Unica Web Analytics Kpmg June 08


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  • But whichever approach you take don’t let the offline effects of your search marketing escape you because otherwise you would really – not – know the true results of your efforts. We have, by the way, a paper in the works with further examples. If you would like us to e-mail that one to you when it becomes available, do come and find me after this session.
  • Unica Web Analytics Kpmg June 08

    1. 1. Web Analytics Web Analytics Overview KPMG Doug Cockroft Nick Baker eGlobal NZ June 2008
    2. 2. Agenda <ul><li>Unica & eGlobal Overview </li></ul><ul><li>Solution Overview </li></ul><ul><li>Web Analytics </li></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><li>Demonstration </li></ul></ul><ul><li>Question and Answer </li></ul>
    3. 3. Unica <ul><li>Founded in 1992. </li></ul><ul><li>Provides Enterprise Marketing Management </li></ul><ul><li>NetTracker is a web analytics tool developed by Sane Solutions in the mid-90s </li></ul><ul><li>Unica purchased Sane Solutions in 2006 </li></ul><ul><li>NetTracker = small-medium websites, proprietary database </li></ul><ul><li>NetInsight = medium-large websites, external relational database </li></ul>
    4. 4. eGlobal New Zealand <ul><li>Founded in 2002 </li></ul><ul><li>Partner of Sane Solutions since 2002 and Unica since the takeover in 2006. </li></ul><ul><li>Has sold NetTracker and NetInsight into over 100 companies in Australia and New Zealand </li></ul><ul><li>Provide implementation and training as well as a customer forum </li></ul>
    5. 5. Unica is the Worldwide Leader in EMM Software Dedicated to customer success More resources focused solely on marketing Financially solid and growing Worldwide presence: over 500 enterprise customers and 2,000+ SMB
    6. 6. Leading Companies Choose Unica Financial Services Health/Insurance Telecom Travel Retail/Catalog Other Industries Publishing
    7. 7. Top Ranked in Gartner Multi-Channel Campaign Management Magic Quadrant Source: Gartner, March 2006 Forrester Research
    8. 8. Affinium NetInsight, Used by 1000s of Leading Companies Financial Services Health/Insurance High Tech/Software Retail/Catalog Other Industries Manufacturing Telecom
    9. 9. Leading Australian & New Zealand Companies Choose Unica & eGlobal
    10. 10. Westpac <ul><li>Bought NetTracker eBusiness in 2002 </li></ul><ul><li>Recently upgraded to the latest NetInsight 7.3 </li></ul><ul><li>Use MicroStrategy/NetInsight for business intelligence </li></ul>Australian Unity <ul><li>Bought NetTracker prior to 2002 </li></ul><ul><li>Upgraded to eBusiness edition in 2005. </li></ul><ul><li>Now running NetInsight </li></ul>NZ Lotteries Commission <ul><li>Bought NetInsight in 2008 </li></ul><ul><li>Using NetInsight to analyse usage of their new online Lotteries sales. </li></ul><ul><li>Using Page Tagging for analysis of Flash Application usage. </li></ul>
    11. 11. Web Analytics NetInsight Doug Cockroft Nick Baker eGlobal NZ June 2008
    12. 12. Three waves of web analytics Action “ What can I do about it.” <ul><li>Site optimisation </li></ul><ul><li>Form usability </li></ul>Macro Reporting <ul><li>IT-oriented </li></ul><ul><li>Site activity (hits) </li></ul><ul><li>Errors </li></ul><ul><li>Browser types, etc. </li></ul>“ What happened?” <ul><li>Marketing-oriented </li></ul><ul><li>Conversion rate </li></ul><ul><li>Campaign effectiveness </li></ul>Analysis <ul><li>Site falloff/exit points </li></ul><ul><li>Visitor segmentation </li></ul><ul><li>Content stickiness </li></ul>“ Why did it happen?” <ul><li>Real-time banner ads </li></ul><ul><li>Automated follow-up </li></ul>1-to-1
    13. 13. Unique Benefits of NetInsight <ul><li>Easy yet Powerful </li></ul><ul><ul><li>Intuitive heat maps, dashboards </li></ul></ul><ul><ul><li>Pre built KPI’s </li></ul></ul><ul><ul><li>Drill anywhere, trend anything </li></ul></ul><ul><ul><li>Your own scenarios </li></ul></ul><ul><li>Extends Traditional Reporting Boundaries </li></ul><ul><ul><li>Integrates with online + offline customer data, BI tools </li></ul></ul><ul><ul><li>Provides open access to data </li></ul></ul><ul><ul><li>Scales using MS SQL Server, MySQL, Oracle, DB2, or Netezza </li></ul></ul>
    14. 14. Unique Benefits of NetInsight <ul><li>Faster & Easier to Deploy </li></ul><ul><ul><li>Logs or hybrids </li></ul></ul><ul><ul><li>Easy Tags </li></ul></ul><ul><li>Turns Insight into Action Across Channels! </li></ul><ul><ul><li>Identify triggers in support of event-based campaigns </li></ul></ul>Campaign ROI Entry Paths Scenarios Click Dollars eCommerce Web 2.0 Customers Geo Technical What-If? BI Integration Custom Reports ?
    15. 15. Insight: Target the Right Visitors
    16. 16. Which Of Your Pages Contribute to Converting Visitors?
    17. 17. Is Our Online Form Working Equally Well for Company vs. Private Visitors?
