Amnesia Razorfish Omniture Training

1. >"Omniture"Training"<"
Smart&Data&Driven&Marke.ng&

2. >"Background"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 2&

3. >"Corporate"data"journey""
May&2011& ©&Datalicious&Pty&Ltd& 4&
Time,&Control&
Sophis.ca.on&
Stage"1"
Data"
Stage"2"
Insights"
Stage"3"
Ac=on"
Third&par.es&control&
most&data,&ad&hoc&
repor.ng&only,&i.e.&&
what&happened?&
Data&is&being&brought&&
inHhouse,&shiI&towards&
insights&genera.on&and&
data&mining,&i.e.&why&
did&it&happen?"
Data&is&fully&owned&&
inHhouse,&advanced&
predic.ve&modelling&
and&trigger&based&
marke.ng,&i.e.&what&&
will&happen&and&&
making&it&happen!"

4. >"Smart"data"driven"marke=ng"
March&2011& ©&Datalicious&Pty&Ltd& 5&
Media"AMribu=on"
Op=mise"channel"mix"
Tes=ng"
Improve"usability"
$$$"
Targe=ng""
Increase"relevance"
Metrics"Framework"
Benchmarking"and"trending"
Metrics"Framework"
Benchmarking"and"trending"

5. >"Web"Analy=cs""
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 6&

6. >"Measuring"Online"Success"
March&2011&
%"
Conversion&funnel&
Product&page,&start&a&form,&download&content,&watch&
content,&add&to&shopping&cart,&view&shopping&cart,&cart&
checkout,&payment&details,&shipping&informa.on,&order&
confirma.on,&applica.on&submiOed,&etc&
Conversion&income&($$$$$)&
Campaign&spend&($$$)&
©&Datalicious&Pty&Ltd& 7&

7. >"Addi=onal"success"metrics""
March&2011& ©&Datalicious&Pty&Ltd& 8&
Click"
Through"
Add"To""
Cart"
Click"
Through"
Page"
Bounce"
Click"
Through" $"
Click"
Through"
Product"
View"
Call"back"
request"
Phone"
Sale" $"
$"
$"
Cart"
Checkout"
Page""
Views"
?"
Product""
Views"
?"

8. >"Conversion"Funnel"Maps"
March&2011& ©&Datalicious&Pty&Ltd& 9&

9. Awareness" Interest" Desire" Ac=on" Sa=sfac=on"
>"AIDA"and"AIDAS"formulas""
March&2011& ©&Datalicious&Pty&Ltd& 10&
Social&media&
New&media&
Old&media&

10. Reach"
(Awareness)&
Engagement"
(Interest&&&Desire)&
Conversion"
(Ac.on)&
+Buzz"
(Sa.sfac.on)&
>"Simplified"AIDAS"funnel""
March&2011& ©&Datalicious&Pty&Ltd& 11&

11. People"
reached&
People"
engaged&
People"
converted&
People"
delighted&
>"It’s"all"about"people"numbers"
March&2011& ©&Datalicious&Pty&Ltd& 12&
40%" 10%" 1%"

12. >"New"consumer"decision"journey"
March&2011& ©&Datalicious&Pty&Ltd& 13&
The&consumer&decision&process&is&changing&from&linear&to&circular."
Change&increases&
the&importance&of&
experience&during&
research&phase.&
Online"research""

13. >"The"consumer"data"journey""
March&2011& ©&Datalicious&Pty&Ltd& 14&
To&reten=on"messages&To&transac=onal"data&
From&suspect&to& To&customer"
From&behavioural"data& From&awareness"messages&
Time&Time&
prospect"

14. Capture"internet"traffic&
Capture&50H100%&of&fair&market&share&of&traffic&
Increase"consumer"engagement"
Exceed&50%&of&best&compe.tor’s&engagement&rate&&
Capture"qualified"leads"and"sell&
Convert&10H15%&to&leads&and&of&that&20%&to&sales&
Building"consumer"loyalty"
Build&60%&loyalty&rate&and&40%&sales&conversion&
Increase"online"revenue&
Earn&10H20%&incremental&revenue&online&
>"Increase"revenue"by"10D20%""
March&2011& ©&Datalicious&Pty&Ltd& 15&

