WebTrends Report User's Guide

Disclaimer This document and the software described in this document are furnished under and are subject to the terms of a license agreement or a non-disclosure agreement. EXCEPT AS EXPRESSLY SET FORTH IN A LICENSE AGREEMENT, WEBTRENDS INC. PROVIDES THIS DOCUMENT AND THE SOFTWARE DESCRIBED IN THIS DOCUMENT "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. You agree that you shall not loan, sell, or otherwise transfer this document or the software described in this document. Except as expressly set forth in a license agreement, you agree that you shall not reproduce, store in a retrieval system, or transmit in any form or by any means, electronic, mechanical, or otherwise, all or any part of this document or the software described in this document. Some companies, names, and data in this document are used for illustration purposes and do not represent real companies, individuals, or data. This document may include technical inaccuracies or typographical errors. WebTrends Inc. may make improvements in or changes to the software described in this document at any time. © 1996-2006 WebTrends Inc. All rights reserved. U.S. Government Restricted Rights: The software is "commercial software." If the software and documentation are being acquired by or on behalf of the U.S. Government or by a U.S. Government prime contractor or subcontractor (at any tier), in accordance with 48 C.F.R. 227.7202-4 (for Department of Defense (DOD) acquisitions) and 48 C.F.R. 2.101 and 12.212 (for non-DOD acquisitions), the governments rights in the software and documentation, including its rights to use, modify, reproduce, release, perform, display or disclose the software or documentation, will be subject in all respects to the commercial license rights and restrictions provided in the license agreement.Trademarks WebTrends Marketing Lab, WebTrends Analytics, WebTrends Marketing Warehouse, WebTrends and the WebTrends logo are trademarks or registered trademarks of WebTrends Inc. or its subsid- iaries in the United States and other jurisdictions. All other company and product names may be trademarks or registered trademarks of their respective companies. © 1996-2006 WebTrends Inc. All rights reserved.

Contact InformationSales and General Support and Services Online ResourcesWebTrends, Inc. Direct Technical Support: WebTrends Home Page:851 SW 6th Ave. North America and http://www.webtrends.comSuite 700 Caribbean: WebTrends Support Center:Portland OR 97204 1-503-223-3023 http://www.webtrends.com/Phone: 1-503-294-7025 Central and South America: supportFax: 1-503-294-7130 1-503-223-3023 WebTrends ProfessionalUS Toll Free: Asia Pacific, Australia, New Services1-877-WEBTRENDS Zealand: (Consulting and Training):(1-877-932-8736) 1-503-223-3023 http://www.webtrends.com/Email: Europe, Middle East, Africa: servicesmarketing@webtrends.com +44 (0) 1784-463-555 Online Customer Center: http://www.webtrends.com/ resources iii

iv Report User’s Guide

Table of Contents Chapter 1 Introduction .............................................................................................. 1 About This Book and the Library .....................................................................................................1 Minimum System Requirements ........................................................................................................4 Reporting Console System Requirements .........................................................................4 WebTrends Marketing Lab Desktop Requirements ........................................................5 SmartView Requirements .....................................................................................................6 SmartReports Requirements ................................................................................................7 Express Viewer ......................................................................................................................8 Chapter 2 The Reporting Console ............................................................................ 9 What Is the Reporting Console? ........................................................................................................9 Understanding WebTrends Reports .............................................................................................. 10 Custom Reports ...................................................................................................................12 Viewing Reports ................................................................................................................................ 12 Working with Reports ........................................................................................................15 Using Reporting Console Help ....................................................................................................... 19 Using Report Queries ....................................................................................................................... 20 Creating a Report Query ....................................................................................................20 Tips for Creating Queries ..................................................................................................21 Using Report Bookmarks ................................................................................................................ 21 Chapter 3 Working with Profiles ............................................................................. 25 Access to Profiles .............................................................................................................................. 25

Using the Profiles List .......................................................................................................................26 Types of Profiles ................................................................................................................................26 Marketing Warehouse Profiles and WebTrends Analytics Profiles ............................ 27 Types of WebTrends Analytics Profiles .......................................................................... 27 Using the Profile Creation Wizards ................................................................................................29 Chapter 4 Exporting WebTrends Analytics Reports............................................... 31 Using the Report Exporter ...............................................................................................................31 Adjusting Macro Settings .................................................................................................. 32 Converting Reports to an Alternate Format ..................................................................................32 Exporting Asian Language Reports ................................................................................................34 Uninstalling the Report Exporter ....................................................................................................35 Export Rights and the Scheduler Service ........................................................................ 35 Chapter 5 Using SmartReports................................................................................39 Introducing SmartReports ................................................................................................................39 Creating SmartReports ......................................................................................................................40 Installing SmartReports and Exporting Reports from the Reporting Console ........ 41 Installing SmartReports from the Administration Console ......................................... 42 Important Macro Settings ................................................................................................. 43 Creating SmartReports That Do Not Use Macros ........................................................ 43 Using the WebTrends Scheduler to Export Reports .................................................... 44 Viewing SmartReports ....................................................................................................... 45 Using the WebTrends Toolbar and Menu .....................................................................................46 Working with External Data ............................................................................................................49 External Data and CSV Formatting ................................................................................ 50 Defining External Data Connections .............................................................................. 51 Defining External Data Joins ........................................................................................... 57vi Report User’s Guide • WebTrends Analytics v8

Scheduling SmartReport Exports .....................................................................................63 Applying the External Data ...............................................................................................64 Pivot Table Overview ....................................................................................................................... 66 Using Pivot Tables for Comparative Date Reports .......................................................67 Excel’s 65,000 Row Limitation .........................................................................................73 Drilldown Capability ......................................................................................................................... 73 Working with Dimensions and Measures ..................................................................................... 75 Data Exploration ............................................................................................................................... 76 Overhead and Costs ...........................................................................................................78Chapter 6Express Viewer ....................................................................................... 81 What Is Express Viewer? ................................................................................................................. 81 Express Viewer Restrictions ............................................................................................................ 82 Installation Instructions .....................................................................................................82 Configuration Instructions ................................................................................................82 Uninstalling Express Viewer ........................................................................................................... 83Chapter 7Using Marketing Lab Desktop............................................................... 85 What is the Marketing Lab Desktop? ............................................................................................ 85 What Can I Do with Performance Dashboards? ...........................................................85 How Can I Use WebTrends Explore? .............................................................................85 How Does Marketing Lab Desktop Work? ....................................................................86 How Can I Get Started? ................................................................................................................... 86 Installing Marketing Lab Desktop .................................................................................................. 87 How You Can Use Marketing Lab Desktop ................................................................................ 87 Managing Campaign Performance ...................................................................................88 Targeting Customer Segments ..........................................................................................88 Improving Conversion Rates ............................................................................................89 vii

Working With Dashboards ...............................................................................................................90 Navigating Dashboards ..................................................................................................... 91 Performance Dashboards Tabs ........................................................................................ 91 Working with Explore Trees ............................................................................................................93 Getting Started .................................................................................................................... 95 Using the Segment Module ..............................................................................................................96 Creating Segment Groups ................................................................................................. 96 Applying Segments in Explore ......................................................................................... 97 Index ...................................................................................................... 99viii Report User’s Guide • WebTrends Analytics v8

Chapter 1IntroductionAbout This Book and the Library The Report User’s Guide provides information about how to use WebTrends reports, including WebTrends Analytics reports, the WebTrends Marketing Lab Desktop interface, Express Viewer, and SmartReports. It discusses basic report configuration, as well as how to view reports, customize their appearance, and export them into different formats for greater portability across your business.Intended Audience This book provides information for all users who use WebTrends reports, including novice users and users who only have user rights to use the WebTrends Reporting Console. We recommend distributing the WebTrends Report User’s Guide to these users as a introduction to navigating WebTrends reports and report data.Other Information in the Library The library provides the following information resources, which you can access by clicking the Customer Center link in the left pane of the WebTrends Analytics Administration Console. WebTrends Installation and Configuration Guide A step-by-step guide for administrators who are responsible for installing, setting up and providing basic configuration of the WebTrends software or service. This guide provides everything needed to get WebTrends up and running. WebTrends Advanced Configuration Guide A technical reference for administrators who are responsible for maintaining and configuring WebTrends software or WebTrends On Demand. WebTrends SmartView User’s Guide A guide to installing and using SmartView and configuring WebTrends to work effectively with SmartView reporting.

WebTrends Guide to Web Analytics A comprehensive guide for both administrators and non-administrators providing general information and best practices for a successful WebTrends implementation. Topics covered in this guide include how to collect Web traffic data, how to get optimal performance with your Web analysis, considerations to make when setting up your organization to run Web analysis and how to configure WebTrends to give you the information you need. Help Provides context-sensitive information and step-by-step guidance for common tasks, as well as definitions for each field on each window.The Customer Center The WebTrends Customer Center brings together a wide variety of materials to help you learn to use WebTrends more effectively, including white papers, interactive training modules, How Do I? Guides, and business case studies. To access the Customer Center, click Customer Center in the left pane of the WebTrends Analytics Administration Console.Providing Feedback Your comments are very important to us. Please take the time to let us know about your WebTrends experience by doing one of the following: • From the Administration Console, select Customer Center in the left pane. Then click the Contact Us link and click Submit Product Feedback in the right pane. • From the Reporting Console, select Help > Feedback from the upper right corner of the report. The Feedback page of the WebTrends web site opens in a new browser window. You can use it to report a problem, request a feature, or give general feedback about your user experience.2 Report User’s Guide • WebTrends Analytics v8

Conventions The library uses consistent conventions to help you identify items throughout the documentation. The following table summarizes these conventions. Convention Use Bold • Window and menu items • Technical terms, when introduced Italics • Book and CD-ROM titles • Variable names and values • Emphasized words Lucida Console • File and folder names • Commands and code examples • Text you must type • Text (output) displayed in the command-line interface Chapter 1 • Introduction 3

Minimum System Requirements This section provides the minimum system requirements for installing WebTrends reporting applications.Reporting Console System Requirements The following table shows the minimum requirements for the Reporting Console: Hardware Software 256 MB of RAM Supported Operating Systems (512 MB of RAM --Windows XP and Windows XP x64 with Service Pack 2 or higher recommended) --Windows 2003 and Windows 2003 x64 --Mac OS X 10.3.9 or higher with Apple’s Java v1.4.2_05 or higher and Mozilla Firefox v1.5 or higher --Mac OS X 10.4.4 or higher with Apple’s Java v1.4.2_05 or higher and Mozilla Firefox v1.5 or higher Supported Browsers (Windows) --Microsoft Internet Explorer v6.0 or higher with Sun Java Runtime Environment v1.4.2_05 or higher (v1.5.0_03 recommended). The correct version of the Java Runtime Environment is installed with WebTrends. --Mozilla Firefox v1.5 or higher Notes --If you want to convert WebTrends reports to Microsoft Word format, WebTrends requires Office XP or Office 2003. --If you want to convert reports to WebTrends SmartReports for Microsoft Excel, WebTrends requires Office 2003.4 Report User’s Guide • WebTrends Analytics v8

Hardware Software Supported Browsers (Mac) --Mac OS X 10.3.9 or higher with Apple’s Java v1.4.2_05 or higher and Mozilla Firefox v1.5 or higher. --Mac OS X 10.4.4 or higher with Apple’s Java v1.4.2_05 or higher and Mozilla Firefox v1.5 or higher. Note In addition, you must install the Java Embedding Plug-in.WebTrends Marketing Lab Desktop Requirements The following table shows minimum requirements for WebTrends Marketing Lab Desktop and provides suggestions about how to estimate the requirements for a larger implementation.Hardware Software--1.8 GHz or higher processor Supported Operating Systems--512 MB of RAM (1 GB recommended) --Windows XP and Windows XP x64 with Service--50 MB of usable hard disk space (7200 RPM Pack 2 or higherIDE) --Windows 2003 and Windows 2003 x64--100 Mbps network interface card Note: --WebTrends Marketing Lab Desktop also requires Microsoft .NET Framework 1.1 Service Pack 1 or higher. --WebTrends Marketing Lab Desktop requires Macromedia Flash v7 or higher. If the required version is not detected, you are prompted to download and install the latest version. Chapter 1 • Introduction 5

