Digital Marketing Analytics v9 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 Digital Marketing Overview Web Analytics • Define KPIs • Site centric stats (benchmark) • Monetize desired behaviours • Collect the data • Who needs what data • How often / format Business Metrics Reports Optimize and Action Analysis • Act on the results • Identify opportunities Web Analytics When implementing web analytics for the first time, you will want to gain insight into the initial visitor metrics: (Benchmarking) How many daily visitors you receive Your average conversion rate (sales, registration, download, etc.) Top visited pages The average visit time on site and how often visitors come back The average visit page depth and how this varies by referrer The geographic distribution of visitors and what language setting they are using Web Analytics Web Analytics Reach • Reach sources, the methods you use to attract customers to your value preposition. Includes awareness. Engage • Engage is how visitors interact with your business. Helps the customer achieve their goals. Activate • The customer has taken a point of action. Nurture • Retaining activated consumers. Digital Marketing Terminology Terminology Hit - A hit is any request to a web server. Each time a visitor downloads a page, clicks a hyperlink, views a graphic, or performs any other action on a web site, a call is made to the web server. The web server records each of these requests in a log file. These requests are commonly known as "hits," and the loading of a single web page can amount to many hits, due to all of the elements it contains. Page View - A page view represents a hit to any file designated among the page file types. The most common examples are files ending in .html, .htm, .php, .asp, or .aspx. Defined when WT.dl=0 Terminology Webtrends parameter (WT.dl) You should use this method if you use Webtrends On Demand or SmartSource Data Collector (SDC) with the Webtrends tag. This method identifies a hit as a page view whenever the wt.dl parameter is present in the server call and has a value of zero (0). Terminology Visit - A visit is a session of continuous activity where all hits are recorded in the log file for one visitor to a web site. The visit starts the moment of the first hit on the web site and continues until the session ends: - 30 minute period of inactivity (default) - the visit ‘crosses’ a reporting time period Active Visit – An ‘open’ visit count that occurs in a defined time period. Terminology Bounce Rate To understand the difference between exit and bounce rates for a particular page in your site, keep in mind three things: For all sessions that start with the page, bounce rate is the percentage that were the only one of the session. For all page views to the page, the exit rate is the percentage that were the last in the session. The bounce rate calculation for a page is based only on visits that start with that page. Terminology Let's clarify this last point with a simple example. Your site has pages A to C, and only one visit per day exists, with the following page view order: Monday Tuesday Wednesday Page A Page B Page A Page B Page A Visit finished Page C Page C Page A: 3 page views 50% Bounce Rate Page B: 2 page views 0% Bounce Rate Page C: 2 page views 0% Bounce Rate BR = Single Page Visits * 100 Entry Page Visits Terminology Webtrends OnDemand aggregates the visitor data to five standard time periods: Time Frame Daily Weekly Monthly Quarterly Yearly Terminology Webtrends OnDemand aggregates the visitor data to five standard time periods: Monday Tuesday Wed Thursday Friday Saturday Sunday Visits 3 Visits 3 Visits 1 Visits 3 Visits 2 Visits 3 Visits 2 Visitors 3 Visitors 2 Visitors 1 Visitors 3 Visitors 2 Visitors 2 Visitors 2 Terminology Unique Visitor / Unique User - The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging) within a defined time period (i.e. day, week or month). A Unique Visitor counts once within the timescale. A visitor can make multiple visits. Identification is made to the visitor's computer, not the person, usually via cookie and/or IP+User Agent. Thus the same person visiting from two different computers will count as two Unique Visitors. Terminology New Visitor - A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Returning Visitor - A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Visitors not accepting Cookies - A visitor that cant be tracked due to browsers not accepting JavaScript. Terminology Visits – not visitors! Visitor count - column changes dynamically based on time periods selected Always zero – so count will not match “unique visitors” in other solutions Terminology Profile Data Source Filters Hit Template & Dashboards Complete View Visit Basic Overview Users Roles Rights * Template option is not available if the Profile has been created in Analytics 10 Digital Marketing Tracking Visitor Behaviour Tracking Visitor Behaviour Tracking Visitor Behaviour Filtered for Spiders, Bots, Crawlers and Image requests May have filters applied to remove internal IP addresses Filtered to meet specific reporting requirements