Engage10 Debrief


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Debriefing for colleagues at Rush post-Engage10 conference.

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Engage10 Debrief

  1. 1. WebTrends Engage10 Debrief Ken Quandt Web Managing Editor Marketing and Communications February 2010
  2. 2. WebTrends Basics <ul><li>Basic Facts </li></ul><ul><ul><li>Webtrends can track almost any Web site, social media, mobile application activity. </li></ul></ul><ul><ul><li>Robust Reporting Capabilities </li></ul></ul><ul><ul><ul><li>“ Out of the Box” Reports </li></ul></ul></ul><ul><ul><ul><li>Custom Reports </li></ul></ul></ul><ul><ul><li>WebTrends Functionality vs. Google Analytics Functionality </li></ul></ul><ul><ul><ul><li>WebTrends Extremely Robust and Customizable </li></ul></ul></ul><ul><ul><ul><li>WebTrends : Google Analytics :: Audi S4 : VW Beetle </li></ul></ul></ul>
  3. 3. WebTrends Basics (cont’d.) <ul><li>Basic Facts </li></ul><ul><ul><li>Tools That Make WebTrends Work </li></ul></ul><ul><ul><ul><li>Cookies </li></ul></ul></ul><ul><ul><ul><ul><li>Saved to visitor’s computer; provide data to WebTrends </li></ul></ul></ul></ul><ul><ul><ul><li>Javascript Tags </li></ul></ul></ul><ul><ul><ul><ul><li>Tags are placed in HTML code on pages, templates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Capture data, send to WebTrends application </li></ul></ul></ul></ul>
  4. 4. WebTrends Basics (cont’d.) <ul><li>Basic Facts </li></ul><ul><ul><li>Webtrends Comes in Two Flavors </li></ul></ul><ul><ul><ul><li>Software (In-House Install) </li></ul></ul></ul><ul><ul><ul><ul><li>Unlimited Profiles </li></ul></ul></ul></ul><ul><ul><ul><ul><li>More Robust Functionality Than OnDemand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Requires In-House Hardware and Tech Support </li></ul></ul></ul></ul><ul><ul><ul><li>OnDemand (Hosted Service)* </li></ul></ul></ul><ul><ul><ul><ul><li>Fixed Number of Profiles </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Less Robust Functionality Than “Software” Version </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Our Data Saved at WebTrends Data Center </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Minimal In-House Tech Support </li></ul></ul></ul></ul><ul><ul><ul><ul><li>*This is what we use at Rush </li></ul></ul></ul></ul>
  5. 5. WebTrends Basics (cont’d.) <ul><li>The WebTrends Analytics 9 Family </li></ul><ul><ul><li>OnDemand and Software Versions </li></ul></ul><ul><ul><li>Developer Network – Articles, Discussion, Tools </li></ul></ul><ul><ul><li>Tag Builder - Build the Tags to Track What You Want to Track </li></ul></ul><ul><li>Available Interfaces </li></ul><ul><ul><li>OnDemand (Standard) </li></ul></ul><ul><ul><li>Insight (Google Analytics-esque) </li></ul></ul><ul><ul><li>New: Mobile (iPhone, Blackberry, Android) </li></ul></ul>
  6. 6. WebTrends Features <ul><li>Filters – Filter Out/In Data (e.g., filter out internal site visitors from data) </li></ul><ul><li>Templates – Make It Possible To Define Content (Reports) and Other Elements that Our Users Can View </li></ul><ul><li>Dashboards – Centralized View of Critical Tables and Graphs </li></ul><ul><ul><li>Out of the Box </li></ul></ul><ul><ul><li>Custom </li></ul></ul><ul><li>Scenario Analysis – Analyze a Sequence of Steps that Lead to a Conversion (e.g., complete an online form to sign up for an event) </li></ul>
  7. 7. WebTrends Features (cont’d.) <ul><li>Roles </li></ul><ul><ul><li>Predefined Sets of User Rights That Can Be Applied to More Than One User </li></ul></ul><ul><li>SmartReports </li></ul><ul><ul><li>Export WebTrends Data to Excel </li></ul></ul><ul><ul><li>Excel Report Can Be Automatically Updated Weekly, Monthly, Annually, etc. </li></ul></ul><ul><ul><li>Not Necessary to Log Into WebTrends Application to Refresh Report </li></ul></ul>
  8. 8. WebTrends Features (cont’d.) <ul><li>Queries </li></ul><ul><ul><li>Produce Reports Using Query Function </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><li>Calculated Measures </li></ul></ul><ul><ul><ul><li>Create a New Column in an Existing Report Based on Our Specific Needs </li></ul></ul></ul>
  9. 9. WebTrends and Facebook <ul><li>Measuring Facebook </li></ul><ul><ul><li>Metrics Native to Facebook are Somewhat Limited </li></ul></ul><ul><ul><li>WebTrends Can Provide Metrics on Some Facebook Elements (e.g., tabs, groups, applications) </li></ul></ul><ul><ul><li>For more information see Justin Kistner’s presentation, “A Brief Intro to Facebook Marketing,” at http://www.slideshare.net/WebTrends/brief-intro-facebook-marketing </li></ul></ul>
  10. 10. Next Step: Web Site Optimization
  11. 11. Web Site Optimization (cont’d.) <ul><li>Optimize is a New WebTrends Solution </li></ul><ul><ul><li>Web Site Optimization is Not the Same as Search Engine Optimization </li></ul></ul><ul><ul><li>Facilitates Testing, Segmentation, and Targeting </li></ul></ul><ul><ul><li>Determine Which Content and Features are Resonating With Your Web Site Visitors </li></ul></ul><ul><ul><ul><li>Testing Can Be As Granular As Necessary </li></ul></ul></ul><ul><ul><ul><li>Example: Images, Links, News Story Blocks, etc. </li></ul></ul></ul><ul><ul><li>Use Data to Drive Site Content and Page Design Decisions </li></ul></ul><ul><ul><li>Realize Immediate Page “Lift” and Better Conversion Rate </li></ul></ul>
  12. 12. Web Site Optimization (cont’d.)
  13. 13. 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
  14. 14. Questions? Please contact Ken Quandt by e-mail at [email_address] or by phone at (312) 942-6846 with follow-up questions.