2011 Web Analytics Seminar

Eric Tobias – Director, Analytics Services

Nad Balata – Product Manager/Sales

Peder Enhorning – President

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 – 11:50 Webtrends 10

11:50 – 11:55 Unilytics Services

11:55 – 12:00 Q&A

Agenda

Web Analytics service provider since 2001

800+ customers across North America

450+ consulting engagements

Technology to automate and improve reporting and analytics

Overview

Process Capabilities

Well-defined process for tracking and measuring marketing results

Disseminate marketing campaign results to decision makers

Dedicated marketing staff

0% 20% 40% 60% 80%

Best-in-ClassIndustry AverageLaggards

Source: Aberdeen Group 2011

Customer data analytics solution

Social media marketing tools

Lead management tools and dashboards

Web Analytics

0% 10% 20% 30% 40% 50% 60% 70%

Best-in-ClassLaggards

Technology Enablers

Social media 12 month spending INCREASES

All respondents

0% 10% 20% 30% 40% 50% 60% 70% 80%

Social mediaTraditional media

Unilytics Web Analytics Maturity Model

Roadmap of progression for web analytics

Task oriented

System Infrastructure Planning

Page View/VisitorReporting

Funnel/Path Analysis Commerce Tracking Analytics-BasedContent Serving

Analytics Solution Acquisition

Top 10 Reporting Segmentation 1:1 Visitor Tracking Enterprise GovernanceIntegration

Basic Web Analytics Governance

Top Entry/Exit Pages CampaignManagement

Lifetime Value ROI Calculation

Basic Web Analytics Training

Other Basic Reporting Search EngineOptimization (SEO)

Personas & ScoringModels

Cross-ChannelIntegration

Requirements Definition

Report Interpretation& Actioning

Personalization Intelligent Call Tracking

Activity-Based Costing(ABC)

Business Goals & Objectives

Dashboards A/B & MultivariateTesting

Email & CRMIntegration

Predictive Analytics

Key Performance Indicators (KPI)

Advanced TagConfiguration

Social MediaMeasurement

Alerts Strategic Planning

PHASE 2Web Metrics

PHASE 1Planning & Preparation

PHASE 3Behavior Optimization

PHASE 4e-Marketing

PHASE 5Corporate Strategy

Strategic Consulting

Basic Training & Impl.

Integration

Unique Visitor Intelligence

Advanced Consulting

Types of sites

MAKE MONEY

Types of sites

SAVE MONEY

• Lead generation

• Brand awareness

• eCommerce

• Social networking

• Entertainment

MAKE MONEY

• Customer education

• Self-service

• Customer service

• Informational

• Intranet

SAVE MONEY

Types of sites

What to measure?

Analysts spend 90% of time measuring and creating reports on:

•page views •number of visitors

Is that worth measuring?

What to measure?

More visitors?

No, more Qualified visitors

We want more CONVERSIONS

Conversions exist in all industries• Rate a page • Scroll to the bottom • Successful logins• Fill in form• Set up My Account• View a video• Update profile• Read about event• Respond to an e-mail

campaign• Forward to a friend• Make a payment

• Post comment or feedback• Download document• Complete the video• Register for event• Print coupon• Click on promo• Opt-in• Submit question• Contact via cross-

channel• In-store purchase

• Complete application• View account statement• Rate content• Supply e-mail/buddy list• Post link-back• View blog entry• Rate article on external

service • Sign-up for podcast• Change site preferences• View details of

information

Web Analytics Failure

Sold as Reporting Tool.…

….instead of as Optimization Tool

Web Analytics Failure

How to measure conversions?

Key Performance Indicators (KPIs)

KPIs quickly inform how the organization is performing

indicate

How do you define KPIs?

What are NOT KPIs

• Number of Visitors

• TOP 10’s• pages, visitors, downloads, countries, etc.

Check-out Completions

Registrations to Visitors

Revenue per Visitor

High Frequency Visitors

What ARE KPIs

• Rates

• Ratios

• Averages

• Percentages

All should be looked at over timeBUT how are KPIs determined?

