Transcript Analytics Foundation v9

Digital Marketing
Analytics v9
Introduction
 Name / job role
 What company are you with
 How much experience do you have using Webtrends
 Create a Word document for your notes ..
Agenda
Digital Marketing
Overview
Web Analytics
• Define KPIs
• Site centric stats
(benchmark)
• Monetize desired
behaviours
• Collect the data
• Who needs what data
• How often / format
Business
Metrics
Reports
Optimize
and
Action
Analysis
• Act on the results
• Identify opportunities
Web Analytics
When implementing web analytics for the first time, you will want to gain
insight into the initial visitor metrics: (Benchmarking)
 How many daily visitors you receive
 Your average conversion rate (sales, registration, download, etc.)
 Top visited pages
 The average visit time on site and how often visitors come back
 The average visit page depth and how this varies by referrer
 The geographic distribution of visitors and what language setting they
are using
Web Analytics
Web Analytics
Reach
• Reach sources, the methods you use to attract
customers to your value preposition. Includes
awareness.
Engage
• Engage is how visitors interact with your business.
Helps the customer achieve their goals.
Activate
• The customer has taken a point of action.
Nurture
• Retaining activated consumers.
Digital Marketing
Terminology
Terminology
Hit - A hit is any request to a web server. Each time a visitor downloads a
page, clicks a hyperlink, views a graphic, or performs any other action on
a web site, a call is made to the web server. The web server records each
of these requests in a log file. These requests are commonly known as
"hits," and the loading of a single web page can amount to many hits, due
to all of the elements it contains.
Page View - A page view represents a hit to any file designated among the
page file types. The most common examples are files ending in .html,
.htm, .php, .asp, or .aspx.
Defined when WT.dl=0
Terminology
Webtrends parameter (WT.dl)
You should use this method if you use Webtrends On Demand or SmartSource
Data Collector (SDC) with the Webtrends tag. This method identifies a hit as a
page view whenever the wt.dl parameter is present in the server call and has
a value of zero (0).
Terminology
Visit - A visit is a session of continuous activity where all hits are recorded
in the log file for one visitor to a web site. The visit starts the moment of
the first hit on the web site and continues until the session ends:
- 30 minute period of inactivity (default)
- the visit ‘crosses’ a reporting time period
Active Visit – An ‘open’ visit count that occurs in a defined time period.
Terminology
Bounce Rate
To understand the difference between exit and bounce rates for a particular
page in your site, keep in mind three things:
For all sessions that start with the page, bounce rate is the percentage that
were the only one of the session.
For all page views to the page, the exit rate is the percentage that were the
last in the session.
The bounce rate calculation for a page is based only on visits that start with
that page.
Terminology
Let's clarify this last point with a simple example. Your site has pages A to C, and only
one visit per day exists, with the following page view order:
Monday
Tuesday
Wednesday
Page A
Page B
Page A
Page B
Page A
Visit finished
Page C
Page C
Page A:
3 page views
50% Bounce Rate
Page B:
2 page views
0% Bounce Rate
Page C:
2 page views
0% Bounce Rate
BR =
Single Page Visits
* 100
Entry Page Visits
Terminology
Webtrends OnDemand aggregates the visitor data to five standard time
periods:
Time Frame
Daily
Weekly
Monthly
Quarterly
Yearly
Terminology
Webtrends OnDemand aggregates the visitor data to five standard time
periods:
Monday
Tuesday
Wed
Thursday
Friday
Saturday
Sunday
Visits 3
Visits 3
Visits 1
Visits 3
Visits 2
Visits 3
Visits 2
Visitors 3
Visitors 2
Visitors 1
Visitors 3
Visitors 2
Visitors 2
Visitors 2
Terminology
Unique Visitor / Unique User - The uniquely identified client generating
requests on the web server (log analysis) or viewing pages (page tagging)
within a defined time period (i.e. day, week or month).
A Unique Visitor counts once within the timescale. A visitor can make
multiple visits. Identification is made to the visitor's computer, not the
person, usually via cookie and/or IP+User Agent. Thus the same person
visiting from two different computers will count as two Unique Visitors.
Terminology
New Visitor - A visitor that has not made any previous visits. This
definition creates a certain amount of confusion (see common confusions
below), and is sometimes substituted with analysis of first visits.
