2011 Web Analytics Seminar
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These are our slides from our seminars this year. Please let us know if you have any questions to info@unilytics.com
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2011 Web Analytics Seminar
- 1. Eric Tobias – Director, Analytics Services Nad Balata – Product Manager/Sales Peder Enhorning – President
- 2. Agenda 9:00 – 9:45 Web analytics overview, KPIs and vendor line-up 9:45 – 10:00 Log file management 10:00 – 10:25 Dashboards 10:25 – 10:35 Break 10:35 – 11:05 SharePoint and CMS analytics and reporting 11:05 – 11:30 Improving 1:1 marketing 11:30 – 11:50Webtrends 10 11:50 – 11:55 Unilytics Services 11:55 – 12:00 Q&A
- 3. Overview Web Analytics service provider since 2001 800+ customers across North America 450+ consulting engagements Technology to automate and improve reporting and analytics
- 4. Source: Aberdeen Group 2011 Process Capabilities
- 5. Technology Enablers Source: Aberdeen Group 2011
- 6. Social media 12 month spending INCREASES Source: Aberdeen Group 2011
- 7. Unilytics Web Analytics Maturity Model Roadmap of progression for web analytics Task oriented
- 8. PHASE 2 Web Metrics PHASE 1 Planning & Preparation PHASE 3 Behavior Optimization PHASE 4 e-Marketing PHASE 5 Corporate Strategy System Infrastructure Planning Page View/Visitor Reporting Funnel/Path Analysis Commerce Tracking Analytics-Based Content Serving Analytics Solution Acquisition Top 10 Reporting Segmentation 1:1 Visitor Tracking Enterprise Governance Integration Basic Web Analytics Governance Top Entry/Exit Pages Campaign Management Lifetime Value ROI Calculation Basic Web Analytics Training Other Basic Reporting Search Engine Optimization (SEO) Personas & Scoring Models Cross-Channel Integration Requirements Definition Report Interpretation & Actioning Personalization Intelligent Call Tracking Activity-Based Costing (ABC) Business Goals & Objectives Dashboards A/B & Multivariate Testing Email & CRM Integration Predictive Analytics Key Performance Indicators (KPI) Advanced Tag Configuration Social Media Measurement Alerts Strategic Planning Strategic Consulting Advanced Consulting Unique Visitor Intelligence Basic Training & Impl. Integration
- 9. Types of sites MAKE MONEY
- 10. Types of sites SAVE MONEY
- 12. Brand awareness
- 13. eCommerce
- 16. Self-service
- 17. Customer service
- 18. Informational
- 21. number of visitorsIs that worth measuring?
- 22. What to measure? More visitors? No, more Qualified visitors We want more CONVERSIONS
- 24. Scroll to the bottom
- 26. Fill in form
- 27. Set up My Account
- 28. View a video
- 29. Update profile
- 30. Read about event
- 31. Respond to an e-mail campaign
- 32. Forward to a friend
- 33. Make a payment
- 34. Post comment or feedback
- 38. Print coupon
- 39. Click on promo
- 40. Opt-in
- 41. Submit question
- 46. Rate content
- 48. Post link-back
- 49. View blog entry
- 50. Rate article on external service
- 55. How to measure conversions? Key Performance Indicators (KPIs)
- 56. Key Performance Indicators (KPIs) indicate KPIs quickly inform how the organization is performing
- 57. How do you define KPIs?
