WebTrends Reporting Center 6'0

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WebTrends Reporting Center 6.0

• SmartSource Data Collector

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Agenda

• SmartSource Data Collector
• WebTrends Script
• Client data collection
• QA

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SmartSource Data Collector
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SmartSource Data Management

• Industry highly receptive to client-side data
  collection
• Log file management and accuracy pains
• Data Collection Server functionality is
  integrated into new SmartSource Data Management
  (SDM)
• SDM includes the product and the tagging
  technology
• Complete rebranding
• Product SmartSource Data Collector v 6.0
  included on WRC 6.0 CD
• SmartSource Tags (JavaScript) used to tag client
  side pages
• SmartSource Log File is produced as visits occur
• SmartSource Parameters

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SmartSources unique differentiators

• SmartSource goes beyond standard client-side data
  collection
• Developer Kit expedites process of implementing
  the technology
• Multiple cookie options 1st party or 3rd party,
  no cookie

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Types of 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
• NCSA standards have been set for log file
  formats, but over 40 exist
• Applicable to web servers, proxy servers,
  streaming media servers
• Client-side tags
• 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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Log files vs. Client-side Method

• Counting
• Log file method counts hits Client-side method
  counts HTML pages viewed
• Reporting
• Log file method requires processing time
  Client-side method can be continuous
• Crawlers/Spiders
• Log file can be configured to count them
  Client-side doesnt
• Proxy serves and page caching
• Log file method is unable to count cached pages
  Client-side counts all page views
• New Visitors/Sessions
• Log file method can track new users and sessions
  browsers must have JavaScript and cookies enabled
  for Client-side method to track this.

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Benefits of using SmartSource

• Enables web analytics without requiring access to
  standard web server log files
• Utilizes client-side data collection for the most
  accurate and complete view of visitor behavior
• Easy tracking across multiple domains for
  company-wide view of visitor activity
• Bypasses proxy and caching servers
• Saves time, effort investment required for
  traditional log file analysis
• Perfect solution for multi-nationals,
  organizations operating across multiple domains,
  or those with numerous affiliates or partners

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Unique to SmartSource Data Collector

• Auto-configuration
• WebTrends Parameters allow you to build WebTrends
  features into the page tag
• These parameters automatically configure
  WebTrends software
• A few examples Scenario Analysis, Path
  Analysis, Content Groups, Shopping Carts,
  Products, Custom Dimensions, etc.
• Allows for 1st party cookies instead of 3rd party
  
• This is particularly valuable for Government and
  privacy-conscious sites.
• Browsers with high privacy settings still accept
  1st party cookies.
• WebTrends Development Tools
• Expect to see WebTrends tools to allow developers
  to build tags into web sites and web enabled
  applications using industry standard design tools

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DCS ExampleHasbro One Company, Many Domains
www.hasbro.com
www.gijoe.com
www.tonka.com
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Hasbro Reasons 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 GI 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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SmartSource Example Social Security

• Significant percentage of traffic cached by
  Akamai and AOL
• Provides more accurate visitor statistics
• More manageable than using server log files

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Capturing Additional Data

• Capturing additional data is as easy as adding a
  variable to the JavaScript provided
• The information collected as this variable is
  defined at the client and passed to the
  SmartSource Server
• When the information is passed, it hits the
  SmartSource Server as a parameter attached to
  the original URL
• This information can be analyzed in two ways
• URL parameter analysis
• Loaded to Warehouse Builder tables for additional
  analysis

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The Operation of the DCS

• Web servers deliver content containing JavaScript
• JavaScript directs hits to Data Collection Server
  (DCS)
• DCS validates or generates cookie and logs the
  hit
• If the client is new, the DCS delivers a gif file
  (1x1 transparent gif) and a cookie. Returning
  clients receive only the gif file
• WebTrends Reporting Center analyzes resulting log
  file
• CommerceTrends webhouse builder can produce a
  WebTrends Webhouse

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WebServer Log vs. SmartSource Log
WebServer Log
SmartSource Log
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What does the SmartSource log lack?

• Log entries for images or downloadable files
• The correct webserver HTTP status code
• Always 200 status code
• No information for quality of service analysis
• 500 Server errors
• IIS ASP engine performance
• Authorized user name
• The correct webserver HTTP connection method
• Always GET
• The correct file size
• Always 43 (Size of dcs.gif)

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Why does the SmartSource log lack information,
without customization?

• Limited by what is available to client-side
  JavaScript
• True information could be obtained with dynamic
  WebServer JavaScript
• True information could be hard-coded in the
  SmartSource variables

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Adding variables to the SmartSource requests

• What can be collected?
• Online transactions
• Shopping cart information
• Content grouping
• META data
• What does that enable?
• Simple URL parameter analysis
• Inclusion of parameters not in a pages URL
  string
• Adding info to visit tables in the Warehouse
  Builder

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Public metrics requirements

• There is an increasing need to get comparable
  accurate measurement data on web site traffic
• Unique browsers
• Page views
• Visits (a.k.a. User sessions)
• Visit duration per unique visitor and per visit
• With WRC 6.0 and SmartSource you get you are able
  to analyze both server and client-side data
  collection without loss of valuable information.
• This provides the complete picture!

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WebTrends Script
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WebTrends Script

• WebTrends Script used for translations and
  lookups
• Formerly WebTrends Conduit Scripting (WRC 5.0),
  formerly WebTrends Data Conduit for Content
  Management Systems (WRC 4.0)
• Visitor History Table employs WebTrends Script
• Enabling the table activates the WT Script
• Admin Guide documentation will be available in
  March
• Internal documentation available now

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Visitor Segmentation

• Visitor History Table
• Statistics on visitors over their lifetime visit
  history
• Available in Enterprise only
• Requires Custom Reports

I need to get my most valuable customers to my
site more often!
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Visitor History Table attributes

• 11 Pre-defined attributes
• Table is customizable
• Lifetime Value can be defined by site objective
• Content Lifetime Value Total Time Spent on
  site
• Lead Gen Lifetime Value Total Downloads on
  site
• Self Service Lifetime Value Problems
  resolved on site

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Q A