SmartView Requirements The following table shows minimum requirements for SmartView. Software WebTrends Version Supported Operating Systems The version of SmartView that you are running must --Windows XP with Service Pack 2 or higher be the same version as your WebTrends Analytics version. --Windows 2003 Supported Browsers Microsoft Internet Explorer v6.0 or higher with Java 2 Platform, Standard Edition, 1.4.2_05 or higher Note: SmartView does not support Mozilla Firefox.6 Report User’s Guide • WebTrends Analytics v8

SmartReports Requirements The following table shows minimum requirements for SmartReports.Software WebTrends VersionSupported Operating Systems The version of SmartReports that you are running--Windows XP with Service Pack 2 or higher must be the same version as your WebTrends Analytics version.--Windows 2003Required Java Version(for exporting data only)Sun Java Runtime Environment v1.4.2_05 orhigherRequired Microsoft Office Version--If you want to convert WebTrends reports toMicrosoft Word format, WebTrends requiresOffice XP or Office 2003.--If you want to convert reports to WebTrendsSmartReports for Microsoft Excel, WebTrendsrequires Office 2003. Chapter 1 • Introduction 7

Express Viewer The following table shows minimum requirements for Express Viewer. Software WebTrends Version Supported Operating Systems The version of Express Viewer that you are running --Windows XP with Service Pack 2 or higher must be the same version as your WebTrends Analytics version. --Windows 2003 Required Java Version Java 2 Platform, Standard Edition, 1.4.2_05 or higher8 Report User’s Guide • WebTrends Analytics v8

Chapter 2The Reporting Console This chapter provides a tour of the WebTrends Reporting Console and describes how you can use it to view WebTrends reports. It also provides information about how to customize report viewing by choosing the dates, elements, and language you want to see; how to query reports to show only the information that interests you; and how to create bookmarks that save your report view settings so you can always view reports with the attributes you prefer.What Is the Reporting Console? The Reporting Console allows you to view and interact with your reports. The Reporting Console is updated with new data on a scheduled basis, so you can view the most up to date reports each time you log in to look at them. In the Reporting Console, you choose reports to look at, view data across various time ranges, export the report to Microsoft Word or Excel formats, PDF, or comma-separated text file format. The following graphic shows the Reporting Console user interface.

Understanding WebTrends Reports When you select an item from the table of contents in the Reporting Console, you are viewing either a report or a dashboard. A report is a single table and graph set that conveys the information in one or more ways. For example, the Pages report contains a trend graph over time, a top items graph, and a top items table, all on the same page. A dashboard is a collection of thumbnails of many different reports, providing a visual summary of the most significant information for that template over a particular time range. The following graphic shows the Overview Dashboard for a sample report.10 Report User’s Guide • WebTrends Analytics v8

You can click the title of a thumbnail in the dashboard to view more complete information.For example, click the title of the Pages thumbnail on the Overview Dashboard, and thedetailed Pages report opens as shown in the following graphic.The data in your reports is based on profiles. Profiles determine which Web site data isprocessed, the traffic relevant to you, any special handling requirements, how often thereports are updated, who has access to them, and much more. Each profile generates andmaintains a set of reports for a specific set of data, such as a particular Web site or segment ofa Web site. A profile might generate 50, 100, or more reports in a single analysis cycle, andeach time period (such as day, week, or month) might have many reports associated with it. Chapter 2 • The Reporting Console 11

The WebTrends administrator, or another user with appropriate rights, configures profiles to collect Web traffic data, analyze the data, and produce sets of reports, all on a scheduled basis. For more information about profile configuration, see the Administration Console Help, or the WebTrends Installation and Configuration Guide. Whereas profiles determine the Web data that goes in your reports, templates control which reports are visible in the Reporting Console and how they are organized. Each profile has at least one template that you can change within the Reporting Console to switch quickly between different views of the same data. These multiple views are commonly used for different audiences or for varying levels of detail of the same information.Custom Reports While the many predefined reports included with WebTrends provide much of the general information you need, your specific business activities may call for more customized analysis. Custom Reports, give you unlimited flexibility to create reports on the information you need through a multitude of criteria. Using Custom Reports, you focus on the dimensions that provide insight into the performance of your company’s Web site initiatives. You might also use Segmentation Analysis to group visitors based on the recency and frequency of their visits or based on their lifetime value. Segmentation Analysis demonstrates how visitor behavior varies by segment, and shows how well critical factors driving traffic to your Web site perform over time. For more information about Custom Reports and Segmentation Analysis, see the WebTrends Guide to Web Analytics.Viewing Reports Your WebTrends administrator provides a Web address, a user name, and a password that you use to log in to WebTrends to view your reports. This section takes you through the log in process and explains how to work with your reports. To view your reports: 1. Open your Web browser. 2. Use a desktop icon, bookmark, or link to open WebTrends, or open a browser and use one of the following methods to specify the address of your WebTrends account or installation: • Type the host name followed by the port that WebTrends is running on. For example, type server:709912 Report User’s Guide • WebTrends Analytics v8

• Type the IP address of the WebTrends installation computer followed by the port that WebTrends uses. For example, type 192.168.0.99:7099. • If WebTrends is installed locally, type localhost followed by the port number. For example, type localhost:7099.NoteDepending on your network configuration, you may not be able to access WebTrends fromoutside your company’s network. If you encounter this problem, see your WebTrends admin-istrator for help in resolving your firewall issues. 3. The WebTrends log in dialog box opens. You may find it helpful to bookmark this page in your browser. 4. Type your user name and password and click Log in. The Administration Console dialog box opens. 5. In the left pane, click Web Analysis > Reports & Profiles. The Profiles list displays any profiles you have rights to view, as shown in the following graphic. You may see different settings in the left pane depending on your user rights to various WebTrends features. Contact your WebTrends administrator if you have questions about which features you can view, create, edit, and delete. Chapter 2 • The Reporting Console 13

6. Click the name of the profile for which you want to view reports. The Reporting Console opens as shown in the following graphic. The most recent report is displayed in the Reporting Console. Use the calendar, circled in the following graphic, to view historical reports over varying time ranges (days, weeks, months, quarters, or years). You can either open individual reports from the Table of Contents in the left pane or click the title of a graph or table in the Dashboard to navigate to the content you want to view.14 Report User’s Guide • WebTrends Analytics v8

Working with Reports Each report consists of a title, a short description, and a table of results. Most reports also include a trend graph over time and a top items graph, but a few reports do not have associated graphs (such as the URL parameter analysis reports). In most reports, each table and graph is color-coded to help relate items in the table to items in the graph. If there are more results than can be displayed in the table or graph, you can cycle through to the next 1, 5, 20, or zoom to the end of the results by using the controls at the bottom of the table or graph. Each table or graph can be collapsed by clicking the arrow button on the far right of the graph or table title bar. For each graph displayed, options appear at the top right of the graph to change graph type. Options available vary by the type of information displayed. Note If you want to change the report name or the scope of the data, you do so through the profile. If you have not been given rights to edit or add profiles, see your WebTrends administrator. Changing the Language of a Report At any time while using the Reporting Console, you can reconfigure the display language by selecting Preferences > Languages from the toolbar. All items in the Reporting Console are then updated to reflect your language choice. The standard languages available are English, French, German, Italian, Japanese, Korean, simplified Chinese, Spanish, and traditional Chinese. Other languages may be available from your local distributor. Note The default language is set in each profile’s Template configuration. If you have not been given rights to edit profiles, see your WebTrends administrator. Changing the Report Template When you first open the Reporting Console, the report is presented using a default template, shown in the template menu near the title bar at the top of the report pane. To change templates at any time, select another option from the menu. In choosing a different template, you change the table of contents and its organization. Chapter 2 • The Reporting Console 15

Your WebTrends Administrator has likely assigned you a template that is appropriate to your department or area of responsibility. You might also be assigned a template that contains an overview of certain reports, as well as a template that includes a more comprehensive list of reports and dashboards. Simply choose the template that best suits your needs from the template menu. Using the Dashboard to Browse Reports Dashboards appear in the report frame. They consist of a title, a short description, and a two- column arrangement each containing a variety of summaries, called dashboard elements, from reports available in this profile. There can be any number of elements in either column. Dashboard elements are either short tables, small graphs, or small blocks of external HTML code from other sources. If the dashboard element leads to more information, the title of the element is a hyperlink. Click the link for more information about that element. Each dashboard element has a “Minimize” button on the far right of its title bar which can collapse the element, allowing more to be seen on one screen. This can be useful for visually comparing two dashboard elements that do not appear next to each other in the columns. For dashboard elements that display a graph, you can change the graph type, depending on the subject matter in the dashboard element. For “top items” elements, you can choose between a bar chart and a pie chart. For “trend” elements showing information over time, you can choose between bar chart, line graph, or area graph.16 Report User’s Guide • WebTrends Analytics v8

Choosing the Calendar ViewThe Calendar Toolbar at the top of the calendar contains icons that change your calendarview. In each of these views you can select from Day, Week, Month, Quarter, Year. You canalso use the list above the calendar to quickly specify time periods such asYear Ago Last Week or Year Ago This Month.The following table describes the Calendar Toolbar icons. Icon Function Description Main Calendar View The Main Calendar View displays the current calendar for the specified profile. By default the calendar opens highlighting the day in which analysis was most recently completed. If analysis was done for a week/month/quarter, then that most recent week/ month/quarter is highlighted. Calendar Compare The Calendar Compare View lets you select periods View of time on two calendars, so that you can compare the resulting data. You can apply the options from the dropdown list for each calendar. Your selection causes the dashboards and reports to display information that corresponds to the calendars. Chapter 2 • The Reporting Console 17

Icon Function Description Custom Calendar The Custom Calendar View allows you to specify View periods of time that are more specific to your needs. For example, instead of specifying the standard 7-day week, you can specify a range of 9 days. Or you can select an extended block of weeks from one month to the other. The reports then generated from the Custom Calendar View reflect the periods of time that are more tailored to your needs. To use the Custom Calendar View, click the Select a Date icon and then select the time period in the calendar that opens. Click Generate Report to create the report. Custom Calendar The Custom Calendar Compare View allows you to Compare View compare two custom calendars. Note that if you adjust the range for one calendar, it will automatically adjust the dates for the other calendar. Each custom calendar allows you to select periods of time that are specific to your needs. Click the Select a Date icon and then select the time period in the calendar that opens. Click Gen- erate Report to create the report. Zoom Out/Zoom In The Zoom Out/Zoom In icon allows you to adjust the detailed view of your calendar. For example, you can zoom out to a quarterly or yearly view and zoom in to a daily view.18 Report User’s Guide • WebTrends Analytics v8

Icon Function Description Transpose By clicking this icon, you can automatically swap Comparison the dates between two calendars (standard or custom). The resulting reports can help to deepen your understanding of your Web traffic data. Including Report Content Help You can find details on the report content in the help card text that accompanies each report. To view a report’s help cards: 1. Select Preferences > Show Help Cards Inline from the upper right corner of the report. 2. Scroll to the bottom of the graph and table data to read details on the elements of your report.Using Reporting Console Help Use the Help menu to access Reporting Console Help, a product glossary, and more. Selection Resource Terms on this Page The Help Card for this page. Show DRA Parameters Information on how to construct a URL to directly access a specific report. Show WebPosition Parameters Information about the current report which you can use to configure WebPosition. Chapter 2 • The Reporting Console 19

Selection Resource Help > Contents The Reporting Console Help. Help > Glossary The WebTrends report glossary. Help > Feedback The Feedback page from the WebTrends Web site. Select from the following: —General Product Feedback —Report a Bug —Request a Feature.Using Report Queries Report queries allow you to precisely define the report content you want to see or export. For example, you can combine any dimensions and measures found in a report, or choose a range of report content based on minimum or maximum values.Creating a Report Query To create a report query: 1. Click the query icon: . 2. Drag and drop dimensions, measures, and operators into the Query window to create a search expression. Dimensions are shown in gray. Measures are shown in tan. To specify a value, drag Value into the Query window, double-click it, and type a value in the Enter value text box. To remove an item from a query expression, drag the item onto the trash can or drag another item directly on top of it to replace it. Make sure each report query consists of one or more equations. All equations include: − A dimension or measure − An operator such as = or > − A numeric or text value20 Report User’s Guide • WebTrends Analytics v8

