xxx Welcome NetTracker for Cognos See it in action… We will follow you, a Web analyst, on a day not so far in your future, as you: Get to your desk in the morning and are alerted by NetTracker to a pertinent problem with your Web site
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NetTracker for Cognos
See it in action…
We will follow you, a Web analyst,
on a day not so far in your future, as you:
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8:00 am: E-mail from NetTracker
NetTracker sends you a regular update with the latest information.
The blue line in this morning’s e-mail indicates that the number of visits to your site is down. The red line shows that visitor conversion is down as well.
You want to reverse these trends, but what is causing these negative numbers? Is the problem a.) visitor acquisition, b.) visitor conversion c.) visitor retention or d.) some combination of the above?
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8:06 am: Enter Cognos Report Library & Your Custom Reports
To investigate the root cause of the negative trends you pull up a browser window and connect to the Cognos Upfront portal with your secure password.
NetTracker for Cognos features a set of foundation Web site traffic analysis reports and metrics. Since NetTracker for Cognos is a completely open system it can be extended in any desired direction. For instance, it looks like your organization has added custom reports for online ROI analysis.
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8:08 am: Investigate Visitor Acquisition
In order to investigate the negative visit trend you need to identify whether your marketing campaigns are still attracting visitors to your site.
You pull up a Visitor Acquisition trends report for marketing campaigns. Multiple graphs in this document reflect visits to the Web site generated from various campaigns. For example the graph on the right shows that visits referred by your Direct Mail Campaign #2 have dropped.
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8:10 am: Investigate Visitor Acquisition (continued)
Scrolling down, you can view a detailed report on the key performance indicators of each campaign. Not only can you see the traffic generated by the campaign but also the results in terms of sales and ROI.
Campaigns that need your attention due to low visitor acquisition or ROI are highlighted in red within the report.
You determine that the Direct Mail Campaign #2 is unable to carry its costs. With this insight you are ready to take action and increase your visitor acquisition numbers.
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/Gift shop/ Home page
/Gift shop/ Product Catalog
/Order Form / Check out
/Thank you for your Order
8:18 am: Investigate Visitor Conversion (Shopping Cart Funnel Report)
In order to investigate the negative conversion trend you need to examine the process of converting visitors to customers.
Funnel reports for a given month show visits to each page in the shopping cart area of the site. Looking down the funnel you can see if visitors made it to critical pages in the shopping process. Drop outs on the Ordering
Information page were even higher this month than last. You are aware that changes were made to this page at the beginning of this month – could this be the problem?
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8:33 am: Investigate Visitor Retention
Since the number of overall site visits is down it is critical that you encourage repeat visits from visitors who make online purchases.
To begin your investigation into increasing profitable visitor retention, you need to determine the demographic profile of your most profitable customers. There are many ways to do this. For example you can use a Cognos PowerPlay cube to slice and dice the customer data by demographic information such as customer’s hobby. The drop-down boxes allow you to filter the report by any combination of criteria. You can also select the metric to be displayed.
Slice & dice customer data by any criteria.
Drill-down Into any column or row to view further details.
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8:39 am: Investigate Visitor Retention
It appears that your most profitable customers have a hobby of sailing or fishing. In order to determine possible measures to increase site interest among these customer segments you explore their behavior on the Web site.
You can “lock down” on this demographic group of hobby fishermen and change the left side of the report to display the Web site content that this group is frequenting. The resulting report reveals a surprise: in some of their most profitable visits, fishermen spent time browsing the educational section of the Web site.
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8:43 am: Share your new insight and take action
You have many options for sharing the new insight which will help your organization increase visitor acquisition, conversion and retention. Print or publish reports, or export reports to spreadsheets or PDF files.
Note that in just one morning you were able to transform the lessons learned with NetTracker for Cognos into action to improve your Web site and optimize ROI.
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NetTracker for Cognos
We followed you on a day
in the near future, as you:
Got to your desk in the morning and were alerted by NetTracker to a pertinent problem with your Web site
Connected to Cognos to determine the root cause of the current issues
NetTracker for Cognos: See How it Works
Sign up for a live demo of NetTracker
Download a free evaluation copy of
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