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Marketing Effectiveness. Analytics v10. Agenda. Marketing Effectiveness. REAN Model. Web Analytics. Web Analytics. Marketing Effectiveness. Standard Analytics v10 Reports. Analytics v10 Reports.
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Marketing Effectiveness Analytics v10
Marketing Effectiveness REAN Model
Marketing Effectiveness Standard Analytics v10 Reports
Analytics v10 Reports • The report sets that come by default when a space is created will be categorized into one of these report categories: • Content • Events • People • Technology • Traffic • These categories can also be selected as the report category for existing custom reports.
Marketing Effectiveness Engage Reports
Content Reports Webtrends tracks the following kinds of data about how visitors interact with your site content: • The pages on which they enter and exit your site. • How often and how long they view individual pages. • The extent to which they search your site for specific content. • The extent to which they interact with things like slide shows or embedded videos.
Content Reports Site Pages Identifies the most popular pages on your site and shows you key metrics for each page such as Visits, Page Views and Active View Time. Site Pages with good content and design are more likely to attract visitors and be revisited. Less popular pages on a site can be made more appealing by improving the content or incorporating design elements similar to that on the more important pages. Always remember that people are far more interested in content than in design, and Average View Time can help determine which content is most important to your visitors.
Site Pages Report The Site Pages report shows how frequently each page on your site was viewed. Look for high bounce rates on the Landing Pages report to identify landing pages that need to be rewritten or redesigned to be more effective. Profile: UK-HSBC-PFS-MAR
Traffic Sources Report * Search Engine is determined by matching the referrer field to an entry in the keywords.ini file. There must be a string match in the domain, and there must be an accompanying query parameter indicating the search phrase. ** Social Media is determined by matching the referrer field to an entry in the keywords.ini file in which "Social=1" is present. This is a string match on the domain.
Traffic Sources Report The table below illustrates how the Traffic Source dimension is determined. The Traffic Source is determined by going from top-to-bottom through this logic.
Pages : Exit Report Pages : Exit If a visitor leaves your site or is inactive for a long time, Webtrends counts the visit as "ended" after 30 minutes of inaction. Visitors may have: • Browsed to a different site • Closed their browser • Remained inactive for more than 30 minutes but did not leave your site Note that if a visitor resumes clicking on your site after 30 minutes of inactivity, Webtrends records two visits, one before and one after the pause. Consequently, the last page viewed before the long pause will appear as an Exit Page, the first page viewed after the long pause will appear in the Entry Pages report, and your own domain will be the referring domain.
Pages : Exit Report Uses and Interpretation: Examine each exit page in the report and ask yourself whether it can be considered a desirable or undesirable ending point for a visit. For example, a purchase thank-you page would be a desirable end of a visit, but a page in the middle of a registration process would be undesirable as a last page. Undesirable Exit Pages may indicate a problem needing addressing, such as: • a difficult multi-step process • a page that takes too long to load • content that does not hold the visitors interest • confusing navigation
Pages : Entry Report Pages : Entry A visit can begin on a given page if a visitor: • types the URL of the page in their browser then clicks on "Go" • clicks on a bookmark to the page (stored from a previous visit) • clicks on a link on a different site that points to the file. The link can appear to be text or an image, such as a banner ad. • clicks on a link to the page in an e-mail. Again, the link can appear to be text or an image. • clicks on a link on a search engine results page that points to this page • activates an applet on another site or in a program that transfers them to this page
Pages : Entry Report Uses and Interpretation: Look at each page on the Entry Pages report and ask yourself whether it is suitable as the first page a visitor sees. For example, it can be argued that entry pages should: • identify the site and/or brand • have a clear link to the home page • show the same navigation bars as the rest of the site If a page that's frequently an entry page doesn't do all these things, consider modifying it to conform to best practices.
Mobile Device The report indicates which mobile devices are accessing content on your site.
Marketing Effectiveness HSBC UK Campaigns
Campaigns Organic Search PR, Events, Tradeshows, Conferences You Tube, Blog, RSS, Podcast, Home Page, Portal TV spots, Print, Radio Paid Search Landing Page, Competition Direct Mail, Email Sponsorship, Display Ads Facebook, Twitter CRM Point of Sale, Kiosks Retail Outlets
Campaign Tracking Tracking multi channel campaigns: • Append the link with the WT.mc_id = <value> tag (unique identifier) http://www.partnersite.com?WT.mc_id=HBEU_xxxx
HSBC UK Campaigns • As local translation files are aggregated into a single master translation file your campaign ids must start with your local entity short code - HBEU, HBME, AMH, etc. Otherwise if another entity used the same campaign id as you, one of the entries would be overwritten by the other. The columns in the Campaign Translation file are listed below and a sample spreadsheet, already set up with the necessary headers, can be downloaded from the Webtrends SharePoint.
Campaign Reports Campaigns Shows the visitors' most recent campaigns during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is "credited" with the conversion. Drilldown levels may be the result of a custom dimension definition or from an applied campaign translation file.
Campaign Reports Campaign IDs Profile: UK-HSBC-PFS-CR
Campaign Reports Uses and Interpretation: Use this report to determine the campaign IDs that generate the highest amounts of desired activity. As you launch new campaigns, or tweak campaign messaging, note how your actions change the results. Are visitors from a particular campaign viewing more pages or making more purchases? Are there certain campaigns that tend to generate the best response? Because Webtrends counts one visit for each campaign viewed, and a visitor may view several campaigns in one visit, this report does not show totals for visit-related measures.
Marketing Effectiveness 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.
Marketing Effectiveness Summary
