Making Analytics Actionable with Web Content Management
1. Making Analytics Actionable with Web
Content Management
Annie Weinberger
Director of Product Marketing, Interwoven
2. Agenda
• Learn how Interwoven & WebTrends are Shifting
Expectations with
– Analytics and Content Management
– Analytics and Targeting
– Analytics and Website Optimization
• Demo of closed-loop integration
3. Typical Challenges with Web Analytics
Marketers cannot understand the reporting results
•
Marketers cannot easily take action
•
Analytics show issues but don’t suggest solutions
•
Marketing wants to be empowered to deploy analytics
•
ready content
4. Maximizing Online Business Performance
Driving Insight to Action
The Business Experience The Customer Experience
Deliver
Create Optimize
Analyze
6. WebTrends with…
Integrate analytics into your Using Web Analytics to Reveal
content management process Optimization Points
Analyze the success of online Using Analytics to Show the
campaigns and Results of Tests
offers Using Web Analytics to
Act on insights to optimize combine results of optimization
customer experience with other online and offline
data for analysis
Marketers can act on Web insights without IT support
10. TeamSite Web Analytics Integration
• Analytics Integration (TeamSite 6.7.2)
– Out of the box analytics components to
automatically tag Web pages for analysis
– Support for Omniture SiteCatalyst, HBX,
WebTrends, Google Analytics
– Empower marketers to pass information back
into Web analytics reports
• Closed-Loop Analytics Integration
(TeamSite 6.7.2 SP1)
– Overlay reporting in preview and
run-time
– Site specific reporting from within TeamSite
11. TeamSite WebTrends Closed-Loop
Integration Overview
• Closed-Loop Integration adds access to reporting capabilities
from within TeamSite in addition to business user friendly page
tagging
and data collection functionality
• In-line display of WebTrends
site-level reports in TeamSite UI
• Integration of WebTrends'
SmartView plug-in within the
TeamSite preview environment
to display page-level analytics data
12. Standard Out-of-the-Box Site Reports
• Overview Dashboard - (pages, referring site, visitor summary, visit
summary, exit pages, page view summary)
• Marketing Dashboard - (Referring Site, Onsite Ad Impressions Trend)
• Visitors Dashboard - (Visit Summary, Visitor Summary, Visitors by Number of
Visits, Organizations, Countries)
• Pages Dashboard - (Page Views Trend, Content Groups, Page View
Summary, Pages Trend, Entry Pages, Pages, Exit Pages, Directories)
• Navigation Dashboard - (Entry Pages, Exit Pages, Single Page Visits)
• Technical Dashboard - (Hits Trend, Browsers by Version, Technical
Summary, Average Time to Serve Pages, Bandwidth Trend)
• Activity Dashboard - (Hits by Hour of the Day, Hits by Day of the Week, Most
Active Summary, Least Active Summary, Activity on Weekdays, Activity on
Weekends, Bandwidth Trend)
• Browsers and Platforms Dashboard - (Browsers, Browsers
Trend, Spiders, Platforms Trend)
15. WebTrends SmartView Overlay
Control Integration
• IE plug-in (ActiveX control) displays inline analytics data on
links within TeamSite
• SmartView & TeamSite
integration allows marketers
to view link level data while
navigating through preview
environment of live pages
• Make changes to the page directly from the preview
environment
17. The Impact: Analyzing Data and Act
on Insights
With Interwoven
Without Interwoven
Toggle from WCM platform to Open graphical Analytics reports
launch Analytics inside TeamSite
Find all relevant page data
and analyze performance
Per Page
Savings Launch SmartView to analyze
=
Toggle to WCM platform, find
page, make or request changes visual overlay of data
$95
Make or request tag changes
Directly make content
Publish revised content or
changes and publish
request IT to publish
Time: 2 Hours (over 3 day period) Time: 25 Minutes
Cost: $1 per min x 25 Min = $25
Cost: $1 per min x 120 Min = $120
18. Create – Deliver – Optimize – Analyze
View Web Analytics
site reports
Review page within
Make changes TeamSite’s analytics
& publish heat map overlay
Open component to
Determine and
make obvious changes
promote winner
(edit sale promotion)
Open component to run
a multivariable test on
less obvious issues
(test image, text, button, etc.)
19. Analytics and Website Optimization
• Web Analytics is a great place to start your optimization
journey
• Using Web Analytics to Reveal Optimization Points
• Using Analytics to Show the Results of Tests
• Using Web Analytics to combine results of optimization with
other online and offline data for analysis
20. Analytics and Website Optimization –
Stage 1
• Identify key stages of customer interaction
• Leverage web analytics data
21. Maximize Conversion Throughout
Your Website
Traffic
Acquisition (Email, Ads) +1%
Landing Page +5%
Form Page +2%
Check-out +8%
Customer
Bottom Line results = +$$$
22. Where are the Highest Points of Value
Email Ad
Inside Pages Home Page Landing Pages
Log-in Page
Product Page
Shopping Cart
Sign-up Page
Billing Page
Contact Us Page Thank You
Page
23. Next Step - Target using Various Types
of Audience Data
Thursday
Traffic
C
B
Monday
A
Traffic
Continue
D E
Testing
Search
Traffic
F
Ad Banner
Traffic
24. Rohm and Haas Delivers on Customer
Needs
Previous Challenges
The Website was not leveraged effectively as
a strategic channel to support sales and
marketing
Not able to turn analytics data into an
actionable customer strategy
Results with Interwoven
“Interwoven has given us the tools to make
business insight more actionable and align
ourselves better with our customers’ needs.
We can anticipate what customers really want
through analytics, then use Interwoven to
deliver it proactively.”
-- Eric Soll, Sales and Marketing IT
Manager, Rohm and Haas