15. >"Coordina=on"across"channels""""
May&2011& ©&Datalicious&Pty&Ltd& 16&
OffDsite"
targe=ng"
OnDsite"
targe=ng"
Profile""
targe=ng"
Genera=ng"
awareness"
Crea=ng"
engagement"
Maximising"
revenue"
TV,&radio,&print,&
outdoor,&search&
marke.ng,&display&
ads,&performance&
networks,&affiliates,&
social&media,&etc&
Retail&stores,&inHstore&
kiosks,&call&centers,&
brochures,&websites,&
mobile&apps,&online&
chat,&social&media,&etc&
Outbound&calls,&direct&
mail,&emails,&social&
media,&SMS,&mobile&
apps,&etc&

16. New"vs."returning"visitors"

17. AU/NZ"vs."rest"of"world"

18. Skiing&
Content&
Rugby&
Content&
>"Automa=c"Affinity"Segmenta=on"
March&2011& ©&Datalicious&Pty&Ltd& 19&
Affinity&&
“Skiing”"

19. March&2011& ©&Datalicious&Pty&Ltd& 20&

20. What"is"likely"to""
maximise"conversion?"

21. Purchase"
Cycle"
Segments:"Colour,"price,"
product"affinity,"etc"
Media"
Channels"
Data""
Points"
Default,"
awareness"
Have"you""
seen"A?"
Have"you""
seen"B?"
Display,"
search,"etc"
Default"
Research,"
considera=on"
A"has"great""
features!"
B"has"great""
features!"
Search,"
website,"etc"
Ad"clicks,"
prod"views"
Purchase"
intent"
A"delivers"
great"value!"
B"delivers"
great"value!"
Website,"
emails,"etc"
Cart"adds,"
checkouts"
Reten=on,"
up/crossDsell"
Why"not"
buy"B?"
Why"not"
buy"A?"
Direct"mails,"
emails,"etc"
Email"clicks,"
logins,"etc"
>"Targe=ng"matrixes"
March&2011& ©&Datalicious&Pty&Ltd& 22&

22. >"What"is"Omniture?"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 23&

23. >"Omniture"is"a"BEAST!"
March&2011& ©&Datalicious&Pty&Ltd& 24&

24. Omniture"SiteCatalyst"

25. >"Omniture"SiteCatalyst"Outline"
March&2011& ©&Datalicious&Pty&Ltd& 26&
&
! How&it&works&
! The&data&structure&
! Key&Variables&
! Classifica.ons&
! Examples&

26. >"How"it"works"
March&2011& ©&Datalicious&Pty&Ltd& 27&
! Collect&info&from&the&page&(.tle,&url,&
referrer,&sec.on,&content,&.me,&day,&etc)&
! Collect&info&on&the&user&(new/repeat,&
segments,&customer/prospect,&interests,&
etc)&
! Take&all&the&above&and&request&it&as&a&URL&
! Collect&the&info&above&into&a&database&

27. >"Basic"Data"Structure"
March&2011& ©&Datalicious&Pty&Ltd& 28&
.me& Visitor&ID& Events& campaign& products& pageName&
12:30&Sat…& 12345567& event1,event2& p:sem& 102,103& travel:why:skiiing&
12:31&Sat…& 13323222& event3& direct& travel:home&
12:32&Sat…& 13323222& event5& travel:why:skiiing&
• Every&request&(pageview)&to&Omniture&becomes&a&new&row&
• Think&of&it&as&a&giant&spreadsheet&
• Events&are&grouped&together&
• Products&are&grouped&together&
• Custom&variables&are&also&available&
&

28. >"Events"become"counters"
March&2011& ©&Datalicious&Pty&Ltd& 29&
pageName& event1& event2& event3& event4& event5&
travel:why:skiiing& 1& 1& 0& 0& 1&
travel:home& 0& 0& 1& 0& 0&
• This&is&how&reports&show&actual&numbers&
• Events&are&counted&against&each&variable&value&in&the&same&
row&
• When&thinking&of&a&visit,&all&rows&of&a&par.cular&visitorID&in&a&
session&.me&window&are&added&together&
&