Tracking Visitor Behaviour The main objective of web analytics is to understand how web visitors are using your site (what pages are visited and what actions are taken) so that you can determine if they are doing what you want them to do. Are visitors making purchases or downloading white papers? Are visitors responding to ads? Are visitors reviewing your technical support materials rather than calling your technical support ? But how can you tie activity to individual visitors? How can you tell whether a hit to a product information page and a hit to the pages of a shopping cart were all done by the same visitor? Tracking Visitor Behaviour Webtrends identifies the visitor using a First Party Cookie. When the profile is first analysed and Visitor History is enabled, Webtrends creates a Visitor History Table that tracks the activity of each unique visitor analysed for that profile. The Profile is configured to collect the visitor activity you require, e.g. campaign history.. and Webtrends will use specific query parameters to track the activity. List of VHT parameters can be found in the manual. Digital Marketing Standard Analytics v9 Reports Analytics v9 Reports The report set that comes with the default ‘Complete View V8.5’ template, is defined when the profile is created: Bookmarks Overview Marketing Site Design Site Performance The layout of the Chapters in the template can be customised to reflect your reporting requirements. Analytics v9 Reports Reach Engage Activate Nurture Marketing Site Design Scenario Analysis Site Performance Campaign Pages & Files Scenario Analysis Activity Onsite Ad Navigation Referrers Path Analysis Search Engines Visitors Digital Marketing Reach Reports Analytics v9 Reports Analytics v9 Reports Reach • Reach sources, the methods you use to attract customers to your value preposition. Includes awareness. Marketing Campaigns Onsite Advertising Referrers Search Engines Visitors Marketing CAMPAIGN REPORTS Campaign Reports Organic Search You Tube, Blog, RSS, Podcast, Home Page, Portal Direct Mail, Email Landing Page, Competition Paid Search Retail Outlets TV spots, Print, Radio Sponsorship, Display Ads Facebook, Twitter CRM Point of Sale, Kiosks PR, Events, Tradeshows, Conferences Campaign Reports Tracking multi channel campaigns: Append the link with the WT.mc_id = <value> tag (unique identifier) http://www.partnersite.com?WT.mc_id=11011 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 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. Campaign Reports Campaign Reports Campaigns by New vs. Returning Visitors Shows how effective your most recent campaigns are at generating New vs. Returning visitors. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. returning visitors by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. Marketing CAMPAIGNS : NEW V RETURNING Campaigns by New v Returning Visitors Campaigns by New vs. Returning Visitors Shows how effective your most recent campaigns are at generating New vs. Returning visitors. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. returning visitors by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. Campaigns by New v Returning Visitors Uses and Interpretation: This report helps you evaluate how effective your campaigns are at generating new vs. returning visitors. This insight can be used to identify the demand channels, partners, marketing programs, marketing activities, campaign IDs, campaign descriptions and other elements that are used to acquire new visitors as opposed to those that are used to get visitors to return to a site. As you launch new marketing initiatives, use the comparative report feature to see if the number of new vs. returning visitors increases according to your expectations. Keep in mind that you may have some campaigns directed solely at visitors who have already been to your site. In this case the percentage of new visitors would be much lower - - perhaps zero. Campaigns by New v Returning Visitor Marketing ONSITE ADVERTISING REPORTS Onsite Advertising Reports meta name=WT.ad Content=Insurance WT.ac=Insurance Onsite Advertising Reports Onsite Ad Impressions Shows the number of times visitors viewed ads displayed on your site. Use this report to help measure the exposure of your on-site ads. Onsite Ad Click Throughs Shows the number of clicks generated by ads served on your site. It can help measure the relative effectiveness of your onsite ads in generating traffic to a specific destination. Onsite Ad Click Through Rates Shows the rate at which visitors clicked on the ads served on your site. Onsite Advertising Reports Marketing REFERRER REPORTS Referrer Reports Referring Site Identifies web sites that refer visitors to your site. The top referrers are your site's primary channels, and may include a partner sites, search engines, portals or marketing programs. Referring Domain Identifies domains that refer visitors to your web site. Referring Page Shows the pages from which visitors accessed your site. You can use this report together with the Top Referring Domains report to identify which pages on your top domains are