- 59. TOP 10’s
- 61. Ratios
- 62. Averages
- 63. PercentagesBUT how are KPIs determined? All should be looked at over time
- 64. KPI Hierarchy Upper Management High level business Goals & Objectives Goals & Objectives Items that are vital for a strategy to be successful Middle Management Critical Success Factors Special Metrics that tell you how you are doing Analytics Team KPIs Relationship of Measures - Ratios, averages, rates, or percentages Technical Staff Metrics Raw numbers and data (web analytics data, off-line touch-points, customer databases, email marketing) Analytics data Measures
- 65. KPI Karta Goals & Objectives KPIs are driven by business Goals Business Critical Success Factors KPIs BUT… Technology KPIs are constructed from Measures Metrics Measures
- 66. KPI Karta Increase Sales Goals & Objectives Increase Leads by 25% next 12 months Business Critical Success Factors Conversion ratio of visitors to leads, leads per referrer KPIs Conversion ratio of visitors to leads, PDF downloads by registered visitor, leads per referrer Technology Metrics Visitors, leads, PDF downloads, registrations, referrers Measures
- 67. KPI Karta Decrease Support Services Cost Goals & Objectives Decrease Call Center calls by 20% next 12 months Business Critical Success Factors Ratio of call center calls to online support, self-service registration per visitor KPIs Ratio of call center calls to online support, self-service registration per visitor, PDF downloads by visitor Technology Metrics Visitors, call center calls, page views, PDF downloads, self-service registrations, referrers Measures
- 68. Web Analytics Governance Managing people, technology and processes toward a common goal
- 70. Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders
- 71. Community– Representation from all relevant business owners and technology teams
- 73. Web Analytics Governance Decentralized Model
- 74. Web Analytics Governance Federated Model
- 75. Product Lineup
- 76. Product Lineup
- 77. Implementation
- 78. Data Location
- 80. Where majority of Config. occurs
- 82. User-level Data
- 85. Funnel Analysis
- 87. Social Media
- 88. SaaS vs. On Premise
- 89. SaaS vs. On Premise
- 90. SaaS vs. On Premise
- 91. SaaS vs. On Premise
- 92. SaaS vs. On Premise
- 93. SaaS vs. On Premise
- 94. SaaS vs. On Premise
- 95. SaaS vs. On Premise
- 96. SaaS vs. On Premise
- 97. SaaS vs. On Premise
- 99. Managing movement, rotation and archiving of logs
- 100. Many log files require cleaning before analyzes
- 101. Web logs contain unwanted entries; robots, images, routine health checks, internal traffic
- 103. Support of “workflow” rules you determine, built on actions and results of the log management process
- 106. Scrub multiple files simultaneously
- 107. Process entire directory trees on multiple servers using multiple file types
- 108. Robust logging of actions and results for tracing and debugging purposes in the event
- 110. Retrieve from 3 different web servers
- 111. Remove automated and bot & spider traffic
- 113. Retrieve from central analysis server directory
- 114. Compress logs into short-term archive
- 116. Retrieve from short-term storage directory
- 117. Move to cheaper network storage
- 119. Schedule can be any time in the future, or if in the past they will execute immediately at startup (i.e., “catch up”)
- 120. Activities can be set to repeat every:
- 121. Hour
- 122. Day
- 123. Week
- 124. Month
- 126. Files exist
- 127. Certain number of files exist
- 128. File creation and modification dates
- 129. File size
- 131. Transfer via FTP
- 132. Move
- 133. Copy
- 134. Delete
- 135. Compress
- 136. Scrub
- 137. Call external application (e.g., secure FTP, database extracts or loads, etc.)
- 139. Create sentinel file
- 140. Add or set registry entries
- 143. Measure against specific objectives – using KPIs
- 144. Fit on a single page (without scrolling)
- 145. Single glance with little or no “interpretation” necessary
- 148. Only updates changes
- 149. Supports input from Web Analytics and other sources
- 150. 3 person-year development effort
- 153. Add Webtrends data on two additional external websites.
- 154. Add data from two different Google Analytics accounts.
- 156. Retrieve the number of visits to the blog website generated by different countries. This site is tracked by Google Analytics.
- 159. Multiple queries to each connection
- 160. Data can be automatically refreshed on custom schedule
- 162. Back in 10 minutes...
- 164. Internal sites discourage tracking by hosted services, making software on premise attractive
- 166. Breadcrumbs
- 167. Web Parts views
- 168. Onsite Search
- 169. Document Activity
- 170. Check-out
- 171. Downloads
- 173. Individuals
- 174. Teams
- 175. Departments
- 177. Mergence Compatibility Web Analytics CMS Mergence
- 178. Hosted JavaScript Webtrends Software JavaScript SharePoint User Remote Collection Server Firewall Local Collection Server
- 180. SharePoint hosted service supported since core.js not modified
- 181. Supports SaaS installation allowing on-site collection
- 183. Review site and sub-site activity.
