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Gaining Value fromVisitor History
Mark Saxby – Principal Consultant, webtrends
Visitor History in Analytics •Analytics data is captured on a per hit
basis and can be tied together across a visit.•But what if you want a perspective
based on longer term Visitor activity?•This is where Visitor History comes in.
Enabling Visitor History
Elapsed Time Information•Time since...•First Visit•Previous Visit•First Purchase•Previous Purchase•... In days •Visit Latency (Days since first visit/No of
Visits)
Campaign History•Set when Campaign ID is
passed on a link.•http://www.my-
site.com?WT.mc_id=myCampaign•Current Visit Campaign ID•Most Recent Campaign ID•WT.vr.rac
•Initial Campaign ID •WT.vr.fc
Trick
WT.vr.ac contains a list of all campaigns a
visitor has visited in attribution
period.
Search Engine History•Set by Analysis engine
when referrer matches a referrer in the Search engines file.
•Captures Search Engine, Paid or Organic and Search Term•Captures Initial
and Most Recent values
Search Engine History
Initial Search Engine
Initial Search Phrase
Most Recent Organic
Search Phrase
Initial Paid Search Engine
Most Recent Paid
Search Phrase
And the other
combinations
Tip
Use standard VHdimensions
and measures
where possible.
Purchase History•Uses the standard
Transaction parameters to track Visitor purchase activity over time.
•Lifetime Value•Total Purchases•Most Recent Purchase Value•First and Last Purchase date•Most recent invoice ID
Trick
Use Latest Invoice ID
to match Cookies to
real customers in your
backend systems
Customer Segment History
+ +
=
Customer Segment History•You can associate 4 segment
parameters with a Visitor.•These are set using the WT.seg_X
parameters (WT.seg_1 to WT.seg_4)•Retrieve using WT.vhseg_X parameter
in reports.
Tip
Documentwhat you use each Segment
parameter for!
Content Groups of Interest
News
Crossword
Sports
Pages of InterestWT.pi = Home
WT.pi = Login
WT.pi = Analytics
WT.pi = Request Info
Tip
Use the same value for Page
of Interest where content has the same
purpose
Visitor History & Custom Reports
•Visitor History parameter are mostly available as dimensions•Most are available
as ‘query string parameters’ to use in custom dimensions or measures
Visitor History & Custom Reports
•Visitor History dimensions are related to Visitors, so fully support Visitor Measures in custom reports.
Tip
Use standard VHdimensions
and measures
where possible.
Visitor History Extract •What about taking the Visitor History
data out of Webtrends and using it with external data?•What’s in the Visitor History Extract?•Let’s take a look...
Visitor History Extract
Visitor History Extract•How to
enable VH Extracts•Set
Frequency and Time.•Details
for accessing file.
Integrating with external data•Use the External Visitor ID (WT.dcsvid)
to match other data source •Schedule the Visitor History Database
Export•Obtain the CSV file•Use the Visitor History CSV extract to
populate a ‘visitor online event’ table in a data warehouse or other reporting system.
Integrating with external data
Analytics
External
Data
Visitor History Extract CSV
External ID = 121222
Customer ID =
121222
TipCapture ‘real’
customer ID whenever
possible and permissibleWT.dcsvid
Deeper Insight•Webtrends Visitor Data Mart•Records every occurrence of key events
against a visitor•Track PEOPLE across multiple platforms,
not just cookies.•Integrate offline information about
visitors
Deeper Insight - VDM
More information?•Much more information on
Visitor History parameters can be found in the Administration Users Guide via the Resource Center link from the Webtrends UI.
Questions?
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