page Visits Report
V-lookup in Excel to merge
Calculate Bounce Rate (Single Page Visits/Visits)
Sort by highest bounce rate %
Single page Visits report: Standard
Entry Page Report: Standard

Types of Tests
A/B Testing
Multivariate Testing (MVT)

What Can I Test?
Headline
Main Image
Call To Action
Copy
Secondary Image
Offers

Why Should I Care?
Law of large numbers
No more debates

Hour 5: Measure Your PPC Messaging

Why Do I Care?
Tie success to revenue
CTR-Not the whole story

How Do I Get It?
Use dynamic URL parameters:
http://www.yoursite.com?source=ppc&kw={keyword}&creative={creative}
Create and export a Custom Report
Dimension = Creative ID
Measures = Orders, Revenue, Visits, Avg. Rev per Order etc
3. Pull an Ad Performance report from Google. Match creative IDs to Ad copy. Look at costs to calculate CPA and ROAS etc

Email subject lines
Banner creative
Offline ads
Landing page copy

Hour 6: GeoTarget…DO IT!

How Do I Get It?
Add calculated metric for Conversion rate
Also look at Avg Rev per order
Products Report: Commerce Report Pack

Special targeted offers
Offline marketing efforts
Billboards
Local newspapers
PPC geo-targeting
Local directories

Derek Fine
Webtrends | Product Manager
@derekfine | derek.fine@webtrends.com
Tami Dalley
tdalley@acronym.com
Chris Grant, PhD

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Hidden Gems in Analytics - Webtrends Engage 2010

by Webtrends on Feb 09, 2010

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