Transcript Report Filters - Webtrends Training (EMEA)

Custom Reports
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
Custom Reports
Overview of Custom Reports
Overview
When the standard Webtrends Analytics reports don’t meet your
requirements, or when you want to provide focused reports for specific
business needs or users without creating a new profile each time, you can use
Custom Reports to design reports with only the content you specify.
Webtrends allows you to use a large number of preconfigured components to
construct a custom report, or you can design your own components and
provide information about how Webtrends can track them.
 Pre-configured - prebuilt reports that may require some tagging
 Custom - recommended no more than 50 custom reports / profile
Overview
dimensions
measures
Overview
When you design a custom report, you should ask yourself some of the following
questions.
Where will Webtrends Analytics find the information you want to report on?
If you want your site to record the information you need, you may need to set up
custom tagging on your pages. Your custom reports may also depend on your
configuring advanced features such as Content Groups and Scenario Analysis.
When you choose dimensions, make sure you know how Webtrends will track
them.
How often and when should Webtrends Analytics collect data?
Some kinds of data give the same result for every hit during a visit. Others give a
different result with every hit. Some measurements only make sense when
collected once per visit. Think about what kinds of data you want to measure,
and when Webtrends should measure them to get the most meaningful results.
Overview
Who will use the report?
Webtrends allows you to specify up to 30 different measures per custom report,
but only a few of these may be relevant to the person who needs the report, and
using many measures increases processing time and can affect performance. This
question may also help you decide whether to use translation files, and give you
guidance as you name your reports and report columns and as you provide Help
text.
How much data will this report generate?
Depending on the dimensions you choose and the structure of your data, you may
encounter problems with very large table sizes that can affect performance. You
may need to adjust table limits, filter your data very precisely, or reconsider your
strategy for isolating the data that interests you.
Overview
Custom reports allow an enormous number of combinations of dimensions
and measures. Not all of these combinations will provide meaningful data.
Another way to think about creating meaningful reports is to think about
what kinds of dimensions and measures work together meaningfully.
Dimensions and measures can be classified as hit-based, visit-based, or
visitor-based.
Overview
Hit-based if it changes from hit to hit within a single visit. For example,
Content Groups, Products, and Campaigns are all hit-based dimensions
because it is possible for each a visitor to click in a different one during each
visit. Page Views, and Clickthroughs are all hit-based measures.
Visit-based if it does not change or occur multiple times within a single visit.
For example, each visit typically has only one Referring Site and one
geographical location such as a Country. Visits, Visit duration, visit depth are
all visit-based measures.
Visitor-based if it does not change for an individual visitor, even across visits.
For example, each visitor has only one initial campaign or initial search
engine. Visitor-based measures include Unique Visitors and unique buyers.
Overview
Standard Dimensions
Custom Report
City
Measure 1
Measure 2
London
x
x
Birmingham
x
x
Plymouth
x
x
Geographic Region
Geographic Drilldown
Hour of Day
MSA
Multi-homed Domain
Network
Network Type
New vs. Returning
Organization
Page Views
Platform
PMSA
Product
Product Category
Query Parameter
Query String
Referring Domain
Referring Site
Referring URL
Return Code
Search Engine
Search Keywords
Search Phrase
Shopping Cart Level
State
Throughput
Time Zone
Time Period
Top Level Domain
URL
URL with Query String
Visitor
Overview
Dimensions are either Hit or Visit based.
Hit - The value associated with the dimension changes during the visit.
Visit - The value associated with the dimension doesn’t change during the
visit.
Possible Report Combinations:
Visit > Visit
Visit > Hit
Hit > Hit (occurs in the same server call)
Overview
Standard Measures
Custom Report
City
Measure 1
Measure 2
Clickthroughs
Product Views
London
x
x
Revenue
Percent of Hits
Birmingham
x
x
Orders
Percent of Views
Plymouth
x
x
Hits
Percent of Visits
Page Views
Visit Duration
Visits
Kbytes Transferred
Units
Time to Serve
etc……
Custom Measures
Based on Query parameters or
Cookie parameters
Demonstration
AUTO POPULATE FOLDER LIBRARY
Demonstration: Auto Populate
 Define data source
 Enable auto-populate in the template
 Create your categories, define dimensions, measures
 Create your custom report, attach to profile
Custom Reports
Standard Dimensions & Measures
Standard Dimensions & Measures
Webtrends Standard reports are created from Dimensions and Measures,
which can be ‘rearranged’ to create custom reports.