Returning Visitor - A visitor that has made at least one previous visit. The
period between the last and current visit is called visitor recency and is
measured in days.
Visitors not accepting Cookies - A visitor that cant be tracked due to
browsers not accepting JavaScript.
Terminology
Visits – not
visitors!
Visitor count - column changes
dynamically based on time periods
selected
Always zero – so
count will not match
“unique visitors” in
other solutions
Terminology
Profile
Data Source
Filters
Hit
Template & Dashboards
Complete
View
Visit
Basic
Overview
Users
Roles
Rights
* Template option is not available if the Profile has been created in Analytics 10
Digital Marketing
Tracking Visitor Behaviour
Tracking Visitor Behaviour
Tracking Visitor Behaviour
Filtered for Spiders, Bots, Crawlers and Image requests
May have filters applied to remove internal IP addresses
Filtered to meet specific reporting requirements
Tracking Visitor Behaviour
The main objective of web analytics is to understand how web visitors are
using your site (what pages are visited and what actions are taken) so that
you can determine if they are doing what you want them to do.
 Are visitors making purchases or downloading white papers?
 Are visitors responding to ads?
 Are visitors reviewing your technical support materials rather than calling
your technical support ?
But how can you tie activity to individual visitors? How can you tell whether a
hit to a product information page and a hit to the pages of a shopping cart
were all done by the same visitor?
Tracking Visitor Behaviour
Webtrends identifies the visitor using a First Party Cookie.
When the profile is first analysed and Visitor History is enabled, Webtrends
creates a Visitor History Table that tracks the activity of each unique visitor
analysed for that profile.
The Profile is configured to collect the visitor activity you require, e.g.
campaign history.. and Webtrends will use specific query parameters to track
the activity.
List of VHT parameters can be found in the manual.
Digital Marketing
Standard Analytics v9 Reports
Analytics v9 Reports
The report set that comes with the default
‘Complete View V8.5’ template, is defined
when the profile is created:





Bookmarks
Overview
Marketing
Site Design
Site Performance
The layout of the Chapters in the template
can be customised to reflect your reporting
requirements.
Analytics v9 Reports
Reach
Engage
Activate
Nurture
Marketing
Site Design
Scenario Analysis
Site Performance
Campaign
Pages & Files
Scenario Analysis
Activity
Onsite Ad
Navigation
Referrers
Path Analysis
Search Engines
Visitors
Digital Marketing
Reach Reports
Analytics v9 Reports
Analytics v9 Reports
Reach
• Reach sources, the methods you use to attract
customers to your value preposition. Includes
awareness.
Marketing
Campaigns
Onsite Advertising
Referrers
Search Engines
Visitors
Marketing
CAMPAIGN REPORTS
Campaign Reports
Organic Search
You Tube, Blog,
RSS, Podcast,
Home Page,
Portal
Direct Mail,
Email
Landing Page,
Competition
Paid Search
Retail Outlets
TV spots, Print,
Radio
Sponsorship,
Display Ads
Facebook,
Twitter
CRM
Point of Sale,
Kiosks
PR, Events,
Tradeshows,
Conferences
Campaign Reports
Tracking multi channel campaigns:
Append the link with the WT.mc_id = <value> tag (unique identifier)
http://www.partnersite.com?WT.mc_id=11011
Campaign Reports
Campaigns
Shows the visitors' most recent campaigns during the report time period.
For the report time period, all conversions and other activities are tracked
and attributed to the last campaign to which visitors responded.
Thus, even if the conversion does not happen on the first visit generated
by the most recent campaign, the appropriate source is "credited" with
the conversion. Drilldown levels may be the result of a custom dimension
definition or from an applied campaign translation file.
Campaign Reports
Campaign Reports
Uses and Interpretation:
Use this report to determine the campaign IDs that generate the highest
amounts of desired activity. As you launch new campaigns, or tweak
campaign messaging, note how your actions change the results.
Are visitors from a particular campaign viewing more pages or making
more purchases?
Are there certain campaigns that tend to generate the best response?
Because Webtrends counts one visit for each campaign viewed, and a
visitor may view several campaigns in one visit, this report does not show
totals for visit-related measures.
