Report Administration

1. Report Administration

2. Introduction • Name / job role • What company are you with • How much experience do you have using Webtrends • Create a Word document for your notes ..

3. Agenda

4. Report Administration OnSite Advertising

5. 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

6. 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

7. OnSite Advertising • Suppose you are using the default Ad Click param:WT.ac • <a href="http://advendor.com/process_click? WT.ac=image_one"><imgsrc=“ad_one.gif"></a> • <a href="http://advendor.com/process_click? WT.ac=image_two”><imgsrc=“ad_two.gif"></a> • <a href="http://advendor.com/process_click? WT.ac=image_three"><imgsrc=“ad_three.gif"></a> • The Ad View parameter generated from the page load would be:WT.ad=image_one;image_two;image_three

8. Demonstration Onsite advertising

9. Workshop: Onsite Advertising

10. Report Administration Content Groups v9 Category v10

11. 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)

12. Content Groups Site Navigation Themed Pages Segment

13. 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.

14. Demonstration Content groupscategory

15. 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:

16. 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

17. 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.

18. Report Administration Path Analysis

19. 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.

20. 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

21. Path Analysis v9

22. Demonstration Path analysis

23. 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

24. Workshop Path Analysis

25. 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.

26. Report Administration Scenario Analysis Funnels

27. 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

28. Scenario Analysis Traffic Sources Product Pages Add to Basket Checkout Conversion

29. Scenario Analysis

30. ? ? ? Scenario Analysis What pages and campaigns are driving people to the scenario? At what steps are they entering? Do people ever skip steps?

31. 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

32. Fall-out • Pinpoint at what steps people leave the process • Abandon • Detour Approx1% people who made it to the started checkout process Abandoned or Detoured their visit Scenario Analysis

33. 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. Scenario Analysis

34. Step Transition Report

35. Scenario Analysis Visit Visit Visit Visit Visit 1 Visit 3 Visits 1 Visit

36. Scenario Analysis Visit Visit Detour in the same visit Visit Visit Visit 1 Visit 3 Visits 1 Visits

37. Scenario Analysis Visit Visit Visit Visit 2 Visits 2 Visits 2 Visits 5 Visits 2 Visits Visit Visit Visit

38. 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

39. Demonstration Scenario Analysis

40. 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 • Profile: Scenario Analysis • Tags:WT.si_n- Funnel name • WT.si_x- Funnel Step • WT.si_p The scenario contains 5 steps: • Step 1 - Products • Step 2 - Account Details • Step 3 - Basket • Step 4 - Order Placed • Step 5 - Invoice

41. Workshop Scenario Analysis

42. Workshop: Scenario Analysis MUSA.com wishes to optimize their shopping cart funnel by analysing the conversion funnel activity:

43. Workshop: Scenario Analysis In some instances you will need to configure Scenario Analysis by specifying the URLs of the pages you want to track.

44. Workshop: Scenario Analysis Whatever.com wishes to compare their overall conversion rates with those that just ‘intent to buy’: • Open Basket • Order Placed • Invoice

45. Report Administration Analytics 10

46. 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

47. Analytics 10

48. 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

49. 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.

50. 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.