Content
Groups
URL
Demonstration
CONTENT GROUPS : URLS
Demonstration: Content Groups : URLs
Digital Manager wants to determine how visitors interact with ‘content areas’
of the MUSA website.
Report
Content Groups by URL
Data Source
MUSA
Profile
MUSA
Hit Dimension 1
Content Groups
Hit Dimension 2
URL
Hit Measure
Page Views
Workshop
REFERRING SITE : ENTRY PAGE
Workshop: Referring Site : Entry Page
Digital Marketing Manager wishes to track the Entry Page by the Referring
Site that is driving traffic to the website.
Report
Entry Page by Referring Site
Data Source
MUSA
Profile
MUSA
Visit Dimension
1
Referring Site
Visit Dimension
2
Entry Page
Visit Measure
Visits
Workshop: Referring Site : Entry Page
Referring
Site
Entry
Page
Standard Dimensions & Measures
Direct Traffic occurs when Webtrends cannot resolve the Referrer entry.
 Somebody really did type in the address or used a bookmark to get to your
page
 They clicked on a link in an email (not always true. If they used some kind of
web mail, the web mail server will be the referrer)
 The link was in a document
 The link originates at a secure (https:) page and your page is not secure (http)
 The visitor is using IE and the link to your site was in JavaScript. JavaScript
links to your site include those that open your site in a new browser window,
or any kind of JavaScript redirect. Many banners’ links are programmed this
way.
Standard Dimensions & Measures
Direct Traffic occurs when Webtrends cannot resolve the Referrer entry.
 The visitor is using IE and the link to your site is from within a Flash application
(there are a lot of ways to do this in Flash so there may be exceptions)
 Your landing page redirects to another page via a 301 permanent server-side
redirect
 The link was on an intranet or some other web site behind a proxy or
corporate gateway that was set up to strip referrers from requests
 The visitor has made changes to their browser that suppresses the referrer
information
 Another site has put your page content into an iFrame and coded the frame to
suppress the referrer, in order to make it difficult for you to find out who is
framing your content.
Workshop
NEW V RETURNING : REFERRING SITE
Workshop: New v Returning: Entry Page
Digital Marketing Manager wishes to track New v Returning Visitors by
Referring Site to determine traffic to the website.
Report
New v Returning Visitors by Referring Site
Data Source
MUSA
Profile
MUSA
Visitor Dimension 1
New v Returning Visitors
Visit Dimension 2
Referring Site
Visit Measure
Visits
Workshop: New v Returning: Entry Page
New v
Returning
Referring
Site
Standard Dimensions & Measures
Your own site can act as a Referrer.
 When they leave your site open and go to a meeting
 When they click on one of your links that goes off-site
 When they type something else in the browser window
 When they close the browser window and your site is open in another
window
 When they back-button to the search engine window that brought them
there in the first place
 What if they come back to your site with another click on your listing
Custom Reports
Calculated Measures
Calculated Measures
Calculated Measures
Custom Report
City
Measure 1
PV/V
London
x
x
Birmingham
x
x
Plymouth
x
x
A new column in the report created by
performing a mathematical calculation
that utilizes one or more of the existing
measures in the report.
Demonstration
CALCULATED MEASURE
Workshop: Calculated Measure
Digital Marketing Manager wishes to determine how engaged visitors are
with the content on the website.
Report
Content Groups by URLS
Data Source
MUSA
Profile
MUSA
Hit Dimension 1
Content Group
Hit Dimension 2
URL
Hit Measure
Page Views
Visit Measure
Visits
Ratio
Page Views / Visits
Custom Reports
Report Filters
Report Filters
Report Filters
Custom Report
City
Measure 1
PV/V
London
x
x
Birmingham
x
x
Hits
Hits
Visit
Report Filter
Hit Filters - include or exclude raw data
generated by individual actions on a
web site.
