Streamline Your Ongoing Reporting Process An Introduction To Data Visualization & Scorecards

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Streamline Your Ongoing Reporting Process An Introduction To Data Visualization & Scorecards

  1. 1. Streamline Your Ongoing Reporting Process: An Introduction to Data Visualization & Scorecards Brandon Ralls WebTrends Digital Marketing Optimization brandon.ralls@webtrends.com
  2. 2. Agenda Quick Introduction (2 minutes) • Who am I, and where did I come from? – What is WT DMO all about? – The Importance of Data Visualization (15 minutes) • Data by itself is just data – Data drives information drives action – The WebTrends UI – Why not PowerPoint? Why not Word? – Why Excel-based scorecards? – Strategic Approach to Scorecards (5 minutes) • Asking the right questions – Sample business questions – Now you know what you should be measuring – WT ODBC Driver & Data Extraction (5 minutes) • How to get WT ODBC working – Setting up a data connection in Excel – Extracting data from WT into Excel via MS Query – WT Scorecard Examples (20 minutes) • Base Scorecard – Integrated Campaign Scorecard – Q&A (10 minutes) •
  3. 3. Introduction “Who is this guy, and why is he teaching me about scorecards?” Brandon Ralls Senior Consultant WT Digital Marketing Optimization brandon.ralls@webtrends.com (415) 271-8496
  4. 4. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards WEBTRENDS DMO
  5. 5. What is WebTrends DMO all about? Digital Marketing Optimization Framework Measurement Strategy • If you want to increase the sophistication of your web analytics program, it is essential that you determine the overall measurement strategy you would like to employ to help answer your key business questions. • WT DMO team guides you through this process to determine your learning objectives, and helps design a solid approach.
  6. 6. What is WebTrends DMO all about? Digital Marketing Optimization Framework Technical Implementation • We use your business objectives and measurement strategy to drive our technical approach. • Our goal is to ensure everything is implemented in a way that ultimately supports your business needs.
  7. 7. What is WebTrends DMO all about? Digital Marketing Optimization Framework Data Integration • We understand that WT is not your only source for analytics data, and you need a comprehensive view into performance of your marketing initiatives (both online & offline). • WT DMO will guide you through the data integration process to ensure you are painting a clear an accurate picture of complete performance.
  8. 8. What is WebTrends DMO all about? Digital Marketing Optimization Framework Data Visualization & Delivery • We understand that not everyone in your organization will be logging into WT to view their reports. • WT DMO is an advocate for developing centralized/standardized reporting and can design a report template that will address the needs of your key business stakeholders.
  9. 9. What is WebTrends DMO all about? Digital Marketing Optimization Framework Adoption & Governance • In order for your analytics program to be successful, there has to be wide-spread adoption and clear governance. • We understand the importance of training and support, and will be the strategic partner you need to make sure your users are getting what they need.
  10. 10. What is WebTrends DMO all about? Digital Marketing Optimization Framework Ongoing Optimization • It’s not enough to merely capture data – you need to turn that data into ACTION! • WT DMO is experienced in A/B and multivariate testing, and has years of experience in driving success through analytics.
  11. 11. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards THE IMPORTANCE OF DATA VISUALIZATION
  12. 12. The importance of data visualization
  13. 13. The importance of data visualization According to Wikipedia: “Data is often viewed as a lowest level of abstraction from which information and knowledge are derived.”
  14. 14. The importance of data visualization
  15. 15. The importance of data visualization
  16. 16. WebTrends UI
  17. 17. WebTrends UI
  18. 18. WebTrends UI
  19. 19. WebTrends UI
  20. 20. Why not PowerPoint or Word?
  21. 21. Why not PowerPoint or Word?
  22. 22. Why not PowerPoint or Word? If you insist on assembling your reports in Word or PowerPoint every month, you will get carpal tunnel. It’s not a matter of if, it’s a matter of how painful will it be.
  23. 23. Why we love Excel based scorecards
  24. 24. Why we love Excel based scorecards
  25. 25. Why we love Excel based scorecards Excel Functionality • Data tables • Time period-to-time period comparisons • % total distribution for key metrics • % change with visual indicators • Total performance to date • Average performance to date • KPI targets • % of target • Target to date • Year to date total • Year-over-year comparison • Dynamic graphing/trending • Multi-tabbed browsing • Conditional formatting • Interactivity through dynamic logic
