Engage10 Debrief
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Transcript of Engage10 Debrief
© RUSH University Medical Center
WebTrends Engage10 Debrief
Ken QuandtWeb Managing Editor
Marketing and CommunicationsFebruary 2010
© RUSH University Medical Center
WebTrends Basics
• Basic Facts– Webtrends can track almost any Web site, social media,
mobile application activity.– Robust Reporting Capabilities
• “Out of the Box” Reports• Custom Reports
– WebTrends Functionality vs. Google Analytics Functionality• WebTrends Extremely Robust and Customizable• WebTrends : Google Analytics :: Audi S4 : VW Beetle
© RUSH University Medical Center
WebTrends Basics (cont’d.)
• Basic Facts– Tools That Make WebTrends Work
• Cookies– Saved to visitor’s computer; provide data to
WebTrends
• Javascript Tags– Tags are placed in HTML code on pages, templates– Capture data, send to WebTrends application
© RUSH University Medical Center
WebTrends Basics (cont’d.)
• Basic Facts– Webtrends Comes in Two Flavors
• Software (In-House Install)– Unlimited Profiles
– More Robust Functionality Than OnDemand
– Requires In-House Hardware and Tech Support
• OnDemand (Hosted Service)*– Fixed Number of Profiles
– Less Robust Functionality Than “Software” Version
– Our Data Saved at WebTrends Data Center
– Minimal In-House Tech Support
*This is what we use at Rush
© RUSH University Medical Center
WebTrends Basics (cont’d.)
• The WebTrends Analytics 9 Family– OnDemand and Software Versions– Developer Network – Articles, Discussion, Tools– Tag Builder - Build the Tags to Track What You
Want to Track
• Available Interfaces– OnDemand (Standard)– Insight (Google Analytics-esque)– New: Mobile (iPhone, Blackberry, Android)
© RUSH University Medical Center
WebTrends Features
• Filters – Filter Out/In Data (e.g., filter out internal site visitors from data)
• Templates – Make It Possible To Define Content (Reports) and Other Elements that Our Users Can View
• Dashboards – Centralized View of Critical Tables and Graphs– Out of the Box– Custom
• Scenario Analysis – Analyze a Sequence of Steps that Lead to a Conversion (e.g., complete an online form to sign up for an event)
© RUSH University Medical Center
WebTrends Features (cont’d.)
• Roles– Predefined Sets of User Rights That Can
Be Applied to More Than One User
• SmartReports– Export WebTrends Data to Excel– Excel Report Can Be Automatically
Updated Weekly, Monthly, Annually, etc.– Not Necessary to Log Into WebTrends
Application to Refresh Report
© RUSH University Medical Center
WebTrends Features (cont’d.)
• Queries– Produce Reports Using Query Function
• Example: Find all pages that received two or fewer views in the current month; identify content that is not attracting visitors, not helping to drive conversions.
– Calculated Measures• Create a New Column in an Existing Report
Based on Our Specific Needs
© RUSH University Medical Center
WebTrends and Facebook
• Measuring Facebook– Metrics Native to Facebook are Somewhat Limited– WebTrends Can Provide Metrics on Some
Facebook Elements (e.g., tabs, groups, applications)
– For more information see Justin Kistner’s presentation, “A Brief Intro to Facebook Marketing,” at http://www.slideshare.net/WebTrends/brief-intro-facebook-marketing
© RUSH University Medical Center
Next Step: Web Site Optimization
© RUSH University Medical Center
Web Site Optimization (cont’d.)
• Optimize is a New WebTrends Solution – Web Site Optimization is Not the Same as Search
Engine Optimization– Facilitates Testing, Segmentation, and Targeting– Determine Which Content and Features are
Resonating With Your Web Site Visitors• Testing Can Be As Granular As Necessary• Example: Images, Links, News Story Blocks, etc.
– Use Data to Drive Site Content and Page Design Decisions
– Realize Immediate Page “Lift” and Better Conversion Rate
© RUSH University Medical Center
Web Site Optimization (cont’d.)
© RUSH University Medical Center
Web Site Optimization (cont’d.)
For more information see Bob Garcia’s presentation, “Turn Good Results into Great,” at http://www.slideshare.net/WebTrends/optimize-turn-good-results-into-great-webtrends2010
© RUSH University Medical Center
Questions?
Please contact Ken Quandt by e-mail at [email protected] or by phone at (312) 942-6846 with follow-up questions.