29. >"Types"of"Variables"
March&2011& ©&Datalicious&Pty&Ltd& 30&
! PageName&"&think&site&structure&
! Products&"&what&are&you&selling&
! Campaign&"&where&did&people&come&
from&
! Props&"&What&happened&on&a&page&
! Evars&"&Something&you&learned&about&
the&visitor&

30. >"The"PageName"Variable"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 31&

31. >"KPIs"Depend"On"Solid"Founda=on"
Web&
Analy.c&
Data&
Business&
Objec.ves&
1
2
3
KPIs
Founda.on&
Key&Performance&Indicators&also&depend&on&a&solid&founda.on&of&wellH
defined&page&names,&content&hierarchy,&and&report&suite&architecture.&
Without&these&building&blocks&in&place,&making&decisions&and&taking&
ac.on&on&the&data&will&prove&difficult.&

32. >"UserDfriendly"Page"Names"
Context:&Include&directory&structure&or&content&
hierarchy&in&the&page&name&to&help&users&orient&
the&page&within&the&site&and&simplify&report&
filtering.&
Clarity:&Ensure&the&page&name&is&clear&and&easily&
iden.fiable&for&infrequent&users.&
Conciseness:&Keep&the&page&name&as&short&as&
possible&to&maximize&limited&character&space.&
Three&C s&of&Effec.ve&Page&Naming&
! Defining&a&good&page&naming&strategy&is&
one"of"the"most"important"steps&in&
maximizing&Web&analy.cs&success.&
! In&order&to&help&people&understand&the&
performance&of&site&content,&TA&should&
consider&crea.ng&more&userHfriendly&
page&names.&
! You&will&need&to&create&page&names&
that&are&contextual,&clear,&and&concise.&

33. A&Friendly&Page&Name&has&
two&parts:&URL&structure&
stem&and&specific&page&
name.&
Clarity&
>"Structure"of"a"Quality"Page"Name"
directory:subdirectory:subHsubdirectory:specific&page&name&
Context&
Conciseness&
Context&focuses&on&the&URL&
structure&stem,&which&helps&
to&iden.fy&where&a&page&
resides.&
Which&
neighborhood?&
&
Conciseness&primarily&focuses&on&making&the&URL&structure&stem&
as&short&as&possible.&The&specific&page&name&part&should&also&be&
as&concise&as&possible&but&most&of&the&emphasis&will&be&on&the&
stem.&
Use& US &instead&of& United&States ?&
Clarity&is&an&overarching&concern&for&the&en.re&page&
name.&
Will&users&know&what&page&this&is?&
URL&structure&stem&

34. >"PageNames"should"be"like"Pyramids"

35. >"Content"Hierarchy"
Site&Sec.on&Level&
Sub&Sec.on&Level&
Page&Level&
Page&Type&
Different&aggrega.ons&
of&content&data&will&
allow&you&to&iden.fy&
key&paOerns&at&higher&
levels&and&then&drill&
into&specific&details&at&
lower&levels&

36. >"Page"Naming"Examples"
Good&Page&Naming& Bad&Page&Naming&vs.&
! Clear and user-friendly
! More concise
! Easy to filter and search
! Consistent format
! Unclear and confusing
! Too long (URLs)
! Awkward to filter and search
! Inconsistent format

37. ©&2007&Omniture&Inc.,&
Confiden.al&&&Proprietary&
>"Sample"Page"Naming"
NOTE:&Page&names&should&not&be&exact&copies&of&
the&bread&crumb&because&for&example& Home&> &is&
unnecessary&and&other&text&in&the&bread&crumb&
may&need&to&be&abbreviated&for&CONCISE&page&
names.&
Page&names&could&leverage&the&bread&crumbs&on&
each&page.&The&bread&crumb&captures&the&page&
CONTEXT&as&it&reveals&the&loca.on&of&each&page.&
The&sec.on,&department,&and&category&of&each&
page&should&go&into&each&page&name&for&page&
filtering&purposes.&
hOp://www.newzealand.com/things_to_do/snowboarding/index.html&
Sample&page&name:&&
&
Travel:&things&to&do:&snowboarding&
&
&
Sub&Sec.on&sec.on&site&

