Thermo.com WebTrends Basic Training

1. Thermo.com WebTrends Basic Training Emily Siwicki (emily.siwicki@thermofisher.com 412-490-3347) Jon Reider (jon.reider@thermofisher.com 412-490-1111) Steve Jablonski (stephen.jablonski@thermofisher.com 412-490-8432) Jeff Mucci (jeff.mucci@thermofisher.com 412-490-1148)

2. Presentation Overview • Presentation and PowerPoint have been recorded and will be available on think.thermofisher.com by 4/24/09 • Additional “BasicPlus” training occurring 4/23/09 • WebTrends login is https://ondemand.webtrends.com/login.asp • Enterprise eBusiness contacts are: • Emily Siwicki (emily.siwicki@thermofisher.com 412-490-3347) • Jon Reider (jon.reider@thermofisher.com 412-490-1111) • Steve Jablonski (stephen.jablonski@thermofisher.com 412-490-8432) • Jeff Mucci (jeff.mucci@thermofisher.com 412-490-1148) • WTanalytics@thermofisher.com • PIF link: http://ebiz.thermofisher.com/projectRequest • Please ensure that your phone is muted for presentation

3. Who We Are Enterprise-wide, shared service responsible for creating and maintaining: Global eBusiness strategy and best practices Web site design and development E-marketing programs, e-mail campaigns, Web analytics, SEO and more… http://think.thermofisher.com Great resource for the most current: Best practices articles CAN SPAM legislation (U.S. and Europe) Quarterly newsletter WebTrends Management for Thermo Fisher Scientific User management Report users Administrator without custom reports Administrator with custom reports Profile management Template activation Custom report management Each custom report costs money to create, as well as replicate for each profile Many reports that have already been created can be reused Enterprise eBusiness

4. Defining Your Key Performance Indicators (KPIs)

5. Key Performance Indicators (KPIs) • KPIs are necessary to monitor, discover, and optimize your site’s performance effectively • You should: • Establish clear and concise business objectives • Identify supporting activities required to meet objectives • Identify KPIs to measure success • Establish baseline • Measure against your past performance • Take action based on results • Optimize • Monitor: Track key performance indicators to monitor health of site, impact of optimization initiatives and direct investigation based on key changes • Discover: Diagnose factors affecting KPIs and identify opportunities for improvement • Optimize: Make data driven changes

6. KPIs: Measuring the Success of Business Objectives • Define your business objectives • What is the purpose of the site? • How can I use the site to overcome my company’s main Internet related challenge • Identify Business Program/Initiatives • Business programs and initiatives drive customers to perform the supporting activities • Identify Supporting Activities • Activities are things you want customers to do on your site that help you meet your business objective • Identify KPIs • KPIs help you measure the success of your business objectives

7. Lead generation sites want to capture information about a visitor to use in the future Newsletter registration conversions Request forms Downloaded documents E-mail marketing referrals Search engine referrals Contact us requests Registered shoppers Product page views Quote requests Commerce sites want to drive visitors to buy products or services online Revenue Purchase conversion funnel Average order size Shopping cart abandonment rate New vs. Repeat Buyers Campaign performance Search engine referrals Branding sites want to increase ad revenue by increasing visitor traffic Visit length New/returning visitors Contest registrations Number of games played Referring sites Banner/online ad referrals Content web sites rely on advertising or a subscription base Registration conversions New/returning visitors Time spent on site (visit length) Page views Referrals from other sites Search engine referrals Self-service sites want to reduce expenses and improve the customer experience Number of downloaded files Search effectiveness Click stream progression Call center ratios Which KPIs do I use?

8. KPI Reporting: Dashboards • A dashboard is an evaluation tool that enables companies to clarify their vision and strategy that turn into action • In our case, it is a collection of KPIs

9. WebTrends Overview and Reporting

10. Web Trends on Demand • Thermo Fisher Scientific uses WebTrends On Demand (WTOD) for its web analytics • WTOD is the hosted version of the application that is accessible from any internet browser • WTOD utilizes SDC (SmartSource Data Collection) in which a JavaScript tag is used to transmit data to the SDC repository • JavaScript and Meta tags on your web pages are used to transmit relevant data for analysis • When a user visits a tagged page, the URL, URL query parameters, referring page, date and time are returned to the SDC log files in the repository • WTOD was selected because: • There's no software to install or maintain • Upgrades are automatic, assuring that you have the most current and comprehensive version available. • WebTrends support and services teams can get real-time access to our data in order to more easily assist with customization and answer questions. • On Demand login is https://ondemand.webtrends.com/login.asp

11. Comparison: WebTrends v Google Analytics

12. Uniqueness Hierarchy of Terms • Visitor - The IP address, domain name, or cookie of the visitor • Visit - Number of times the specified visitor visited your site. A visit is a series of actions that begins when a visitor views their first page from the server, and ends when the visitor leaves the site or remains idle beyond the idle-time limit. The default idle-time limit is thirty minutes. • Page View - A hit to any file classified as a page. In order to view a web page with embedded images, for example, a browser must retrieve multiple files. The page and its embedded files counts as a single page view. • Hits - Number of hits attributed to the specified visitor. Each file requested by a visitor registers as a hit. There can be several hits on each page. While the volume of hits reflects the amount of server traffic, it is not an accurate reflection of the number of pages viewed.

