kurt ghekiere eng. sr consultant & cto ris technics web analytics for smarter decisions by abs...
Post on 19-Dec-2015
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Kurt Ghekiere eng.Sr Consultant & CTO Ris
Technics
Web analytics for smarter decisionsWeb analytics for smarter decisionsby abs creative groupby abs creative group
Your Web Site Is an Integral Channel
In person
Over the phoneThrough the mail
ABS ConceptCustomers
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 IT
Marketing
RIS E Commerce
Executives
Customer Service
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. modelMeasurable Improvement Cycle
Reaction
Analysis
Decision
Action
Reporting
Decide which area of thesite to focus on now
Ris R.A.D.A.R. modelMeasurable Improvement Cycle
Reaction
Analysis
Decision
Action
Reporting
Take action! Make a change and monitor the
reaction it triggers
Ris R.A.D.A.R. modelMeasurable Improvement Cycle
Analysis
Decision
Action
ReportingWith every action, there’s a reaction from your visitors to the change you’ve made
Ris R.A.D.A.R. modelMeasurable Improvement Cycle
Reaction
CustomersIn person
Over the phoneThrough the mail
On the Web
What Are the Key Metrics?
Sales per square footStore-over-store sales
Sales per customer
Cost per callResolution rate per call
Terminated calls
Response rateSales 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 OrdersIncrease Average Order Size
CommerceIncrease Page Views per Visitor
Increase Visit Frequency
Media
Self ServiceDecrease customer service costsFulfill customer service needs online
Increase Total Qualified LeadsDecrease Acquisition Costs
Lead Generation
Some Objectives are Universal
Decrease acquisition costs
Increase conversion rates
Improve customer retention
Increase your web ROI
Proxy Server
Log File 1
www.netiq.com www.netiq.com
www.netiq.com
Log File 4
Log File 5
Log 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 ServerProxy Server
Proxy Server
Proxy Server
Proxy Server
CDN
CDN
CDN
CDN
CDN
CDN
Log File 1Log 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 File
Log File
Log Files
Log File
Log File
Anal
ysis
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 ServerProxy Server
Proxy Server
Proxy Server
Proxy Server
CDN
CDN
CDN
CDN
CDN
CDN
Log File 1Log File 2 Log File 3
Ris Web Server
Log File 1
Log File 4
Proxy Server
Proxy Server
Log File 5
Log File 6
Proxy Server
The New Alternative
Log File 2 Log File 3
Ris Web Server
S. America
Europe
Asia
Proxy ServerProxy Server
CDN
CDN
CDN
CDN
CDN
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 decisionsWeb 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 decisionsWeb 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 decisionsWeb 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
Ris Belgium, a reliable partner
Visit www.ris.be and see why we make the difference !
Since 1994 internet application and hosting provider !
Personnal service with a !
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