Making Analytics Actionable with

Web Content Management

Annie WeinbergerDirector of Product Marketing, Interwoven

Agenda

Learn how Interwoven & WebTrends are Shifting Expectations with

– Analytics and Content Management– Analytics and Targeting – Analytics and Website Optimization

Demo of closed-loop integration

Typical Challenges with Web AnalyticsMarketers cannot understand the reporting resultsMarketers cannot easily take actionAnalytics show issues but don’t suggest solutionsMarketing wants to be empowered to deploy analytics ready content

The Business Experience The Customer Experience

Create

Analyze

Deliver

Optimize

Maximizing Online Business Performance Driving Insight to Action

WebTrends & Interwoven

Marketers can act on Web insights without IT support

WebTrends with…

Using Web Analytics to Reveal Optimization PointsUsing Analytics to Show the Results of TestsUsing Web Analytics to combine results of optimization with other online and offline data for analysis

Integrate analytics into your content management processAnalyze the success of online campaigns and offersAct on insights to optimize customer experience

Managing Separate CMS and Analytics

Managing Separate CMS and Analytics

The Integrated CMS / Analytics Experience

TeamSite Web Analytics Integration• Analytics Integration (TeamSite 6.7.2)

– Out of the box analytics components to automatically tag Web pages for analysis

– Support for Omniture SiteCatalyst, HBX, WebTrends, Google Analytics

– Empower marketers to pass information back into Web analytics reports

• Closed-Loop Analytics Integration (TeamSite 6.7.2 SP1)– Overlay reporting in preview and

run-time– Site specific reporting from within TeamSite

TeamSite WebTrends Closed-Loop Integration Overview

Closed-Loop Integration adds access to reporting capabilities from within TeamSite in addition to business user friendly page tagging and data collection functionality

In-line display of WebTrends site-level reports in TeamSite UI

Integration of WebTrends' SmartView plug-in within the TeamSite preview environment to display page-level analytics data

User is logged into WebTrends transparently

Standard Out-of-the-Box Site Reports

Overview Dashboard - (pages, referring site, visitor summary, visit summary, exit pages, page view summary)

Marketing Dashboard - (Referring Site, Onsite Ad Impressions Trend)

Visitors Dashboard - (Visit Summary, Visitor Summary, Visitors by Number of Visits, Organizations, Countries)

Pages Dashboard - (Page Views Trend, Content Groups, Page View Summary, Pages Trend, Entry Pages, Pages, Exit Pages, Directories)

Navigation Dashboard - (Entry Pages, Exit Pages, Single Page Visits)

Technical Dashboard - (Hits Trend, Browsers by Version, Technical Summary, Average Time to Serve Pages, Bandwidth Trend)

Activity Dashboard - (Hits by Hour of the Day, Hits by Day of the Week, Most Active Summary, Least Active Summary, Activity on Weekdays, Activity on Weekends, Bandwidth Trend)

Browsers and Platforms Dashboard - (Browsers, Browsers Trend, Spiders, Platforms Trend)

Access WebTrends Reports from TeamSite

Site Reports from TeamSite

WebTrends SmartView Overlay Control Integration

IE plug-in (ActiveX control) displays inline analytics data on links within TeamSite

SmartView & TeamSite integration allows marketers to view link level data while navigating through preview environment of live pages

Make changes to the page directly from the preview environment

WebTrends SmartView Control Integration

The Impact: Analyzing Data and Act on Insights

Without Interwoven With Interwoven

Find all relevant page data and analyze performance

Toggle from WCM platform to launch Analytics

Toggle to WCM platform, find page, make or request changes

Make or request tag changes

Publish revised content or request IT to publish

Open graphical Analytics reports inside TeamSite

Launch SmartView to analyze visual overlay of data

Directly make content changes and publish

Time: 2 Hours (over 3 day period) Time: 25 Minutes

Per Page Savings =

$95

Cost: $1 per min x 120 Min = $120 Cost: $1 per min x 25 Min = $25

View Web Analytics site reports

Review page within TeamSite’s analytics

heat map overlay

Open component to make obvious changes

(edit sale promotion)

Open component to run a multivariable test on less obvious issues (test

image, text, button, etc.)

Determine and promote winner

Make changes & publish

Create – Deliver – Optimize – Analyze

Analytics and Website Optimization

Web Analytics is a great place to start your optimization journey

Using Web Analytics to Reveal Optimization Points

Using Analytics to Show the Results of Tests

Using Web Analytics to combine results of optimization with other online and offline data for analysis

Analytics and Website Optimization – Stage 1

Identify key stages of customer interaction

• Leverage web analytics data

Maximize Conversion Throughout Your Website

Acquisition (Email, Ads)

Landing Page

Check-out

Form Page

Customer

+1%

+5%

+2%

+8%

Bottom Line results = +$$$

Traffic

Where are the Highest Points of Value

Home Page Landing PagesInside Pages

Product Page Log-in Page

Email

Shopping CartSign-up Page

Billing Page

Ad

Contact Us Page Thank You Page

Next Step - Target using Various Types of Audience Data

ThursdayTraffic

Ad BannerTraffic

SearchTraffic

MondayTraffic

ContinueTesting

B

A

C

F

ED

Rohm and Haas Delivers on Customer Needs

Results with Interwoven“Interwoven has given us the tools to make business insight more actionable and align ourselves better with our customers’ needs. We can anticipate what customers really want through analytics, then use Interwoven to deliver it proactively.”

-- Eric Soll, Sales and Marketing IT Manager, Rohm and Haas

Previous ChallengesThe Website was not leveraged effectively as a strategic channel to support sales and marketing

Not able to turn analytics data into an actionable customer strategy

Interwoven & WebTrends DEMO

Questions and Answers

Annie WeinbergerDirector of Product MarketingAutonomy Interwovenannie@interwoven.com

Stop by our booth!

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