Digital Marketing Analytics v10
Introduction • Name / job role • What company are you with • How much experience do you have using Webtrends • Create a Word document for your notes ..
Digital Marketing Overview
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
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 Webtrends OnDemand aggregates the visitor data to five standard time periods:
Terminology Webtrends OnDemand aggregates the visitor data to five standard time periods:
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 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: Page A: 3 page views 50% Bounce Rate Page B: 2 page views 0% Bounce Rate Page C: 2 page views 0% Bounce Rate Single Page Visits Entry Page Visits BR = * 100
Digital Marketing 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 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.
Digital Marketing Reach Reports
Campaign Reports 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 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 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 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.
Traffic Referrer Reports
Referrer Reports Referrers: Sites 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. Referrers: Names Identifies domains that refer visitors to your web site. Referrers: Pages 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.
Traffic 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 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.
Traffic Traffic sources Reports
Traffic Sources Reports 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.