Report Administration - Webtrends Training (EMEA)

Report
Report Administration
Introduction
 Name / job role
 What company are you with
 How much experience do you have using Webtrends
 Create a Word document for your notes ..
Agenda
Report Administration
OnSite Advertising
OnSite Advertising
 As a best practice, you should define campaigns by tagging your site using
the WT.ad and WT.ac Webtrends query parameters, because using this
method allows you to create custom reports based on your ad views and
ad clicks.
<meta name WT.ad content=camera_ad>
WT.ac = camera_ad
OnSiteAd.html
Microlanding.html
OnSite Advertising
 The tag builder uses just the WT.ac tag to calculate both the click event
and the impression.
 Enabling this setting causes the tag to scan all links on a page, looking for
the Ad Click parameter specified in the accompanying text box. The text
box must contain a query parameter used to denote Ad Click links. If a
matching link is found (case insensitive), its Ad Click parameter value is
extracted and assigned to the Ad View parameter (WT.ad). If more than
one Ad Click link is found, each value is appended to the Ad View
parameter (delimited by semi-colon).
 This work is performed by a function named dcsAdSearch
OnSite Advertising
• Suppose you are using the default Ad Click param: WT.ac
– <a href="http://advendor.com/process_click?
WT.ac=image_one"><img src=“ad_one.gif"></a>
– <a href="http://advendor.com/process_click?
WT.ac=image_two”><img src=“ad_two.gif"></a>
– <a href="http://advendor.com/process_click?
WT.ac=image_three"><img src=“ad_three.gif"></a>
– The Ad View parameter generated from the page load would be:
WT.ad=image_one;image_two;image_three
Demonstration
ONSITE ADVERTISING
Workshop: Onsite Advertising
Action
Copy
Whatever profile and rename: OnSite Ad
Open
Microsoft Expression
Edit
OnSiteAd.html
Modify
Hyperlink to the MicroLanding.html
Save the changes and refresh the website
Report Administration
Content Groups v9
Category v10
Content Group
 Content groups designate pages with related subject matter.
 This grouping allows you to track the visitor interest in subject matter
rather than in individual pages, which makes interpreting visitor interest
far more intuitive.
 By grouping together related pages, you can also track web activity on
your site from perspectives that may not be inherently possible with your
site’s current design
 With content Groups you can measure content effectiveness.
 Content that is grouped together can be a specific URL or a pattern within
a URL – configured in UI (no sub-groups)
Content Groups
Site Navigation
Themed Pages
Segment
Content Groups
A Content Group definition uses the following parameters:
WT.cg_n = Content Group Name
WT.cg_s = Sub-Content Group Name
 You can specify multiple content groups per page. The Sub-Content
Group parameter is optional.
 If the Sub-Content Group parameter is included, there must be at
least one Content Group value. There is no correlation between the
pairings when using the pre-configured reports.
Demonstration
CONTENT GROUPS
CATEGORY
Demonstration: Content Groups
Whatever.com would like a report that shows hits to the ‘Top Content Group’,
and the relevant sub-content groups:
 Tag the relevant pages with the meta tags:
Demonstration: Content Groups
Edit the Whatever Profile and enable the custom report Content Groups and
Sub Groups.
 Reanalyze the profile.
 View the report. Site Design > Pages and Files
Demonstration: Content Groups
The Digital Content manager at Whatever.com wishes to determine how
visitors are visiting the online store pages on the site. The pages are located
in the /cart/.* directory.
Report Administration
Path Analysis
Path Analysis
 Path analysis allows you to see how visitors navigate to an important page
on your site and where they go from that page, giving you a very focused
look at key navigation paths.
 Different approaches to path analysis provide different types of insight
into your visitors’ activity. You can take a free-form approach and track
the top paths starting with the entry page.
 This analysis lets you know where visitors began and where they went on
your web site. Or you can look at the most popular routes on your site.
Path Analysis
 Path Analysis definitions allow you to track pages visited before and/or
after a specified page or Content Group. This enables you to see both how
visitors are reaching key pages or Content Groups and where they go once
they visit them. For example, you can view the most common paths to
your ordering page or see where visitors go after viewing product
information pages
Path Analysis v9
Demonstration
PATH ANALYSIS
Demonstration: Path Analysis
 MUSA.com want to determine what paths visitors take to / from a specific
page on the site. Create Path Analysis Report 5 Levels to / from the
landing page.
Data source: MUSA
Workshop
PATH ANALYSIS
Workshop: Path Analysis
 MUSA.com are examining how visitors ‘flow’ from one Content Group to
another. Select a Content Group and set the required levels.
Report Administration
Scenario Analysis
Funnels
Scenario Analysis
Your conversion rate is a measure of your ability to persuade your visitors to
take those actions.
The following scenarios are examples of conversion:
 Visitors purchasing products
 Prospects registering for more information
 Customers using your self-service section
 Investors downloading your annual report
 Employees using your internal site to schedule vacations
 Visitors registering for the site’s newsletter or to enter contests
Scenario Analysis
Traffic Sources
Product Pages
Add to Basket
Checkout
Conversion
Scenario Analysis
Scenario Analysis
What pages and
campaigns are
driving people to
the scenario?
?
At what steps are
they entering?
?
Do people ever
skip steps?
?
Scenario Analysis

Inflow
Pinpoint exactly where people enter your
conversion scenario
 Approx 90% total visits to the funnel
enter at the Product Page
 17% of those visits (90%) enter from
Kawasaki Parts
 Approx 9% enter the scenario at Step 2.
Scenario Analysis
 Fall-out
Pinpoint at what steps people leave the
process

