7.1 RELEASE UPDATE What’s new for WebTrends 7 users simply use SmartView to overlay your success...

7.1 RELEASE UPDATE

What’s new for WebTrends 7 users

What’s new for WebTrends 7 users | NetIQ Confidential

WebTrends 7

CONTENTSUpdating WebTrends 7 2Features by Edition 3Dynamic Segments 4Custom Segments 6SmartReports Database 7Ad Hoc Query 8Integrated E-mail Analytics 10Integrated Search Analytics 11

Updating WebTrends 7Providing complete analytics for better business results.In June of 2004, WebTrends introduced WebTrends 7 to provide marketers with a single, easy-to-use solutionfor complete web results. While many web analytics solutions were able to provide analysis in a few areas, fewprovided first-class analysis for all web initiatives. WebTrends 7 changed that, featuring analysis on all criticalweb disciplines, from marketing analysis to site performance, and on all web properties, from Internets tointranets to extranets. For the first time, marketers have a common, comprehensive reporting solution tobenchmark and optimize the performance for better business results.

Extending WebTrends 7 to optimize marketing budgetsWebTrends is now extending the easy-to-use web marketing analysis in WebTrends 7 with complete conversionanalytics for the primary business-generating activities in web marketing:

1. Audience Segmentation 2. E-mail performance 3. Search Marketing

While each of these activities hold enormous potential, marketers have had difficulty managing these programsdue to incomplete metrics, data locked in various applications, or applications that were too complex to use.WebTrends 7 solves these challenges with new data integration, new database reporting and enhancements toWebTrends SmartView that now intuitively display segment performance in a context that marketers can easilyunderstand-their own web site pages.

The new enhancements in WebTrends 7 provide the ability to:

1) Drive cost-effective, repeat business by dynamically identifying your most valuable audience segments. Now WebTrends 7 provides a comprehensive segmentation offering, allowing you to create your own customsegments, and dynamically compare segment performance side-by-side in the intuitive WebTrends SmartView.

2) Pinpoint exactly where your e-mail campaigns are losing customers. Traditionally locked up in multiplesystems, marketers needed to cobble together e-mail metrics from various systems to measure performance.WebTrends 7 now offers unique e-mail integration with ExactTarget for complete conversion analysis-from e-mail open to sale.

Each of these new capabilities is made available in WebTrends award winning on demand and softwareapplications so you can be focused on your results, not technology trade-offs.

3) Clearly determine the effect that search engine rank has on revenue. While pay per-click campaigns havereceived the majority of marketing’s attention, search engine optimization has remained a mystery, making itvirtually impossible to relate the effect an improved ranking has on revenue. Featuring first-ever integrationwith WebPosition Gold, WebTrends 7 can now precisely identify the relationship your organic rank has onrevenue in a single WebTrends SmartReport.


WebTrends 7

Features by EditionNew items in WebTrends 7 are in bold

Benefits Small Business

Professional Enterprise

Ideal for Sites with the following yearly page viewsUp to

5 million Up to

200 million Unlimited

Easier Results Easily Interpret Reports

Visual Path Analysis

Visual Scenario Analysis

WebTrends SmartView

Personalize your Information

Custom Dashboards and Templates

Custom Date Ranges

Custom Reports

Smarter Explore and Discover answers to specific questions

Comparative Reports

Dynamic Metrics

Ad Hoc Report QueryProduct and Campaign Drilldown

Dynamic Segments (in WebTrends SmartView) Custom Segments

Comprehensive reporting across all reporting categories Complete Reporting: Marketing, Merchandising, Commerce, Navigation, Geography, Site Performance

Intranet, Extranet and Internet reporting

Faster Integrated into your work environment

Excel exports

SmartReports Database SmartReports for Excel

Database Reporting Integration with Web Position Gold Integration with Exact Target (E-mail) Real-time analysis

Proven

Unparalleled Flexibility for a complete, long-term solution

On Demand or Software

Client-side or web server log file data collection

Multi-language, multi-user, browser-based

Distributed Architecture

Secure Single sign-on security

Granular user-level permissions

Archiving and retrieval services

*Only available in software**Merchandising and Commerce only available in software


WebTrends 7What’s New & Cool

Dynamic Segments in WebTrends SmartView

Intuitively compare how specific customer segments Interact with your page real estateWebTrends SmartView, the intuitive browser overlay solution introduced in WebTrends 7 has been radicallyenhanced. Unlike other browser overlay solutions that provide you with general clickthrough performance,SmartView now allows you to precisely identify how different segments of your customer population interactwith different page layouts, calls to action, offers and creative. For example, if you wanted to understandwhether your holiday offer was better received by your pay- per-click Google traffic or your e-mail traffic, youcould simply use SmartView to overlay your success metrics on your holiday promotion landing page and easilycompare which segment drove the most revenue and what the average order size was for each segment. Youcould also define a custom segment, such as your “Gold Club” members, and identify how your loyalty programis performing relative to your general traffic.

