Webtrends Data Access And Integration
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John DeFoe Vice President of Solution Services Guest Speaker Tom Masterman Internet Broadcasting WebTrends Data Access and Integration
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Transcript of Webtrends Data Access And Integration
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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"Links We Like" $ RPM $
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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QUESTIONS?
Tom Masterman John DeFoeDirector, Research & Metrics VP of Solution ServicesInternet Broadcasting [email protected] [email protected]
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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.