Campaign Reports
Campaign Reports
Campaigns by New vs. Returning Visitors
Shows how effective your most recent campaigns are at generating New
vs. Returning visitors.
With drilldown the user can examine this information at a highly
summarized level and navigate to successively more detailed levels of
campaign data; for example, viewing new vs. returning visitors by
Demand Channel, Partner, Marketing Program, Marketing Activity,
Campaign ID, and Campaign Description.
Marketing
CAMPAIGNS : NEW V RETURNING
Campaigns by New v Returning Visitors
Campaigns by New vs. Returning Visitors
Shows how effective your most recent campaigns are at generating New
vs. Returning visitors.
With drilldown the user can examine this information at a highly
summarized level and navigate to successively more detailed levels of
campaign data; for example, viewing new vs. returning visitors by Demand
Channel, Partner, Marketing Program, Marketing Activity, Campaign ID,
and Campaign Description.
Campaigns by New v Returning Visitors
Uses and Interpretation:
This report helps you evaluate how effective your campaigns are at
generating new vs. returning visitors. This insight can be used to identify the
demand channels, partners, marketing programs, marketing activities,
campaign IDs, campaign descriptions and other elements that are used to
acquire new visitors as opposed to those that are used to get visitors to
return to a site.
As you launch new marketing initiatives, use the comparative report feature
to see if the number of new vs. returning visitors increases according to your
expectations. Keep in mind that you may have some campaigns directed
solely at visitors who have already been to your site. In this case the
percentage of new visitors would be much lower - - perhaps zero.
Campaigns by New v Returning Visitor
Marketing
ONSITE ADVERTISING REPORTS
Onsite Advertising Reports
meta name=WT.ad Content=Insurance
WT.ac=Insurance
Onsite Advertising Reports
Onsite Ad Impressions
 Shows the number of times visitors viewed ads displayed on your site.
Use this report to help measure the exposure of your on-site ads.
Onsite Ad Click Throughs
 Shows the number of clicks generated by ads served on your site. It can
help measure the relative effectiveness of your onsite ads in generating
traffic to a specific destination.
Onsite Ad Click Through Rates
 Shows the rate at which visitors clicked on the ads served on your site.
Onsite Advertising Reports
Marketing
REFERRER REPORTS
Referrer Reports
Referring Site
Identifies web sites that refer visitors to your site. The top referrers are your
site's primary channels, and may include a partner sites, search engines,
portals or marketing programs.
Referring Domain
Identifies domains that refer visitors to your web site.
Referring Page
Shows the pages from which visitors accessed your site. You can use this
report together with the Top Referring Domains report to identify which
pages on your top domains are sending the most traffic to your site.
Referring Site Report
Referring Site Report
Unknown Traffic
Direct traffic contains all Visits to your website where in people arrived at
your site directly (by typing the url) or via a bookmark.
In some cases a referrer is not passed:
 Links encoded in Javascript
 301 redirects – not always the case, as the redirect may have the
referring domain + parameters
 Proxy or Corporate Gateways
 iOS 6 Safari
Marketing
SEARCH ENGINE REPORTS
Search Engine Reports
10%
20%
Search Engine Reports
WT.srch=1
Include this query parameter in the link URL to differentiate paid
placements.
http://www.whatever.com/default.aspx?WT.mc_ID=10001&WT.srch=1
Allows WTOD to differentiate between visitors coming from a paid
placement versus an organic search on the same search engine
Enables the following pre-defined custom reports
Search Engines : Paid
Search Phrases : Paid
Search Engine Reports
Search Engine Reports
Most Recent Search Engines (All)
Displays the most recent search engine and phrases that visitors used to
access your site with measures evaluating those visits.
Search Engine Reports
Search Engines : Organic
Displays the most recent organic search phrases and search engines that
visitors used to access your site with measures evaluating those visits.
Search Engines : Paid
Displays the most recent paid search phrase and engine that a visitor used
to access your site with measures evaluating those visits.
Search Engine Reports
Uses and Interpretation:
This report allows you to analyze visitors' current activities regardless of
whether the search was based on a paid or organic most recent search
phrase.
Use this report to analyze how effective search engines and specific
phrases are at generating visitors who often return to your site to perform
the actions you want them to take.