- 184. Review intranet activity by user.
- 185. Review breadcrumbs and breadcrumbs by user.
- 186. Review document actions summary information.
- 187. Review document activity details by user.
- 189. Provide SharePoint® specific information, including:
- 190. Sites/Sub-Sites
- 191. User Names/IDs
- 192. Search Utilization
- 193. Breadcrumbs
- 194. Document Activity & Utilization
- 195. Web Parts
- 197. Mergence® DEMO Q&A
- 198. Unilytics Customer Engagement Model Mass Marketing 1:1 Marketing Email Marketing Web Analytics A/B Testing Affiliate Networks Social Media Display Ads & SEO VOC CRM INTERACT ACT REACT GOAL Customer Reach Customer Value
- 200. eMailIntegration
- 202. Compare campaigns and optimize performance with a complete set of web metrics
- 204. Compare campaigns and optimize performance with a complete set of web metrics
- 206. City
- 207. Age
- 208. Height and weight
- 210. Information requests
- 211. Service signed up for
- 212. Association
- 213. Store locator
- 214. Search history
- 216. Observed
- 217. Geo-location
- 218. Browser type
- 219. Band width
- 220. New vs Returning
- 224. Utilization Segments – which of your offerings are they consuming and how are they using them; key pages, content groups visited
- 225. Audience Segments – Who your visitors are; location, age, gender, lifestyle.
- 227. Works best on site’s with the ability to identify a visitor (e.g., login, e-mail address)
- 228. All pieces of data are stored on a per-visitor basis
- 231. Where visitor came from and key word used
- 232. Visit history per day (visits, total time visiting the site, last visit, hits)
- 233. Campaigns they have accessed
- 234. Purchase information (total purchase count, lifetime value, invoice/transaction numbers)
- 237. View resulting VHE Distiller database.
- 238. Look at list of individual visitor purchase history data.
- 239. Compare ratio of total visitors to registered visitors.
- 241. Are registered visitors using search less frequently month-over-month?
- 242. Have registered nurses visit behavior (i.e., increased or decreased) changed after the ad campaign in American Journal of Nursing?
- 244. Minimization of data storage (generally 50% or more space reduction)
- 245. Highly optimized for processing large amounts of data in a very short period of time (gigabytes of visitor information in under five minutes)
- 248. On Demand only for now
- 250. Webtrends Analytics 10 A Space is any application, website, or platform instance that you want to track. There are several new channels in addition to the traditional “website”.
- 251. Webtrends Analytics 10 A Space contains analytics for a single website across multiple channels (e.g., Facebook, Twitter, mobile apps, etc.)
- 252. Webtrends Analytics 10 The old “profile” master list still exists
- 253. Webtrends Analytics 10 Dashboards have been completely revamped.
- 255. Channels
- 256. New Dashboards (spaces and pages)
- 258. Campaign tracking is now automated
- 259. Dashboards include data across a wide variety of channels.
- 260. Wide variety of new reports available for new channels.
- 263. Installation, configuration and product training
- 264. A/B & Multivariate Testing
- 267. Creation of KPIs and Dashboards
- 270. Goals & Objectives
- 271. KPI’s
- 272. Report reviewRETAIN® - Reverse Engineered Training And ImplementatioN
- 273. Unilytics Products Log Director – Log file management Montage – Automated dashboards Mergence – SharePoint reporting VHE Distiller – 1:1 Marketing
- 275. Monthly support service of hours
- 276. Harness all Unilytics’ expertise
Hinweis der Redaktion
- When looking at this chart, let’s focus on Best-in-Class organizations. When we look at companies that are Best-in-class, 64% have dedicated marketing staff
- Snapshot of the most successful businesses
- We have seen that web analytics is the key spending area, but if we now look at social, we see that companies are planning to increase spending on social media by 67% compared to only 23% for traditional media
- It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedLets you know where you are and where you are going
- It’s important to have a roadmap or progression for web analytics. We have created one that is Task orientedWhile phases progress to the right, many functions are spread outThe effectiveness of web analytics does not come from products alone, but in how they are planned, deployed, used and integrated.This Maturity Model is task oriented as opposed to esoteric descriptions. 5 services to accomplish each:- Strategic Consulting- Basic Training and Implementation- Advanced Consulting- Unique Visitor Intelligence- Integration
- While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
- While all web sites are different and have different objectives, fundamentally there are only two types of sites: those that make money and those that save money.
