Getting Results with WebTrends

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Getting Results with WebTrends

• Bjørnulf Vik
• Arena Data AS

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Your Web Site Is an Integral Channel
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Avoid Common Pitfalls
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The Value of Web Analytics

• Make smarter business decisions
• Increase revenue online or offline
• Decrease costs
• Optimized marketing investment
• Effective site design content management
• Improved customer self-service
• Maximize return on insight
• Decrease acquisition costs
• Increase conversion rates
• Improve customer retention

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Evolution within the Organization
Webmaster
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Optimization is the Key to Success Online

• Optimization is an ongoing process
• Clearly define your site objectives
• Establish metrics that align to those objectives
• Leverage the analysis to take action
• Test different factors
• Optimize on bestperformers

RADAR
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R.A.D.A.R.Measurable Improvement Cycle

• Reaction

Reporting
Report on the key metrics per your site objectives
Analysis
Action
Decision
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R.A.D.A.R.Measurable Improvement Cycle

• Reaction

Reporting
Analysis
Action
Analyze the data to identify trends and areas
that need improvement
Decision
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R.A.D.A.R.Measurable Improvement Cycle

• Reaction

Reporting
Analysis
Action
Decision
Decide which area of thesite to focus on now
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R.A.D.A.R.Measurable Improvement Cycle

• Reaction

Reporting
Analysis
Action
Take action! Make a change and monitor the
reaction it triggers
Decision
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R.A.D.A.R.Measurable Improvement Cycle

• Reaction

Reporting
With every action, theres a reaction from your
visitors to the change youve made
Analysis
Action
Decision
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What Are the Key Metrics?
Response rate Sales per interaction Cost per
response
Cost per call Resolution rate per call Terminated
calls
What are the key web metrics?
Sales per square foot Store-over-store
sales Sales per customer
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Terminology

• Page views
• Subset of all the hits
• Visits
• Continuous activity for 1 visitor (30 minutes
  inactivity defaults to new visit)
• Visitors
• Unique person tracked on your site by cookies or
  authentication
• Visitor demographics
• Reverse DNS gives domain, state, city
• Integration to existing databases (contacts)
  provides additional details
• Dynamic pages
• Common file is used for many pages
• Parameters differentiate the content served

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Entry Page

• First page accessed by a visitor when initiating
  a new visit
• Use an entry page to include (or exclude) an
  entire visitor session based on the first page a
  visitor views when visiting your site
• Entry pages can be images, documents, etc.
• Can be used to track advertising through unique
  redirect entry page

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Referrer

• A referring URL is the link the user clicked to
  access your web site
• Referrer filters include (or exclude) entire
  visitor sessions based on a referring URL or site
• Separate multiple referrers with a space or use
  wildcards
• WebTrends needs the complete URL
• No Referrer is a result of
• Bookmarks
• Typed your URL directly in a browser
• Link within an e-mail

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Identifying Unique Visitors

• IP Address
• Domain Name (using Reverse DNS)
• Authenticated Username
• Cookie
• Session parameter

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Using Cookies

• Persistent cookies
• Do not change from session to session
• Allow you to identify a visitor as unique
  regardless of changing IP addresses, proxies,
  firewalls
• Can provide a link to other data collected over
  the Web such as registration info
• First Party vs. Third Party cookies
• Internet Explorer, for example, now has 6 levels
  of privacy settings
• Only the most exclusive setting denies 1st party
  cookies
• Session cookies
• Better than IP address in identify unique
  visitors more accurately
• Not as accurate as persistent cookies

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Choice in Data Collection Methods

• Server-side log files
• Server creates a record of the traffic
  requested information
• Every entry in the log file represents a separate
  request to the server, a response to the request,
  and how long it took to respond
• Applicable to web servers, proxy servers,
  streaming media servers
• Client-side tagging
• Based on a small JavaScript code embedded in HTML
  pages
• Loads an invisible 1x1 image tag to the browser
• Collects information that is analyzed and stored
  within database
• Does not interact with the web servers

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The Data Collection Challenge
www.netiq.com
www.netiq.com
www.netiq.com
Web Server
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Traditional Log File Analysis

• Software analyzes the log file data
• Generates reports

Analysis

• Consolidate your web server log files

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WebTrends SmartSource
S. America
Europe
Asia

• Data collection is no longer dependent on content
  delivery
• Collects the web data from your visitors web
  browsers

SmartSource Data Management

• Single data source
• Faster processing
• More accurate
• Software or service

Analysis
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SmartSource Parameters