Identify how specific visitor segments interact with your key conversion pages, the value of links on the page and how those buyers convert through

your conversion funnel- all in one easy to understand view



Dynamically select the success metrics important to your businessAnother important enhancement to SmartView is the ability to dynamically select your success metrics on the fly.In the past, browser overlay tools allowed you to only measure either basic clickthrough or revenue performance.Now WebTrends SmartView allows you to choose from up to 20 metrics for any page. This includes the standardrevenue and clickthrough metrics but can also include metrics for other business objectives such as scenariocompletion, visit duration, average order size and more.

These enhancements make SmartView extremely interactive, giving you complete control over the segments,success metrics, and conversion funnels you want to evaluate, all in one understandable view.

Benefits of Dynamic Segments in WebTrends SmartView: • Optimize your copy, creative and offers to your target segments

• Determine which segments are converting through your web site

• Evaluate page performance by the success metric most important to your business

• Precisely identify which links on the page are most important to your conversion processes



Custom Segments

Define the segments that are uniquely important to your businessSegmentation is the key to increasing repeat business. However, many web analytics solutions only allow you tosegment the hard coded data elements that they track, such as segments based on a traffic source, or a pastpurchase. WebTrends 7 now goes beyond pre-defined segmentation with the ability to create unique segments thatare important to your business. Whether you are trying to track customer demographics, psychographics, loyaltyprograms, tiered customers or customers in specific verticals, WebTrends provides a seamless process to define,collect and identify statistically significant trends so you can grow business without wasting marketing dollars.

WebTrends Custom Segments takes advantage of WebTrends Visitor History, the most scalable visitorrepository in the industry. It is capable of tracking hundreds of millions of unique individuals for a single brand.A Custom Segment can be displayed intuitively in WebTrends SmartView for clickthrough and conversionbehavior on a page-by-page level. Information on Custom Segments can also be easily exported to the newSmartReports Database for ad hoc reporting (See SmartReports Database). With this power, business userscan compare segment performance side-by-side and identify emerging revenue opportunities.

Benefits of WebTrends Custom Segments:• Easily define the segments that are important to your business , from hard demographics to softer behavioral

segments unique to your business

• Report on Custom Segment behavior in SmartView to identify conversion behavior down to the page level

• Compare the performance of your Custom Segments in a sophisticated relational database for cross-channelanalysis and OLAP style reporting

Have complete flexibility in defining your own segments and determine how your high-value customers respond to your offers and products.



SmartReports Database

First Automated Client Side Database Reporting that gives you complete controlof your dataThe ability to store data in a relational database has become a core web site analytics requirement for manyleading organizations. A strength of traditional software solutions for many years, the ability to analyzerelational data in a hosted service has also been growing in popularity. While great in potential, there have beenmany difficulties to hosted data warehousing. Data transmission, privacy considerations, data integration andreport viewing have all been stumbling blocks that current hosted offerings have not been able to solve.

WebTrends SmartReports now features a seamless data transmission process that works easily with a commonstandards-based ODBC Database to solve many of these issues. The export process has been made with the businessanalyst in mind, through an easy to use wizard that automates the transmission of WebTrends reports and reportingcategories (such as all campaigns). Once the information is in the SmartReports Database, you can createsophisticated OLAP-style reports with Excel or your favorite business reporting solution like Crystal Reports.

Integrating data for a complete picture of business performanceWeb analytics data is a rich source of customer information. However, in a multi-channel environment, webanalytics data becomes substantially more valuable when it is integrated with other data sources, such asproduct cost data, campaign cost information and point-of-sale information. Integration of data lets youleverage your database to provide an accurate and complete picture of business performance. The database alsoserves as the foundation for Ad Hoc Query and Reporting.

Benefits of the SmartReports Database:• Create a complete view of business performance across business programs and channels

• Create a complete customer profile to gain a comprehensive understanding of how they interact with yourbusiness across channels

• Develop a rich source of information for ad hoc query and reporting. This serves as the foundation forcomprehensive, easy and fast question-and-answer sessions to ascertain the root cause of change.

• Overcome the hurdles that most hosted data warehouses suffer from by providing a client-side databasecompletely in your control

A one click startup

process imports your

WebTrends results into

the SmartReports

Database.