By including conversion metrics, you not only evaluate the performance
of search phrases in driving traffic, you also get an indication of how well
your site is optimized for those phrases. In other words, how well does
your site meet visitor interests (their query) and convert on that traffic?
Search Engine Reports
‘Search phrase not provided’
•
In October 2012, Google started to encrypt, via Google SSL, all outbound clicks in
their search results for users that are signed into any of Google's websites (which
means any user signed into Gmail, YouTube, Google Plus, Google Maps, and more).
The result removes keywords / phrases from the Referrer URL, displayed as ‘Search
phrase not provided’ in Webtrends reports.
•
Firefox 14 also uses Google SSL.
•
Bing and Yahoo are not affected.
•
For iOS 6 users, the picture is slightly more complicated. If the search phrase is
entered using the default Safari browser, then the complete Referrer URL is
removed, resulting in ‘Direct Traffic’. If the search term was entered on a Google
homepage (i.e google.com) then just the search keywords / phrases are removed.
Google / iOS 6 Search
Searches through Google that happen in Apple’s Safari browser search box in
iOS 6, Apple’s latest mobile operating system, no longer pass along search
terms to publishers. This will be regarded as ‘Direct Traffic’ as no referrer is
passed.
Soon after Google shifted to Google SSL Search for signed-in users last year,
the move quickly caused some publishers to see more than 20% of their search
referrer data to disappear. Those who use Webtrends Analytics, are now
familiar with how one of their top search terms is “not provided.”
Firefox has also shifted to using SSL Search, but currently don’t block the
Referrer. However, in future releases …
Marketing
VISITOR REPORTS
Visitor Reports
Top Visitors
Identifies the IP address, domain name, or cookie of each visitor, and
identifies the visitor's activity level on the site. If you use cookies to track
visits, Webtrends can differentiate between hits from different visitors
with the same IP address.
Marketing
GEOGRAPHY REPORTS
Geography Reports
Geography Drilldown
This information can help you meet the needs of your target audience as well as
discover new audiences. Consider how you can make the content comprehensive and
relevant to an international audience.
Values for "Unspecified Region" represent visitors whose geographic region cannot be
determined. Values for "Unknown Region" represent visitors whose country can be
determined but whose country is not associated with a specific region. Values for
"Unknown States" or "Unknown Cities" represent hits for which the IP address does not
match an entry in GeoTrends database. This is the case for countries that do not have
states or simply entries for which this information was not provided in the GeoTrends
database.
Note: Use this information carefully because it is based on Internet registration, and
may not always be an accurate identifier of the visitor's actual location.
Geography Reports
Digital Marketing
Engage Reports
Engage Reports
Engage Reports
Engage
• Engage is how visitors interact with your business.
Helps the customer achieve their goals.
Site Design
OnSite Search
Pages & Files
Navigation
Path Analysis
Paths, Forward
Single Level Paths
Content Path Analysis * F&R
Parameter Analysis
Browsers & Systems
Site Design
ONSITE SEARCH REPORTS
Onsite Search Reports
On-Site Search Phrases
On-Site Search Phrases Not Found
These reports provide information about search
searches that did / not return any results.
phrases used in on-site
OnSite Search Reports
Uses and Interpretation:
This report shows which on-site searches did or did not succeed in returning
related content to web site visitors. Because on-site searches show whether
visitors are successfully finding the content they are looking for, you can use
this information to improve your web site navigation and content searchability.
Keep in mind that for every visitor who performs an on-site search, a number
of other visitors simply abandon the site if they do not immediately find the
content they are looking for. Identifying the top search terms helps you
understand what kinds of content these visitors urgently want to find. You may
want to address these needs by updating your pages to make frequentlysearched information more visible. Highlighting frequently-searched
information encourages users to stay on your site and return to it.
Site Design
PAGES AND FILES REPORTS
Pages & Files Reports
Pages
Identifies the most popular pages on your site and shows you key metrics
for each page such as Visits, Page Views and Average Time Viewed (secs).
Pages with good content and design are more likely to attract visitors and
be revisited. Less popular pages on a site can be made more appealing by
improving the content or incorporating design elements similar to that on
the more important pages.
Always remember that people are far more interested in content than in
design, and Average Time Viewed can help determine which content is
most important to your visitors.
