2011 web analytics seminar
DESCRIPTION
These are our slides from our seminars this year. Please let us know if you have any questions to [email protected]TRANSCRIPT
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Eric Tobias – Director, Analytics Services
Nad Balata – Product Manager/Sales
Peder Enhorning – President
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9:00 – 9:45 Web analytics overview, KPIs and vendor line-up
9:45 – 10:00 Log file management
10:00 – 10:25 Dashboards
10:25 – 10:35 Break
10:35 – 11:05 SharePoint and CMS analytics and reporting
11:05 – 11:30 Improving 1:1 marketing
11:30 – 11:50 Webtrends 10
11:50 – 11:55 Unilytics Services
11:55 – 12:00 Q&A
Agenda
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Web Analytics service provider since 2001
800+ customers across North America
450+ consulting engagements
Technology to automate and improve reporting and analytics
Overview
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Process Capabilities
Well-defined process for tracking and measuring marketing results
Disseminate marketing campaign results to decision makers
Dedicated marketing staff
0% 20% 40% 60% 80%
26%
38%
38%
42%
48%
49%
60%
62%
64%
Best-in-ClassIndustry AverageLaggards
Source: Aberdeen Group 2011
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Customer data analytics solution
Social media marketing tools
Lead management tools and dashboards
Web Analytics
0% 10% 20% 30% 40% 50% 60% 70%
24%
27%
39%
54%
38%
41%
47%
65%
Best-in-ClassLaggards
Technology Enablers
Source: Aberdeen Group 2011
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Social media 12 month spending INCREASES
Source: Aberdeen Group 2011
All respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%
23%
67%
Social mediaTraditional media
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Unilytics Web Analytics Maturity Model
Roadmap of progression for web analytics
Task oriented
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System Infrastructure Planning
Page View/VisitorReporting
Funnel/Path Analysis Commerce Tracking Analytics-BasedContent Serving
Analytics Solution Acquisition
Top 10 Reporting Segmentation 1:1 Visitor Tracking Enterprise GovernanceIntegration
Basic Web Analytics Governance
Top Entry/Exit Pages CampaignManagement
Lifetime Value ROI Calculation
Basic Web Analytics Training
Other Basic Reporting Search EngineOptimization (SEO)
Personas & ScoringModels
Cross-ChannelIntegration
Requirements Definition
Report Interpretation& Actioning
Personalization Intelligent Call Tracking
Activity-Based Costing(ABC)
Business Goals & Objectives
Dashboards A/B & MultivariateTesting
Email & CRMIntegration
Predictive Analytics
Key Performance Indicators (KPI)
Advanced TagConfiguration
Social MediaMeasurement
Alerts Strategic Planning
PHASE 2Web Metrics
PHASE 1Planning & Preparation
PHASE 3Behavior Optimization
PHASE 4e-Marketing
PHASE 5Corporate Strategy
Strategic Consulting
Basic Training & Impl.
Integration
Unique Visitor Intelligence
Advanced Consulting
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Types of sites
MAKE MONEY
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Types of sites
SAVE MONEY
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• Lead generation
• Brand awareness
• eCommerce
• Social networking
• Entertainment
MAKE MONEY
• Customer education
• Self-service
• Customer service
• Informational
• Intranet
SAVE MONEY
Types of sites
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What to measure?
Analysts spend 90% of time measuring and creating reports on:
•page views •number of visitors
Is that worth measuring?
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What to measure?
More visitors?
No, more Qualified visitors
We want more CONVERSIONS
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Conversions exist in all industries• Rate a page • Scroll to the bottom • Successful logins• Fill in form• Set up My Account• View a video• Update profile• Read about event• Respond to an e-mail
campaign• Forward to a friend• Make a payment
• Post comment or feedback• Download document• Complete the video• Register for event• Print coupon• Click on promo• Opt-in• Submit question• Contact via cross-
channel• In-store purchase
• Complete application• View account statement• Rate content• Supply e-mail/buddy list• Post link-back• View blog entry• Rate article on external
service • Sign-up for podcast• Change site preferences• View details of
information
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Web Analytics Failure
Sold as Reporting Tool.…
….instead of as Optimization Tool
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Web Analytics Failure
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How to measure conversions?
Key Performance Indicators (KPIs)
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Key Performance Indicators (KPIs)
KPIs quickly inform how the organization is performing
indicate
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How do you define KPIs?