High level business Goals & ObjectivesUpper Management

KPI Hierarchy

Metrics

Measures

Goals & Objectives

CriticalSuccess Factors

Special Metrics that tell you how you are doing

Items that are vital for a strategy to be successful

Relationship of Measures - Ratios, averages, rates, or percentages

Raw numbers and data (web analytics data, off-line touch-points, customer

databases, email marketing)

Middle Management

Analytics Team

Technical Staff

Analytics data

Business

Metrics

Measures

Critical SuccessFactors

Goals & Objectives

KPIs are driven by business Goals

BUT…

KPIs are constructed from Measures

KPI Karta

Business

Metrics

Measures

Goals & Objectives

Increase Sales

Conversion ratio of visitors to leads, leads per referrer

Increase Leads by 25% next 12 months

Conversion ratio of visitors to leads, PDF downloads by registered visitor, leads per

referrer

Visitors, leads, PDF downloads, registrations, referrers

Business

Metrics

Measures

Goals & Objectives

Decrease Support Services Cost

Ratio of call center calls to online support, self-service registration per

visitor

Decrease Call Center calls by 20% next 12 months

Ratio of call center calls to online support, self-service registration per visitor, PDF

downloads by visitor

Visitors, call center calls, page views, PDF downloads, self-service registrations,

referrers

KPI Karta

Managing people, technology and processes toward a common goal

Web Analytics Governance

• Accountability – who does what, when, why and how

• Accessibility – ensure analytics and reports are accurate, available, timely, and of direct value to stakeholders

• Community – Representation from all relevant business owners and technology teams

• Uniformity – Definitions and policies set for all analytics reports, terminology, KPIs & calculations, reporting cycles, information dissemination, and routine review of governance for enhancements

Centralized Model

Decentralized Model

Federated Model

Product Lineup

Invented space, but has lost ground

Extremely powerful and flexible, but that creates complexity

FREE and easy to deploy, not as full featured

Product Lineup

SaaS or in-house

SaaS or in-house (Urchin)

Implementation

In-house, or collected and stored on US servers

Collected and stored on US servers

Data Location

JavaScript based logs are local

Extra charge

Not possible

Data Re-processing

Profiles & Filters. Report creation at point of analysis is limiting

Props & eVars at User Behaviour. More complex to implement and support

Profiles & Filters. Report creation at point of analysis is limiting

Where majority of Config. occurs

Translation files more flexible

SAINT Classifications groups into permanent holders

Not Possible

Relabeling Report Data

Segments or VHE; added cost for Data warehouse

Discover; added cost

Not Possible. Violates Terms of Service

User-level Data

Filter Profiles or Segments

Requires Warehouse; very expensive

Quick and Easy

Visitor Segmentation

Page and Content Groups pathing. Can get multi-level paths displayed.

Any S.prop can have pathing enabled

Previous and next pages only

Clickstream / Pathing

Scenario Analysis; only going forward

Any user can create and they can be applied historically

Requires Admin access; only going forward

Funnel Analysis

iOS, Android, Blackberry, Windows Phone 7

iOS, Android, Blackberry

iOS, Android

Mobile App Tracking

Strong offerings and commitment

Investing heavily and advancing

Relying on 3rd party implementations

Social Media

SaaS vs. On PremiseTechnology SaaS On Premise

SaaS vs. On PremiseTechnology SaaS On PremiseLocation Servers in US Servers in CND

Hardware Req’d. No Yes

Software Upgrades No Yes

Data Access Limited Full

Data Security Limited Full

Integration Limited Yes

Collection Method JavaScript JavaScript & IIS

Managed by Internal Staff Internal Staff

SaaS vs. On PremiseTechnology SaaS On Premise Managed Services

Location Servers in US Servers in CND Servers in CND

Hardware Req’d. No Yes No

Software Upgrades No Yes No

Data Access Limited Full Full

Data Security Limited Full Full

Integration Limited Yes Yes

Collection Method JavaScript JavaScript & IIS JavaScript & IIS

Managed by: Internal Staff Internal Staff WA Experts

Log File Challenges

• Any access logs including IIS and Apache• Managing movement, rotation and archiving of

logs • Many log files require cleaning before analyzes• Web logs contain unwanted entries; robots,

images, routine health checks, internal traffic • For Webtrends this includes both standard log

files and SmartSource Data Collector (SDC) log files.