    18. 18. Switch into A/B Analysis Mode
    19. 19. Paid Visitors Were Thrown Off By Our Online Form
    20. 20. NetInsight Architecture ● ● ● Parser Parser Parser Loader HTML Web Server Report Engine Sessionization Engine Browser Client Browser Client Browser Client ● ● ● Open RDB <ul><li>Platforms </li></ul><ul><li>Standalone with MySQL </li></ul><ul><li>SQL Server, DB2, Oracle, Netezza </li></ul><ul><li>Windows, Unix </li></ul><ul><li>Configuration Options </li></ul><ul><li>Data collection rate </li></ul><ul><li>Report calculation scope & frequency </li></ul><ul><li>Scalable RDBMS partitions </li></ul><ul><li>Hot or Cold standby options </li></ul><ul><li>Open RDMS </li></ul><ul><li>Integrate without replication </li></ul><ul><li>Lookups to interpret cookies & codes </li></ul><ul><li>Pre-defined BI extensions </li></ul><ul><li>Link to plans & financials </li></ul>Aggregation Engine Report & Alert Generator Email Web Server Web Server Page Tag Server Metadata BOBJ, COGN, MSTR Optional BI Extension Report Templates
    21. 21. Customer’s Web Site Customers ERP ERP Finance Web Servers IIS, Apache, iPlanet, etc. Page Tags JavaScript, client-side data collection Application Logs Custom logs Sales Customers NetInsight Web DWH Web Sites Unica or Customer Data Stores ETL / UDI Unica & EDWH Results Target Interest ETL ETL ETL Unica Affinium or NetInsight UI or BI NetInsight can ETL into your DWH
    22. 22. Unique Benefit: Flexible Data Collection
    23. 23. Aborted downloads or page views Un-trapped HTML errors Pages missing a page tag Visitor lacking JavaScript e.g. wireless browser, where <noscript> tags fail Search engine robots/spiders indexing pages Visitors clicking to next page before page has fully loaded Visitors and page views missed by pure page tagging Page views and events missed by pure logs analysis Page views of a static HTML page that was cached, e.g. browser’s back button <ul><li>On-page events, e.g. </li></ul><ul><ul><li>Add to cart </li></ul></ul><ul><ul><li>Remove from cart </li></ul></ul><ul><ul><li>Scroll down </li></ul></ul><ul><ul><li>Change a specific field on form </li></ul></ul><ul><ul><li>Selection in a drop-down box </li></ul></ul><ul><ul><li>Screen resolution </li></ul></ul>Page views on remotely hosted portions of site, if logs cannot be obtained Augmented log file includes log records and tag records Hybrid Data Collection For A More Complete Picture & Increased Accuracy PDFs downloaded directly from Google
    24. 24. Unique Benefit: NetInsight Makes Page Tagging Easier Conventional Web Analytics Solutions <ul><li>All Business-relevant reports first require custom JavaScript coding, e.g.: </li></ul><ul><ul><li>Content groups </li></ul></ul><ul><ul><li>Funnel reports </li></ul></ul><ul><ul><li>Calls-to-action </li></ul></ul><ul><li>Changes require recoding </li></ul><ul><li>Cannot apply changes to past time frames </li></ul>
    25. 25. NetInsight’s Advantage <ul><li>Smallest tags in industry, fastest page load times </li></ul><ul><li>Configure business-relevant reports in the UI (or via page tags) </li></ul><ul><li>Change any time through UI </li></ul><ul><li>Apply changes to historical reports. </li></ul>Easy Tags
    26. 26. Web 2.0 Data Collection With Event Tagging <ul><li>Think of events vs. page views </li></ul><ul><li>Tag relevant events with Unica’s Event Tagging functionality </li></ul><ul><li>Choose right Event Tagging language for the right job: </li></ul><ul><ul><li>Flash/Flex Apps/Movies: ActionScript Event Tagging </li></ul></ul><ul><ul><li>AJAX, DHTML Applications: JavaScript Event Tagging </li></ul></ul><ul><ul><li>Your blog postings on others’ blogs: Pixel Event Tagging </li></ul></ul>Digital Snap Shooter X2020 LCD Display Read Feature Reviews Rate Feature Tag dragging & dropping , zooming, panning, etc. Tag selections, actions, blogging
    27. 27. <ul><li>Implementation </li></ul><ul><ul><ul><li>1 day – 5 days </li></ul></ul></ul><ul><ul><ul><li>Configuration of NetInsight to KPMG requirements </li></ul></ul></ul><ul><li>Training </li></ul><ul><ul><ul><li>User training </li></ul></ul></ul><ul><ul><ul><li>Administrator training </li></ul></ul></ul><ul><ul><ul><li>In-depth NetInsight configuration training </li></ul></ul></ul><ul><li>Support </li></ul><ul><ul><ul><li>Business Hours Support </li></ul></ul></ul><ul><ul><ul><li>Free upgrades while annual maintenance is valid </li></ul></ul></ul><ul><ul><ul><li>Customer forum </li></ul></ul></ul>Recommended NetInsight Services
    28. 28. Demonstration <ul><li>Standard Screens </li></ul><ul><li>Basic reports </li></ul><ul><li>Date manipulation </li></ul><ul><li>Filters </li></ul><ul><li>Export reports </li></ul><ul><li>Emailed reports </li></ul><ul><li>Add/Remove columns </li></ul><ul><li>Drill-through,Trend By “right-click” </li></ul><ul><li>Content Groups </li></ul><ul><li>Parameters </li></ul><ul><li>Custom Dashboards </li></ul><ul><li>Path analysis </li></ul><ul><li>Overlay Viewer </li></ul><ul><li>A/B Reports </li></ul><ul><li>Date Comparison </li></ul>