Pages & Files Reports
Content Groups Reports
Site Navigation
Themed Pages
Segment
Categories Drilldown
Pages & Files Reports
Content Groups
 This report shows patterns of traffic to related groups of pages on your
site. Content groups can show how visitors are accessing information
categories that may not reflect the organization of your web site.
Content Groups and Sub-Groups (preconfigured)
 Identifies the most popular groups of web site pages and how often
they were visited.
Content Group Duration
 Provides insight into which areas of the site are most attractive to your
visitors. Analyze the content groups for possible cross-promotions, or
analyze over time to interpret content popularity.
Content Groups Reports
Pages & Files Reports
Directories
 Provides performance information for the most commonly accessed
directories on your web site. For sites where the directory structure
reflects the content structure, this information can help you understand
patterns in the content visitors request. If your directory structure does
not reflect content areas, you can use Content Groups reporting to see
information about traffic to content areas.
Pages & Files Reports
Directories
 Provides performance information for the most commonly accessed
directories on your web site. For sites where the directory structure
reflects the content structure, this information can help you understand
patterns in the content visitors request. If your directory structure does
not reflect content areas, you can use Content Groups reporting to see
information about traffic to content areas.
Site Design
NAVIGATION REPORTS
Navigation Reports
Entry Pages
 Focuses on pages that were most often the first or “entry” page of a
visit. You can use this report to determine whether visitors are entering
your web site using the pages you expect.
Exit Pages
 Focuses on pages that were most often the final or "exit" page of a visit.
You can use this report to determine whether visitors are exiting your
web site using the pages you expect, such as a specially designed Thank
You page
Navigation Reports
 Single-Page Visits
 Focuses on pages that were most often viewed during a visit consisting
of exactly one page view. You can use this report to determine the
success of certain pages designed to provide visitors with all needed
information.
Site Design
PATH ANALYSIS REPORTS
Path Analysis Reports
Path Analysis:
Use this report to look for weaknesses and to understand visitor content
and navigation preferences:
Compare the most common paths in this report to those you expected
when planning your site. Are they the same? If not, perhaps visitors are
confused by your navigation ... or perhaps you predicted their paths
incorrectly.
Ask if your visitors are leaving the site earlier than you would like. Pay
special attention to the short paths.
Are too many visitors leaving the site before they know what your site is
about?
Does knowing the exit pages help you understand why?
Path Analysis Reports
Entry Pages
Focuses on pages that were most often the first or “entry” page of a visit.
Each visit can have only one entry page. You can use this report to determine
whether visitors are entering your web site using the pages you expect.
Path Analysis Reports
Uses and Interpretation:
 Use this report to look for weaknesses and to understand visitor
content and navigation preferences:
 Compare the most common paths in this report to those you expected
when planning your site. Are they the same? If not, perhaps visitors are
confused by your navigation ... or perhaps you predicted their paths
incorrectly.
 Ask if your visitors are leaving the site earlier than you would like. Pay
special attention to the short paths. Are too many visitors leaving the
site before they know what your site is about? Does knowing the exit
pages help you understand why?
Path Analysis Reports
Uses and Interpretation:
 Notice which content topics are being visiting right away. Forward paths
help you understand what content is most important to visitors in the sense
of where they go first. If just a few of your content topics seem to be the
first destination of most visitors, perhaps those topics should be made more
prominent in the home page navigation.
 Notice whether visitors drill down deeply right away, or instead look at a
number of same-level pages before going deeper. If they're drilling down
several levels, perhaps you should reduce the number of clicks needed to
get to the depth they seem to want. Should you bring some pages up higher
in the navigation tree? If they're looking at a variety of top-level pages
before going deeper, check whether they are using the home page as a hub
- often returning to it between jumps to second-level pages.
Path Analysis Reports
Uses and Interpretation:
 Also use this report to find out which of several possible routes led to a key positive
event. For example, a particular product page might be reached several ways:
through navigation, search, and through a "featured product" link on the home page.
Reverse Paths with that product page as the destination will show how common
each approach was.
 Is this "pogo-sticking" navigation being forced on them? If your second-level pages
can't be reached directly from each other, consider reducing the number of clicks by
adding "sideways" links.
 An "important" page might be a Customer Service page (indicating a possible desire
for assistance resulting from the previous pages), a Contact-Us page (indicating
possible frustration caused by previous pages), or the Site Map (indicating a need for
navigation help caused by confusion on the previous pages).