Visit Filters - include or exclude data
that as already been grouped into
visits. A visit is a single session of
activity identified with an individual
user, including all the page requests
and hits logged during the session
Demonstration
HIT FILTER
Workshop: Hit Filter
Digital Marketing Manager wishes to track visitor interactions with ‘Bike’
Content Groups
Report
Content Groups by URLs
Data Source
MUSA
Profile
MUSA
Hit Dimension 1
Content Groups
Hit Dimension 2
URL
Hit Measure
Page Views
Filter
Include Hit on Content Group - Bike*
Workshop
REPORT FILTER
Workshop: Report Filter
MUSA wish to analyze site traffic where Google is the Referrer Site.
Report
Exit Pages on Motofinder.com
Data Source
MUSA
Profile
MUSA
Visit Dimension 1
Referring Site
Visit Dimension 2
Entry Page
Hit Measure
Page Views
Visit Measure
Visits
Filter
Include Visit on Referring Site - *google*
Workshop: Report Filter
Referring
Site
Entry
Page
Filter: Google
Workshop
BRANDED SEARCH PHRASE
Workshop: Branded Search
The Digital Marketing Manager at MUSA.com wishes to determine the
effectiveness of their SEM strategy, by segmenting visits that originate from
Branded v non-Branded search terms.
The search term is located in the cs (Referrer) field:
http://www.google.com/search?hl=en&q=motorcycle+gear&btnG=Google+Search
Workshop: Branded Search
Google
When you sign in using: Gmail, Google+, Google Chrome, the search is
directed through Google SSL Search (https://www.google.com).
As a result websites you visit from organic search listings will still know that
you came from Google, but won't receive information about each individual
query. This will show in your reports as: ‘Search Phrase not Provided’.
Workshop: Branded Search
Firefox
Google SSL Search was incorporated into Firefox 14, released in July 2012.
Apple Safari
As part of iOS 6 - Apple now routes searches made through the Safari search
box to an encrypted version of Google Search, which doesn’t pass any
Referrer. This will be reported as ‘Direct Traffic’.
Bing & Yahoo
Referrers are not blocked.
Workshop: Branded Search
Digital Marketing Manager wishes to determine the Entry Pages from
entering ‘Branded Search Phrase’ – Motorcycle into search engines.
Report
Entry Pages (Branded Search Terms)
Data Source
MUSA
Profile
MUSA
Visit Dimension 1
Entry Page
Visit Dimension 2
Search Phrase
Visit Measure
Visits
Filter
Include Visit on Search Phrase - *Motorcycle*
Workshop: Branded Search
Entry
Page
Branded
Search
Phrase
Custom Reports
Custom Query Parameters
Standard Dimensions & Measures
One of the most common methods for creating custom reports is with
Webtrends query parameters. The following demonstration illustrates that
further tagging may be required.
WT
DCS
DCSext
Parameters passed in the Query String
Demonstration
DAY PART : SCENARIO
Workshop: Day Part : Scenario
The Digital Marketing Manager at MUSA.com would like to know which parts
of the day visitors ‘engage’ with their conversion funnels (scenarios), as this
would be helpful in shaping their overall campaign strategy.
Report
Scenarios by Dayparts
Data Source
MUSA
Profile
MUSA
Hit Dimension 1
WT.bh (lookup)
Hit Dimension 2
WT.si_n
Lookup
C:\Class Files\Browsing hours.csv
Visit Measure
Visits
Workshop: Day Part : Scenario
WT.bh
WT.mc_id
Workshop (Optional)
LINK TRACKING
Workshop: Link Tracking
The Digital Marketing Manager at whatever.com wishes to determine the ROI
of Links located on webpage LinkT.html.
Report
Link Tracking
Data Source
Whatever
Profile
Whatever
Hit Dimension 1
WT.es (Page)
Hit Dimension 2
WT.nv
Hit Measure
Page Views
Workshop: Link Tracking
WT.es
WT.nv
Custom Reports
Custom Dimensions & Measures
Demonstration
CONTENT – QUERY PARAMETER
Demonstration: Query Parameter
The Digital Marketing Manager at whatever.com would like to report against
the content being served on its ParamA.html page
Report
Content
Data Source
Whatever
Profile
Whatever
Hit Dimension 1
Navigation Tab
Lookup
C:\Class Files\lookup.csv
Hit Measure
Page Views
Workshop: Query Parameter
content
parameter
Demonstration
SITE DIRECTORY
Demonstration: Site Directory
Whatever.com wishes to determine traffic at every level of their website
directory structure.