Log Director - Log File Management

• Implement automated archival process for log files• Support of “workflow” rules you determine,

built on actions and results of the log management process• Conversion of logs from one format into

another

Remove Unwanted Information

Log File ManagementLog File Scrubbing

Log Director - Log Scrubbing

• Remove unwanted entries; bots & spiders, images, routine health checks, internal traffic• Scrub multiple files simultaneously • Process entire directory trees on multiple

servers using multiple file types• Robust logging of actions and results for tracing

and debugging purposes in the event• Automated process - “set it and forget it”

Example

• Retrieve Logs Every Day @ 1 AM• Retrieve from 3 different web servers• Remove automated and bot & spider traffic• Place in central directory on web analytics

server for analysis

Example

• Compress logs into short-term archive directory every week on Sunday @ 4 AM• Retrieve from central analysis server

directory• Compress logs into short-term archive• Remove raw log files and give back server

disk space

Example

• Move short-term archived logs to long-term storage every month on the first day of the month @ 6 AM• Retrieve from short-term storage directory• Move to cheaper network storage• Remove short-term archives and give back

server disk space

Log Director Capabilities

• Schedule activities and identify if, and how often, they should be repeated• Schedule can be any time in the future, or if

in the past they will execute immediately at startup (i.e., “catch up”)• Activities can be set to repeat every:• Hour• Day• Week• Month• Year

• Set conditions on activities being started• Files exist• Certain number of files exist• File creation and modification dates• File size• Registry values exist or have a specific value

• Activities that can be performed on files• Transfer via FTP• Move• Copy• Delete• Compress• Scrub• Call external application (e.g., secure FTP,

database extracts or loads, etc.)• Files can be moved from local servers, network

servers, or remote servers

• “Final” activities upon success or failure

• Create sentinel file

• Add or set registry entries

• Send an e-mail if anything goes wrong

Log Director

DEMO Q&A

Dashboards

• Emphasize graphics over text

• Measure against specific objectives – using KPIs

• Fit on a single page (without scrolling)

• Single glance with little or no “interpretation” necessary

• Are customized specifically for the information consumer

Dashboards

Montage Dashboards

• Automated Excel based dashboards

• Only updates changes

• Supports input from Web Analytics and other sources

• 3 person-year development effort

• Eliminates weekly or monthly summary report creation!

Connection

MontageInput Output

Montage Dashboards

Montage Example

• Retrieve intranet SharePoint activity data from Webtrends.

• Add Webtrends data on two additional external websites.

• Add data from two different Google Analytics accounts.

• Set up a connection to ExactTarget for access to e-mail campaign activity related to all sites.

Montage Example

• Retrieve list of intranet documents accessed by users and how many times each user accessed them. Return only those documents downloaded more than once.

• Retrieve the number of visits to the blog website generated by different countries. This site is tracked by Google Analytics.

• Review real-world dashboard example built using a complex Montage configuration.

Montage Example

• Review real-world dashboard example built using a complex Montage configuration.

• Review second real-world dashboard for member-oriented website client.

Montage Capabilities

• Multiple connections to multiple data sources

• Multiple queries to each connection

• Data can be automatically refreshed on custom schedule

• Resulting data returned can be used in dashboard

DEMO Q&A

Montage

Back in 10 minutes...

SharePoint Analytics

Characteristics:• Users typically log in to use the system

enabling excellent unique visitor tracking• Internal sites discourage tracking by hosted

services, making software on premise attractive

• Native SharePoint analytics is very limited

SharePoint – Document Collaboration

Unique Users:• Content Areas• Breadcrumbs• Web Parts views• Onsite Search• Document Activity• Check-out• Downloads• Modifications

Community Engagement: View the interaction between:• Individuals• Teams• Departments • Organization as a whole

SharePoint – Document Collaboration

SharePoint

SharePoint Web Analytics

Modify web analytics tag

+Modify key SharePoint

files(untouchable!)