3. Click Run Query.Tips for Creating Queries Consider the following guidelines when you create report queries: • To specify case-sensitive matching for text values, select the String matches are case- sensitive check box below the Query window. • Typically, dimensions are non-numeric and measures are numeric. When you specify the value of a dimension, you specify a text string. When you specify the value of a measure, you specify a number. You cannot use comparative operators such as > with dimension values. Commas (,) and non-numeric symbols such as $ are not supported in numeric values. • To change your query and run it again, click Query a second time. When you change a query, it searches the entire report, not just the report returned by the original query. • To return to the original report, click Undo Query. • You can first query a report and then export the results to Microsoft Word, PDF, CSV, or database format. To export your query results, you must select Current report when you export. For more information about queries and examples, see the Help.Using Report Bookmarks Creating report bookmarks allows you to save commonly viewed reports with your preferred viewing customizations applied. For example, you may typically view a report with certain graphs and tables expanded, or you may use specific queries when you view a report. Bookmarks let you add the customized report to the Table of Contents and display the latest data in the customized view with one click. You can reserve bookmarks for your personal report viewing or share them with all other users who can access the report template. To create a bookmark, configure the report exactly as you wish to view it and click Create Bookmark. To access a bookmark, select it in the Table of Contents at the left of a report. Bookmarks are stored in your template settings. If you cannot find a saved bookmark, make sure you are viewing the correct report template. Report bookmarks capture the following report customizations: • The measure selected for each report column Chapter 2 • The Reporting Console 21

• The sort order of each report column • Which graphs, tables, and drilldown items are collapsed or expanded • The style of graph(s) (for example, pie charts or bar graphs) • Any search or query used to create the current report view To create a report bookmark: 1. Open a report and navigate to the exact report view you want to bookmark. 2. Click Create Bookmark. 3. In the Bookmark Name text box, type a name for the bookmark. WebTrends uses this name to identify the bookmark in the report Table of Contents and in the Managing Bookmarks dialog box. 4. If you want to add the bookmarked view to the Table of Contents for other users who have user rights to the current template, select the Shared check box. Note To create shared bookmarks, you must be granted the Shared Bookmarks user right in the WebTrends Administration Console. 5. If you want the bookmarked view to be available only in your own reports, clear the Shared check box. 6. Click Save. To update a report bookmark with new view settings: 1. Open an existing bookmark. 2. Navigate to the exact report view you want to bookmark. 3. Click Create Bookmark. 4. Click Update Current Bookmark. 5. If you want to add the bookmarked view to the Table of Contents for other users who have user rights to the current template, select the Shared check box. Note To create shared bookmarks, you must be granted the Shared Bookmarks user right in the WebTrends Administration Console.22 Report User’s Guide • WebTrends Analytics v8

6. If you want the bookmarked view to be available only in your own reports, clear the Shared check box.7. Click Save. Chapter 2 • The Reporting Console 23

24 Report User’s Guide • WebTrends Analytics v8

Chapter 3Working with Profiles If you primarily use WebTrends reports rather than configuring them, you probably will not use the WebTrends Administration Console very often. However, all users need to know about profiles because they contain the information and settings WebTrends uses to find web data, analyze it, and create reports. Some report users have rights to create, edit, or view report profiles, or to run an analysis based on a profile. However, even if you only have report viewing rights, you should know what information is stored in a profile so you can make sure you are generating the right kind of data. You should ask your WebTrends administrator for help if you think you need to make adjustments to your profile. A profile contains the following types of information: • The location of your web site’s home page • The location and type of the log files reports are based on, for example whether the logs are streaming media logs, Smart Data Collector logs, or standard web server logs • The type of data you want to generate, for example Web Analytics report data, SmartView reports, or Event Database data for the Marketing Warehouse • How you want to track user sessions, for example whether you want to use first-party cookies • Analysis settings such as how you want to resolve Internet addresses, which reports you want to create, whether you want to track Visitor History, and how much data to analyze at one time This is not a complete list of profile settings. For complete information, see the Administration Console Help.Access to Profiles The WebTrends administrator sets each user’s access rights in the Profile Access settings for each profile. An administrator can also grant each user global rights to all profiles in the Administration module. If you cannot access profile features that you need, contact your administrator.

Using the Profiles List The primary interface to profiles is the Profiles dialog box. If you have the user rights to see profiles, you can access this dialog box by clicking Web Analysis > Reports and Profiles in the WebTrends Analytics Administration Console. The Profiles dialog box displays a list of all the profiles you have rights to see. You can use the Profiles dialog box for some or all of the following tasks, depending on your user rights: • To view reports for a profile, click the View Reports icon or the name of the profile. • To see the most recent analysis status for a profile, check the Analysis Status column. If WebTrends is not currently analyzing profile data, this column also includes the time when the next scheduled analysis will occur. • To analyze or re-analyze the data for a profile, click the Analyze Now icon. WebTrends adds the analysis event to the queue and allocates it to the next available analysis agent. You can view previously created reports while a profile is running. • To create a new profile, click New Profile. • To edit a profile or view its settings, click the Edit Profile icon. • To delete all the reports and analysis data associated with a profile (but not the profile settings) click the Clear Analysis Data icon. You should clear analysis data if you make changes to a profile that may have a significant effect on the data in your reports. For example, you should clear analysis data if you add or remove filters from the profile or if you change the way WebTrends tracks visitor sessions WebTrends on Demand users do not have access to this feature and should instead request a reanalysis from WebTrends Support. • To delete a profile as well as all associated reports and analysis data, click the Delete Profile icon. • To update this dialog box with the latest information, click Refresh This List.Types of Profiles When creating a profile, make sure you choose the correct kind of profile for the type of data and analysis you need. The profile type determines the kind of data you will generate as well as the number and type of reports you can generate and view.26 Report User’s Guide • WebTrends Analytics v8

Marketing Warehouse Profiles and WebTrendsAnalytics Profiles There are two main profile classes: Marketing Warehouse profiles and WebTrends Analytics profiles. The following table shows the differences between the two classes of profiles. Marketing Warehouse Profiles WebTrends Analytics Profiles • Provide uncompiled, event-based data for • Provide report-ready compiled data in the customized data queries form of preconfigured reports • Data stored in a MySQL database • Data stored in non-database file structure • Data viewable using Marketing Lab • Data viewable in WebTrends Analytics Desktop or third-party reporting Reporting Console application • Scheduled or at-will analysis • Continuous analysis when new data is • Support standard web server logs, Smart detected Data Collector logs, streaming media • Support Smart Data Collector logs server logs, and WebTrends Warehouse • Require add-on to WebTrends license • Support SmartView reporting • Included with base WebTrends license Although WebTrends Analytics profiles appear to support more data types and reporting styles, Marketing Warehouse profiles are designed to support highly customized data exploration with minimal configuration and near real-time analysis. In association with current and future Marketing Lab modules, Marketing Warehouse profiles will support state of the art Marketing analysis.Types of WebTrends Analytics Profiles Marketing Warehouse profiles all support the same type of analysis and reporting. However, different types of WebTrends Analytics profiles support different features. Depending on what kinds of reports you want to generate, what features you want to configure, and what kind of log analysis you require, you create a different type of profile. The following overview provides a brief description of each Webtrends Analytics profile type. Chapter 3 • Working with Profiles 27

Standard (Full-Featured Analysis) Profiles Standard Full-Featured Analysis profiles configure a complete analysis that makes available the full set of built-in WebTrends reports (plus any custom reports you add). This profile type is the default profile type. It allows you to generate reports based on web server or SmartSource Data Collector logs, using standard processing. Standard Full-Featured Analysis profiles also support Basic SmartView reports, which allow you to view link and page data directly overlaid on your web pages. Parent-Child Profiles Parent-Child profiles automatically split a web activity file into multiple “child” files to let you report on multiple domains included in your web activity file. You have two options for running a Parent-Child profile: • Basic Analysis creates a limited set of reports with the fastest processing, select Basic Analysis. Instead of splitting your log files, Basic Analysis uses the information stored in your SmartSource Data Collector (SDC) tags embedded in web site pages to aggregate data in a Report database and render it when reports are requested for the fastest processing. Because Basic Analysis is designed for speed, not all configuration settings are available. Basic Analysis does not support several features, including GeoTrends, Custom Reports, and Express Analysis. It requires SmartSource Data Collector logs. • Full-Featured Analysis supports a complete report set and makes all the standard profile settings available for configuration. Full-Featured Analysis uniformly applies any standard profile settings configured for the Parent profile to all Child profiles. Advanced SmartView Profiles With Advanced SmartView reports, you can view link and page data directly overlaid on your web pages. Advanced SmartView reporting also includes information broken down by segments such as buyers and non-buyers or new and returning visitors. For more information about SmartView, see the WebTrends SmartView User’s Guide. (To create Basic SmartView reports, which do not include segmentation information, use the Standard (Full-Featured Analysis) profile and enable basic SmartView in the SmartView dialog box).28 Report User’s Guide • WebTrends Analytics v8

Streaming Media Server Profiles Streaming Media profiles create a pre-defined set of streaming media-specific reports based on logs generated by a streaming media server. Streaming Media profiles do not support Express Analysis or SmartView.Using the Profile Creation Wizards When you click New Profile in the Profiles dialog box, you automatically launch the profile creation wizard. You can use this wizard in two modes. The basic wizard provides quick configuration using the smallest number of settings. For advanced configuration with a larger number of options, select the Advanced profile options check box in the first dialog box of the wizard. The dialog boxes included in the wizard are listed at the left of the dialog box. You can use the basic wizard to create a Standard Full-Featured Analysis profile. All other profile types require the Advanced profile options. Use the Advanced options if you need to: • Create a Marketing Warehouse, SmartView, Parent-Child, or Streaming Media profile • Create or edit Custom Reports • Add Advanced Features such as Scenarios, Content Groups, or URL Parameter Analysis, or add filters before you analyze the profile • Create a custom schedule for analyzing the profile, or set it to run only on a specified computer or group of computers. Most settings can be changed by editing the profile after you save it. However, you cannot change the profile type in Edit mode. Chapter 3 • Working with Profiles 29

Chapter 4Exporting WebTrends AnalyticsReports This chapter describes the requirements and process for installing and using the WebTrends Report Exporter. The Report Exporter allows you to export reports and convert them into several formats, including Microsoft Word, PDF, CSV, and WebTrends SmartReport format. It also describes how to configure your environment correctly for exporting reports.Using the Report Exporter WebTrends reports are provided in HTML format. They can be easily converted to Microsoft Word documents, SmartReport (in Microsoft Excel format) documents, CSV (comma separated values) text files, or to PDF documents. This makes it easier to include the report’s information in presentations or other documentation, or—in the case of the CSV file—to import into a database. This conversion is possible only if the computer where you are running the Reporting Console meets the following criteria: • The system requirements must be met. For more information about the hardware and software requirements for the Reporting Console, see the WebTrends Installation and Configuration Guide, the Release Notes, or the Administration Console Help. • Microsoft Office XP or Office 2003 or above must be installed on the exporting computer, if exporting WebTrends SmartReports or Microsoft Word reports. • Excel’s macro security settings need to be set to allow the WebTrends Report Exporter to function. For more information, see “Adjusting Macro Settings” on page 32. • Windows XP users need to edit the WebTrends Scheduler Service before exporting reports to Word. For more information, see “Converting Reports to an Alternate Format” on page 32.