- There are lots of different web sitesBut fundamentally, there are only two types; those that make money and those that save money
- Studies show that web analysts spend 90% of their time evaluating number of visitors and page viewsBut should we be measuring more visitors, hits or page views? Most organizations don’t have as GOAL to simple have more visitors. What if they are from geographical areas we don’t serve or those visitors don’t need what we offer?
- All sites need to be promoted because we want more conversionsWhat is the value in seeing more page views or visitors? Those are not indications of how we are doing. A business goal is NEVER to simply get more traffic
- Conversions are much more than tracking successful shopping cart check-outs or ecommerce activities, but include: filling in a form downloading a document Submitting a questionHowever, it’s still not enough to simply measure the number of conversions. We have to somehow compare or relate conversion counts to something else. The best way to accomplish this is to use Key Performance Indicators (KPIs) which are values that describe ratios, percentages, rates, or averages. Well designed KPIs should immediately inform how your site and organization is performing. So, instead of searching through verbose, untargeted reports, you could instead simply review specific values to understand how your web site is performing. And since KPIs are calculated measures from multiple web analytics reports and other data silos, the natural place-holders for KPIs are in dashboards that are automatically updated and customized for different audiences.
- Instead of telling you about what we do, I thought I would tell you what a lousy job the whole industry has done! Analytics suppliers have made a mess of everything!Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
- Nobody should care about all the reports. They’re boring!Instead, we need to draw meaning from them and we can’t do that if we don’t extract the important stuff!The majority of clients we work with ask us to come in and help them get their products working. By that they mean set up proper tagging and get reports configured and built. But the real pay-off is understanding what it all means! They often don’t use the reports to drive change and make improvements. It’s more just a passive curiosity. To drive this change requires buy-in from a Director with overall marketing and communication responsibility. And that is why web analytics governance is important, so everyone understands what the other is doing and that they work together for a common goal.
- I may get some disagreements, but these are not KPIsNone of these values tell you how you are doing. They are not actionable.
- I don’t know if Eric Peterson first described KPIs as being expressed in these four ways but he did in his “Big Book on KPIs”KPIs are always described as:RatesRatiosAveragesPercentages
- I and Eric will cover some of these other topics, but I wanted to just briefly speak to Web Analytics Governance.
- All configuration, access, and direction provided by a single person or a single web analytics team. End users may be granted direct access to the web analytics software to retrieve or schedule their own reports. End users go directly to the web analytics team for support and/or troubleshooting.
- The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not interact directly with the web analytics team.
- Representatives from each department form a web analytics committee. A sponsor from the executive management team ensures web analytics has the appropriate visibility across the organization. The web analytics committee provides direction and prioritization for the web analytics team.The web analytics team, or person, grants access to power-users that manage their respective teams or departments. The web analytics team is responsible for training the power-users and assisting them with troubleshooting that they are unable to resolve.End users work with their assigned power-user to resolve any questions they have or troubleshooting that may be necessary. End users do not generally interact directly with the web analytics team. They also report their concerns, findings, and KPIs to the manager of their web analytics team representative, closing the governance loop.
- As a supplier of the three major offerings, we are well positioned to compare tools and how they stack upAll products are good, but have differences in deployment and some functionality. This is not a checklist to declare a winner. All offer advantages under certain conditions.