An example:
WT.es=http://www.site.com/directory1/directory2/directory3/filename.aspx
Demonstration: Site Directory
The resulting report gives you an overview of site activity.
Not to be confused with Path Analysis.
Demonstration
ONSITE SEARCH - REGEX
Demonstration: OnSite Search
 Improving on-site search functionality can benefit a site by contributing to
a better user experience, by reducing the barriers for users to reach their
destination pages.
 Webtrends provides standard reports that display your keywords or
phrases used on the site, however, not where visitors ‘landed’ as a result
of those searches.
Demonstration: OnSite Search
The reports extract parameter search values that were passed in the referring
URL, and display them against the page or page title that was clicked on as a
result of that search.
The Webtrends parameters used to track onsite search:
 WT.oss
= tracking search terms
 WT.oss_r = number of results. 0 indicates a failed search.
In some cases the search terms are tracked with a search parameter, e.g.
keyword. The search term can still be extracted using the following regular
expression:
keyword=([^&]+)
This expression extracts everything between ‘keyword=’ and the next ‘&’.
Demonstration: OnSite Search
The report gives you a good indication of how content is reached on your
website.
Site navigation maybe unclear, as a high percentage of visitors resort to onsite
search.
Visitors may be reaching site content using keywords or phrases that you
haven’t optimized on.
The onsite search engine isn’t matching pages with their search terms.
Demonstration: OnSite Search
The digital manager at MUSA.com wishes to determine the effectiveness of
their onsite search. Create a report that displays on-site search terms that
were in the previous (referring) page.
Report
OnSite Search Terms
Data Source
MUSA
Profile
MUSA
Hit Dimension 1
Pages
Hit Dimension 2
OnSite Search (Referring Page – All Hits)
Hit Measure
Page Views
Demonstration: OnSite Search
URL
Onsite Search
Term (PP)
Workshop
EXIT : ONSITE SEARCH
Workshop: Exit : OnSite Search
This useful report gives you an idea on which search terms result in visitors
abandoning the site from the search results page.
Report
Exit OnSite Search Terms
Data Source
Zedesco
Profile
Zedesco
Visit Dimension 1
Exit Page
Visit Dimension 2
Exit OnSite Search Term (WT.oss)
Last Occurrence in Visit
Filter: Exit Page
*/search/results.aspx
Visit Measure
Visits
Workshop: Exit : OnSite Search
Exit
Page
Onsite Search
Term
Custom Reports
Drilldown Reports
Drilldown Reports
 Campaigns and Products drilldown reports can provide powerful
information for marketing and commerce analysis. They rely on
specialized, preconfigured translation files that provide external
information about campaigns or products.
 Campaigns reports can provide hierarchically organized information about
campaign demand channels, marketing activities, and Creatives.
 Product reports can provide information about product families and
categories.
 This information is linked to a campaign ID passed in the WT.mc_id
parameter (for campaigns reports) or a product ID code passed in the
WT.pn_sku parameter (for Products reports).
Demonstration
CAMPAIGN DRILLDOWN
Workshop: Campaign Drilldown
Report
ABC Campaigns
Data Source
MUSA
Profile
MUSA
Dimensions
Channel
E
Marketing Program
G
Marketing Activity
F
Creative
D
Description
B
Campaign Cost
K
Measure
Translation
Workshop: Campaign Drilldown
Workshop
PRODUCTS DRILLDOWN
Workshop: Products Drilldown
Report
Product Drilldown
Data Source
MUSA
Profile
MUSA
Dimensions
Supplier
F
Division
B
Department
C
Class
D
Manufacturer
E
Measure
Visits
Translation
Custom Reports
REST API
REST API
 The Data Extraction API conforms to the REST (Representational State
Transfer) architectural style, using the HTTP protocol and a URI to
access resources.
 Integrates with Excel without coding, client software, or installed
driver--you need only your Webtrends credentials to get data
 Returns the entire data set for a trend in response to a single URI
(for example, trending a week by hours)
 Is profile and account independent, so you can list multiple
profiles by changing the profile name in the URI
REST API
There are two main ways of creating the REST request:
 Analytics 10: via the “Share” option when viewing a report
from within the Webtrends Analytics 9 Insight user interface.
 REST Generator: is an application that helps you rapidly create
a request for profile or report data.
Custom Reports
Summary
Summary