Adjusting Macro Settings WebTrends users who want to export report data to WebTrends SmartReports (in Excel format) need to check that their Microsoft macro security settings allow WebTrends to be able to successfully complete exported reports. Before exporting data, users must check that their macro security settings in both of these products are set to allow the WebTrends exporting feature to work. To change macro settings in Microsoft Office XP and Office 2003 1. In Excel, open these settings via Tools > Macro > Security. 2. Select Medium. Note Microsoft Office 2003 added a Very High macro secruity level that will not work with Microsoft Word exports. You can use the High setting for Microsoft Word exports. To change macro settings in Microsoft Word 2002 and Excel 2002 1. In Excel, open these settings via Tools > Options > Security > Macro Security. 2. Select Medium.Converting Reports to an Alternate Format You can export your HTML reports to Microsoft Word, WebTrends SmartReports (in Excel format), PDF, or comma separated text formats.32 Report User’s Guide • WebTrends Analytics v8

You can export localized versions of WebTrends reports to other formats. The following table shows which export formats are supported for each language operating system.Language/Operating System Microsoft Word SmartReports/ PDF Microsoft ExcelWestern European language/ Yes Yes YesWestern European language OSWestern Eurpoean language/ No No YesAsian language OSAsian language/ No No YesWestern European language OSAsian language/ Yes Yes YesSame Asian language OSAsian language/ No No YesDifferent Asian language OSUTF-8/Any OS Yes No Yes To convert reports: 1. From the Administration Console, select a profile. 2. To the left of the profile name, click View Report . (If you selected an Express Analysis Profile, the icon will look like this: ) 3. For Word, PDF, and CSV exports, you can convert all of the reports in the template or just the currently displayed report. For SmartReports you must export one report at a time. You cannot export dashboards. If you want to export only a specific report, navigate to it. Chapter 4 • Exporting WebTrends Analytics Reports 33

4. From the toolbar where is states Export: click the appropriate icon for your desired output: Microsoft Word or Excel, Database, CSV, or PDF. Note Exporting to Excel or to Database allows you to create a SmartReport that provides additional analysis capabilities. For more information on SmartReports, see Chapter 5, “Using SmartReports” on page 39. 5. Specify your export preferences: • For Generate, specify whether to convert all the reports or just the currently selected report. • For Save the report to this location, specify where to save the exported report. Either enter a path directly or click the Browse button to navigate to a location on the local file system. For Word, PDF, and CSV exports, specify a file name; for a SmartReports export, specify a directory name. • For Number Of Rows To Export, specify how many rows to export for the first and second dimension. • Click Generate Report. Follow the additional prompts to complete the installation and conversion process. 6. The WebTrends Report Exporter is installed (if necessary) and the report is downloaded and converted to the specified format. You may be asked to provide your user name and password during the installation of the utility. Note If you are using Microsoft Internet Explorer and experience trouble downloading the Report Exporter, it may be due to your security settings (found under Tools > Internet Options in most versions of Internet Explorer). For more information, contact your WebTrends administrator.Exporting Asian Language Reports If you export Asian language reports from an English language operating system, the Report Exporter needs Asian language support files for Microsoft Windows and Microsoft Office to be available. Also, if you export PDF-format reports, you need to make the Asian fonts used by your operating system available to the Report Exporter. For more information, see “Working with Localized Reports” in the WebTrends Advanced Configuration Guide.34 Report User’s Guide • WebTrends Analytics v8

Uninstalling the Report Exporter Use the Windows Add/Remove Programs utility to remove the Report Exporter from your system.Export Rights and the Scheduler Service If a domain user was not specified during WebTrends installation, you may not be able to schedule Microsoft Word reports with the default installation. This is because the WebTrends Scheduler Service needs to launch Microsoft Word in order to run macros to complete its tasks, and it cannot do this if it only has default system user privileges. This problem does not affect Batch Exports or On Demand Exports; in those cases Word is being launched by the user, not the system account. If you want to run scheduled exports to Microsoft Word format, you must configure the WebTrends Scheduler Agent to log on as an account that has access rights to those drives. For most users, configuring the Scheduler agent to log on as a domain user is the simplest way to make sure the agent has the appropriate rights. Specifying a domain user while installing WebTrends usually provides the appropriate user rights configuration. If you still have problems accessing data sources or running scheduled exports, however, or if you cannot use a domain user, you should check the user rights for the Scheduler agent to make sure it has the appropriate rights as described in the following procedures. To configure the Scheduler Agent to log on as a domain user: 1. In Windows Control Panel, select Administrative Tools > Services. 2. Select the WebTrends Scheduler Agent service. 3. Right-click and select Properties. 4. Select the General tab and click Stop. 5. Select the Log On tab. 6. Click This account and type the domain and user name of the domain user in the text box. Use the format yourdomain/username. 7. Provide the domain users password and retype it to confirm. 8. Return to the General tab and click Start to restart the WebTrends Scheduler Agent service. 9. Click OK. The Services panel should show the domain user in the Log On As column. Chapter 4 • Exporting WebTrends Analytics Reports 35

To ensure that the WebTrends Scheduler agent logs on using the correct user account: 1. From the Windows Control Panel, select Administrative Tools. 2. In the Administrative Tools dialog box, select Component Services. 3. Select Services (Local) in the left pane. 4. Right-click WebTrends Scheduler Agent, and select Properties. 5. Select the Log On tab. 6. Select This account, and click Browse to select an account from the list. 7. Provide the domain users password and retype it to confirm. 8. Click OK. 9. Restart the WebTrends Scheduler Agent. To ensure that the user account has the necessary rights: 1. From the Windows Control Panel, select Administrative Tools. 2. Select Local Security Policy. 3. In the left pane, expand Local Policies. 4. Select User Rights Assignment. 5. Select Act as Part of the Operating System. 6. If the account you specified in the previous procedure is not listed, click Add User or Group. Add the user account the WebTrends Scheduler Agent should use, and click OK. 7. Otherwise, click Cancel. 8. Select Log on as a Service. 9. If the account you specified in the previous procedure is not listed, click Add User or Group. Add the user account the WebTrends Scheduler Agent should use, and click OK. 10.Otherwise, click Cancel.36 Report User’s Guide • WebTrends Analytics v8

11.If your computer uses Microsoft Windows 2000 or Windows XP, select Log on Locally. Note This setting is not available in Windows 2003.12.If the account you specified in the previous procedure is not listed, click Add User or Group. Add the user account the WebTrends Scheduler Agent should use, and click OK.13.Otherwise, click Cancel.14.Close the Local Security Settings dialog box. Chapter 4 • Exporting WebTrends Analytics Reports 37

Chapter 5Using SmartReports SmartReports are complete WebTrends reports fully formatted and designed for the Excel environment. SmartReports take advantage of Excel’s features to leverage analysis tools such as pivot tables. This capability enables you to move beyond standard reporting to dig deeper into your analysis and compare variables. This chapter provides information about the following topics: • How to export WebTrends reports to a SmartReports database • How to install the SmartReports software • How to view SmartReports and use them to access report updates • How to import external data into a SmartReport • How to use Excel technology to explore and manipulate your WebTrends report data Note SmartReports is not available for WebTrends On Demand Small Business Edition.Introducing SmartReports A typical use for SmartReports is to verify whether a correlation between several variables in your report data exists so that you can structure your Web analysis to generate periodic reports on those variables and track them over time. Or you might want to add external data to WebTrends reports and calculations to get a more comprehensive view. Another useful application of SmartReports occurs when performing visitor segmentation and correlating visitor attributes to specific Web activity. After you use SmartReports to reveal specific trends, you can track those variables over time using the custom reporting provided in many Web analysis software applications. If you find that your reports do not fully cover what you are interested in examining, or do not view the data from the perspective you want to see, you can create new reports interactively on the fly. Through SmartReports, you can also develop graphs and charts that correspond to the tables of data.

With SmartReports you can: • Run calculations not available in standard HTML reports and correlate them with data imported from other databases. For example, you can create additional metrics, such as Cost Per Visit or Gross Margin ROI, to evaluate campaign performance, merchandising effectiveness, and overall profitability. • Use pivot tables for data containing two dimensions, organizing the data in useful ways. Pivot tables enable you to drill down into categories for more in-depth analysis and to specify settings and organize data with more flexibility and variety. • Select any date range for a SmartReport and automatically pull in data from WebTrends to update your report. • Save the report’s customized settings so when you update the data, it is presented in the way that you want it. • Display up to 65,000 rows of data and store additional data in the database to achieve a comprehensive view. • Display all measures side by side.Creating SmartReports To run SmartReports, you need to perform two actions: 1. Export WebTrends Reports to a Microsoft Database (MDB). You can export reports directly from the Reporting Console. WebTrends software users can also export report data to a database automatically using the Scheduler. 2. Use SmartReports to access the database and view reports in Excel.40 Report User’s Guide • WebTrends Analytics v8

The following graphic provides an overview of exporting and viewing SmartReports: As shown in this graphic, exporting (1) is initiated from the WebTrends computer when you export a WebTrends report (from the Reporting Console or the Scheduler) to the MDB database. In the second process (2), a client computer uses SmartReports to retrieve data from the MDB database.Installing SmartReports and Exporting Reports fromthe Reporting Console You can quickly export a report from the Reporting Console. If you have not previously installed these components, you also install SmartReports and the Report Data Exporter. The first time you export from the Reporting Console, WebTrends opens your SmartReport automatically. Chapter 5 • Using SmartReports 41

To export a report to a database: 1. Export a report by clicking the Excel or Database icon. . Note You cannot export dashboards, custom date range reports, and comparative reports to an MDB database. 2. Specify or browse to the location of the exported report files. WebTrends recommends storing your report files in an accessible network location if you intend to share these files with other users. This is where the SmartReports Master.mdb file is placed. 3. If you want to view the SmartReport immediately after you export it, select the View the report after it has been generated. 4. Click Generate Report. This starts the export process by launching the Report Exporter 5. Specify the location of the installation directory for SmartReports for Excel. Click Next. 6. Wait for the Report Exporter to install and automatically launch your SmartReport. An Excel spreadsheet opens. Your SmartReport is ready after the WebTrends menu loads into the list of menus at the top. Your SmartReport should open to the pivot table report, which is the default setting.Installing SmartReports from the AdministrationConsole If you do not install SmartReports from the Reporting Console, you can install it from the Administration Console. To install SmartReports from the Administration Console: 1. In the left pane of the Administration Console, select Components. 2. Click Install SmartReports to launch the SmartReport Installation Wizard. 3. The Welcome window opens. Click Next. 4. Select I Accept The Terms Of The License Agreement. (You cannot continue installing SmartReports without accepting the license agreement.) 5. Click Next then Install to install SmartReports in your default Excel Template directory. You are prompted when the installation is complete.42 Report User’s Guide • WebTrends Analytics v8

6. Click Finish to close the Installation Wizard.Important Macro Settings To use SmartReports, you must enable macros. If you load a report in Excel without macros enabled, the report will be empty. Simply close the workbook and reopen it with macros enabled to show your report data. Similarly, if Excel macro security is set to “high,” you are not prompted to enable macros and the workbook will be empty. WebTrends recommends that you still maintain a secure macro level by setting Excel to prompt you to decide whether to enable macros. To enable spreadsheet macros in Office 2003: 1. In Excel, select Options from the Tools menu. 2. Click the Security tab. 3. Click Macro Security. 4. Click the Security Level tab and select the Medium (or Low) security level. To enable spreadsheet macros for Office 2003 and XP: 1. From the Tools menu in Excel, select Macros > Security. 2. Click the Security Level tab. 3. Select the Medium (or Low) security level.Creating SmartReports That Do Not Use Macros To create a report that does not require macros: Open WebTrends SmartReports once with macros enabled and click Save Summary Only in the WebTrends toolbar. This copies all report sheets to a workbook without any macros or VBA code. This method creates a smaller version of the workbook for associates and other users. After installing SmartReports, you can view your exported report data by opening an Excel file. For more information, see “Viewing SmartReports” on page 45. Chapter 5 • Using SmartReports 43

Using the WebTrends Scheduler to Export Reports Users of WebTrends software (not WebTrends On Demand users) can export reports using the WebTrends Scheduler module. To export reports automatically using the scheduler, create a Scheduled Report that exports to database format. To export to SmartReports using the Scheduler: 1. In the left pane of the Administration Console, select Scheduler > Scheduled Events. 2. Click New Event and follow the steps in the wizard. 3. In the Event Type dialog box, select Scheduled Report. 4. Select a profile and click Next. 5. Type a description of the event. 6. In the Report Type dialog box, select Standard Report. 7. In the Output Type dialog box, select Database. 8. In the Template dialog box, select a template. 9. In the Reports dialog box, select one report to export. You cannot export a dashboard. 10.Specify a Report Date Range. 11.In the Report Destination dialog box, specify the location where the exported database will be saved. 12.Specify the schedule for the report. 13.Review the summary of your selections. If you are using WebTrends On Demand, you cannot schedule exports to a database using the WebTrends Scheduler because the Scheduler running on the WebTrends server cannot create a database on your local computer. To schedule exports to a database, you need to use your Windows Scheduler options after your SmartReport opens. For more information about scheduling, see “Scheduling SmartReport Exports” on page 63.44 Report User’s Guide • WebTrends Analytics v8