38. >"Page"Naming"Op=ons"
Recommended(
1. ServerDside:&Use&serverHside&logic&to&populate&page&name&
for&each&web&page.&
2. HardDcode:&Manually&set&page&name&on&each&web&page.&
Use(With(Cau2on&
3. PageName"plugDin:&JavaScript&plugHin&strips& hOp://
www.domain.com/ &from&URL&page&names.&
Not(Recommended(
4. Leave"blank:&SiteCatalyst&defaults&to&page&URL.&
5. Document.=tle:&Uses&the&.tle&of&each&page&instead&of&
URL.&

39. >"The"Campaign"Variable"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 40&

40. >"External"Campaign"Tracking"
! Campaigns&demand&very&special&
aOen.on&within&a&global&type&
structure.&
– Dont&duplicate&tracking&codes&for&disparate&campaigns&
– Use&structured&tracking&codes:&cid=e:tar:0003&
! As&a&best&prac.ce,&we&recommend&
crea.ng&uniform&tracking&codes.&
Examples:&
– cid=a:033007&"& a flags&affiliate&campaign&&
– cid=e:033007&"& e flags&email&campaign&
– cid=sem:g:033007&" sem:g signifies&Google&and&is&a&paid&
search&campaign&
! U.lize&SAINT&to&upload&valuable&meta&
data&for&analysis&
Affiliates&
Emails&
Online&
Marke.ng&
Redirects&
Other&
All&Marke.ng&

41. >"TNZ"Campaign"Setup"
March&2011& ©&Datalicious&Pty&Ltd& 42&

42. >"The"Products"Variable"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 43&

43. >"The"Products"variable"
March&2011& ©&Datalicious&Pty&Ltd& 44&
! Is&for&things&that&directly&generate&$$&
! Can&store&mul.ple&values&
! Can&store&$&value,&quan..es&
! Can&increment&other&events&(tax,&etc)&
! Is&commonly&used&for&SKU&codes,&
product&codes,&product&names,&etc&

44. Product"Classifica=ons"
! Product&pages&are&a&key&focus&of&repor.ng&and&
analysis.&
! Populate&the&s.products&variable&with&all&product&
IDs&viewed&on&a&page.&
! In&order&to&gain&more&insights&into&these&
important&pages,&you&can&leverage&SiteCatalyst s&
SAINT&classifica.on&tool&to&upload&metadata&with&
different&product&aOributes&into&SiteCatalyst.&
! Able&to&analyze&the&conversion&performance&of&its&
product&pages&by&aggregated&product&aOributes&
such&as&category,&subcategory,&region,&facili.es,&
accommoda.on&type,&star&ra.ng,&etc.&
! All&meta&data&is&.ed&to&the&specific&product&id&
12345&
67891&
23456&
s.products=";&12345,;&67891,;&23456"&&

45. >"Props"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 46&

46. >"Props"(custom"traffic)"
March&2011& ©&Datalicious&Pty&Ltd& 47&
• Informa.on&related&to&a&par.cular&page&load.&i.e.&not&relevant&
outside&the&scope&of&that&pageview&
• You&get&up&to&75&to&customise.&
• They&can&contain&lists&of&mul.ple&items&
• Are&essen.ally&counters&for&things&that&have&names&(as&
opposed&to&“events”,&which&are&counters&for&specific&events)&
• Example&usage:&Internal&Search&Keywords,&Tags,&etc&

47. >"Evars"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 48&

48. >"Evars"(custom"conversion)"
March&2011& ©&Datalicious&Pty&Ltd& 49&
• Evars&are&like&props&except&the&value&remains&with&the&
user&un.l&it&is&set&with&a&different&value&
• Think&of&these&as&labelling&the&user&
• User&them&to&create&segments,&such&as&new/repeat&
visitor,&category&affinity,&customer/nonHcustomer,&etc&
• Once&you&set&an&evar&for&a&user,&custom&events&will&
con.nue&to&register&against&the&evars&value&