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What are NOT KPIs
• Number of Visitors
• TOP 10’s• pages, visitors, downloads, countries, etc.
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Check-out Completions
Registrations to Visitors
Revenue per Visitor
High Frequency Visitors
What ARE KPIs
• Rates
• Ratios
• Averages
• Percentages
All should be looked at over timeBUT how are KPIs determined?
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High level business Goals & ObjectivesUpper Management
KPI Hierarchy
Metrics
KPIs
Measures
Goals & Objectives
CriticalSuccess Factors
Special Metrics that tell you how you are doing
Items that are vital for a strategy to be successful
Relationship of Measures - Ratios, averages, rates, or percentages
Raw numbers and data (web analytics data, off-line touch-points, customer
databases, email marketing)
Middle Management
Analytics Team
Technical Staff
Analytics data
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Business
Tech
nolo
gy
Metrics
Measures
Critical SuccessFactors
Goals & Objectives
KPIs
KPIs are driven by business Goals
BUT…
KPIs are constructed from Measures
KPI Karta
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KPI Karta
Business
Tech
nolo
gy
Metrics
Measures
Critical SuccessFactors
Goals & Objectives
KPIs
Increase Sales
Conversion ratio of visitors to leads, leads per referrer
Increase Leads by 25% next 12 months
Conversion ratio of visitors to leads, PDF downloads by registered visitor, leads per
referrer
Visitors, leads, PDF downloads, registrations, referrers
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Business
Tech
nolo
gy
Metrics
Measures
Critical SuccessFactors
Goals & Objectives
KPIs
Decrease Support Services Cost
Ratio of call center calls to online support, self-service registration per
visitor
Decrease Call Center calls by 20% next 12 months
Ratio of call center calls to online support, self-service registration per visitor, PDF
downloads by visitor
Visitors, call center calls, page views, PDF downloads, self-service registrations,
referrers
KPI Karta
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Managing people, technology and processes toward a common goal
Web Analytics Governance
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• Accountability – who does what, when, why and how
• Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders
• Community – Representation from all relevant business owners and technology teams
• Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements
Web Analytics Governance
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Centralized Model
Web Analytics Governance
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Decentralized Model
Web Analytics Governance
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Federated Model
Web Analytics Governance
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Product Lineup
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Invented space, but has lost ground
Extremely powerful and flexible, but that creates complexity
FREE and easy to deploy, not as full featured
Product Lineup
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SaaS or in-house
SaaS
SaaS or in-house (Urchin)
Implementation
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In-house, or collected and stored on US servers
Collected and stored on US servers
Collected and stored on US servers
Data Location
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JavaScript based logs are local
Extra charge
Not possible
Data Re-processing
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Profiles & Filters. Report creation at point of analysis is limiting
Props & eVars at User Behaviour. More complex to implement and support
Profiles & Filters. Report creation at point of analysis is limiting
Where majority of Config. occurs
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Translation files more flexible
SAINT Classifications groups into permanent holders
Not Possible
Relabeling Report Data
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Segments or VHE; added cost for Data warehouse
Discover; added cost
Not Possible. Violates Terms of Service
User-level Data
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Filter Profiles or Segments
Requires Warehouse; very expensive
Quick and Easy
Visitor Segmentation
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Page and Content Groups pathing. Can get multi-level paths displayed.
Any S.prop can have pathing enabled
Previous and next pages only
Clickstream / Pathing
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Scenario Analysis; only going forward
Any user can create and they can be applied historically
Requires Admin access; only going forward
Funnel Analysis
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iOS, Android, Blackberry, Windows Phone 7
iOS, Android, Blackberry
iOS, Android
Mobile App Tracking
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Strong offerings and commitment
Investing heavily and advancing
Relying on 3rd party implementations
Social Media
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SaaS vs. On PremiseTechnology SaaS On Premise
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
Data Access Limited Full
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
Data Access Limited Full
Data Security Limited Full
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
Data Access Limited Full
Data Security Limited Full
Integration Limited Yes
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
Data Access Limited Full
Data Security Limited Full
Integration Limited Yes
Collection Method JavaScript JavaScript & IIS
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SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND
Hardware Req’d. No Yes
Software Upgrades No Yes
Data Access Limited Full
Data Security Limited Full
Integration Limited Yes
Collection Method JavaScript JavaScript & IIS
Managed by Internal Staff Internal Staff
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SaaS vs. On PremiseTechnology SaaS On Premise Managed Services
Location Servers in US Servers in CND Servers in CND
Hardware Req’d. No Yes No
Software Upgrades No Yes No
Data Access Limited Full Full
Data Security Limited Full Full
Integration Limited Yes Yes
Collection Method JavaScript JavaScript & IIS JavaScript & IIS
Managed by: Internal Staff Internal Staff WA Experts
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Log File Challenges
• Any access logs including IIS and Apache• Managing movement, rotation and archiving of
logs • Many log files require cleaning before analyzes• Web logs contain unwanted entries; robots,
images, routine health checks, internal traffic • For Webtrends this includes both standard log
files and SmartSource Data Collector (SDC) log files.