Viewing SmartReports If you export your report data from the Reporting Console and install SmartReports at that time, then your SmartReport opens automatically. However, if you want to export several different reports and then view them as SmartReports later, use the following instructions to view your reports. To view SmartReports 1. Open Excel. 2. In the File menu, select New. 3. In the right pane, click General Templates. Chapter 5 • Using SmartReports 45

4. In the Templates dialog box, click webtrends.xlt. If the .xlt extension is hidden, click webtrends. Notes • At this point in the procedure, you may be asked if your macro settings are set too high. For more information, see “Important Macro Settings” on page 43. 5. In the SmartReports wizard, type or browse to the location of the SmartReports_Master.MDB file. Keep in mind that the .MDB extension may be hidden, depending on your settings. Click Next. 6. Select a report from the list of reports that you have exported to the database. 7. Select a data or range of dates for the report data. For more information about the calendar, see “Using the WebTrends Toolbar and Menu” on page 46. The SmartReports data now opens in an Excel worksheet. Notice the WebTrends toolbar icons and the WebTrends menu which are discussed in the next section.Using the WebTrends Toolbar and Menu When a SmartReport is created, a WebTrends toolbar and menu are integrated into the Excel user interface. These features enable you to directly update and append information to WebTrends reports within the Excel environment. The WebTrends toolbar and menu also let you change the settings of your SmartReport with a click. With this powerful functionality, you do not need to go into the WebTrends environment to view new information; you can work exclusively in Excel with constant updates from WebTrends.46 Report User’s Guide • WebTrends Analytics v8

The following graphic shows the WebTrends toolbar and menu:The WebTrends toolbar provides access to the following features: • Change WebTrends Dates – Lets you select a data or range of dates for the report data. The data retrieved from the WebTrends server replaces the current data. This action opens a calendar, as shown in the following graphic: Chapter 5 • Using SmartReports 47

Select Include Trend Data to include trend data in your report. Trend data can be either data from each day in the week plus the weekly totals (also called week by day) or data from each day in the month plus the months totals (also called month by day). Note that trend data may slow processing because of the amount of data involved. Note You cannot export custom date range reports and comparative reports to an MDB database. • Update WebTrends Data – Requests an update of data from the WebTrends data store. This update option is useful when you change a date. • Create Pivot Tables– Configures and creates a pivot table. Specify which information goes in the page, rows, columns, and data fields of the pivot table. For more information about pivot tables, see “Pivot Table Overview” on page 66. • Save Summary Worksheet - (only in the WebTrends menu) – Creates a summary of information that you can send to those who do not need the full WebTrends report data. For example, you might want to share the number of users registered without providing access to the revenue data. After you create a report, you can use Save Summary Worksheet to create a view of the summary data only,. Keep in mind that all the background data used to create the report is eliminated. Because the background information is removed, you cannot update or reset the data in reports generated as summary copies. • Set Row Limits – Lets you select a method to limit the number of rows returned in the data base query to the WebTrends data store. The default is to follow Excel behavior and trim only rows above 65,000. • Apply External Data – Allows you to select an External Data Join from the External Data Join List, so that you can add the corresponding external data to your SmartReport. If the External Data Join List is empty, then you need to contact your administrator to locate your external data. • Configure External Data Join (only in the WebTrends menu) – Lists all of the External Data Joins and summary information about each Join. Note that48 Report User’s Guide • WebTrends Analytics v8

this lists is part of a separate application called the SmartReports DataStore Manager, which runs separately from SmartReports. Also, this dialog box allows you to start defining your External Data Join. Refer to “Defining External Data Joins” on page 57 for more information. • SmartReport Settings (only in the WebTrends menu) – Configures the following settings for the report. − Data Store – Specifies the root location of the database information and allows you to change the report selection. If you decide to use more than one data store, you must keep track of your locations. − Admin Settings – Lets you restrict users from requesting data directly from the WebTrends server. If you intend to add external data, click Allow data additions and updates to the data store as necessary. − Login Information –Specifies whether to require a password for each update or to save the user name and password as part of the SmartReport. − Server Address – Specifies the address of WebTrends server. This information is automatically filled in when the report is exported from WebTrends and should not be changed unless you are sure of the new address. • SmartReport Help (only in the WebTrends menu) – Opens the online help for SmartReports. • About SmartReports (only in the WebTrends menu) – Provides version information about SmartReports.Working with External Data You may need to work with external data from another database in your SmartReport to get a more complete look at all of the analysis for a specific report. For example, suppose you have a SmartReport that shows the conversion rate for non-revenue generating Web sites, but you need to include campaign cost in your analysis in order to evaluate campaign return. You can add the campaign cost as external data to your SmartReport to get valuable campaign cost- based ROI analysis. Note External data refers to data that is generated by a program other than WebTrends and placed in a CSV (Comma Separated Values) file. You can use WebTrends to apply this external data to your SmartReport. Chapter 5 • Using SmartReports 49

Applying external data involves three general steps which are described in detail in the sections that follow: 1. Define an External Data Connection. For more information, see “Defining External Data Connections” on page 51. 2. Define a “Join” for the External Data Connection. For more information, see “Defining External Data Joins” on page 57. 3. Apply an External Data Join to the current report. For more information, see “Applying the External Data” on page 64.External Data and CSV Formatting The external data must be in a CSV file format. Column headers are allowed in the file. WebTrends supports standard US CSV format as well as other CSV formats as long as there is no thousands separator. WebTrends provides UI and INI settings for users to specify the field separator and decimal symbol, but there should be no thousands separator, unless the decimal separator is a period, in which case the comma can be used as thousands separator. These restrictions are the result of Microsoft MDB format functionality. Currency should be passed as numerics in CSV data files, so that the proper definition (for example, type=currency, symbol=$, decimal separator=.) is specified in the appropriate field of the External Data Connection dialog box (see next section).50 Report User’s Guide • WebTrends Analytics v8

Defining External Data Connections To define external data connections: 1. From the WebTrends menu, select Configure External Data – . The Data Store Manager opens, as shown in the following graphic. 2. Do any of the following: • Click Create Connection to create a new definition. • Click Import From Ini File to import an external data definition INI file that has already been created. After choosing this option, click Save. Then click the Apply External Data icon on the WebTrends toolbar and select an external data definition from the list. The INI file can contain an external data definition and/or an external data join definition. Chapter 5 • Using SmartReports 51

• Click Delete Connection to remove a definition. • Click Refresh Data to update the data for the specified connection. This action uses the newest CSV file. Note The lower part of this dialog box lists the external data joins that use this external data connection. Only joins for the highlighted external data connection name are displayed. In general, the external data connection is defined before the external data join. Click More Details to review the summary information for this join. 3. If you chose Create Connection, the next pane opens. 4. In the upper text box, type the name of the external data connection. 5. In the lower text box, type or browse to the path and file name of the external data. This is the location of the CSV data file.52 Report User’s Guide • WebTrends Analytics v8

6. Click Next. The next dialog box opens so that you can define the data fields. To continue defining the external data connection, you must specify how the rows of data in the CSV file (the external data file) correlate to the columns of data that SmartReports uses as shown in the following graphic. The top text field displays the first three rows of external data file (the specified CSV file).7. Select the delimiter used to separate columns in the CSV file.8. If you are using quotes to qualify text, select the Text is in quotes check box.9. If you want to use the first row of the file to label each column, select the Use first row labels for field names check box.10.Click Import to preview the column details of the external data file. This action causes the rows of data in the CSV file to appear in columns for the SmartReport. SmartReports displays the following column details for the data file in the Preview dialog box: Field Specifies the number of the field in the file from left to right. Name Chapter 5 • Using SmartReports 53

Specifies the name you want to display for the column in the SmartReport. This is also the name of the column in the database. Sample Value Specifies a sample value for the column. Data Type Specifies the type of data in the column, such as a text, date, or currency. The type of data usually has a corresponding format type, which you can specify from the activated list. Note that the text data type does not have a corresponding format. D/M Specifies whether the column identifies a dimension or a measure. In general, dimensions represent text information; measures represent numeric information. Format Specifies whether the column identifies a dimension or a measure. In general, dimensions represent text information; measures represent numeric information. 11.If you want to change how SmartReports reads each field, select the field you want to change and modify the settings as follows: • To modify the name of a field, type a name in the Name for Selected Column text box. • To change whether the column value is used as a measure or a dimension, select a different setting under Column Type. • To change the type of data associated with the column value, such as a date or currency, click Set Format and select the data type from the list.54 Report User’s Guide • WebTrends Analytics v8

12.Click Next. The dialog box shown in the following graphic opens.13.Specify which column of data is the primary key. If you do not select a key, duplicate data may degrade performance. Key Identifies the group of items in this data field (row or column) that is unique (that is, these items totally different than the items listed in other rows). You can select more than one key, but keep in mind that the combination of all key values for each row must be unique. If they are not unique, then the external data may fail to load.14.Select Always clear old data prior to loading new data to replace old data with the most recent data. If this is not checked, then data is appended to the existing data. Chapter 5 • Using SmartReports 55

15.Click Next, and the dialog box shown in the following graphic opens. 16.Review the CSV File summary and the Field Summary. 17.Click Save to keep this external data connection. Note that this action does not import the external data. A separate popup window allows you to import the external data. 18.Click Yes to the Import Now popup to import the external data to the MDB database – not to the SmartReport. 19.Before this data goes into a SmartReport, you must define an External Data Join for this External Data Connection. For more information, see “Defining External Data Joins” on page 57.56 Report User’s Guide • WebTrends Analytics v8

Your external data connection is listed, as shown in the following graphic:Defining External Data Joins After defining the External Data Connection, you can define the External Data Join. To define an external data join: 1. Click the Configure Join from the menu on the left. Chapter 5 • Using SmartReports 57

This dialog box lists all of the External Data Joins and provides corresponding summary information as shown in the following graphic.58 Report User’s Guide • WebTrends Analytics v8

2. Click Create to begin to define a new External Data Join. The External Data Join dialog box opens as shown in the following graphic.3. In the External Data Join Name text box, type the name of the External Data Join.4. From the WebTrends Report list, select the corresponding WebTrends report.5. From the External Data Definition Name list, select the external data definition that you want to join with the specified WebTrends report. Chapter 5 • Using SmartReports 59

6. Click Next. The following graphic shows the next dialog box that opens. 7. From the dropdown lists, select: • A SmartReport field. • An operator to relate the data in the SmartReport with the data in the external data file. • A corresponding external data field. 8. Click Add to list this “join” relationship in the lower text box of the pane.60 Report User’s Guide • WebTrends Analytics v8

9. Click Next. The dialog box that opens allows you to define how to handle multiple matches for each external data row as shown in the following graphic. For example, a Campaign ID may have multiple matches. If you selected equals (=) as the operator in the previous dialog box, you do not need to define options for duplicates. For the highlighted row, use the dropdown list to choose how to handle multiple matches. For text data, you can choose between the first or last instance of a multiple match. For numeric data, you can choose between average, count maximum, minimum, and summary. If you have designated a row as a key, by definition that row does not contain multiple matches. Chapter 5 • Using SmartReports 61

10.Click Next and review the summary information for the join field that you created, as shown in the following graphic.62 Report User’s Guide • WebTrends Analytics v8

11.Click Save to list this external data join definition with the corresponding external data definition. The dialog box shown in the following graphic opens. Click Close to exit and return to the SmartReport.Scheduling SmartReport Exports Lets you automatically generate scheduled exports of report data to the specified Smart- Report data store location. A BAT file is created that works with the Microsofts operating system scheduler. This batch file should not be edited by hand. To schedule automatic updates to SmartReports Data Stores, click Create Files in the left panel (under the Scheduled Exports topic) and follow the four-step process outlined in the panel: 1) select a report, 2) select a date range, 3) provide username and password, 4) specify the location to save the created files. Chapter 5 • Using SmartReports 63

Applying the External Data After you define the External Data Connection and create an External Data Join for that connection, you can apply the external data to the SmartReport. To apply the external data: 1. From the toolbar or form the WebTrends menu, click Apply External Data – The External Data Join List opens, as shown in the following graphic: 2. Select the external data join that you want to apply to this SmartReport and how you want the columns added. 3. Click Ok. The worksheet listing opens:64 Report User’s Guide • WebTrends Analytics v8