49. >"Classifica=ons"
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010&
March&2011& ©&Datalicious&Pty&Ltd& 50&

50. March&2011& ©&Datalicious&Pty&Ltd& 51&
>"Classifica=ons"are"labels"
product" Category" Name" Brand" Profit"Band" TV"Ad"D"7"days"
001& TV& Samsung&plasma& Samsung& High& No&
002& Internet& NetGear&N50& Netgear& Low& No&
003& Internet& Netgear&G800& Netgear& Medium& No&
004& Mobile&Phone& Samsung&Galaxy& Samsung& Low& Yes&
005& Accessory& Headphones& Sony& Low& No&
006& TV& Sony&LCD& Sony& High& Yes&
007& Internet& Wireless&modem& Alcatel& Low& No&
Q.&Show&me&revenue&by&brand?&
Q.&Show&me&which&product&categories&had&the&most&views?&
Q.&Did&we&see&increased&traffic&for&products&we&recently&adver.sed&on&TV?&&

51. XID&
AOributes&
>"SAINT:"Campaigns"Classifica=ons"
! By&u.lizing&the&SAINT&classifica.on&template,&you&can&
con.nue&to&upload&meta&data&for&each&variable&
! Meta&data&examples:&
– Campaign:"Name,"Channel,"Owner,"Paid"vs"Nonpaid,"
Branded"keywords"vs"nonDbranded,"etc"
– Product:"Name,"Category,"Brand,"etc"
– Customer"ID:"Profitability,"segment,"churn"risk,"
demographics,"loca=on,"etc"
! The&process&of&assigning&aOributes&through&SAINT&can&be&
automated&via&FTP&
! Classifica.ons&can&be&updated&at&any&.me&and&will&
change&all&data&retrospec.vely,&because&they&are&a&label&
and&do&not&change&the&underlying&variable&value&and&the&
data&recorded&against&it.&
SAINT&

52. March&2011& ©&Datalicious&Pty&Ltd& 53&

53. Things"to"think"about"

54. >"Cookie"expira=on"impact"
March&2011& ©&Datalicious&Pty&Ltd& 55&
Banner""
Ad"Click"
Email""
Blast"
Paid""
Search"
Organic"
Search"
Bid""
Mgmt"
Ad""
Server"
Email"
Pla;orm"
Google"
Analy=cs"
$"
$"
$"
$"
Expira=on"
Banner""
Ad"View"

55. The&study&examined&&
data&from&two&of&&
the&UK’s&busiest&&
ecommerce&&
websites,&ASDA&
and&William&Hill.&&
Given&that&more&&
than&half&of&all&page&&
impressions&on&these&&
sites&are&from&loggedHin&&
users,&they&provided&a&robust&&
sample&to&compare&IPHbased&and&cookieHbased&analysis&against.&
The&results&were&staggering,&for&example&an&IPHbased&approach&
overes.mated&visitors&by&up&to&7.6&.mes&whilst&a&cookieDbased"
approach"overes=mated"visitors"by"up"to"2.3"=mes.&
&
>"Unique"visitor"overes=ma=on""
March&2011& ©&Datalicious&Pty&Ltd& 56&
Source:&White&Paper,&RedEye,&2007&

56. >"Maximise"iden=fica=on"points""
20%&
40%&
60%&
80%&
100%&
120%&
140%&
160%&
0& 4& 8& 12& 16& 20& 24& 28& 32& 36& 40& 44& 48&
Weeks&
−−−&Probability&of&iden.fica.on&through&Cookies&
March&2011& 57&©&Datalicious&Pty&Ltd&

57. Omniture"Test"and"Target"

58. >"Sample"site"visitor"composi=on""
March&2011& ©&Datalicious&Pty&Ltd& 59&
30%"exis=ng"customers"with&extensive&
profile&including&transac.onal&history&of&
which&maybe&50%&can&actually&be&
iden.fied&as&individuals&&
30%"new"visitors&with&no&
previous&website&history&
aside&from&campaign&or&
referrer&data&of&which&
maybe&50%&is&useful&
10%"serious"
prospects"
with&limited&
profile&data&
30%"repeat"visitors&with&
referral&data&and&some&
website&history&allowing&
50%&to&be&segmented&by&
content&affinity&