  26. 26. Why we love Excel based scorecards • Excel-based scorecards provide: – An easy way to access the Analytics information you need • You save time and money by analyzing your WebTrends (and non-WebTrends) data all in one place – The simplest way to visualize Analytics information • Familiarity of MS-Excel means immediate productivity – The fastest path to data-driven business action • Focus your time where it matters most: optimizing critical business initiatives – Increase conversion – Generate incremental revenue – Reduce costs
  27. 27. Why we love Excel based scorecards • Who can benefit from this type solution? – Executives • By providing a comprehensive overview that is easy to consume, executives can get a quick understanding of how their business is performing. – Program/Project Managers • For project managers who need insight into their specific programs, WebTrends Scorecard allows for customized views. – Web/Marketing Analysts • In addition to high-level KPI data, WebTrends Scorecard can also include enough granularity so that analysts can get the meaningful data they need to populate their insights and recommendations.
  28. 28. Why we love Excel based scorecards Excel scorecards will increase the sophistication and speed of your analytics program. You will be as smart as a whale, and as fast as a mongoose. Possibly a cheetah.
  29. 29. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards STRATEGIC APPROACH
  30. 30. Asking the right questions
  31. 31. Sample business questions Interaction with informational content (engagement and content consumption): • Question: Are visitors that click through to the site from online media placements actually engaging with site/content? • Question: Where is the majority of media traffic landing on the site? • Question: What are the landing engagement rates of these key landing pages? • Question: What percent of total site traffic is compromised of visitors from online media vs. organic? • Question: Do we see a shift in engagement rates as our volume fluctuates between media vs. organic? • Question: Do we see a shift in engagement rates as our volume fluctuates between different media tactics? • Question: What types of content (top pages, videos, and downloads) are visitors interacting with • Question: Do we think these are the most effective consideration/perception shift tools? • Question: How many pages do visitors from specific media tactics view prior to abandoning the site? • Question: How much time do visitors from specific media tactics spend on the site (presumably consuming content)?
  32. 32. Now you know what you need to measure Interaction with informational content (engagement and content consumption): • Question: Are visitors that click through to the site from online media placements actually engaging with site/content? • Overall engagement is captured through specific user generated actions • Video plays • Whitepaper downloads • Question: Where is the majority of media traffic landing on the site? • Top 10 Entry Pages • Question: What are the landing engagement rates of these key landing pages? • Singe Page Visits for Top 10 Entry Pages to determine landing engagement rate • Question: What percent of total site traffic is compromised of visitors from online media vs. organic? • Visit distribution using WT Campaign Reporting
  33. 33. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards WT ODBC DRIVER & DATA EXTRACTION
  34. 34. Installing WT ODBC driver
  35. 35. Setting up an ODBC data connection • Once WebTrends ODBC Driver is installed, open your Control Panel and select “Administrative Tools”
  36. 36. Setting up an ODBC data connection • Select Data Sources (ODBC)
  37. 37. Setting up an ODBC data connection • The ODBC Data Source Administrator will open up • Select the “System DSN” tab • Click “Add…”
  38. 38. Setting up an ODBC data connection • The Create New Data Source window will open up • Scroll to bottom and select WebTrends ODBC Driver • Click Finish
  39. 39. Setting up an ODBC data connection • The ODBC Configuration Properties window will open up • Create a name and description for the Data Source • Fill in the Account Name, User Name, and Password • Click “Connect” • Select the appropriate Profile • Select the appropriate Template • Hit “OK”
  40. 40. Setting up an ODBC data connection • Your new data connection is now configured! • Click “OK” to finish
  41. 41. Extracting data from WT into Excel
  42. 42. Extracting data from WT into Excel
  43. 43. Extracting data from WT into Excel
  44. 44. Extracting data from WT into Excel
  45. 45. Extracting data from WT into Excel
  46. 46. Extracting data from WT into Excel
  47. 47. Extracting data from WT into Excel
  48. 48. Extracting data from WT into Excel
  49. 49. To receive a copy of this presentation, text A2 and your email address to 88769. Leave a space between the keyword and your email address. EX: A2 sally@webtrends.com To rate this presentation, text SCORE and your rating on a scale of 1 to 5, 1 being fair and 5 being excellent, to 88769. Leave a space between the keyword and your rating. EX: SCORE 5 WebTrends Brandon Ralls Engage Text powered by

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