Engage10 Debrief

WebTrends Engage10 Debrief Ken Quandt Web Managing Editor Marketing and Communications February 2010

WebTrends Basics
Basic Facts
Webtrends can track almost any Web site, social media, mobile application activity.
Robust Reporting Capabilities
“ Out of the Box” Reports
Custom Reports
WebTrends Functionality vs. Google Analytics Functionality
WebTrends Extremely Robust and Customizable
WebTrends : Google Analytics :: Audi S4 : VW Beetle

WebTrends Basics (cont’d.)
Basic Facts
Tools That Make WebTrends Work
Cookies
Saved to visitor’s computer; provide data to WebTrends
Javascript Tags
Tags are placed in HTML code on pages, templates
Capture data, send to WebTrends application

Basic Facts
Webtrends Comes in Two Flavors
Software (In-House Install)
Unlimited Profiles
More Robust Functionality Than OnDemand
Requires In-House Hardware and Tech Support
OnDemand (Hosted Service)*
Fixed Number of Profiles
Less Robust Functionality Than “Software” Version
Our Data Saved at WebTrends Data Center
Minimal In-House Tech Support
*This is what we use at Rush

The WebTrends Analytics 9 Family
OnDemand and Software Versions
Developer Network – Articles, Discussion, Tools
Tag Builder - Build the Tags to Track What You Want to Track
Available Interfaces
OnDemand (Standard)
Insight (Google Analytics-esque)
New: Mobile (iPhone, Blackberry, Android)

WebTrends Features
Filters – Filter Out/In Data (e.g., filter out internal site visitors from data)
Templates – Make It Possible To Define Content (Reports) and Other Elements that Our Users Can View
Dashboards – Centralized View of Critical Tables and Graphs
Out of the Box
Custom
Scenario Analysis – Analyze a Sequence of Steps that Lead to a Conversion (e.g., complete an online form to sign up for an event)

WebTrends Features (cont’d.)
Roles
Predefined Sets of User Rights That Can Be Applied to More Than One User
SmartReports
Export WebTrends Data to Excel
Excel Report Can Be Automatically Updated Weekly, Monthly, Annually, etc.
Not Necessary to Log Into WebTrends Application to Refresh Report

WebTrends Features (cont’d.)
Queries
Produce Reports Using Query Function
Example: Find all pages that received two or fewer views in the current month; identify content that is not attracting visitors, not helping to drive conversions.
Calculated Measures
Create a New Column in an Existing Report Based on Our Specific Needs

WebTrends and Facebook
Measuring Facebook
Metrics Native to Facebook are Somewhat Limited
WebTrends Can Provide Metrics on Some Facebook Elements (e.g., tabs, groups, applications)
For more information see Justin Kistner’s presentation, “A Brief Intro to Facebook Marketing,” at http://www.slideshare.net/WebTrends/brief-intro-facebook-marketing

Next Step: Web Site Optimization

Web Site Optimization (cont’d.)
Optimize is a New WebTrends Solution
Web Site Optimization is Not the Same as Search Engine Optimization
Facilitates Testing, Segmentation, and Targeting
Determine Which Content and Features are Resonating With Your Web Site Visitors
Testing Can Be As Granular As Necessary
Example: Images, Links, News Story Blocks, etc.
Use Data to Drive Site Content and Page Design Decisions
Realize Immediate Page “Lift” and Better Conversion Rate

Web Site Optimization (cont’d.)

Web Site Optimization (cont’d.) For more information see Bob Garcia’s presentation, “Turn Good Results into Great,” at http://www.slideshare.net/WebTrends/optimize-turn-good-results-into-great-webtrends2010

Questions? Please contact Ken Quandt by e-mail at [email_address] or by phone at (312) 942-6846 with follow-up questions.

Engage10 Debrief

by Kenneth Quandt on Feb 17, 2010

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Engage10 Debrief — Presentation Transcript