59. >"Prospect"targe=ng"parameters""
March&2011& ©&Datalicious&Pty&Ltd& 60&

60. >"Affinity"reDtarge=ng"in"ac=on""
March&2011& ©&Datalicious&Pty&Ltd& 61&
Different&type&of&&
visitors&respond&to&&
different&ads.&By&
using&category&
affinity&targe.ng,&&
response&rates&are&&
liIed&significantly&&
across&products.&
Message"
CTR"By"Category"Affinity"
Postpay& Prepay& Broadb.& Business&
Blackberry&Bold& - - - +
5GB&Mobile&Broadband& - - + -
Blackberry&Storm& + - + +
12&Month&Caps& - + - +
Google:"“vodafone"
omniture"case"study”""
or"hMp://bit.ly/de70b7"

61. >"Customer"profiling"in"ac=on""
May&2011& ©&Datalicious&Pty&Ltd& 62&
Using&website&and&email&responses&
to&learn&a&liOle&bite&more&about&
subscribers&at&every&&
touch&point&to&keep&
&refining&profiles&
and&messages.&

62. ©&Datalicious&Pty&Ltd& 63&

63. Test" Segment" Content" KPIs" Poten=al" Results"
Test"#1A""
New"
prospects"
Conversion"
form"A"
Next"step,"
order,"etc" ?" ?"
Test"#1B"
New"
prospects"
Conversion"
form"B"
Next"step,"
order,"etc" ?" ?"
Test"#1N"
New"
prospects"
Conversion"
form"N"
Next"step,"
order,"etc" ?" ?"
?" ?" ?" ?" ?" ?"
>"Tes=ng"matrixes"
March&2011& ©&Datalicious&Pty&Ltd& 64&

64. >"Keys"to"effec=ve"targe=ng""
1. Define&success&metrics&
2. Define&and&validate&segments&
3. Develop&targe.ng&and&message&matrix&&
4. Transform&matrix&into&business&rules&
5. Develop&and&test&content&
6. Start&targe.ng&and&automate&
7. Keep&tes.ng&and&refining&
8. Communicate&results&
March&2011& ©&Datalicious&Pty&Ltd& 65&

65. SuperTagging"

66. >"SuperTag"code"architecture""
March&2011& ©&Datalicious&Pty&Ltd& 67&
! Central&JavaScript&container&tag&
! One&tag&for&all&sites&and&pla|orms&
! Hosted&internally&or&externally&
! Faster&tag&implementa.on/updates&
! Eliminates&JavaScript&caching&
! Enables&code&tes.ng&on&live&site&
! Enables&heat&map&implementa.on&
! Enables&redirects&for&A/B&tes.ng&
! Enables&network&wide&reHtarge.ng&
! Enables&live&chat&implementa.on&

67. Appendix"

68. PageNaming"Op=ons"–"Pros"/"Cons"
"
Server-side ! Provides flexibility to create
friendly page names
! Logic automates page
naming process
! Only applies to dynamic pages
! Flexibility depends on platform
! Ongoing diligence to ensure logic doesn t break in future
Hard-code ! Free to create friendly page
name that isn t bound by
URL or page title
! Can be labor-intensive
! Doesn t apply to dynamic pages
! Must be careful when using pages as boilerplates
Page Name
Plug-in
! Requires less effort to create
page names
! Shortens URL page names
and makes them more
manageable
! Only recommended for sites with well-defined URL
structures
! Can still lead to long page names
! Won t aggregate a page with different URL variations
! Problematic with dynamic pages
Leave Blank
(defaults to URL)
! Requires no effort ! URL page names can be long and unwieldy
! Limited character space is wasted on domain root
! Won t aggregate a page with different URL variations
! Problematic with dynamic pages
Document.title ! Requires little effort to set
up
! Page titles aren t always unique to a page
! Can be long and contain unnecessary keywords (SEO)
! May change frequently (SEO)
! Problems caused by translation tools (e.g., Babel Fish)
Pros& Cons&