4. Click Add to add a new pivot table worksheet, or click Edit to modify an existing pivot table worksheet. A pivot table definition pane opens, as shown in the following graphic:5. Use the arrows to assign dimensions and measures to areas of the pivot table.6. Click Update Pivot or Create Pivot after you have made your selections. Chapter 5 • Using SmartReports 65

Pivot Table Overview A pivot table is an Excel feature. A pivot table report is an interactive table that quickly combines and compares large amounts of data. You can rotate and rearrange which dimensions of the data go in the row area, the column area, and the data area of the pivot table to see different views of the source data. You can also display details for areas of interest. Each pivot table consists of the following field types: Page Area Contains fields from the source data that you assign to a page (or filter) orientation in a pivot table report. For example, Year often used as a page field. You can use the Year field to display summarized data for only 2003, only 2004, and so on. Page fields allow you to filter the entire pivot table report to display data for a single item or all the items. Row Area Contains fields from the source data that you assign to a row orientation in a pivot table report. Dimensions are most often placed in the Row area Column Area Contains fields from the source data that you assign to a column orientation in a pivot table report. Dimensions can also be placed in the Column area to create crosstab reports. Data Area Contains fields that provide the data values to be summarized. Usually data fields contain numbers, which are combined with the Sum summary function, but data fields can also contain text, in which case the pivot table report uses the Count summary function. Add measures that interest you to this area.66 Report User’s Guide • WebTrends Analytics v8

The following graphic shows the pivot table areas in a sample SmartReport. Note that each area can contain several fields. For more information about pivot tables, see the Microsoft Excel documentation.Using Pivot Tables for Comparative Date Reports This section describes one way to use pivot tables to compare date reports. Although many ways are possible, this document describes only the most common method. It is best to compare only one measure at a time in order so see the values side-by-side. When reports contain more than one measure, it is very difficult to compare values. Chapter 5 • Using SmartReports 67

If you want to save the comparison report configuration, you should create another worksheet that points to the currently opened worksheet, because when you update the worksheet you replace all of the data. Note If you want to compare time perioeds that are not right next to each other (for example, compare this moth with the same month last year), you must export the data for those months separately and use Excel features to combine multiple data sources (by importing data from another spreadsheet as external data in Excel). To compare date reports 1. Select a report to export. 2. Select more than one date to compare data. 3. Select Include daily interval data in the export. This selection makes sure to include all of the data within a specific time period. If you want to compare data from multiple weeks, the selection you make here is the best way to group this data in the pivot table. Note that some metrics such as Visitors are not simply a sum from daily counts to equal the larger time period because some visitors are counted multiple times. WebTrends recommends that you choose the largest period of time that makes sense for the comparison for the most accurate numbers. 4. Export the report. 5. Using Excel, open the SmartReport of this report.68 Report User’s Guide • WebTrends Analytics v8

6. Select the date range. A calendar opens as shown in the following graphic:7. Save the workbook and its location. The SmartReport opens.8. Double click on one of the Grand Totals, as shown in the following graphic: Chapter 5 • Using SmartReports 69

9. A flat table opens, which shows all of the data that was in the pivot table is now in the worksheet. Select Data > PivotTable and PivotChart Report, as shown in the following graphic, to create a new pivot table. 10.A PivotTable and PivotChart Wizard takes you through three steps. Accept the default options unless you want a specific kind of pivot table.70 Report User’s Guide • WebTrends Analytics v8

11.After completing the wizard, you can drag and drop data into an area of the pivot table, as shown in the following graphic: Chapter 5 • Using SmartReports 71

The following graphic shows how the SmartReport looks after you drop and drag the data items: With this SmartReport, you can easily compare visit information for various pages on a particular day. Because pivot tables are so powerful, there are many ways to use the pivot table function to create a comparative report. The steps in this chapter show only a single method.72 Report User’s Guide • WebTrends Analytics v8

Excel’s 65,000 Row Limitation Because Excel cannot show more than 65,000 rows of data, you must understand how to limit the rows of data in your report if your report contains more than 65,000 rows of data. Moreover, in most cases, the performance of pivot tables is affected negatively when the report reaches over 20,000 rows of data. The Table Limit Options dialog box allows you to limit the number of rows retrieved from the SmartReports Datastore if you want to trim your total rows. However, because you can add multiple dimensions to the row area in a pivot table, you might drastically multiply the number of rows in a pivot table causing poor performance. Click Set Row Limits from the WebTrends menu to open this dialog box.Drilldown Capability SmartReports is an exceptional tool for drilling down to discover critical information. In fact, because WebTrends builds SmartReports as pivot tables, you can drill into data or hide data as you prefer. This drilldown capability can be especially useful when you are dealing with a hierarchy within the dimensions you are analyzing. For example, on a retail site, each product category may have a subcategory, and within that subcategory, you may have a further division. The following table shows how this might look for a hypothetical outdoor gear store. Product Category Subcategory Level 1 Subcategory Level 2 Camping Tents 3-season 4-season Camp Stoves Backpacking Car Camping Hiking Boots Men’s Women’s Clothing Men’s Women’s Chapter 5 • Using SmartReports 73

Product Category Subcategory Level 1 Subcategory Level 2 Backpacks Internal Frame External Frame Boating Kayaks Inflatable Non-inflatable Canoes Inflatable Non-inflatable Within reports, you can click a given dimension and drill down to the next level. For example, if instead of examining all product categories—Camping, Hiking, and Boating—you only wanted to view information about the Hiking category, you could click the Hiking Product category and view information about Boots, Clothing, and Backpacks. With SmartReports, you can drill as deep into your site as its hierarchy of pages allows. For instance, within the Hiking product category, you could drill down three levels, and examine visits to pages in the Internal Frame subcategory of the Backpacks subcategory.74 Report User’s Guide • WebTrends Analytics v8

The following graphic shows a SmartReport with categories and subcategories. Because this SmartReport is a pivot table, you can click a down arrow to select and deselect items in the report.Working with Dimensions and Measures For example, as shown in the following graphic, you can capture traffic and revenue information by product SKU (in this case, the model number), and then you can use translation and augmentation (either in WebTrends or in Excel) to group these SKUs into class, subclass, department, family or other category. You can calculate actual gross margin by product by importing Web analytics data containing revenue by product into Excel and then augmenting that data with external product costs. By determining these patterns, you can more effectively target the placement of products on your site. Chapter 5 • Using SmartReports 75

Data Exploration Using Microsoft Excel tools, you can choose the exact dimensions and measures you want to compare, and you can use these tools to discover significant correlations between dimensions. These tools use automated machine learning and statistics to uncover trends, which Excel can present in a variety of graphs, tables and charts. The following graphic shows an Excel chart with trend data mapping campaigns by sum of gross revenue for December 2003. This is an example of charting data augmentation that is calculated in Excel and shown in a graphical format.76 Report User’s Guide • WebTrends Analytics v8

The following graphic presents another Excel chart of trend data mapping. Note that you canuse pivot table reports to filter the data by group, department, or another criterion. Thisfiltering changes the visual representation in the graph. Chapter 5 • Using SmartReports 77

The following graphic shows the calculation of Gross Margin Return on Investment for various demand channels. External data such as Marketing Cost Per Click and actual product costs were added to the original WebTrends data and then used to calculate the GMROI. Another data exploration exercise might involve examining relationships between visitor attribute data: income level, zip code, gender and the content groups and ad campaigns visited. To do this, have Excel compare each visitor attribute and combination of visitor attributes against content groups, against the combination of content groups and ad campaigns, and then against ad campaigns. You can also use data exploration to reveal significant trends in customer behavior. For example, with an online travel site, women from zip code 97215 with an annual income of $70K visit the last minute deals page and respond to email ad campaigns more than any other visitor population segment does. Knowing this, you might choose to send out a targeted email for a last minute deal, and then use standard Web analysis reporting to see if that email campaign is effective.Overhead and Costs Data exploration is much more resource-intensive than looking at Web analysis data in the standard way. Getting the greatest results out of data exploration requires personnel who can look at all of the possible information that they can mine from your data and understand which correlated segments are worth pursuing. They must thoroughly understand data statistics and data interpretation to make the most of your investment. Another major cost regarding data exploration involves computing power. Data exploration can exhaust computing power very quickly because you have to do all sorts of cross tabulations of various dimensions to find which ones correlate.78 Report User’s Guide • WebTrends Analytics v8

Your Web site does not have to register a million hits to make data exploration cost-effective.It’s more about the money attached to your traffic than the total amount of traffic. Dataexploration can be a cost effective solution for Web sites with a lot of money riding on asmall amount of traffic.Data exploration will give you a lot more insight at a higher (and deeper) level, but theexploration involved can be expensive. You may explore many avenues before you reach theright one(s) using a method such as A/B testing, so you will need some intelligence to figureout which way to go. Because data exploration is open-ended, you should narrow the manypossibilities and achieve meaningful results.Consequently, a data exploration solution for your company doesn’t mean that you merelypurchase more software, plug it in and watch your income grow. You will have to look closelyat adding the right kind of personnel who will work hard to interpret the data. Chapter 5 • Using SmartReports 79

Chapter 6Express Viewer This chapter provides information about how to install the WebTrends Express Viewer tool and use it to view WebTrends Analytics Express Analysis data. For more information about configuring WebTrends to create Express Analysis reports, see the Administration Console Help. For information about configuring WebTrends software for Express Analysis, see the WebTrends Advanced Configuration Guide. Note Express Viewer is not available for WebTrends On Demand Small Business Edition.What Is Express Viewer? Express Viewer is a convenient, freestanding interface designed to work with WebTrends Express Analysis to provide current reporting on your site activity. Express Viewer provides regularly updated key metrics directly to your desktop to help you monitor important trends and stay on top of web site performance throughout the day. With the Express Viewer, you can: • See how campaigns are performing and how product sales are performing with those campaigns. By knowing which offers are performing best, you can make informed decisions about issues such as whether inventory needs to increase to meet demand. • Monitor your visitor trends to see which content areas are most visited. • Verify that your site is up and operating properly. • In a single view, monitor critical daily metrics throughout the day, enabling you to stay up to date on key campaign or product initiatives. Express Viewer can be configured to display data in graph mode, with constantly updated graphs, or in ticker mode, where the information appears in a small application bar as streaming text. Ticker mode takes very little screen space and enables you to easily review updated records throughout the day as your site records more traffic. Express Viewers can be customized for each user or department, letting them see just the information they are interested in.

Express Viewer Restrictions • Express Viewer can display up to 12 graphs. It does not display tables, scenario funnels, or butterfly graphs. • While Express Viewer can be used with standard WebTrends profiles, it is designed for use with Express Analysis profiles, which are updated more frequently.Installation Instructions You can install the Express Viewer from the WebTrends Administration Console. To install Express Viewer from the Administration Console: 1. In the left pane, select Install Components. 2. Click Install Express Viewer. The Installation wizard launches. 3. The Options dialog box opens. Enter your WebTrends password and click OK. Note Please contact your WebTrends administrator if you have questions about your WebTrends password. 4. You are notified when the installation is complete. Click Done to close the installer. You can now launch Express Viewer from shortcut icons on your desktop. You can also launch Express Viewer by selecting Start > Programs > WebTrends Express Viewer > Express Viewer.Configuration Instructions Complete the following steps to use a Standard Express Dashboard. 1. In WebTrends, create a new dashboard. For more information, see “Working with the Report Designer” in the WebTrends Installation and Configuration Guide. 2. In the General dialog box, for the Type Of Dashboard, select Web and the Make Compatible For Express Dashboards check boxes. 3. Add or edit an existing Web template. For more information, see “Working with the Report Designer” in the WebTrends Installation and Configuration Guide. In the Express Viewer dialog box, select the Express Dashboard you created.82 Report User’s Guide • WebTrends Analytics v8

4. Add or edit an existing Express Analysis profile. For more information, see “Profile Setup” in the WebTrends Installation and Configuration Guide. In the Report Templates dialog box, select the template containing the Express Dashboard. Start the Express Viewer from the shortcut on your desktop, or select WebTrends Express Viewer > Express Viewer from the Start Menu. Click Configure and on the Report tab, specify the profile and template to use.Uninstalling Express Viewer Use the Windows Add/Remove Programs feature to uninstall this program. Chapter 6 • Express Viewer 83

Chapter 7Using Marketing Lab Desktop This chapter provides information for report users and business analysts who use the Marketing Lab Desktop to work with data that is stored in your Marketing Warehouse.What is the Marketing Lab Desktop? Marketing Lab Desktop gives you access to the valuable customer and business event information captured in the Marketing Warehouse. Using Marketing Lab Desktop’s interactive performance dashboards, data exploration module, and a segment designer, you can easily identify whether you are hitting your performance targets, explore business events throughout the day, and identify the customer segments that will drive your next marketing initiatives.What Can I Do with Performance Dashboards? Performance Dashboards are interactive overview dashboards linked to specific roles within a Marketing organization. You can use them to get a quick view of Marketing performance using a targeted selection of key performance metrics. Because Performance Dashboards are interactive, you can also use them for benchmarking and track performance against the goals you set. Finally, you can use the What If tab to investigate which key changes could improve your marketing performance.How Can I Use WebTrends Explore? WebTrends Explore allows you work with event-based data using an interactive visual representation of your data. Explore gives you the flexibility to get answers in a way that makes sense to you. With Explore, you can profile any population of visitors by performing a series of right-click actions. You can act on the results of your exported data for more targeted campaigns and selling efforts.

