Kurt Ghekiere eng. Sr Consultant & CTO Ris Technics Web analytics for smarter decisions by abs creative group

Your Web Site Is an Integral Channel In person Over the phone Through the mail ABS Concept Customers On the Ris Web

Avoid Common Pitfalls 50% of web sales are lost because visitors can’t easily find content. ” “ Gartner Group 40% of repeat visitors are lost from negative experience. ” “ Zona Research On the Ris Web 43% of web sites are missing basic navigational aids. ” “ Giga Group

The Value of Web Analytics  Make smarter business decisions  Increase revenue online or offline  Decrease costs –Optimised marketing investment –Effective site design & content management –Improved customer self-service  Maximise return on insight –Decrease acquisition costs –Increase conversion rates –Improve customer retention

Evolution within the Organization Webmaster IT Marketing RIS E Commerce Executives Customer Service

Benefits of Ris Web Analytics Across your Organisation  Maximize technical site performance  Deliver the information business users demand  Experience unlimited scalability  Get accurate and simpler web data management with WebTrends SmartSource Information Technology Simplify life for technical managers, while giving business users the information they need

Benefits of Ris Web Analytics Across your Organisation eCommerce/Merchandisers Increase sales online and offline  Differentiate qualified visitors from window shoppers  Improve conversion rates by analysing shopping cart behavior  Increase cross-sell and up-sell opportunities

Benefits of Ris Web Analytics Across your Organisation  Know exactly which marketing initiatives are working and which are not  Identify which content is most effective with your target audience  Optimise navigation to increase conversion Marketing Obtain relevant, actionable insight that helps you make smarter business decisions

Benefits of Ris Web Analytics Across your Organisation Customer Service Better understanding of customer experience for a higher level of service  Increase lifetime value of each customer  Reduce customer support costs  Better understanding of customer’s needs/problems

Benefits of Ris Web Analytics Across your Organisation Executives Get the information you need to make high-level strategic decisions  Get an executive summary of key web metrics  Manage overall business more effectively  Identify key trends to maximize ROI (Return on Insight)

Optimisation is the Key to Success Online Optimization is an ongoing process:  Clearly define your site objectives  Establish metrics that align to those objectives  Leverage the analysis to take action  Test different factors  Optimise on best performers RADAR

Reaction Reporting Analysis Decision Action Report on the key metrics per your site objectives Ris R.A.D.A.R. Model Measurable Improvement Cycle

Reaction Analysis Decision Action Reporting Analyse the data to identify trends and areas that need improvement Ris R.A.D.A.R. model Measurable Improvement Cycle

Reaction Analysis Decision Action Reporting Decide which area of the site to focus on now Ris R.A.D.A.R. model Measurable Improvement Cycle

Reaction Analysis Decision Action Reporting Take action! Make a change and monitor the reaction it triggers Ris R.A.D.A.R. model Measurable Improvement Cycle

Analysis Decision Action Reporting With every action, there’s a reaction from your visitors to the change you’ve made Ris R.A.D.A.R. model Measurable Improvement Cycle Reaction

Customers In person Over the phone Through the mail On the Web What Are the Key Metrics? Sales per square foot Store-over-store sales Sales per customer Cost per call Resolution rate per call Terminated calls Response rate Sales per interaction Cost per response What are the key web metrics?

The Web is the Most Measurable Channel Match your analysis to your objectives Can the Ris Team convince you !

Different Sites Have Different Objectives Increase Total Orders Increase Average Order Size Commerce Increase Page Views per Visitor Increase Visit Frequency Media Self Service Decrease customer service costs Fulfill customer service needs online Increase Total Qualified Leads Decrease Acquisition Costs Lead Generation

Some Objectives are Universal D ecrease acquisition costs Increase conversion rates Improve customer retention Increase your web ROI

Proxy Server Log File Log File 4Log File 5Log File 6 The Data Collection Challenge Log File 2 Log File 3 Ris Web Server Proxy Server S. America Proxy Server Europe Proxy Server Asia

Log File 4 Log File 5 Log File 6 Worldwide Content Delivery S. America Europe Asia Proxy Server CDN Log File 1 Log File 2 Log File 3 Ris Web Server

Traditional Log File Analysis  Software analyses the log file data  Generates reports  Consolidate your web server log files Log File Log FilesLog File Analysis Log File 4 Log File 5 Log File 6 Log File 2 Log File 3 Log File 1 Ris Web Server

Log File 4 Log File 5 Log File 6 Worldwide Content Delivery S. America Europe Asia Proxy Server CDN Log File 1 Log File 2 Log File 3 Ris Web Server

Log File 1 Log File 4 Proxy Server Log File 5Log File 6 Proxy Server The New Alternative Log File 2Log File 3 Ris Web Server S. America Europe Asia Proxy Server CDN SmartSource Data Management

Ris WebTrends SmartSource S. America Europe Asia SmartSource Data Management  Data collection is no longer dependent on content delivery  Collects the web data from your visitors’ web browsers  Single data source  Faster processing  More accurate  Software or service Analysis

Web analytics for smarter decisions The solution : client-side reporting SmartSource Data Collector  Setup a data collection server ( IIS, Apache, iPlanet)  Insert JavaScript in the web pages  Insert Meta tags : defined by WebTrends ( WT.cg_n, WT.av, … ) and recognized by WRC  Define your own parameters

Web analytics for smarter decisions When use SDC ?  Flash applications !!!!!  Content Management Systems ( Tridion, Ektron, … )  Portal Architectures  External Marketing Campaigns  Multiple Domains  Need for Client information

Web analytics for smarter decisions SDC parameters : meta tags  Meta tags : defined by WebTrends and recognized by WRC  Different types of meta tags :  Auto Config : content groups, marketing campaigns, scenario analysis, page title, views & clicks, split values, products, shopping carts  Web client : screen size, color depth, user language, java enabled, time zone, browsing hour  Custom parameters

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