Kurt Ghekiere eng'

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Web analytics for smarter decisions by abs
creative group

• Kurt Ghekiere eng.
• Sr Consultant CTO Ris Technics

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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
• Optimised marketing investment
• Effective site design content management
• Improved customer self-service
• Maximise 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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Benefits of Ris Web Analytics Across your
Organisation
Information Technology
Simplify life for technical managers, while
giving business users the information they need

• Maximize technical site performance
• Deliver the information business users demand
• Experience unlimited scalability
• Get accurate and simpler web data management
  with WebTrends SmartSource

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Benefits of Ris Web Analytics Across your
Organisation
eCommerce/Merchandisers
Increase sales online and offline

• Differentiate qualified visitors from window
  shoppers
• Improve conversion rates by analysing shopping
  cart behavior
• Increase cross-sell and up-sell opportunities

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Benefits of Ris Web Analytics Across your
Organisation
Marketing
Obtain relevant, actionable insight that helps
you make smarter business decisions

• Know exactly which marketing initiatives are
  working and which are not
• Identify which content is most effective with
  your target audience
• Optimise navigation to increase conversion

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Benefits of Ris Web Analytics Across your
Organisation
Customer Service
Better understanding of customer experience for a
higher level of service

• Increase lifetime value of each customer
• Reduce customer support costs
• Better understanding of customers needs/problems

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Benefits of Ris Web Analytics Across your
Organisation
Executives
Get the information you need to make high-level
strategic decisions

• Get an executive summary of key web metrics
• Manage overall business more effectively
• Identify key trends to maximize ROI (Return on
  Insight)

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Optimisation 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
• Optimise on bestperformers

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

• Reaction

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

• Reaction

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

• Reaction

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

• Reaction

Reporting
Analysis
Action
Take action! Make a change and monitor the
reaction it triggers
Decision
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Ris R.A.D.A.R. modelMeasurable 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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The Web is the Most Measurable Channel
Match your analysis to your objectives
Can the Ris Team convince you !
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Different Sites Have Different Objectives
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Some Objectives are Universal

• Decrease acquisition costs
• Increase conversion rates
• Improve customer retention
• Increase your web ROI

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The Data Collection Challenge
www.netiq.com
www.netiq.com
www.netiq.com
Ris Web Server
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Worldwide Content Delivery
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Traditional Log File Analysis

• Software analyses the log file data
• Generates reports

Analysis

• Consolidate your web server log files

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Worldwide Content Delivery
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The New Alternative
S. America
Europe
Asia
Proxy Server
Proxy Server
Proxy Server
CDN
Proxy Server
CDN
CDN
CDN
Proxy Server
CDN
CDN
SmartSource Data Management
Ris Web Server
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Ris 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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Web analytics for smarter decisions
The solution client-side reporting
SmartSource Data Collector

• Setup a data collection server ( IIS, Apache,
  iPlanet)
• Insert JavaScript in the web pages
• Insert Meta tags defined by WebTrends (
  WT.cg_n, WT.av, ) and recognized by WRC
• Define your own parameters

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Web analytics for smarter decisions
When use SDC ?

• Flash applications !!!!!
• Content Management Systems ( Tridion, Ektron, )
• Portal Architectures
• External Marketing Campaigns
• Multiple Domains
• Need for Client information

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Web analytics for smarter decisions
SDC parameters meta tags

• Meta tags defined by WebTrends and recognized
  by WRC
• Different types of meta tags
• Auto Config content groups, marketing
  campaigns, scenario analysis, page title, views
  clicks, split values, products, shopping carts
• Web client screen size, color depth, user
  language, java enabled, time zone, browsing hour
• Custom parameters

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Ris Belgium, a reliable partner
Visit www.ris.be and see why we make the
difference ! Since 1994 internet application and
hosting provider ! Personnal service with a ? !