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Log Director - Log File Management
• Implement automated archival process for log files• Support of “workflow” rules you determine,
built on actions and results of the log management process• Conversion of logs from one format into
another
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Remove Unwanted Information
Log File ManagementLog File Scrubbing
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Log Director - Log Scrubbing
• Remove unwanted entries; bots & spiders, images, routine health checks, internal traffic• Scrub multiple files simultaneously • Process entire directory trees on multiple
servers using multiple file types• Robust logging of actions and results for tracing
and debugging purposes in the event• Automated process - “set it and forget it”
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Example
• Retrieve Logs Every Day @ 1 AM• Retrieve from 3 different web servers• Remove automated and bot & spider traffic• Place in central directory on web analytics
server for analysis
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Example
• Compress logs into short-term archive directory every week on Sunday @ 4 AM• Retrieve from central analysis server
directory• Compress logs into short-term archive• Remove raw log files and give back server
disk space
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Example
• Move short-term archived logs to long-term storage every month on the first day of the month @ 6 AM• Retrieve from short-term storage directory• Move to cheaper network storage• Remove short-term archives and give back
server disk space
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Log Director Capabilities
• Schedule activities and identify if, and how often, they should be repeated• Schedule can be any time in the future, or if
in the past they will execute immediately at startup (i.e., “catch up”)• Activities can be set to repeat every:• Hour• Day• Week• Month• Year
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Log Director Capabilities
• Set conditions on activities being started• Files exist• Certain number of files exist• File creation and modification dates• File size• Registry values exist or have a specific value
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Log Director Capabilities
• Activities that can be performed on files• Transfer via FTP• Move• Copy• Delete• Compress• Scrub• Call external application (e.g., secure FTP,
database extracts or loads, etc.)• Files can be moved from local servers, network
servers, or remote servers
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Log Director Capabilities
• “Final” activities upon success or failure
• Create sentinel file
• Add or set registry entries
• Send an e-mail if anything goes wrong
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Log Director
DEMO Q&A
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Dashboards
• Emphasize graphics over text
• Measure against specific objectives – using KPIs
• Fit on a single page (without scrolling)
• Single glance with little or no “interpretation” necessary
• Are customized specifically for the information consumer
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Dashboards
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Montage Dashboards
• Automated Excel based dashboards
• Only updates changes
• Supports input from Web Analytics and other sources
• 3 person-year development effort
• Eliminates weekly or monthly summary report creation!
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ODBC
Query
Connection
MontageInput Output
Montage Dashboards
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Montage Example
• Retrieve intranet SharePoint activity data from Webtrends.
• Add Webtrends data on two additional external websites.
• Add data from two different Google Analytics accounts.
• Set up a connection to ExactTarget for access to e-mail campaign activity related to all sites.
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Montage Example
• Retrieve list of intranet documents accessed by users and how many times each user accessed them. Return only those documents downloaded more than once.
• Retrieve the number of visits to the blog website generated by different countries. This site is tracked by Google Analytics.
• Review real-world dashboard example built using a complex Montage configuration.
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Montage Example
• Review real-world dashboard example built using a complex Montage configuration.
• Review second real-world dashboard for member-oriented website client.
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Montage Capabilities
• Multiple connections to multiple data sources
• Multiple queries to each connection
• Data can be automatically refreshed on custom schedule
• Resulting data returned can be used in dashboard
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DEMO Q&A
Montage
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Back in 10 minutes...