Ad-Hoc Query and Reporting

Easily discover answers to your questions-on the flyJust as your customers expect you to have all the answers, you expect your analytics solution to do the same. Manyweb analytics solutions rely on pre-defined reports, which can become a barrier to true question-and-answersessions to troubleshoot issues in your business process or to identify segments for future marketing activities andbusiness creation. To solve this, WebTrends 7 now features an Ad Hoc Query and Reporting solution to drill intospecific reports as well as ad-hoc reporting in the SmartReports Database.

Easy query and reporting wizardAt the heart of every WebTrends report is a new query wizard which allows you to probe deeper into the data. Thedrag-and-drop interface allows you to intuitively select dimensions and measures to design new reports on the fly,without re-analysis. A business user can also set thresholds and conditions on a report item to quickly isolate itemsof interest and pinpoint the precise factors that are influencing your web results. The Ad Hoc Query Wizard canbe used on your main WebTrends reports.

Query information on the fly for precise answers to questions you have on your valuable

WebTrends analysis such as campaigns, merchandising and search engines



Query multi-channel information on the fly in the SmartReports Database Earlier this year, WebTrends announced SmartReports for Microsoft Excel, making it easy to query valuableWebTrends information quickly. Now WebTrends extends SmartReports with the ability to conduct Ad-HocOLAP style reporting off a standard ODBC database for multi-channel analysis. Analyze customer segments,integrate campaign information, and understand the effect the web has on offline sales or customer servicecosts. Business users across an organization can easily explore information and uncover trends using Excel forbusiness reporting. Due to the ubiquity of Microsoft Excel, information is easily shared and accessed making iteasy for anyone proficient in Excel to explore multi-channel information. Using Excel, you can also createcalculated metrics or chart performance over time with Excel Pivot Charts.

Benefits of Ad Hoc Query and Reporting:• Redesign a WebTrends report and set thresholds and limits on the fly to find the precise answers to your

questions

• Integrate cost information, correlate cross-channel information to achieve a complete picture of your businessresults and measure ROI

• Identify customer segments that are under-served for future business opportunities

• Integrates seamlessly with Excel, the common reporting tool business users are familiar with



Integrated E-mail Analytics

Pinpoint exactly where your e-mail campaigns are losing customersKnowing what took place on your web site after launching an e-mail campaign is essential. Finding out howmany consumers opened your e-mail gives you part of the picture—but with ordinary e-mail metrics, it can bedifficult to tie those opens to your online sales. More importantly, wouldn't it be helpful to know how those salesoccurred? WebTrends and ExactTarget have teamed up to create an end to end e-mail analytics solution thatallows you to track everything that happens after the open with complete clickstream and conversion analyticsthrough to the sale.

See the results right on the e-mailIdentifying the precise factors that are influencing campaign success has never been easier. Use WebTrends SmartView tosee e-mail campaign metrics—such as opens, clickthroughs, and revenue-superimposed directly on your e-mail creative.This easy-to-access, visual analysis uncovers how your audience responds to page layout, calls to action and copy.

Complete Scenario Analysis from open to saleAfter you review your campaign results, you will probably have some more questions: What happened tocustomers who opened and clicked through to the site, but didn't buy? Instead of piecing together behavioraldata across applications, WebTrends provides you with a complete conversion funnel detailing overall drop-offand the subsequent paths taken at each stage of a scenario-from e-mail open to conversion.

Benefits of WebTrends e-mail analytics• Identify precisely where visitors are dropping out of your conversion processes• Measure conversion performance with intuitive, visual analysis• Compare e-mail campaign performance to your other campaigns in one easily interpreted report

Easily measure how your audience is responding to your e-mail creative.


WebTrends 7

Integrated Search Analytics

Pinpoint the effect that search engine rank has on revenueAlthough immensely strategic, search engines have been a difficult marketing component to perfect. While paidplacement has provided the marketer with more control over the performance of specific terms, organic resultsand analysis remain elusive. Ever changing, complex search algorithms make it difficult for an organization tooptimize rank. In addition, mapping rank to results has been a manual process at best.

WebTrends 7 changes the game with the first integration of analytics from the leading search optimizationsolution in the industry: WebPosition Gold. Now organizations can seamlessly integrate the following metricsin a single WebTrends SmartReport:

•Search Rank (yours and competitors) • Scenario Steps (Conversion Rate)•Clickthroughs • Average Order Size •Revenue • Number of Units Sold

With these metrics and others, you can understand your organic performance with the same level of granularityand precision that you do your pay-per-click campaigns.

Benefits of WebTrends 7 organic search analytics• Understand the impact your organic results have on your bottom line• Identify which terms are worthwhile to continue optimizing for and which aren’t • Determine if there are words that show enough promise to double-down and execute a paid campaign on the

same or similar word

Clearly identify the return of your natural search campaign with the first report that links natural search rank to revenue

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