kurt ghekiere eng. sr consultant & cto ris technics web analytics for smarter decisions by abs...

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 !