Modify standard

SharePoint files (Master Pages)

AnalyticsMERGENCE®

Mergence Compatibility

Web Analytics CMS

Mergence

SharePointUser

Hosted JavaScriptWebtrends Software JavaScript

Local Collection Server

Remote Collection Server

Mergence® Advantages

• No need to modify core.js or web analytics tag• SharePoint hosted service supported since

core.js not modified• Supports SaaS installation allowing on-site

collection• Robust reporting at the unique visitor level

Mergence® Example• For year-to-date:• Review site and sub-site activity.• Review intranet activity by user.• Review breadcrumbs and breadcrumbs by

user.• Review document actions summary

information.• Review document activity details by user.• Review web parts viewed summary and

detail by user.

Mergence® Capabilities• Provide regular web analytics data.• Provide SharePoint® specific information,

including:• Sites/Sub-Sites• User Names/IDs• Search Utilization• Breadcrumbs• Document Activity & Utilization• Web Parts

• Record data in one or multiple web analytics platforms.

Mergence® analytics for SharePoint

Mergence®

DEMO Q&A

INTERACT

Unilytics Customer Engagement Model

Customer Value

Mass Marketing

SocialMedia

A/BTesting

1:1Marketing

EmailMarketing

WebAnalytics

VOCCRM

Display Ads& SEO

AffiliateNetworks

Web Analytics Integration

eMail Integration

Unilytics TechnologyIntegration - Email Marketing• From click-through to conversion in a single view• Compare campaigns and optimize performance

with a complete set of web metrics• Retarget high-value customers and visitors who

didn’t convert

Unilytics TechnologyIntegration - Email Marketing• From click-through to conversion in a single view• Compare campaigns and optimize performance

with a complete set of web metrics• Retarget high-value customers and visitors who

didn’t convert

SegmentationHow many have provided:

• Name• City• Age• Height and weight• Sexual preferences

Voluntary Information• Purchases made • Information requests• Service signed up for• Association• Store locator• Search history• Merchandise selections

Involuntary Information• 3rd Party• Observed

• Geo-location• Browser type• Band width• New vs Returning• Frequency, Recency, Latency• Velocity

Collection of customers data falls into four types: Volunteered Info – Obtain information directly from

the customer via forms, surveys, preferences, applications, etc.

Observed Info – Geography, browser type, Organization, New/Returning, usage behaviors, etc.

3rd Party Info – Information obtained from a third party. This may include purchased lists, public information, information brokers, etc.

Predictive – Comparing individual customers against models. This requires creation of a scoring model to compare individual customers against.

Sources of Segmentation

Types of Segments• Acquisition Segments – activity you do to attract

people; campaigns, search engine, referrer• Utilization Segments – which of your offerings

are they consuming and how are they using them; key pages, content groups visited

• Audience Segments – Who your visitors are; location, age, gender, lifestyle.

• Engagement Segments – the patterns of their relationships with you; registration status, buyer versus non-buyer, new versus returning visitors

Visitor History• “Visitor History” – key words, campaigns, search

values, site usage and product interests, page interests, frequency, recency, latency, order values, life-time-value

• Works best on site’s with the ability to identify a visitor (e.g., login, e-mail address)

• All pieces of data are stored on a per-visitor basis• This data can be exported into a format that

allows deeper analysis and integration into your other systems

Output

Flat File

Output

Data Warehouse

Dashboards

Reporting Database

Config. Settings

Loader

Transformer

Data Extraction

VHE Distiller

VHE Distiller – 1:1 marketing

Webtrends VHE

Business Metadata

Per-visitor information for 1:1 marketing:• Pages and Content groups visited per day• Where visitor came from and key word used• Visit history per day (visits, total time visiting

the site, last visit, hits)• Campaigns they have accessed• Purchase information (total purchase count,

lifetime value, invoice/transaction numbers) Not full data warehousing

Web Site Activity by Unique VisitorPatient/

PhysicianName First

VisitVisits THIS Mth

Visits LAST Mth

Avg. Time (min.)