For example, you might use Explore to: • Drill into your Marketing Warehouse data to uncover behavior patterns and improve conversion. • Create your own segments of information based upon actions of your visitors. • Compare visitor behavior across segments.How Does Marketing Lab Desktop Work? Marketing Lab Desktop connects to your Marketing Warehouse containing event-based data for your web site and performs real-time custom queries. Marketing Lab Desktop provides data in two forms: interactive Performance Dashboards, which provide an overview of Marketing performance data based on a standard set of queries, and Explore, a drilldown module which allows highly targeted data exploration. To ensure best performance, Explore queries the database for a sample of data rather than requesting all values if the number of visitors or events pass the sampling threshold for the selected time period. Data sampling is ideal for reporting on a large amount of data in real time and is statistically accurate for finding patterns in visitor behavior. As you find segments of interest in Explore, you can export an unsampled list of actual visitor records for those segments to a file in order to improve and refine your Marketing efforts. The Explore tree indicates whether your data is sampled. For more information, see “Working with Explore Trees” on page 93.How Can I Get Started? After you or your WebTrends Analytics administrator creates a Marketing Warehouse profile and gives users the rights they need, you can install the Marketing Lab Desktop to start working with data in your Marketing Warehouse. • For more information about installing Marketing Lab Desktop, see “Installing Marketing Lab Desktop” on page 87. • For more information about creating a Marketing Warehouse profile and setting up user rights, see “Preparing to Use the WebTrends Marketing Warehouse.” in the WebTrends Installation and Configuration Guide.86 Report User’s Guide • WebTrends Analytics v8

Installing Marketing Lab Desktop To install the Marketing Lab Desktop: 1. In the left pane of the WebTrends Analytics Administration Console, click Install Components. 2. Click Install Marketing Lab Desktop to launch the Marketing Lab Desktop Instal- lation Wizard. 3. The Welcome dialog box opens. 4. Click Next. 5. Select I accept the terms in the license agreement. (You cannot continue installing this feature without accepting the license agreement.) Click Next. 6. The Destination Folder dialog box opens, showing the default installation folder for Marketing Lab Desktop. Do nothing to accept the default location, or click Change to specify a different location. 7. If you are installing Marketing Lab Desktop on a computer running Windows 2003 and Macromedia Flash Player is not installed, you are prompted to install it. Marketing Lab Desktop requires Macromedia Flash Player v7 or higher. Click Yes to install the latest version. 8. Click Next, then Install to complete the installation. You are prompted when the installation is complete. 9. Click Finish to close the Installation Wizard. 10.To start Marketing Lab, select WebTrends Marketing Lab Desktop from the Windows Start menu.How You Can Use Marketing Lab Desktop Marketing Lab Desktop helps you manage your marketing programs whether you are an Online Marketing Manager, Customer Marketing Manager or Web Merchandiser. Using Performance Dashboards and WebTrends Explore, you can make sure your investments are getting the return that you expect, and make it easy for you to improve future Marketing activities. The following sections describe some ways you can use Marketing Lab Desktop throughout your organization. Chapter 7 • Using Marketing Lab Desktop 87

Managing Campaign Performance You are the Online Marketing Manager for a consumer electronics organization who recently launched a campaign offering 10% off digital cameras. When visitors clickthrough on banner ads for the new campaign, they are presented with an offer to register to win a free plasma screen TV. Using Performance Dashboards such as the Customer Marketing or Online Marketing dashboard, you can monitor revenue goals during a campaign. One week into the campaign, you see that you are behind your target goal. In order to boost sales, you want to send an email to the people who looked at digital cameras and registered for the promotion but did not buy. Using WebTrends Explore, you can perform the following query to pull the list of email addresses to remarket to these visitors. To pull this list using WebTrends Explore: 1. In the navigation bar, select Campaign > Visits from Campaigns as the Starting Point. An Explore tree opens in the right pane with Visits from Campaigns as the starting point node. 2. Right-click the starting point node, and select Breakdown By > Visit Event > Campaigns (Clickthroughs). 3. Select the 10% off Digital Camera Campaign node. 4. Right-click, and select Breakdown By > Segment > Registered and Non-Registered Visitors. 5. Right-click the Non-Registered node, and select Breakdown By > Segment > Buyers and Non-Buyers. 6. Right-click the Non-Buyer node and select Export Visitor List to File. Use the resulting list to send a targeted email to your non-buying visitors.Targeting Customer Segments You are a Customer Marketing Manager for a motorcycle products reseller who recently ran a home page promotion offering four different helmets at four different price points, ranging from $59 to $499. Using WebTrends Advanced SmartView, you found that your repeat customers are the ones who purchase the higher-priced helmets and have a higher average revenue per order.88 Report User’s Guide • WebTrends Analytics v8

You currently have an excess stock of high-end helmets that you want to sell before helmet manufactures launch next seasons product line. You want to target your loyal customers with a special offer on these high-helmets. In order to target those who are most likely to act on your offer, you can use WebTrends Explore to create a targeted email list of your most loyal customers who have looked at helmets in the past. To create a list of loyal customers: 1. In the navigation bar, select Customers as the Starting Point. An Explore tree opens in the right pane showing Customers as the starting point node. 2. Right-click the starting point node, and select Breakdown By > Visitor Metric. 3. In the Visitor Metric dialog box, specify a lifetime value range that represents your loyal customers. 4. Right-click the Lifetime Value node that opens and select Breakdown By > Visit Event > Content Groups Viewed. 5. Right-click the Helmet content group, and select Export Visitor List to File. Use the resulting list to send an email with your special offer to your loyal customers.Improving Conversion Rates You are a Web Merchandiser whose organization recently received a large number of close- out items in inventory that you need to turn around and sell quickly. You want to offer these discounted products using a promotional email to highly interested visitors who are not yet customers. Using Explore, you can identify frequent visitors to your site who have registered as visitors but who have never purchased. To create a list of highly engaged non-buyers: 1. In the navigation bar, select All Visitors as the Starting Point. An Explore tree opens in the right pane showing All Visitors as the starting point node. 2. Right-click the starting point node, and select Breakdown By > Segment > New and Returning Visitors. 3. Select the Returning Visitors node, and select Breakdown By > Segment > Registered and Non-Registered Visitors. Chapter 7 • Using Marketing Lab Desktop 89

4. Select the Registered Visitors node, and select Breakdown By > Segment > Buyers and Non-Buyers. 5. Select the Non-Buyers node, and select Export Visitor List to File.Working With Dashboards The Marketing Lab Desktop Dashboard Module includes five Key Metrics dashboards. Each dashboard provides a set of necessary metrics associated with a Marketing Team function. Because the dashboards are interactive, you can customize them to reflect information about performance goals and projections. For example, to track your actual site performance against your quarterly target, you can use the Set Goals tab to specify the percent of site conversion you want to achieve for the quarter. To see the projected effects of a change in the number of unique visitors on other metrics, you can move the Unique Visitors slider on the What If tab. WebTrends Marketing Lab Key Metrics dashboards include dashboards for the following Marketing functions: Customer Marketing Provides information focused on customer retention and site conversion rates to answer questions about whether marketing programs are succeeding in attracting and retaining customers. Executive Provides high-level information about visitors, site conversion, and revenue to answer questions about how well performance goals are being met and where to invest the budget. Merchandising Provides information focused on shopping cart activity, product views, sales and revenue to answer questions about sales performance and which product mix is working best. Online Marketing Provides information focused on visitor interaction to answer questions about how well you are meeting lead targets and how to lower the cost per lead.90 Report User’s Guide • WebTrends Analytics v8

Site Optimization Provides information focused on web site usage and navigation to answer questions about conversion success and how to help customers use the site more effectively.Navigating Dashboards To open a dashboard, click Dashboards in the left pane and click the dashboard name. Each instance of a dashboard is a separate instance. With the exception of saved goals, the settings you define within a dashboard apply only to that dashboard instance, and are reset to the default settings each time you launch the dashboard. For example, if you open two instances of the built-in Executive Key Metrics dashboard and change the What If tab settings for one instance, the second instance retains the original settings. When you start the Dashboards module and open a dashboard, the calendar opens to the date of the most recent analyzed data. The Calendar settings you choose while viewing a dashboard remain the same until you change them, or until you close the Marketing Lab Desktop and restart it. If you change the Calendar date to February 6, for example, any additional Dashboards you launch after the change open using that date. However, dashboards that are already open are not affected by the change.Performance Dashboards Tabs Each Performance Dashboard is tabbed. The settings on the Set Goals and Key Metrics tabs are populated to the other tabs. For example, changing the goals on the Set Goals tab affects the goals displayed on the other two tabs. Key Metrics Tab The Key Metrics tab is the overview tab for each built-in Performance Dashboard. Each Key Metrics tab shows an overview of the key data for a Marketing function such as Merchandising or Site Optimization. You can use the Key Metrics tab for several tasks: • To change the metric shown in the graph, click the metric. Chapter 7 • Using Marketing Lab Desktop 91

• To change the date range shown in the dashboard, click the Calendar icon in the toolbar and select a different date range. To view data in Compare mode, click the icon at the top right of the Calendar and select the Compare Mode icon. For more information about the Calendar, see “Using the Calendar” in the Marketing Lab Desktop Help. • To set performance goals so you can evaluate how well your metrics are meeting targets, click the Set Goals tab and specify a goal for each metric of interest. For more information about setting goals, see “Set Goals Tab” on page 92. You can monitor how each metric performs against its goals by looking at the % of Goal column and the gauge. When the gauge pointer is in the green, performance is at goal or better. When the gauge pointer is in the red, performance is under goal. Note Goals reset each time you initialize the dashboard unless you save them. Set Goals Tab The Set Goals tab allows you to set performance targets for eight metrics in the Key Metrics dashboard and see how they are performing against targets. If you have the appropriate user rights, you can save goals. The next time you launch the dashboard, the dashboard uses the saved goals by default. If you need to be granted rights to save goals, contact your WebTrends administrator. To set and save goals: 1. In the text box next to each Period 1 Goal, specify a numerical performance target by typing a value. If you want to set your performance goals to be equal to your results for the current time period, click Use Period 1. If you are using Compare mode, you can also set performance goals to the values for the second time period by clicking Use Period 2. You can modify individual values after you set goals to the results for a time period. 2. Select the Save check box next to each goal you want to save. 3. Click Save Goals. The goals you select are applied next time you launch the dashboard for that time period.92 Report User’s Guide • WebTrends Analytics v8

What If Tab The What If tab allows you to see how changes to the Unique Visitors, Site Conversion, and Order Value key metrics affect other metrics. You can use the sliders at the left to adjust values for these metrics and see the effects on the other metrics. If you have set goals, the gauge at the right also shows you how changes to these values could affect how performance goals are being met. To return the settings in this tab to show the data for the currently selected calendar dates, click Reset to Period 1 Actuals.Working with Explore Trees As you explore information collected in your Marketing Warehouse, WebTrends Explore presents the results of your exploration in the form of a tree. Each node of the tree shows the element measured and the value for that element. The following graphic shows an Explore tree: Chapter 7 • Using Marketing Lab Desktop 93