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SharePoint Analytics
Characteristics:• Users typically log in to use the system
enabling excellent unique visitor tracking• Internal sites discourage tracking by hosted
services, making software on premise attractive
• Native SharePoint analytics is very limited
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SharePoint – Document Collaboration
Unique Users:• Content Areas• Breadcrumbs• Web Parts views• Onsite Search• Document Activity• Check-out• Downloads• Modifications
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Community Engagement: View the interaction between:• Individuals• Teams• Departments • Organization as a whole
SharePoint – Document Collaboration
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SharePoint
SharePoint Web Analytics
Modify web analytics tag
+Modify key SharePoint
files(untouchable!)
Modify standard
SharePoint files (Master Pages)
AnalyticsMERGENCE®
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Mergence Compatibility
Web Analytics CMS
Mergence
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SharePointUser
Hosted JavaScriptWebtrends Software JavaScript
Local Collection Server
Remote Collection Server
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Mergence® Advantages
• No need to modify core.js or web analytics tag• SharePoint hosted service supported since
core.js not modified• Supports SaaS installation allowing on-site
collection• Robust reporting at the unique visitor level
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Mergence® Example• For year-to-date:• Review site and sub-site activity.• Review intranet activity by user.• Review breadcrumbs and breadcrumbs by
user.• Review document actions summary
information.• Review document activity details by user.• Review web parts viewed summary and
detail by user.
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Mergence® Capabilities• Provide regular web analytics data.• Provide SharePoint® specific information,
including:• Sites/Sub-Sites• User Names/IDs• Search Utilization• Breadcrumbs• Document Activity & Utilization• Web Parts
• Record data in one or multiple web analytics platforms.
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Mergence® analytics for SharePoint
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Mergence®
DEMO Q&A
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INTERACT
Unilytics Customer Engagement Model
Cu
stom
er
Reach
Customer Value
ACT
Mass Marketing
GOAL
REACT
SocialMedia
A/BTesting
1:1Marketing
EmailMarketing
WebAnalytics
VOCCRM
Display Ads& SEO
AffiliateNetworks
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Web Analytics Integration
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eMail Integration
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Unilytics TechnologyIntegration - Email Marketing• From click-through to conversion in a single view• Compare campaigns and optimize performance
with a complete set of web metrics• Retarget high-value customers and visitors who
didn’t convert
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Unilytics TechnologyIntegration - Email Marketing• From click-through to conversion in a single view• Compare campaigns and optimize performance
with a complete set of web metrics• Retarget high-value customers and visitors who
didn’t convert
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SegmentationHow many have provided:
• Name• City• Age• Height and weight• Sexual preferences
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Voluntary Information• Purchases made • Information requests• Service signed up for• Association• Store locator• Search history• Merchandise selections
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Involuntary Information• 3rd Party• Observed
• Geo-location• Browser type• Band width• New vs Returning• Frequency, Recency, Latency• Velocity
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Collection of customers data falls into four types: Volunteered Info – Obtain information directly from
the customer via forms, surveys, preferences, applications, etc.
Observed Info – Geography, browser type, Organization, New/Returning, usage behaviors, etc.
3rd Party Info – Information obtained from a third party. This may include purchased lists, public information, information brokers, etc.
Predictive – Comparing individual customers against models. This requires creation of a scoring model to compare individual customers against.
VALUE
Sources of Segmentation
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Types of Segments• Acquisition Segments – activity you do to attract
people; campaigns, search engine, referrer• Utilization Segments – which of your offerings
are they consuming and how are they using them; key pages, content groups visited
• Audience Segments – Who your visitors are; location, age, gender, lifestyle.
• Engagement Segments – the patterns of their relationships with you; registration status, buyer versus non-buyer, new versus returning visitors
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Visitor History• “Visitor History” – key words, campaigns, search
values, site usage and product interests, page interests, frequency, recency, latency, order values, life-time-value
• Works best on site’s with the ability to identify a visitor (e.g., login, e-mail address)
• All pieces of data are stored on a per-visitor basis• This data can be exported into a format that
allows deeper analysis and integration into your other systems
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Output
Flat File
Output
Data Warehouse
Dashboards
Reporting Database
Config. Settings
Loader
Transformer
Data Extraction
VHE Distiller
VHE Distiller – 1:1 marketing
Input
Webtrends VHE
Business Metadata
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Per-visitor information for 1:1 marketing:• Pages and Content groups visited per day• Where visitor came from and key word used• Visit history per day (visits, total time visiting
the site, last visit, hits)• Campaigns they have accessed• Purchase information (total purchase count,
lifetime value, invoice/transaction numbers) Not full data warehousing
VHE Distiller – 1:1 marketing
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Web Site Activity by Unique VisitorPatient/
PhysicianName First
VisitVisits THIS Mth
Visits LAST Mth
Avg. Time (min.)