- As a supplier of the three major offerings, we are well positioned to compare tools and how they stack up
- SAINT allows you to take a value and premanently group it
- VHE is added cost if OD
- SiteCatalyst is most powerful for pathing and clickstream. Webtrends is close but not as flexible
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Can WT be applied historically? OD or access logs?
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationIt’s difficult to draw meaningful conclusions from information contained in web analytics reports because they are not concise or precise enough. And they deliver mostly data on page views and visitor information when that isn’t really relevant to business goals.
- Web site owners find themselves drowning in data but thirsty for informationKPI’s are the keyKPIs quickly tell how you and the organization is performingBut how do you determine and calculate KPIs?
- You don’t want to change the key SharePoint files and if you are using a SP hosted service it’s not possibleMergence collects SharePoint activity by adding JavaScript which runs between SharePoint and the web analytics package. Using a “bridge” like does not modifying core SharePoint files and delivers the following advantages:
- even though it works with all major analytics vendors, I’ll tell you why it is best with Webtrends
- There are many factors and activities which determine the success of any online propertyUnilytics has created the Customer Engagement Model to illustrate the relative value different marketing activities have wrt Customer Reach and Customer ValueThe further to the right we move, the greater the customer value we offer our clients. And the further up we go, the more customers we reachIn the first sector, we unilaterally ACT with no real feedback from our customers. In the second block, we have the ability to REACT to our customers and make changes to our communication and marketing with our customersIn the third block, we INTERACT with our customers and can market products and services in direct response to their concerns and needs. I’m sure there are those who will want to challenge the location of some of the ovals and this is also not a comprehensive list, but the point is that no single event or activity is positioned in the top right corner of the model, but with a combination of marketing services are required to get an organization there.It requires an integrated effort. This is why cross-channel analytics is so important
- Integrating your marketing activities to fully appreciate how campaigns are performing has tremendous value.Email marketing tools tell us how different recipients responded; if the email bounced or not, if the email was opened and viewed and if they clicked through to your site. Web analytics typically gives a different view. It’s all about trending. Not what individuals did. It can tell you that 512 visitors came to a specific landing page from your email promotion and other trending, but it can’t tell you how individuals navigated and what they did.
- So, what we really want is a list of who received the email promotion and what they did with. With standard Webtrends and some utilities from us along with some tweaking, we can connect your email marketing system with web analytics to deliver 1:1 marketing. Just as before, we can report on how individuals responded to the email they received. But in the web analytics report, we can see how those same people interacted with your web site. We can see: what initially brought them to your site, what key word or campaign brought them there, how often they visit, how long they stay and much much more. If we incorporate your CRM or call center data, we can learn more specific information about them to help in segmentation and target marketing. POS and offline activity is also important as the web may be the marketing vehicle, but not necessarily fulfillment.
- Send companies list of names and get back personal information used for marketingProvided Info– Information obtained from a third party. This may include purchased (mortgages or other publically available information) lists, public information, etc.Predictive will use personas archetypes to identify Arrow indicates higher valueThe PREDICTIVE gets better the more data you haveNext slide: we can find great segmentation from web analytics
- Show flow and how useless VHE is without VHE Distiller
- Will even include other sources including GA
- Will even include other sources including GA
- Will even include other sources including GA
- Will even include other sources including GA
- If you think about the way companies typically deliver new computer solutions, they always follow the same path. They install it, they configure it and then provide end-user training. But we have found that this is completely inappropriate for web analytics and for WebTrends. Instead, we reverse the order and begin with end-user training. During the initial end-user training we educate on web analytics and the power it can bring your organization. We ask the users, and challenge them, to consider what the purpose of the web site is and what the goals and objectives for it are. From that we help them determine what the key performance indicators, or KPIs are, and in what reports they might be found and how they should be configured to deliver that information. Now we have a template on how we need to install and configure WebTrends. After the configuration work, we bring users back for more training showing them the final reports and how they can access them and how to use them to make site improvements. This has been a tremendously successful methodology which we have trademarked as RETAIN; Reverse Engineered Training and Implementation.