Initial Referer

Key Word/Phrase

Main Content

Area Interest

Entry page

Last Purch.

Life-time Items

Life-time Value

Patient SandyBarts

May 8, 2011

3 - 1.54 Google Flu Q&A Health Plan

$124.56 2 $245.23

Patient Pierre Stone

Jan 30, 2011

12 16 3.07 BING Heart disease

Medical Help

Index/home

$58.95 3 $178.95

Patient Sara Long

Dec 3, 2010

4 23 3.34 Health Coupon

- Package Options

Plan option

$245.56 6 $790.23

Phys. Mike Stone

Apr 23, 2011

8 9 2.23 Direct - Help Index/home

$232.80 1 $232.80

Patient James Kirk

Feb 20, 2011

2 12 1.26 Student Health

- New Family

Stdnt Plans

$85.55 4 $405.55

• View process command.• View resulting VHE Distiller database.• Look at list of individual visitor purchase history

data.• Compare ratio of total visitors to registered

visitors.• Extract list of individual female visitors that have

purchased the most product over all of history.

VHE Distiller - Example

• Who are the visitors that are in the top 5% of purchasers for all time?

• Are registered visitors using search less frequently month-over-month?

• Have registered nurses visit behavior (i.e., increased or decreased) changed after the ad campaign in American Journal of Nursing?

• Which visitors have not yet visited the “Create an Account” page, but have visited at least 20 times in the last six months?

VHE Distiller – Example Data Requests

• Transforms Webtrends Visitor History data into a standard database suitable for connecting up to reporting systems.

• Minimization of data storage (generally 50% or more space reduction)

• Highly optimized for processing large amounts of data in a very short period of time (gigabytes of visitor information in under five minutes)

• Handles advanced visitor segmentation schemes that are custom defined

VHE Distiller - Capabilities

VHE Distiller

DEMO Q&A

• May 16, 2011• On Demand only for now• Mobile, social and website metrics in one

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”.

A Space contains analytics for a single website across multiple channels (e.g., Facebook, Twitter, mobile apps, etc.)

The old “profile” master list still exists

Dashboards have been completely revamped.

• Spaces• Channels• New Dashboards (spaces and pages)• Real-Time Social Media

Webtrends Analytics 10 Walkthrough

• Websites are still tracked as usual. New reporting capabilities include: mobile applications (Windows, Blackberry, iOS, and Android), social media (Facebook apps and pages, Twitter, PostRank, bit.ly).

• Campaign tracking is now automated• Dashboards include data across a wide

variety of channels.• Wide variety of new reports available for

new channels.• Profiles can now be “grouped” as desired.

Webtrends Analytics 10 Capabilities

DEMO Q&A

• Web analytics training• Installation, configuration and product

training• A/B & Multivariate Testing• Report interpretation• Cross-Channel Integration Services• Creation of KPIs and Dashboards • Web Analytics Governance• 1:1 Web Marketing

Unilytics Web Analytics Services

RETAIN® - Reverse Engineered Training And ImplementatioN

Web Analytics implementation

Final TrainingInstall Configure Train

•Web Analytics 101• Goals & Objectives• KPI’s• Report review

1. Log Director – Log file management2. Montage – Automated dashboards3. Mergence – SharePoint reporting4. VHE Distiller – 1:1 Marketing

Unilytics Products

• Ideal for clients without in-house web analytics expertise

• Monthly support service of hours• Harness all Unilytics’ expertise• Up to 50% discount on published hourly

Management And Report Support (MARS)

4 Pillars of Web Analytics

1. Requires continual monitoring and being proactive

2. Cross-channel, not departmental or in silos

3. Powered by people and processes, not just technology

4. Depends on interpretation, not data collection and reporting

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