Engage10 Debrief

© RUSH University Medical Center

WebTrends Engage10 Debrief

Ken QuandtWeb Managing Editor

Marketing and CommunicationsFebruary 2010

© RUSH University Medical Center

WebTrends Basics

• Basic Facts– Webtrends can track almost any Web site, social media,

mobile application activity.– Robust Reporting Capabilities

• “Out of the Box” Reports• Custom Reports

– WebTrends Functionality vs. Google Analytics Functionality• WebTrends Extremely Robust and Customizable• WebTrends : Google Analytics :: Audi S4 : VW Beetle

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WebTrends Basics (cont’d.)

• Basic Facts– Tools That Make WebTrends Work

• Cookies– Saved to visitor’s computer; provide data to

WebTrends

• Javascript Tags– Tags are placed in HTML code on pages, templates– Capture data, send to WebTrends application

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WebTrends Basics (cont’d.)

• Basic Facts– Webtrends Comes in Two Flavors

• Software (In-House Install)– Unlimited Profiles

– More Robust Functionality Than OnDemand

– Requires In-House Hardware and Tech Support

• OnDemand (Hosted Service)*– Fixed Number of Profiles

– Less Robust Functionality Than “Software” Version

– Our Data Saved at WebTrends Data Center

– Minimal In-House Tech Support

*This is what we use at Rush

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WebTrends Basics (cont’d.)

• The WebTrends Analytics 9 Family– OnDemand and Software Versions– Developer Network – Articles, Discussion, Tools– Tag Builder - Build the Tags to Track What You

Want to Track

• Available Interfaces– OnDemand (Standard)– Insight (Google Analytics-esque)– New: Mobile (iPhone, Blackberry, Android)

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WebTrends Features

• Filters – Filter Out/In Data (e.g., filter out internal site visitors from data)

• Templates – Make It Possible To Define Content (Reports) and Other Elements that Our Users Can View

• Dashboards – Centralized View of Critical Tables and Graphs– Out of the Box– Custom

• Scenario Analysis – Analyze a Sequence of Steps that Lead to a Conversion (e.g., complete an online form to sign up for an event)

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WebTrends Features (cont’d.)

• Roles– Predefined Sets of User Rights That Can

Be Applied to More Than One User

• SmartReports– Export WebTrends Data to Excel– Excel Report Can Be Automatically

Updated Weekly, Monthly, Annually, etc.– Not Necessary to Log Into WebTrends

Application to Refresh Report

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WebTrends Features (cont’d.)

• Queries– Produce Reports Using Query Function

• Example: Find all pages that received two or fewer views in the current month; identify content that is not attracting visitors, not helping to drive conversions.

– Calculated Measures• Create a New Column in an Existing Report

Based on Our Specific Needs

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WebTrends and Facebook

• Measuring Facebook– Metrics Native to Facebook are Somewhat Limited– WebTrends Can Provide Metrics on Some

Facebook Elements (e.g., tabs, groups, applications)

– For more information see Justin Kistner’s presentation, “A Brief Intro to Facebook Marketing,” at http://www.slideshare.net/WebTrends/brief-intro-facebook-marketing

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Next Step: Web Site Optimization

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Web Site Optimization (cont’d.)

• Optimize is a New WebTrends Solution – Web Site Optimization is Not the Same as Search

Engine Optimization– Facilitates Testing, Segmentation, and Targeting– Determine Which Content and Features are

Resonating With Your Web Site Visitors• Testing Can Be As Granular As Necessary• Example: Images, Links, News Story Blocks, etc.

– Use Data to Drive Site Content and Page Design Decisions

– Realize Immediate Page “Lift” and Better Conversion Rate

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Web Site Optimization (cont’d.)

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Web Site Optimization (cont’d.)

For more information see Bob Garcia’s presentation, “Turn Good Results into Great,” at http://www.slideshare.net/WebTrends/optimize-turn-good-results-into-great-webtrends2010

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Questions?

Please contact Ken Quandt by e-mail at kenneth_quandt@rush.edu or by phone at (312) 942-6846 with follow-up questions.