Abandon

Detour
Approx 1% people who made it to the
started checkout process Abandoned or
Detoured their visit
Scenario Analysis

Site Abandonment
Those who leave the site altogether when
they leave the scenario
 77% of the total visits to the funnel
exit on the Product Page.
 Of those 33% visits
Abandoned their visit to the
site at that step.
 Of those 22% visits Detoured
from the funnel on the Shift
Street page.
Step Transition Report
Scenario Analysis
Visit
Visit
Visit
1 Visit
Visit
Visit
3 Visits
1 Visit
Scenario Analysis
Visit
Visit
Detour in the same visit
Visit
1 Visit
Visit
Visit
3 Visits
1 Visits
Scenario Analysis
Visit
Visit
2 Visit
Visits
Visit
Visit
2 Visit
Visits
Visit
2 Visits
5 Visits
2 Visits
Scenario Analysis
 Visitors can enter the scenario at any step
 Visits for a later step may be higher than for a preceding step
 The numbers may not always add up
 Because of the non-linear nature of scenarios you cannot sum visits in
each view
 If you identify a step that visitors are repeating, find out why
Demonstration
SCENARIO ANALYSIS
Demonstration: Scenario Analysis
One of the key conversion events for Whatever.com, is to optimise the
shopping cart process. To determine the Inflows, Outflows, Detours, and Step
Transitions (visitors going back to previous steps).
 Data source: Whatever
The scenario contains 5 steps:
 Profile: Scenario Analysis
 Step 1 - Products
 Tags: WT.si_n - Funnel name
 Step 2 - Account Details

WT.si_x - Funnel Step
 Step 3 - Basket

WT.si_p
 Step 4 - Order Placed
 Step 5 - Invoice
Workshop
SCENARIO ANALYSIS
Workshop: Scenario Analysis
MUSA.com wishes to optimize their shopping cart funnel by analysing the
conversion funnel activity:
Report Title
Parameter
ShoppingCart
WT.si_n
Parts Page
WT.si_x = 1
Cart View
WT.si_x = 2
Checkout
WT.si_x = 3
Order Placed
WT.si_x = 4
Workshop: Scenario Analysis
In some instances you will need to configure Scenario Analysis by specifying
the URLs of the pages you want to track.
Report Title
URL
Product Page
/cart/Step1_Product.html
Open Basket
/cart/Step2_Account.html
Account Details
/cart/Step3_Basket.html
Checkout Complete
/cart/Step4_Order_Placed.html
Invoice
/cart/Step5_Invoice.html
Workshop: Scenario Analysis
Whatever.com wishes to compare their overall conversion rates with those
that just ‘intent to buy’:
 Open Basket
 Order Placed
 Invoice
Report Administration
Analytics 10
Analytics 10
There are a few important configuration updates that Webtrends
administrators can take in On Demand prior to the Analytics 10 release in
order to prepare for the successful rollout and adoption of Analytics 10.
The most important configuration updates are the following:
• Profile Domain Mapping to new "Spaces"
• Custom Report Categorization
• Controlling Access to Analytics 10
• Preparing to Add New Spaces That Use Third-Party Credentials
• Enabling Analytics 10 Optional Reports
• Updating Thumbnail Images
• Setting Up Groups
Analytics 10
Analytics 10
The report sets that come by default when a space is created will be
categorized into one of the report categories:
Content
Events
People
Traffic
Technology
Analytics 10
Administrators will have a flag in Analytics 10 "Settings / Users" area that can
be used to enable access for all users. This will allow any administrator to set
the flag to allow "All Users" in their organization to have access to Analytics
10.
Analytics 10
Facebook
You can measure two types of Facebook spaces - pages and apps. Both spaces
track report data from the Facebook Graph API. Additionally, when set up to
do so, app spaces include data collected from the Webtrends JavaScript tag.
Twitter
Measure and understand the effectiveness of Twitter as a means of
communicating with existing and potential customers.
When you create a Twitter space, Webtrends Analytics 10 connects to the
Twitter API and uses it to create dashboards and reports for a given Twitter
account. Report data is updated hourly.
Analytics 10
YouTube
Gain insight into the customer engagement, content viewership, and
campaign performance of your YouTube channel and embedded videos.
When you create a YouTube space, you have the option to gather data
through the YouTube Analytics API or the Webtrends JavaScript tag. You can
use both options and take advantage of the different report data that each
method collects.
Analytics 10
Groups
Groups let you organize spaces and profiles the way you want.
What are groups?
You can organize spaces and profiles by dragging any space or profile into a
group.
Groups are not roll-ups; they do not combine the report data of spaces or
profiles. They're for organization and correlation only. Groups are useful for
comparing two or more related spaces or profiles side by side.
You can make a group private, so only you can see it, or public, so everyone in
your account has access.
Report Administration
REST API
REST API
 The Data Extraction API conforms to the REST (Representational State
Transfer) architectural style, using the HTTP protocol and a URI to
access resources.
 Integrates with Excel without coding, client software, or installed
driver--you need only your Webtrends credentials to get data
 Returns the entire data set for a trend in response to a single URI
(for example, trending a week by hours)
 Is profile and account independent, so you can list multiple
profiles by changing the profile name in the URI
REST API
There are two main ways of creating the REST request:
 Analytics 10: via the “Share” option when viewing a report
from within the Webtrends Analytics 9 Insight user interface.
 REST Generator: is an application that helps you rapidly create
a request for profile or report data.
Demonstration
REST API
Demonstration: REST API
The Marketing Manager at EMEA Training wishes to build an analytic
dashboard illustrating the key website metrics.
Demonstration: REST API
Report Administration
Summary
Summary

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