Making Analytics Actionable with Web Content Management
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Transcript of Making Analytics Actionable with Web Content Management
Making Analytics Actionable with
Web Content Management
Annie WeinbergerDirector of Product Marketing, Interwoven
Agenda
Learn how Interwoven & WebTrends are Shifting Expectations with
– Analytics and Content Management– Analytics and Targeting – Analytics and Website Optimization
Demo of closed-loop integration
Typical Challenges with Web AnalyticsMarketers cannot understand the reporting resultsMarketers cannot easily take actionAnalytics show issues but don’t suggest solutionsMarketing wants to be empowered to deploy analytics ready content
The Business Experience The Customer Experience
Create
Analyze
Deliver
Optimize
Maximizing Online Business Performance Driving Insight to Action
WebTrends & Interwoven
Marketers can act on Web insights without IT support
WebTrends with…
Using Web Analytics to Reveal Optimization PointsUsing Analytics to Show the Results of TestsUsing Web Analytics to combine results of optimization with other online and offline data for analysis
Integrate analytics into your content management processAnalyze the success of online campaigns and offersAct on insights to optimize customer experience
Managing Separate CMS and Analytics
Managing Separate CMS and Analytics
The Integrated CMS / Analytics Experience
TeamSite Web Analytics Integration• Analytics Integration (TeamSite 6.7.2)
– Out of the box analytics components to automatically tag Web pages for analysis
– Support for Omniture SiteCatalyst, HBX, WebTrends, Google Analytics
– Empower marketers to pass information back into Web analytics reports
• Closed-Loop Analytics Integration (TeamSite 6.7.2 SP1)– Overlay reporting in preview and
run-time– Site specific reporting from within TeamSite
TeamSite WebTrends Closed-Loop Integration Overview
Closed-Loop Integration adds access to reporting capabilities from within TeamSite in addition to business user friendly page tagging and data collection functionality
In-line display of WebTrends site-level reports in TeamSite UI
Integration of WebTrends' SmartView plug-in within the TeamSite preview environment to display page-level analytics data
User is logged into WebTrends transparently
Standard Out-of-the-Box Site Reports
Overview Dashboard - (pages, referring site, visitor summary, visit summary, exit pages, page view summary)
Marketing Dashboard - (Referring Site, Onsite Ad Impressions Trend)
Visitors Dashboard - (Visit Summary, Visitor Summary, Visitors by Number of Visits, Organizations, Countries)
Pages Dashboard - (Page Views Trend, Content Groups, Page View Summary, Pages Trend, Entry Pages, Pages, Exit Pages, Directories)
Navigation Dashboard - (Entry Pages, Exit Pages, Single Page Visits)
Technical Dashboard - (Hits Trend, Browsers by Version, Technical Summary, Average Time to Serve Pages, Bandwidth Trend)
Activity Dashboard - (Hits by Hour of the Day, Hits by Day of the Week, Most Active Summary, Least Active Summary, Activity on Weekdays, Activity on Weekends, Bandwidth Trend)
Browsers and Platforms Dashboard - (Browsers, Browsers Trend, Spiders, Platforms Trend)
Access WebTrends Reports from TeamSite
Site Reports from TeamSite
WebTrends SmartView Overlay Control Integration
IE plug-in (ActiveX control) displays inline analytics data on links within TeamSite
SmartView & TeamSite integration allows marketers to view link level data while navigating through preview environment of live pages
Make changes to the page directly from the preview environment
WebTrends SmartView Control Integration
The Impact: Analyzing Data and Act on Insights
Without Interwoven With Interwoven
Find all relevant page data and analyze performance
Toggle from WCM platform to launch Analytics
Toggle to WCM platform, find page, make or request changes
Make or request tag changes
Publish revised content or request IT to publish
Open graphical Analytics reports inside TeamSite
Launch SmartView to analyze visual overlay of data
Directly make content changes and publish
Time: 2 Hours (over 3 day period) Time: 25 Minutes
Per Page Savings =
$95
Cost: $1 per min x 120 Min = $120 Cost: $1 per min x 25 Min = $25
View Web Analytics site reports
Review page within TeamSite’s analytics
heat map overlay
Open component to make obvious changes
(edit sale promotion)
Open component to run a multivariable test on less obvious issues (test
image, text, button, etc.)
Determine and promote winner
Make changes & publish
Create – Deliver – Optimize – Analyze
Analytics and Website Optimization
Web Analytics is a great place to start your optimization journey
Using Web Analytics to Reveal Optimization Points
Using Analytics to Show the Results of Tests
Using Web Analytics to combine results of optimization with other online and offline data for analysis
Analytics and Website Optimization – Stage 1
Identify key stages of customer interaction
• Leverage web analytics data
Maximize Conversion Throughout Your Website
Acquisition (Email, Ads)
Landing Page
Check-out
Form Page
Customer
+1%
+5%
+2%
+8%
Bottom Line results = +$$$
Traffic
Where are the Highest Points of Value
Home Page Landing PagesInside Pages
Product Page Log-in Page
Shopping CartSign-up Page
Billing Page
Ad
Contact Us Page Thank You Page
Next Step - Target using Various Types of Audience Data
ThursdayTraffic
Ad BannerTraffic
SearchTraffic
MondayTraffic
ContinueTesting
B
A
C
F
ED
Rohm and Haas Delivers on Customer Needs
Results with Interwoven“Interwoven has given us the tools to make business insight more actionable and align ourselves better with our customers’ needs. We can anticipate what customers really want through analytics, then use Interwoven to deliver it proactively.”
-- Eric Soll, Sales and Marketing IT Manager, Rohm and Haas
Previous ChallengesThe Website was not leveraged effectively as a strategic channel to support sales and marketing
Not able to turn analytics data into an actionable customer strategy
Interwoven & WebTrends DEMO
Questions and Answers
Annie WeinbergerDirector of Product MarketingAutonomy [email protected]
Stop by our booth!
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