sending the most traffic to your site. Referring Site Report Referring Site Report Unknown Traffic Direct traffic contains all Visits to your website where in people arrived at your site directly (by typing the url) or via a bookmark. In some cases a referrer is not passed: Links encoded in Javascript 301 redirects – not always the case, as the redirect may have the referring domain + parameters Proxy or Corporate Gateways iOS 6 Safari Marketing SEARCH ENGINE REPORTS Search Engine Reports 10% 20% Search Engine Reports WT.srch=1 Include this query parameter in the link URL to differentiate paid placements. http://www.whatever.com/default.aspx?WT.mc_ID=10001&WT.srch=1 Allows WTOD to differentiate between visitors coming from a paid placement versus an organic search on the same search engine Enables the following pre-defined custom reports Search Engines : Paid Search Phrases : Paid Search Engine Reports Search Engine Reports Most Recent Search Engines (All) Displays the most recent search engine and phrases that visitors used to access your site with measures evaluating those visits. Search Engine Reports Search Engines : Organic Displays the most recent organic search phrases and search engines that visitors used to access your site with measures evaluating those visits. Search Engines : Paid Displays the most recent paid search phrase and engine that a visitor used to access your site with measures evaluating those visits. Search Engine Reports Uses and Interpretation: This report allows you to analyze visitors' current activities regardless of whether the search was based on a paid or organic most recent search phrase. Use this report to analyze how effective search engines and specific phrases are at generating visitors who often return to your site to perform the actions you want them to take. By including conversion metrics, you not only evaluate the performance of search phrases in driving traffic, you also get an indication of how well your site is optimized for those phrases. In other words, how well does your site meet visitor interests (their query) and convert on that traffic? Search Engine Reports ‘Search phrase not provided’ • In October 2012, Google started to encrypt, via Google SSL, all outbound clicks in their search results for users that are signed into any of Google's websites (which means any user signed into Gmail, YouTube, Google Plus, Google Maps, and more). The result removes keywords / phrases from the Referrer URL, displayed as ‘Search phrase not provided’ in Webtrends reports. • Firefox 14 also uses Google SSL. • Bing and Yahoo are not affected. • For iOS 6 users, the picture is slightly more complicated. If the search phrase is entered using the default Safari browser, then the complete Referrer URL is removed, resulting in ‘Direct Traffic’. If the search term was entered on a Google homepage (i.e google.com) then just the search keywords / phrases are removed. Google / iOS 6 Search Searches through Google that happen in Apple’s Safari browser search box in iOS 6, Apple’s latest mobile operating system, no longer pass along search terms to publishers. This will be regarded as ‘Direct Traffic’ as no referrer is passed. Soon after Google shifted to Google SSL Search for signed-in users last year, the move quickly caused some publishers to see more than 20% of their search referrer data to disappear. Those who use Webtrends Analytics, are now familiar with how one of their top search terms is “not provided.” Firefox has also shifted to using SSL Search, but currently don’t block the Referrer. However, in future releases … Marketing VISITOR REPORTS Visitor Reports Top Visitors Identifies the IP address, domain name, or cookie of each visitor, and identifies the visitor's activity level on the site. If you use cookies to track visits, Webtrends can differentiate between hits from different visitors with the same IP address. Marketing GEOGRAPHY REPORTS Geography Reports Geography Drilldown This information can help you meet the needs of your target audience as well as discover new audiences. Consider how you can make the content comprehensive and relevant to an international audience. Values for "Unspecified Region" represent visitors whose geographic region cannot be determined. Values for "Unknown Region" represent visitors whose country can be determined but whose country is not associated with a specific region. Values for "Unknown States" or "Unknown Cities" represent hits for which the IP address does not match an entry in GeoTrends database. This is the case for countries that do not have states or simply entries for which this information was not provided in the GeoTrends database. Note: Use this information carefully because it is based on Internet registration, and may not always be an accurate identifier of the visitor's actual location. Geography Reports Digital Marketing Engage Reports Engage Reports Engage Reports Engage • Engage is how visitors interact with your business. Helps the customer achieve their goals. Site Design OnSite Search Pages & Files Navigation Path Analysis Paths, Forward Single Level