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Getting Results with WebTrends How to Improve Your Business with Web Analytics. Introducing …. Web Analytics Product Manager Brian Induni Brian.Induni@netiq.com Web Analytics Product Marketing Manager Amy Duryea Amy.Duryea@netiq.com. Agenda. State of the Web Today’s Challenges

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Getting results with webtrends how to improve your business with web analytics l.jpg

Getting Resultswith WebTrends

How to Improve Your Business with Web Analytics


Introducing l.jpg

Introducing …

Web Analytics Product Manager

Brian Induni

Brian.Induni@netiq.com

Web Analytics Product Marketing Manager

Amy Duryea

Amy.Duryea@netiq.com


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Agenda

  • State of the Web

  • Today’s Challenges

  • Setting the Stage

  • 5 Key Areas to Measure

  • GeoPassage Case Study

  • Questions and Answers


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As the Web Matures…

…the Focus Shifts to ROI

Pre-1997

1997 - 1999

2000

2001

Great Expectations

Wake-upCall

Reality Check

Pioneer Days

Source: Forrester Research, 2001


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The Value of Web Analytics

“It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the Web – where examining what works and what doesn’t directly influences the bottom line.”

– Gartner Group, 2001 “Web Analytics: Getting Down to Business”


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Challenges in the Market

  • Scalability

    • As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together.

Source: Aberdeen Group, December 2000


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Challenges in the Market

  • Scalability

    • As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together.

  • Insight-to-effort ratio

    • Enterprises are challenged that high-end solutions require so much effort. At the same time, entry-level solutions typically offer little in-depth reporting.

Source: Aberdeen Group, December 2000


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Challenges in the Market

  • Scalability

    • As data volumes increase, business analysts are becoming overwhelmed trying to understand how it all maps together.

  • Insight-to-effort ratio

    • Enterprises are challenged that high-end solutions require so much effort. At the same time, entry-level solutions typically offer little in-depth reporting.

  • Aligning the organization to the technology

    • Technology is only part of the solution, organizations must coordinate across departmental boundaries to be successful at utilizing web analytics to impact change.

Source: Aberdeen Group, December 2000


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Setting the Stage

Quick Review of Terminology & Fundamentals


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The Log File - Contents

  • IP Address or domain name of requesting user

  • Username (if necessary to access protected pages)

  • Time/date of request

  • Status of request (whether or not the request was successful)

  • The page, image, or other file that was requested

  • Any parameters associated with a dynamic request

  • The browser that requested the file*

  • The page and domain of the request immediately preceding the current request*

  • How long the server took to transfer the file

  • The user’s cookie and cookie parameters

* Information is available when the server logs in extended file format


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Visits (or “Sessions”)

  • Activity for one visitor

  • default 30 minutes of inactivity

  • also called a visit


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5 Key Areas to Measure


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5 Key Areas

  • Top Referrers

  • Content Groups

  • Top Paths

  • Technical Stats

  • Qualified Visits (by product)


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#1 How are people finding your site?

Gain insight into your SEO strategy

* (do you have one?)

  • What search phrases or terms are people using to find your site?

  • Which search engines or directories are driving the most visitors to your site?

  • What sites are referring traffic to yours?


1 top search phrases l.jpg

#1Top Search Phrases


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#1Top Search Engines


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#2 What content are your visitors most interested in?

Gain insight into:

  • What specific or top pages are people accessing?

  • What content areas are they visiting most?

  • Are there areas of my site that people are interested in but are buried too deep?

  • What content should you consider positioning on the homepage?


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#2Top Pages


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#2Content Groups


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#3 Is the navigation through your site effective?

Gain insight into:

  • Is your navigation leading visitors to desired actions? (top paths through site)

  • Are they getting to the content you want them to? (top destination paths)

  • Where are people dropping off? (top exit pages)


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#3Top Paths Through Site


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#3Top Destination Paths

  • Forward path analysis -- Isolate a page and track where visitors go after that page

  • Reverse path analysis – Isolate a page and track where they came from to reach that page

    Where is this important?

