John DeFoeVice President of Solution Services

Guest SpeakerTom MastermanInternet Broadcasting

WebTrends Data Access and Integration

Agenda

• Explore the possibilities of data access and integration through real world integration and data access examples– Site optimization – feed WebTrends data back to your site for

higher clickthroughs– Email targeting/remarketing– increase conversion by

automating remarketing to specific targeted segments. – CRM – get a comprehensive view of your customer and create

targeted leads based on site engagement from the missing channel in your CRM system.

Open Exchange with WebTrends Connect

Tom MastermanInternet Broadcasting

Optimizing Distributed Ad Products

Agenda

• About Internet Broadcasting

• The “DAP” dilemma

• Instant insights with custom reports

• Optimization through automated data integration

• Future plans & lessons learned

About Internet Broadcasting

• Leading provider of Web sites, content and advertising revenue solutions to the world’s largest and most successful media companies – Partners include Hearst-Argyle, Post-Newsweek, McGraw-Hill,

Cox Television, Meredith Broadcasting, Telemundo and CNN

• Ad network of 500+ local media properties– 40-50mm monthly UVs, 93% U.S. market reach

• Worked with WebTrends for 5 years– Began with ’04 Olympics– Rolled out WebTrends across network in ’06

The “DAP” Dilemma

• Distributed Ad Products (DAP) – Premium paid links – “Links We Like”– Strategic advertisers– IB controls & customizes the content– Runs on media sites across the U.S.

• Business issue– Limited click data via DART– Difficult to extract and interpret reports– Content selected by gut instinct– Impossible to price the value of the

product

Instant Insights

• Leveraged WebTrends custom reporting– Impressions tracked using existing

tag– Also began tracking click-throughs– Created click-through reports using

custom reports and calculated measures

– Automated translation file uploaded daily to translate values from our CMS

• Instant insights– Clicks and CTR for:

• Advertiser• Link title• Link position• Site, section, page

Data Integration: Why We Did It

• Limitations of the UI– Tons of great data, but difficult to

derive deep insights– Content editor was “cherry picking”

just the top performing links

• Needed to connect to external cost per click data

• Wanted the data to end up in Excel for analysis

Data Integration: What We Did

• Import data from WebTrends using variety of automated tools– Making the transition from manual exports, to scheduled reports, to

APIs

• Set up automated script:– Parse the WebTrends data– Marry it to external metrics– Organize in a way more relevant to editor

Data Integration: Samples

Data Integration: The Results

• Click-through and revenue generation doubled within a month

• Vastly outperformed Google AdSense• Plateau occurred once editor ran out of

obvious insights

• Down economy has presented an ongoing challenge with click-through conversion

• Continue to outperform AdSense

• New optimization reports have greatly improved workflow, saving hours of work 9/

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Future Plans

• Currently producing daily corporate scorecard leveraging WebTrends APIs– Populating key WebTrends metrics in to IB

data archive– Automatically pulling data out of archive in

to report

• Next steps with DAP tracking– Integrate data in to rules based engine

leveraging APIs– Completely automated optimization and

performance reporting

Lessons Learned

• Maximize custom report & calculated measured capabilities• Don’t try to solve every reporting need in the UI• Investment in APIs integration has a rapid payoff

Email IntegrationDelivering Precise and Relevant Marketing

Messages

Audience Participation

• How many of you track the effectiveness (conversions, visit duration..) of your Email Campaigns?

• How many of you integrate Analytics data (Conversions, Visit Duration..) with Email Data (bounces, sents..)?

• How many of you send targeted/remarketing email campaigns based on behavioral data?

Level 1 - Insight

• Campaign Tracking: Allow users to easily see the email campaign response data in WebTrends

• Make decisions based on performance

Level 2– Comprehensive View

• Email partner campaign metrics “sent”, “bounced” and other metrics alongside WebTrends stats

• Make BETTER decisions with comprehensive insight

Level 3– Taking Action

• Targeting/Remarketing –Provide email partner visitor lists based on predefined/custom segments

• Drive performance (lift) with precise and relevant messages based on behavioral data

WebTrends Analytics

Data Scheduler(SFTP) Email Partner

Report DB

ODDB

Example Remarketing Analytics Report

Data Scheduler Setup

Data Schedule Details

Data Scheduler Setup Example

Taking Action Prerequisites

• WebTrends Product– Analytics. Yes Analytics!

• Data Scheduler– SFTP

• Custom Reports• Dedicated Profile

– OR– Marketing Warehouse

• Named Queries• NOTE: Best if requirements involve Score, complex queries or significant scale

• Data Capture– Visitor ID (Obfuscated recommended)– Conversions or other remarketing criteria tagged

CRM Integration

Similar Approach as Email Remarketing

WebTrends Analytics

Data Scheduler(SFTP)

Report DB

ODDB CRM

CRM Integration

• Data augmentation and enrichment of web behavior at the VISITOR level

• Enable actionability around contact/lead opportunities for sales and/or marketing

• Provide insight into other areas of focus (interest or concern) that a lead or contact may have– X-sell/up-sell opportunities– Support/Cust Service issues

• Acquistion is only part of the puzzle, focus on the 'understand, maintain & grow' areas of the customer relationship.

SFDC Example – Summary and Detailed Insight

Other Examples of Data Access/Integration

• Scorecards/Dashboards• Data Warehouse Feed• Top searched terms on Site• Top viewed products on site• Most viewed/emailed Articles• Partners (ForeSee Results, Optimost…)

• Tell us about your data integrations on the developer community– developer.webtrends.com

Keys to Integration Success

• Understanding both systems and data points. • Define a starting point / objective and stick to it.• Pilot and plan for iteration• Document and cross departmental collaboration• Executive buy in

New REST based Web Services

What are the new analytics web services?• These new services augment, not replace, current ODBC and Web Services

technology. • Even easier to use• Allow for trending capabilities• Make it easy to integrate into Excel• Increased performance• Provide developer support (examples, documentation, community)

Public Beta• Begins Tue April 7• Developer site, http://developer.webtrends.com

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John DeFoe and Tom Masterman

WebTrends and Internet Broadcasting

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Tom Masterman John DeFoeDirector, Research & Metrics VP of Solution ServicesInternet Broadcasting WebTrendstmasterman@ibsys.com john.defoe@webtrends.com

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Appendix

Appendix

Web Services REST Interface

Easily composed URLs that allow users to access data as XML, JSON or Excel formats

Example:

https://server/v1/profile/Zedesco/report/KeyMetricsSummary?period=2008.m01&format=xml

Methods

get report data for periodretrieves report data for a given profile for a given time period

get report definitionreturns the report definition for the given report ID

list reports for profilelists the reports defined for a profile

list profilesprovides a list of profiles for an account

list profile time periodsreturns the time periods for a given profile

Report Parametersformat

JSON, Excel, or XML

periodTime period of interest, expressed as year, month, day or trend length

measuresMeasures to return

dimensionThe report dimension name (for example, page)

searchString within a dimension name; returns only rows containing that string

rangeNumber of rows to return

totalsonlySet to true to return totals only

URL BuilderPrototype

New REST format foundation of creating a app like a “URL Builder”.

Example, “List Profiles” is a request, “List Reports” is a request, “List Measures”, etc.