Path Analysis Reports
Path Analysis Reports
Site Performance
VISIT FREQUENCY, DEPTH, RECENCY
Site Performance Reports
Unique Visits
 Shows how many people decided to engage with you for the first time
by visiting your website.
Frequency of Visit
 Frequency must be contextualised within a specific time frame.
 A customer who has engaged 10 times with the company in the past 10
years has a lower degree of engagement for example in relation to a
customer who has also engaged 10 times in the company in the last 2
months.
 Contextualised 'frequency' can therefore help us to identify the relative
degree of our customers' engagement.
Site Performance Reports
Recency of Visit
 This metric speaks of the recency of our customers' last engagement.
Depth of Visit
 This tells us how many pages long our visitors' journeys through the site
were.
 Although a deep journey signifies a high degree of engagement this
metric again does not distinguish between the kind of engagement.
 Do your visitors passionately disagree with what you are writing about?
Are they simply unable to find what they are looking for?
 In both of these cases a high degree of engagement may be of a
negative kind.
Site Performance Reports
Time Spent on Site
 Same story as with depth. Time spent correlates with degree of
engagement but as it does not discriminate between kind it may simply
be negatively spent desperately trying to find the content your visitor is
after.
 The visitors’ degree of engagement is better calculated as a synthetic
metric composed of several basic metrics, rather than as a one-metric
solution.
 The score each of these component metrics takes however only makes
sense if contextualised. Example: a frequent and recent visitor is 'more
engaged than' someone who is not, but is (s)he engaged? If yes how
engaged is (s)he?
Digital Marketing
Activate Reports
Activate Reports
Activate Reports
Activate
• The customer has taken a point of action.
Scenario Analysis
Scenario Analysis
Your conversion rate is a measure of your ability to persuade your visitors
to take those actions.
The following scenarios are examples of conversion:
 Visitors purchasing products
 Prospects registering for more information
 Customers using your self-service section
 Investors downloading your annual report
 Employees using your internal site to schedule vacations
 Visitors registering for the site’s newsletter or to enter contests
Scenario Analysis
Step 1 View the product page
Step 2 Add product to shopping cart
Step 3 Start checkout
Step 4 Complete checkout
Scenario Analysis
What pages and
campaigns are
driving people to
the scenario?
?
At what steps are
they entering?
?
Do people ever
skip steps?
?
Scenario Analysis

Inflow
Pinpoint exactly where people
enter your conversion scenario
• Approx 90% total visits to the
funnel enter at the Product
Page
• 17% of those visits (90%)
enter from Kawasaki Parts
• Approx 9% enter the scenario
at Step 2.
Scenario Analysis
 Fall-out
Pinpoint at what steps people
leave the process
• Abandon
• Detour
Approx 61% people who made
it to the started checkout
process ended their visit
Scenario Analysis

Site Abandonment
Those who leave the site
altogether when they leave the
scenario
• 77% of the total visits to the
funnel exit on the Product
Page.
• Of those 33% visits end
their visit to the site.
• Of those 22% visits exit the
funnel on the Shift Street
page.
Step Transition Report
Scenario Analysis
Visit
Visit
Visit
1 Visit
Visit
Visit
3 Visits
1 Visit
Scenario Analysis
Visit
Visit
Detour in the same visit
Visit
1 Visit
Visit
Visit
3 Visits
1 Visits
Scenario Analysis
Visit
Visit
2 Visit
Visits
Visit
Visit
2 Visit
Visits
Visit
2 Visits
5 Visits
2 Visits
Digital Marketing
Nuture
Nurture Reports
Nurture
From a monetary perspective, retention involves the process of how you
minimize the on going cost.
It is much cheaper to keep a customer happy than to get a new one.
Customers who return again and again have the highest value, which
translates into profits for commercial businesses.
To make retention work for you, you must find out more about your visitors
and their behaviour.
Nurture
32 years of age,
single, born in
Scotland
Clicked on banner
ad to check
packages
Phones travel hotline,
purchases cruise to
Barbados
Email
campaign
response
Downloaded
Podcast on best
Barbados sights
Searched
for hotels
Blogged twice
about buses
in Barbados
Digital Marketing
Summary
Summary