Thermo.com WebTrends Basic Training

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

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The world leader in serving science

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)

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

Enterprise eBusiness


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

The world leader in serving science

Defining Your Key
Performance Indicators
(KPIs)

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

Monitor
the business
performance
of your web
channel
Discover
opportunities
for
Improvement
Optimize
for incremental
gains
Monitor
the business
performance
of your web
channel
Discover
opportunities
for
Improvement
Optimize
for incremental
gains
KPIs: Measuring the Success of Business Objectives

1.
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

2.
Identify Business Program/Initiatives


Business programs and initiatives drive customers to perform the
supporting activities

3.
Identify Supporting Activities


Activities are things you want customers to do on your site that
help you meet your business objective

4.
Identify KPIs


KPIs help you measure the success of your business objectives

Which KPIs do I use?


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



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

The world leader in serving science

WebTrends Overview and
Reporting

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

Comparison: WebTrends v Google Analytics

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.


VISITOR
VISIT
PAGE VIEW
HIT
VISITOR
VISIT
PAGE VIEW
HIT
Exploring the Reporting Console

1

3

2


The reporting console appears in three sections (1) the left
-
hand
navigation, (2) the top navigation, and (3) the analysis window

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

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

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



1

2

3

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



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

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

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”

Note: the more
data that you
export the
longer the
export will take

The world leader in serving science

Beyond the Basics

Content Effectiveness


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

Call to Action
: Are we persuading visitors to respond to the call to action?

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

Scenario Analysis Shows Steps and Conversion Rate

Inflow

Site Abandonment

Detours

Fallout

Step Jumping

Campaign Overview


Visitors can be guided to Thermo.com using
various campaigns


Campaign tracking allows you to determine
which campaigns are most effective

$

Banner Ad

Email

Paid Search

Reporting Campaign Performance


WebTrends will report the amount of traffic from a specific campaign
as well as any associated online orders and revenue

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

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!