The following table describes the items called out in the previous graphic. Callout Description 1 The starting point you selected for your exploration. A starting point can be as general as “All Visitors” or a specific event such as “Visits from Campaigns.” Marketing Lab Desktop provides preconfigured starting points that are based on the event types collected in your Marketing Warehouse. 2 Parent nodes are nodes that are expanded into sub-nodes. These sub-nodes are referred to as child nodes. Connecting lines show the relationship between the parent and child nodes. 3 All Others shows the summary data for all child elements not displayed in the tree. 4 Child nodes inherit the characteristics of the parent node and measure the aspect of the parent that you selected as your data breakdown method. Their siblings appear in the same level in the tree. You can change the child node data by selecting its parent and changing the element displayed. 5 Opens a menu for working with the node. You can access the same menu by right-clicking in a node. 6 Shows other measures available for the selected node. 7 Indicates that the node data reflects a statistical sample of data. Click to view sampling statistics. 8 Shows the distribution of activity compared to sibling nodes.94 Report User’s Guide • WebTrends Analytics v8

Getting Started You can begin your exploration by picking a starting point, the type of event-based data that you want to work. The starting point you select determines the criteria available for breaking down the data. You can experiment with different starting points by picking a very general starting point such as All Visits or All Visitors or one of the more specific starting point categories. After you select a starting point, you can drill into your data by selecting a method for breaking down the data using the right-click menu. To start working with Explore: 1. In the navigation bar, click Explore. 2. In the navigation bar, select a starting point for your exploration. Click to select a starting point. • If you want to use a preconfigured starting point, expand the category folders to view the available starting points. • If you want to use a starting point that you created, click My Starting Points. 3. Click the calendar icon in the toolbar, and select a date range. When you open Explore and you select a starting point, the calendar opens to the date of the most recently analyzed data. You can work with different date ranges in each Explore window you open. 4. Select a method for breaking down the starting point. Right-click on the node to open the task menu, and select Breakdown By. • If you want to look at visitors by grouping measure values that you specify, select Visitor Metric. • If you want to look at patterns for a preconfigured audience or behavior segments, select Segment. • If you want to break down data by event type, select Visit Event. • If you want to break down data by location, select Geography. • If you want to look at patterns by characteristics of the visit, select Visit Attribute. Chapter 7 • Using Marketing Lab Desktop 95

5. You can continue to drill into your data by looking at the measure details for the child nodes that open, by breaking down a child node, or by changing the measure for a parent node. For more information about how to explore your data further, see Explore Help. Notes • You can break down one child node at a time. • You may need to use the scroll bars to view the entire tree.Using the Segment Module Use the Segment Module to define segment groups that you can use in the Explore Module to identify audience segments and to query the Marketing Warehouse for a subset of data. Segment groups are made up of collections of segment breakdown definitions. Segment breakdowns specify the data type (such as Visit or Visitors), the attributes associated with the segment, and the actual values that you want to use as matching criteria. For example, you want to create a segment group called Banner Campaigns that can be identified using the Campaign type and the Marketing Partner attribute. You want only certain attribute values to be associated with the Banner Campaigns segment group, so you create segment breakdown definitions (such as MSN, CNN, Google, Yahoo) that specify the values associated with each segment. For example, the Google segment breakdown could specify all the attribute values associated with Google (such as google.com and local.google.com).Creating Segment Groups Marketing Lab Desktop includes a set of preconfigured segment groups for you to use with the Explore Module. A segment group is a collection of segment breakdowns that you can use in the Explore Module to profile your visitors. Segment breakdowns specify the event type (such as Visit or Visitors), the attributes associated with the segment, and the actual values that you want to use as matching criteria. You can also create custom segment groups that pinpoint certain audience segments or visitor behavior. To add a segment group: 1. Select Tools > Manage Segments. 2. Click New, and the New Segment Group dialog box opens.96 Report User’s Guide • WebTrends Analytics v8

3. In the Name text box, type a meaningful name that identifies the segment group. 4. In the Description text box, type the purpose of the segment group. 5. Select the type of data associated with this segment group. The Explore Module queries the Marketing Warehouse for the type you select. 6. Select the attribute that is associated with this segment group. The list contains only attributes that are applicable for the type you selected. 7. Click Add Row to create a segment breakdown definition. These definitions specify the attribute values that match the segments you want to query. 8. In the Segment Name text box, type a name to identify the segment breakdown. 9. In the Values to Match text box, type the value that you want to use as matching criteria for this segment breakdown definition. Click Add. 10.Click OK to close the dialog boxes.Applying Segments in Explore You can use segments to work with your Marketing Warehouse data in WebTrends Explore. When you select a method for breaking down your data, all available segments are included in the Breakdown By > Segment list. For more information, see “Getting Started” on page 95. Chapter 7 • Using Marketing Lab Desktop 97

IndexA Eadvanced SmartView profiles . . . . . . . . . 28 Excelalternate format for exported reports . . . 32 converting reports to . . . . . . . . . . . . 31 data exploration . . . . . . . . . . . . . . . . 76B Excel pivot tables . . . . . . . . . . . . . . . . . 39 Explorebookmarking reports. . . . . . . . . . . . . . . 21 overview . . . . . . . . . . . . . . . . . . . . . 85 Explore trees . . . . . . . . . . . . . . . . . . . . 93 exporting reportsC and user rights . . . . . . . . . . . . . . . . . 35Calendar Compare View . . . . . . . . . . . . 17 macro security settings . . . . . . . . . . . 32calendar view, selecting . . . . . . . . . . . . . 17 exportsChinese reports, exporting . . . . . . . . . . . 34 foreign-language reports . . . . . . . . . . 34conversion rates . . . . . . . . . . . . . . . . . . 89 required user rights . . . . . . . . . . . . . 35Custom Calendar View . . . . . . . . . . . . . 17 Express Viewer . . . . . . . . . . . . . . . . . . 81custom reports . . . . . . . . . . . . . . . . . . . 12 configuration. . . . . . . . . . . . . . . . . . 82 installation . . . . . . . . . . . . . . . . . . . 82 system requirements. . . . . . . . . . . . . 8D uninstallation. . . . . . . . . . . . . . . . . . 83 external datadashboards, in reports . . . . . . . . . . . . . . 16 applying . . . . . . . . . . . . . . . . . . . . . 64Dashboards, navigation of . . . . . . . . . . . 91 working with SmartReports . . . . . . . 49 external data connections defining . . . . . . . . . . . . . . . . . . . . . 51 external data joins defining . . . . . . . . . . . . . . . . . . . . . 57 Index 99

F PFeedback, customer center . . . . . . . . . . 2 parent-child profiles . . . . . . . . . . . . . . . 28 Performance Dashboards . . . . . . . . . . . 85H Performance Dashboards tabs . . . . . . . . 91 pivot table reports . . . . . . . . . . . . . . . . 39hardware, required . . . . . . . . . . . . . . . . 4 pivot tables . . . . . . . . . . . . . . . . . . . . . 66HTML reports profile creation wizards . . . . . . . . . . . . . 29 conver to PDF . . . . . . . . . . . . . . . . 31 profiles . . . . . . . . . . . . . . . . . . . . . . . . 25 convert to CSV file . . . . . . . . . . . . . 31 advanced SmartView . . . . . . . . . . . . 28 convert to Excel (SmartReports) . . . . 31 parent-child. . . . . . . . . . . . . . . . . . . 28 convert to Word . . . . . . . . . . . . . . . 31 types of . . . . . . . . . . . . . . . . . . . . . 26J QJapanese reports, exporting . . . . . . . . . . 34 querying reports . . . . . . . . . . . . . . . . . . 20K RKey Metrics dashboards . . . . . . . . . . . . 90 report bookmarks . . . . . . . . . . . . . . . . . 21Korean reports . . . . . . . . . . . . . . . . . . . 34 Report Exporter requirements . . . . . . . . . . . . . . . . . . 31 uninstalling . . . . . . . . . . . . . . . . . . . 35M Reporting Consolemacro security settings . . . . . . . . . . . . . 32 required hardware and software . . . . . 4macro settings for SmartReports . . . . . . 43 system requirements. . . . . . . . . . . . . 4macro settings to export data . . . . . . . . . 32 reportsMain Calendar View . . . . . . . . . . . . . . . 17 Calendar Compare View . . . . . . . . . . 17Marketing Lab Desktop. . . . . . . . . . . . . 85 calendar views . . . . . . . . . . . . . . . . . 17 installing . . . . . . . . . . . . . . . . . . . . . 87 changing language . . . . . . . . . . . . . . 15Marketing Lab Desktop requirements . . . 5 changing template . . . . . . . . . . . . . . 15Marketing Warefhouse profiles . . . . . . . 27 converting to new format on demand 32Microsoft Excel criteria for converting . . . . . . . . . . . . 31 and WebTrends toolbar . . . . . . . . . . 46 CSV format . . . . . . . . . . . . . . . . . . 31 converting reports to . . . . . . . . . . . . 31 Custom Calendar View . . . . . . . . . . . 17 pivot tables . . . . . . . . . . . . . . . . . . . 39 dashboards . . . . . . . . . . . . . . . . . . . 16Microsoft Word exporting . . . . . . . . . . . . . . . . . . . . 41 converting reports to . . . . . . . . . . . . 31 exporting in non-Western characters . 34100 Report User’s Guide • WebTrends Analytics v8

exporting to alternate formats . . . . . . 31 toolbar and menu . . . . . . . . . . . . . . 46 macros for exporting . . . . . . . . . . . . 32 uses . . . . . . . . . . . . . . . . . . . . . . . . 39 Main Calendar View . . . . . . . . . . . . . 17 viewing . . . . . . . . . . . . . . . . . . . . . . 45 Microsoft Word and Excel . . . . . . . . 31 Smartreports Microsoft Word format . . . . . . . . . . 31 installing . . . . . . . . . . . . . . . . . . . . . 42 PDF format . . . . . . . . . . . . . . . . . . 31 SmartView querying . . . . . . . . . . . . . . . . . . . . . 20 system requirements. . . . . . . . . . . . . 6 SmartReports (Excel) . . . . . . . . . . . . 31 software, required . . . . . . . . . . . . . . . . . 4 structure . . . . . . . . . . . . . . . . . . . . . 15 system requirements . . . . . . . . . . . . . . . 4 user rights for exporting . . . . . . . . . . 35 Express Viewer . . . . . . . . . . . . . . . . 8required hardware and software . . . . . . . 4 Reporting Console . . . . . . . . . . . . . . 4requirements for Marketing Lab Desktop 5 SmartReports . . . . . . . . . . . . . . . . . 7 SmartView . . . . . . . . . . . . . . . . . . . 6S Tscheduled Word reports and Windows XP. . . . . . . . . . . . . . . 32 templates, report . . . . . . . . . . . . . . . . . 15Scheduler This . . . . . . . . . . . . . . . . . . . . . . . . . . 85 exporting reports . . . . . . . . . . . . . . . 44searching reports . . . . . . . . . . . . . . . . . 20 Usegment breakdown . . . . . . . . . . . . . . . 96segment group . . . . . . . . . . . . . . . . . . . 96 user rightsSegment Module . . . . . . . . . . . . . . . . . 96 for Scheduler service . . . . . . . . . . . . 35segmentation . . . . . . . . . . . . . . . . . . . . 88SmartReports applying external data . . . . . . . . . . . . 64 W benefits . . . . . . . . . . . . . . . . . . . . . 73 WebTrends Analytics profiles . . . . . . . . 27 creating . . . . . . . . . . . . . . . . . . . . . 40 WebTrends Explore . . . . . . . . . . . . . . . 85 defining external data connections . . . 51 WebTrends Express Viewer . . . . . . . . . 81 defining external data joins . . . . . . . . 57 WebTrends Scheduler dimensions and measures . . . . . . . . . 75 exporting reports . . . . . . . . . . . . . . . 44 drilldown . . . . . . . . . . . . . . . . . . . . 73 WebTrends toolbar and menu . . . . . . . . 46 external data . . . . . . . . . . . . . . . . . . 49 Windows XP installing from Admin Console . . . . . 42 scheduled Word reports . . . . . . . . . . 32 installing from the Reporting Console 41 Word macro settings . . . . . . . . . . . . . . . . . 43 converting reports to . . . . . . . . . . . . 31 system requirements. . . . . . . . . . . . . 7 Index 101

WebTrends Report User's Guide

by datacleaners11 on Dec 23, 2010

Accessibility

Tags

Upload Details

Usage Rights

Statistics

WebTrends Report User’s Guide — Presentation Transcript