Engage EMEA 2010 - How Web Optimisation Has Helped LateRooms.com
Engage EMEA 2010 - Custom Reporting
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Transcript of Engage EMEA 2010 - Custom Reporting
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Gaining Value fromVisitor History
Mark Saxby – Principal Consultant, webtrends
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Visitor History in Analytics •Analytics data is captured on a per hit
basis and can be tied together across a visit.•But what if you want a perspective
based on longer term Visitor activity?•This is where Visitor History comes in.
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Enabling Visitor History
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Elapsed Time Information•Time since...•First Visit•Previous Visit•First Purchase•Previous Purchase•... In days •Visit Latency (Days since first visit/No of
Visits)
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Campaign History•Set when Campaign ID is
passed on a link.•http://www.my-
site.com?WT.mc_id=myCampaign•Current Visit Campaign ID•Most Recent Campaign ID•WT.vr.rac
•Initial Campaign ID •WT.vr.fc
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Trick
WT.vr.ac contains a list of all campaigns a
visitor has visited in attribution
period.
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Search Engine History•Set by Analysis engine
when referrer matches a referrer in the Search engines file.
•Captures Search Engine, Paid or Organic and Search Term•Captures Initial
and Most Recent values
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Search Engine History
Initial Search Engine
Initial Search Phrase
Most Recent Organic
Search Phrase
Initial Paid Search Engine
Most Recent Paid
Search Phrase
And the other
combinations
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Tip
Use standard VHdimensions
and measures
where possible.
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Purchase History•Uses the standard
Transaction parameters to track Visitor purchase activity over time.
•Lifetime Value•Total Purchases•Most Recent Purchase Value•First and Last Purchase date•Most recent invoice ID
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Trick
Use Latest Invoice ID
to match Cookies to
real customers in your
backend systems
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Customer Segment History
+ +
=
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Customer Segment History•You can associate 4 segment
parameters with a Visitor.•These are set using the WT.seg_X
parameters (WT.seg_1 to WT.seg_4)•Retrieve using WT.vhseg_X parameter
in reports.
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Tip
Documentwhat you use each Segment
parameter for!
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Content Groups of Interest
News
Crossword
Sports
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Pages of InterestWT.pi = Home
WT.pi = Login
WT.pi = Analytics
WT.pi = Request Info
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Tip
Use the same value for Page
of Interest where content has the same
purpose
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Visitor History & Custom Reports
•Visitor History parameter are mostly available as dimensions•Most are available
as ‘query string parameters’ to use in custom dimensions or measures
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Visitor History & Custom Reports
•Visitor History dimensions are related to Visitors, so fully support Visitor Measures in custom reports.
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Tip
Use standard VHdimensions
and measures
where possible.
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Visitor History Extract •What about taking the Visitor History
data out of Webtrends and using it with external data?•What’s in the Visitor History Extract?•Let’s take a look...
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Visitor History Extract
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Visitor History Extract•How to
enable VH Extracts•Set
Frequency and Time.•Details
for accessing file.
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Integrating with external data•Use the External Visitor ID (WT.dcsvid)
to match other data source •Schedule the Visitor History Database
Export•Obtain the CSV file•Use the Visitor History CSV extract to
populate a ‘visitor online event’ table in a data warehouse or other reporting system.
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Integrating with external data
Analytics
External
Data
Visitor History Extract CSV
External ID = 121222
Customer ID =
121222
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TipCapture ‘real’
customer ID whenever
possible and permissibleWT.dcsvid
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Deeper Insight•Webtrends Visitor Data Mart•Records every occurrence of key events
against a visitor•Track PEOPLE across multiple platforms,
not just cookies.•Integrate offline information about
visitors
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Deeper Insight - VDM
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More information?•Much more information on
Visitor History parameters can be found in the Administration Users Guide via the Resource Center link from the Webtrends UI.
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Questions?