Paths Content Path Analysis * F&R Parameter Analysis Browsers & Systems Site Design ONSITE SEARCH REPORTS Onsite Search Reports On-Site Search Phrases On-Site Search Phrases Not Found These reports provide information about search searches that did / not return any results. phrases used in on-site OnSite Search Reports Uses and Interpretation: This report shows which on-site searches did or did not succeed in returning related content to web site visitors. Because on-site searches show whether visitors are successfully finding the content they are looking for, you can use this information to improve your web site navigation and content searchability. Keep in mind that for every visitor who performs an on-site search, a number of other visitors simply abandon the site if they do not immediately find the content they are looking for. Identifying the top search terms helps you understand what kinds of content these visitors urgently want to find. You may want to address these needs by updating your pages to make frequentlysearched information more visible. Highlighting frequently-searched information encourages users to stay on your site and return to it. Site Design PAGES AND FILES REPORTS Pages & Files Reports Pages Identifies the most popular pages on your site and shows you key metrics for each page such as Visits, Page Views and Average Time Viewed (secs). 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 Time Viewed can help determine which content is most important to your visitors. Pages & Files Reports Content Groups Reports Site Navigation Themed Pages Segment Categories Drilldown Pages & Files Reports Content Groups This report shows patterns of traffic to related groups of pages on your site. Content groups can show how visitors are accessing information categories that may not reflect the organization of your web site. Content Groups and Sub-Groups (preconfigured) Identifies the most popular groups of web site pages and how often they were visited. Content Group Duration Provides insight into which areas of the site are most attractive to your visitors. Analyze the content groups for possible cross-promotions, or analyze over time to interpret content popularity. Content Groups Reports Pages & Files Reports Directories Provides performance information for the most commonly accessed directories on your web site. For sites where the directory structure reflects the content structure, this information can help you understand patterns in the content visitors request. If your directory structure does not reflect content areas, you can use Content Groups reporting to see information about traffic to content areas. Pages & Files Reports Directories Provides performance information for the most commonly accessed directories on your web site. For sites where the directory structure reflects the content structure, this information can help you understand patterns in the content visitors request. If your directory structure does not reflect content areas, you can use Content Groups reporting to see information about traffic to content areas. Site Design NAVIGATION REPORTS Navigation Reports Entry Pages Focuses on pages that were most often the first or “entry” page of a visit. You can use this report to determine whether visitors are entering your web site using the pages you expect. Exit Pages Focuses on pages that were most often the final or "exit" page of a visit. You can use this report to determine whether visitors are exiting your web site using the pages you expect, such as a specially designed Thank You page Navigation Reports Single-Page Visits Focuses on pages that were most often viewed during a visit consisting of exactly one page view. You can use this report to determine the success of certain pages designed to provide visitors with all needed information. Site Design PATH ANALYSIS REPORTS Path Analysis Reports Path Analysis: Use this report to look for weaknesses and to understand visitor content and navigation preferences: Compare the most common paths in this report to those you expected when planning your site. Are they the same? If not, perhaps visitors are confused by your navigation ... or perhaps you predicted their paths incorrectly. Ask if your visitors are leaving the site earlier than you would like. Pay special attention to the short paths. Are too many visitors leaving the site before they know what your site is about? Does knowing the exit pages help you understand why? Path Analysis Reports Entry Pages Focuses on pages that were most often the first or “entry” page of a visit. Each visit can have only one entry page. You can use this report to determine whether visitors are entering your web site using the pages you expect. Path Analysis Reports Uses and Interpretation: Use this report to look for weaknesses and to understand visitor content and navigation preferences: Compare the most common paths in this report to those you expected when planning your site. Are they the same? If not, perhaps visitors are confused by your navigation ... or perhaps you predicted their paths incorrectly. Ask if your visitors are