13. Exploring the Reporting Console • The reporting console appears in three sections (1) the left-hand navigation, (2) the top navigation, and (3) the analysis window 2 3 1

14. Exploring the Reporting Console • Reports and metrics of interest • Pages by page title and URL • Top pages by visits, page views and average time viewed to understand what content visitors are accessing • Site Design  Pages and Files • Visitors and visit metrics • Top visitors, new and returning visitor segments and visit trends, to gain an understanding of the traffic to sites • Marketing  Visitors • Campaigns • Campaigns-Translated shows traffic to e-marketing campaigns and information useful evaluating campaign ROI, as well as various segments and geographies • Marketing  Campaigns

15. Exploring the Reporting Console • TURLs • To TURLs by hits and visitors, to determine content effectiveness • Custom Reports  Thermo.com Target URL • Languages • Site activity by language • Profiles: More profiles from profiles menu and select the Thermo.com profile for the correct language • Reports: Customer Reports  Thermo.com Languages • Search engine referrers • For external search engine optimization, how are visitors getting to your site, and what are they searching for on search in common search engines • Marketing  Referrers • Scenario Analysis • Was a visitor converted to a lead using one of the lead generation vehicles on the site •  Thermo.com Contact Us •  Thermo.com Literature Request •  Thermo.com Request Quote

16. Searching within a Report • Narrow results to pages that contain “services” in URL or Page Title • Enter “services” in search box, select Page URLs, click search 3 1 2

17. Searching within a Report • Scrolling down to the bottom of the report will show how many pages out of the initial list of pages had “services” in the page URL

18. Creating Bookmarks • A report that is queried may be very useful going forward • You can create a bookmark so it can be viewed quickly • Select Bookmarks  Save Bookmark

19. Exporting Reports • You can export report data for use in another application for further analysis or presentation • Click on the drop down arrow next to “Export Reports” to see your export options • Select the format for the type of data you would like (the first time you export data for a particular format type the export application must load which takes several minutes

20. Note: the more data that you export the longer the export will take Exporting Reports • In the “New Report Export” window, verify that the date range is correct • Enter the number of rows to export (enter * for all rows) • Enter the location where the export will be saved • Select “Export Now”

21. Beyond the Basics

22. Do the headlines and copy grab your attention and keep you engaged? Does the site lead you through an ordering or a registration process through to the end? Does the site clearly identify the unique selling proposition (USP)? Do your visitors only view top-level pages or do they dig deeper to get more details? Are your visitors running into dead ends? What is driving visitors to the support and contact us pages? When and where customers leave the checkout or registration process? Is it easy for a customer to use our site to respond to our desired call to action? Is the content that we are putting on the website persuasive and compelling? Usage : Are customers visiting key pages? Entry Pages: What are the most common entry points to the site? Exit Pages: What are the common exit points from the site? Stickiness: How much time are they spending with key content? How many times are they viewing the page? Bounces: Are visitors hitting a single page then leaving the site Content Effectiveness Call to Action: Are we persuading visitors to respond to the call to action?

23. Path Analysis – Linear View • The linear view of path analysis will show the steps in the visitor page • An alternate tree view of path analysis will show when visitors exit the site

24. Scenario Analysis Shows Steps and Conversion Rate Site Abandonment Inflow Detours Step Jumping Fallout

25. Banner Ad Email Paid Search Campaign Overview • Visitors can be guided to Thermo.com using various campaigns • Campaign tracking allows you to determine which campaigns are most effective $

26. Reporting Campaign Performance • WebTrends will report the amount of traffic from a specific campaign as well as any associated online orders and revenue

27. Additional Analytical Possibilities • Performance testing • Activity – what days and times are most active on your websites? • Search terms found and not found in internal search engine • External Search Engine Optimization – how does Thermo.com rank when searched on Google or Yahoo? • Referrers – what are the top referring sites, and what are your customers searching for on them? • Some product and merchandising reporting capabilities • Requires extensive tagging

28. Who should I ask? • For questions about WebTrends, the enterprise eBusiness analytics team has your answer! • If you have a question – general, technical, business or report related – email WTanalytics@thermofisher.com • If you think you need a custom report created, complete a Project Initiation Form (PIF) • http://ebiz.thermofisher.com/projectRequest • The enterprise eBusiness analytics team will review the request, determine if data already exists, or get additional info that might be needed to create a custom report • If the enterprise eBusiness analytics team doesn’t know the answer, we’ll find it for you!