    Leveraging path analysis to optimize conversion events

    • Check-out process

    • Registration process


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#3Top Exit Pages


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#4 Is your site optimized and free of errors?

Gain insight into:

  • Did any visitors experience errors submitting registration or order forms?

  • Were there any problems with the servers?

  • Are any visitors experiencing the forbidden 404 ‘Page Not Found’ error?


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#4Dynamic Page Errors


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#4Server Load Balancing


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#4Client Errors


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#5 Is your site supporting your business objectives?

  • Are you attracting “qualified visits”?

  • Are you converting visitors to desired actions?

  • Which “products” are your visitors most interested in?

  • Are you increasing or decreasing conversion when you make changes to your site?

    Note:

  • A “qualified visit” is one that results in specific actions that you define.

  • A “product” can be any action you wish to track.


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#5Defining Qualified Visits


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#5 QualifiedVisitor Conversion Ratio

  • Conversion Formula

    • (Qualified visits) / (Total visits)

  • Understand if you’re successfully converting visitors to your desired actions


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15.5

$30,000.00

$61,100.00

103.6%

$31,100.00

$30,000.00

$61,100.00

103.6%

$31,100.00

#5Visitor Conversion: ROI Summary

  • ROI Formula

    • (Total Revenue Forecast) – (Cost this period)

  • Understand if your return on a specific deliverable outweighs the investment


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GeoPassage Case Study


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Business Overview

  • World wide tour company

    • Customizable planning and booking of travel based on customer interests

    • Traditional package tours

      • Destination

      • Theme

        www.geopassage.com

        http://travel.aande.com


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GeoPassage Business Challenge

  • Measure the effectiveness of expensive search engine submissions and web banner advertising

  • Increase return visits to site

  • Gain a better understanding of what it takes to get visitors to convert to customers

  • Increase newsletter recipient base


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GeoPassage Solution

  • Provide information to decision makers out of the box

  • Intuitive and easy to use reports

  • Report on dynamically generated pages

  • Solution for small to mid sized business with a cost-effective solution


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GeoPassage Results – Measure effectiveness of on-line campaigns

  • Determined which search engines resulted in the most traffic

  • Measured specific words that generated the most visits

    • Optimized keyword selection which provided the most visits

  • Concentrate efforts where they have the most influence

  • Now a strategic tool for the marketing department


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GeoPassage Results – Increase Return Visits to Site

  • Used Top Destination Paths through Site and Top Exit Page

    • Track route of visitors through the site

    • Look for strengths to be exploited

    • Eliminate weaknesses of path navigation

  • Home page was top exit page

    • Experiment with layout and organization

    • Study Most Requested Pages and Top Destination Paths

      • Feature top destination countries on top navigation bar

  • Increased return visitors by 30 percent

  • Removed the home page as the top exit page


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GeoPassage Results – Convert visitors to purchasing customers

  • Gain a better understanding of what needs to be done to convert visitors to customers

  • Analyze New versus Returning Visitors to determine how many visits it takes for a visitor to book an online adventure

  • Typical sale is made only after the purchaser has made 4 of 5 visits to the site previously

  • Increase revenue by converting more visitors


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GeoPassage Results – Increase Newsletter Recipient Base

  • Constant deliberation of what to feature

  • Examined traffic analysis reports

    • Most Requested pages would show what country or activity was creating the most interest

  • Featured most requested information in newsletter

  • 400 percent increase in traffic


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“WebTrends … has proven to be a critical tool used by our marketing and IT departments, allowing us to make strategic, fact-based decisions rather than shooting in the dark. We have been able to prove return on investment (ROI) on our marketing initiatives and spend our money more wisely.”

- Arturo Castellanos, System Adminstrator, GeoPassage


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To Recap - 5 Key Areas

  • Top Referrers

  • Content Groups

  • Top Paths

  • Technical Stats

  • Qualified Visits (by product)


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Questions and Answers


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Thank you for attending

How to reach WebTrends:

  • Brian.Induni@netiq.com

  • Amy.Duryea@netiq.com

  • Web: http://www.webtrends.com

  • e-mail: sales@webtrends.com

  • Phone: 503.294.7025 or 1-888-932-8736


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