leaving the site earlier than you would like. Pay special attention to the short paths. Are too many visitors leaving the site before they know what your site is about? Does knowing the exit pages help you understand why? Path Analysis Reports Uses and Interpretation: Notice which content topics are being visiting right away. Forward paths help you understand what content is most important to visitors in the sense of where they go first. If just a few of your content topics seem to be the first destination of most visitors, perhaps those topics should be made more prominent in the home page navigation. Notice whether visitors drill down deeply right away, or instead look at a number of same-level pages before going deeper. If they're drilling down several levels, perhaps you should reduce the number of clicks needed to get to the depth they seem to want. Should you bring some pages up higher in the navigation tree? If they're looking at a variety of top-level pages before going deeper, check whether they are using the home page as a hub - often returning to it between jumps to second-level pages. Path Analysis Reports Uses and Interpretation: Also use this report to find out which of several possible routes led to a key positive event. For example, a particular product page might be reached several ways: through navigation, search, and through a "featured product" link on the home page. Reverse Paths with that product page as the destination will show how common each approach was. Is this "pogo-sticking" navigation being forced on them? If your second-level pages can't be reached directly from each other, consider reducing the number of clicks by adding "sideways" links. An "important" page might be a Customer Service page (indicating a possible desire for assistance resulting from the previous pages), a Contact-Us page (indicating possible frustration caused by previous pages), or the Site Map (indicating a need for navigation help caused by confusion on the previous pages). Path Analysis Reports Path Analysis Reports Site Performance VISIT FREQUENCY, DEPTH, RECENCY Site Performance Reports Unique Visits Shows how many people decided to engage with you for the first time by visiting your website. Frequency of Visit Frequency must be contextualised within a specific time frame. A customer who has engaged 10 times with the company in the past 10 years has a lower degree of engagement for example in relation to a customer who has also engaged 10 times in the company in the last 2 months. Contextualised 'frequency' can therefore help us to identify the relative degree of our customers' engagement. Site Performance Reports Recency of Visit This metric speaks of the recency of our customers' last engagement. Depth of Visit This tells us how many pages long our visitors' journeys through the site were. Although a deep journey signifies a high degree of engagement this metric again does not distinguish between the kind of engagement. Do your visitors passionately disagree with what you are writing about? Are they simply unable to find what they are looking for? In both of these cases a high degree of engagement may be of a negative kind. Site Performance Reports Time Spent on Site Same story as with depth. Time spent correlates with degree of engagement but as it does not discriminate between kind it may simply be negatively spent desperately trying to find the content your visitor is after. The visitors’ degree of engagement is better calculated as a synthetic metric composed of several basic metrics, rather than as a one-metric solution. The score each of these component metrics takes however only makes sense if contextualised. Example: a frequent and recent visitor is 'more engaged than' someone who is not, but is (s)he engaged? If yes how engaged is (s)he? Digital Marketing Activate Reports Activate Reports Activate Reports Activate • The customer has taken a point of action. Scenario Analysis 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 Step 1 View the product page Step 2 Add product to shopping cart Step 3 Start checkout Step 4 Complete checkout 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 61% people who made it to the started checkout process ended 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 end their visit to the site. • Of those 22% visits exit 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 Digital Marketing Nuture Nurture Reports Nurture From a monetary perspective, retention involves the process of how you minimize the on going cost. It is much cheaper to keep a customer happy than to get a new one. Customers who return again and again have the highest value, which translates into profits for commercial businesses. To make retention work for you, you must find out more about your visitors and their behaviour. Nurture 32 years of age, single, born in Scotland Clicked on banner ad to check packages Phones travel hotline, purchases cruise to Barbados Email campaign response Downloaded Podcast on best Barbados sights Searched for hotels Blogged twice about buses in Barbados Digital Marketing Summary Summary