• Enable additional analysis capabilities
• Search engine marketing
• Campaign conversion
• E-commerce analysis
• Drill-down reporting
• Visitor history
• Customer Retention Lifetime value

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Case Study HasbroOne company, many domains
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Case Study HasbroReasons to use SmartSource

• They wanted a holistic view across their
  different web sites of how visitors interacted
• 35 different websites
• Over 90 product brands
• They wanted to be able to track visitor paths
  across multiple sites
• From G.I. Joe to Tonka to Play-Doh, etc.
• They have many affiliates and wanted to measure
  the activity on their affiliate sites

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WebTrends Product PortfolioOverview Choices
IndividualCustomerIntelligence
The ultimate in web analytics most complete
view of customer activity
Web visitor behavior analysis choice of
software or hosted service
Visitor Behavior Analysis
Web Traffic Reporting
Designed for small businesses provides basic
web traffic reporting
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WebTrends Product PortfolioLog Analyzer Series
IndividualCustomerIntelligence
Visitor Behavior Analysis
Web Traffic Reporting
Designed for small businesses provides basic
web traffic reporting
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WebTrends Log Analyzer Series

• Insight Level
• Basic web traffic reporting
• Reports include
• Visit and page view counts
• Most popular pages
• Site errors
• Ideal for
• Small businesses
• Organizations w/ basic web initiatives
• Sites with 1 - 5 web servers
• Choice
• Upgradeable to visitor behavior or individual
  customer intelligence
• Upgradeable to a hosted service

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WebTrends Product PortfolioReporting Series
IndividualCustomerIntelligence
Web visitor behavior analysis choice of
software or hosted service
Visitor Behavior Analysis
Web Traffic Reporting
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WebTrends Reporting Series

• Insight Level
• Analyzes web visitor behavior
• Marketing campaign analysis to measure
  acquisition
• Scenario analysis to measure conversion
• Visitor segmentation to measure retention
• Custom reports to answer virtually any question
• Ideal for
• Organizations w/ strategic web initiatives
• Multiple users
• Any size web site
• Choice
• Available as software or hosted service
• Easily upgradeable to individual customer
  intelligence

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WebTrends Product PortfolioIntelligence Suite
IndividualCustomerIntelligence
The ultimate in web analytics most complete
view of customer activity
Visitor Behavior Analysis
Web Traffic Reporting
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WebTrends Intelligence Suite

• Insight Level
• Individual customer intelligence
• OLAP and datamining capabilities
• Integrating web data with other sources of
  customer data
• Ideal for
• Organizations w/ mission critical web initiatives
• Performing 1-to-1 marketing via the Web
• Providing high degree of customer service or
  personalization
• Choice
• Flexible w/ SQL or Oracle databases

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Improve Marketing Effectiveness

• What other sites (partners) are referring
  customers to your site?
• Which marketing campaigns drive the highest
  conversion?
• How much activity are you getting from search
  engines?
• Which search engines? Which specific search
  phrases?

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Acquisition by Paid Search
Analyze paid vs. organicresults pinpoint
whichsearch engines and phrasesare driving
acquisition
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Conversion by Campaign Drilldown
Analyze all of your marketing campaigns through
to conversion
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Top Destination Paths
Track paths to (or from)a destination point
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Popular Routes
Understand the mostpopular routes visitors take
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Top Exit Pages
Identify the dead-ends within your site
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Top Pages
Use this report to understandwhich specific
pages aremost visited
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Content Groups Sub-Groups
Identify the content areas your visitors are
engaging with the most
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Most Downloaded Files
Track which specific files are most downloaded
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Geographical Drill-down
Drilldown into regions Country, States, Cities,
Zip Codesusing GeoTrends
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Understand Your Conversion Scenarios
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Small Changes Can Create Big Returns
Just a 2 change can result in a dramatic
difference.
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Improve Conversion Click-by-Click

• Whats the conversion rate of your registration
  process or other conversion funnels?
• Is your conversion improving over time?
• What steps within the process have the highest
  abandonment?

Ba-bye!
Abandon ship!
Complete Scenario
Im out of here!
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Case Study Black DeckerObjectives (Lead
Generation)

• Use the Web to build relationships with consumers
• Maximize the number of visitors that become
  registered members on the site

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Case Study Black DeckerResults

• Maximize member registrations
• Tested registration button positioning on
  homepage
• Increased customer registrations by 40
• Streamline product registrations
• Discovered that most people came to
  www.blackandecker.com to register warranty rather
  than unique URL
• Increase emphasis on homepage navigation to this
  area

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• Demo
• Spørsmål og svar

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