Initial Referer
Key Word/Phrase
Main Content
Area Interest
Entry page
Last Purch.
Life-time Items
Life-time Value
Patient SandyBarts
May 8, 2011
3 - 1.54 Google Flu Q&A Health Plan
$124.56 2 $245.23
Patient Pierre Stone
Jan 30, 2011
12 16 3.07 BING Heart disease
Medical Help
Index/home
$58.95 3 $178.95
Patient Sara Long
Dec 3, 2010
4 23 3.34 Health Coupon
- Package Options
Plan option
$245.56 6 $790.23
Phys. Mike Stone
Apr 23, 2011
8 9 2.23 Direct - Help Index/home
$232.80 1 $232.80
Patient James Kirk
Feb 20, 2011
2 12 1.26 Student Health
- New Family
Stdnt Plans
$85.55 4 $405.55
VHE Distiller – 1:1 marketing
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• View process command.• View resulting VHE Distiller database.• Look at list of individual visitor purchase history
data.• Compare ratio of total visitors to registered
visitors.• Extract list of individual female visitors that have
purchased the most product over all of history.
VHE Distiller - Example
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• Who are the visitors that are in the top 5% of purchasers for all time?
• Are registered visitors using search less frequently month-over-month?
• Have registered nurses visit behavior (i.e., increased or decreased) changed after the ad campaign in American Journal of Nursing?
• Which visitors have not yet visited the “Create an Account” page, but have visited at least 20 times in the last six months?
VHE Distiller – Example Data Requests
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• Transforms Webtrends Visitor History data into a standard database suitable for connecting up to reporting systems.
• Minimization of data storage (generally 50% or more space reduction)
• Highly optimized for processing large amounts of data in a very short period of time (gigabytes of visitor information in under five minutes)
• Handles advanced visitor segmentation schemes that are custom defined
VHE Distiller - Capabilities
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VHE Distiller
DEMO Q&A
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• May 16, 2011• On Demand only for now• Mobile, social and website metrics in one
view
Webtrends Analytics 10
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A Space is any application, website, or platform instance that you want to track. There are several new channels in addition to the traditional “website”.
Webtrends Analytics 10
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A Space contains analytics for a single website across multiple channels (e.g., Facebook, Twitter, mobile apps, etc.)
Webtrends Analytics 10
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The old “profile” master list still exists
Webtrends Analytics 10
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Dashboards have been completely revamped.
Webtrends Analytics 10
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• Spaces• Channels• New Dashboards (spaces and pages)• Real-Time Social Media
Webtrends Analytics 10 Walkthrough
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• Websites are still tracked as usual. New reporting capabilities include: mobile applications (Windows, Blackberry, iOS, and Android), social media (Facebook apps and pages, Twitter, PostRank, bit.ly).
• Campaign tracking is now automated• Dashboards include data across a wide
variety of channels.• Wide variety of new reports available for
new channels.• Profiles can now be “grouped” as desired.
Webtrends Analytics 10 Capabilities
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Webtrends Analytics 10
DEMO Q&A
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• Web analytics training• Installation, configuration and product
training• A/B & Multivariate Testing• Report interpretation• Cross-Channel Integration Services• Creation of KPIs and Dashboards • Web Analytics Governance• 1:1 Web Marketing
Unilytics Web Analytics Services
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RETAIN® - Reverse Engineered Training And ImplementatioN
Web Analytics implementation
Final TrainingInstall Configure Train
•Web Analytics 101• Goals & Objectives• KPI’s• Report review
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1. Log Director – Log file management2. Montage – Automated dashboards3. Mergence – SharePoint reporting4. VHE Distiller – 1:1 Marketing
Unilytics Products
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• Ideal for clients without in-house web analytics expertise
• Monthly support service of hours• Harness all Unilytics’ expertise• Up to 50% discount on published hourly
rates
Management And Report Support (MARS)
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4 Pillars of Web Analytics
1. Requires continual monitoring and being proactive
2. Cross-channel, not departmental or in silos
3. Powered by people and processes, not just technology
4. Depends on interpretation, not data collection and reporting
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