Web analytics white paper Quiterian

DDWebWeb Analytics

Total knowledge ofyour website’svisitors

Whitepaper

DDWeb Web Analytics

Every time more companies and institutions are conscious of the important role that websites play as a mean to project the corporate image. At the same time, the huge amount of information that organizations generate –through business establishments and physical offices or through their webs-, requires a common place that joins all the business information, in order to interconnect that information and to analyze it.

The callenge of having a total knowledge of your website’s navigators

Marketing Advanced AnalyticsDDWeb Web Analytics

www.quiterian.com [email protected]

“Organizations equip themselves with Web Analytics tools that allow them to measure their website’s performance and effectiveness and to optimize the online channel ”

This is why organizations don’t hesitate to acquire Web Analytics tools which offer them qualitative information about their web visitors’ behaviour, with the aim of measuring their website’s profitability and effectiveness and therefore, to optimize the online channel.

In the current market of Web Analytics solutions, it is absolutely necessary to choose the most suitable solution. That one which, as Quiterian’s DDWeb Web Analytics, allows its users to cross the information from navigation with transactional sources from the organization, as well as to obtain a very accurate and comprehensive knowledge of the web visitor, with no duplicates, inmediately and in a simple way. Only this way, organizations will have a global vision of all the information they manage and will be able to anticipate to deviations in order to be more efficient and competitive.


The market and Web Analytics Solutions

[email protected] www.quiterian.com

Disconnection between navigation data and the own information

“Most part of Web Analytics solutions which can be found in the market come from a SaaS suscription model; they provide reports and graphics on the website’s use, but there is no

connection with the rest of the information the organization generates”

Web Analytics’ market is nowadays very consolidated; so is it that eight suppliers hoard more than 90% of the market’s incomes. However, its is a sector in constant evolution that must face the arising challenges: user’s maturity, intelligent terminals, social networking, independent analysis, detailed and reliable visitors’ identification, etc. This means there are still many gaps between suppliers (those who make the most from the products’ skills and stretch them) and customers (those who believe and invest in their use).

At a technical level, the market still lacks of open instrumentation standards or correctly adopted metrics, and every proposal from each one of the

suppliers is, therefore, unique. As a result, there are various Web Analytics solutions in this so consolidated market. Most of them, more than 80% of the total incomes of the market come from a SaaS suscription model. The others –a minority-, are in-house products –stored in the own organization-.This means that almost all Web Analytics solutions that can be found in the market have in common the fact that information is treated as an island regarding the rest of the information the company manages. In other words, many reports and graphics explaining the use given to websites are provided, but there is no connection with the rest of the information the organization generates.

Some solutions, on the other hand, solve this problem facilitating the placement of additional information in specific actions that are carried out in a website. For example: to store information about products, amounts and unit prices, that have been selected by the user in the shopping basket. But with this, what is really being generated is an information duplication; this means, we will have

data referent to purchases in the orders files (which is their natural placement) and the web analytics files. This situation occurs due to two possible reasons: Maybe because we don’t have access to enough information about the visits our websites generate, or maybe because although having access to them, that information is not related with the business information.

*Source: GASSMAN, Bill; Web Analytics, from ‘Hype Cycle for Business Intelligence’, 2010



Web visitors identification and analysis of their behaviour

“DDWeb Web Analytics identifies unique visitors clearly and precisely, and it makes a perso-nalized tracking of them as they navigate the web; it allows therefore to make a qualitative

analysis in detail on each visitor’s behaviour ”

DDWeb Web Analytics Solution

Web Analytics’ Data Model

The Data Model is organized in a unique database, which is called Web Analytics. This database contains tables with information about Visits, Actions made in each Visit, Conversions and Goals.

Visit Conversions

Goal

Web Analytics enables access to information in its maximum granularity. With no need of making aggregates or previous calculations, it identifys unique visitors clearly and precisely, with the certain of data not being duplicated, and it also makes a tracking (tracking_in) of them all along the route they follow when navigating through the tool calledAnalytic Behavior Recorder.

This way, it makes a qualitative analysis in detail of each web visitor’s behaviour, beyond quantitative data on visits, visited sites, average length of visits, etc., being able to respond in a personalized way questions such as the following: how many users visit you, where do they come from, how do they behave, how do they respond to marketing campaigns, how many users abandon you and how many are you still retaining, etc.

Actions Visit

DDWeb’s technology, on the other hand, responds to current needs of the marketing and communication departments –focused on online strategies-, and it is perfectly adaptable to a changeable and in constant evolution environment such as the Internet. Most of the techniques which IT departments put into practice use a based-on-cubes technology, that is very useful for predefined or financial analysis, but insufficient for an analysis involving the Internet. The cause of this is basically the continuous evolution of the own channel:

cubes are created in order to answer an information analysis need, but when those are ready for the final user, that need has evolved and those cubes are not useful anymore.As it doesn’t require cubes, DDWeb connects all variables between each other, answering any information analysis need from users immediately, so that the final user can make any necessary crossing at any time, the same way he creates the metrics needed for analysis or reports.


“As it integrates web information and offline data, Web Analytics offers a 360º knowledge of web visitor and puts all the information the organization manages together”


360º Knowledge on the web visitor: digital and offline integration

Increase of the capability to anticipate

“Through Data Mining & Predictive techniques, the organization can detect deviations and improvement flanks soon, and it increases its capability to anticipate”

Web Analytics allows to condense all the organization’s information in one only place, identifying a link between the information compiled by web analytics and the organization’s transactional data (databases, products, sales,…) This way, appart from providing a common place for the storage and analysis of all the business information, Web Analytics enables a 360º knowlegde on the web visitor, as it connects information from the digital media with off line data.

This link between web and transactional data is usually located in the user who visits the website;

then the most part of Web Analytics solutions must identify the user previously. It often occurs that it is not possible to identify the user, and in that case the temporal link is always available, being therefore necessary to relate different relevant facts (web visits, sales, telephone calls, etc.) through the date when they do take place.

However, DDWeb Web Analytics always provides detailed information on each visitor’s interaction with the website –including the non registered ones- through creating behavioral profiles.

At the time it obtains operating information of users when they acceed to web applications and navigate them, Web Analytics brings information on if the goals –previously defined- from campaigns launching, e-mailings, etc., are or not reached.

This way, it permits to detect improvement flanks; this means, to know what works and what does not –or does not as it was expected to do-, in order to obtain steps that increase effectiveness of any kind

of website and to detect which features to modify with the aim of achieving the business goals.

As it puts Data Mining and Predictive Analysis techniques into practice –on which Dynamic Data Web is based- the organization can identify deviations easily regarding the goals to reach and, as a result, it takes measures soon, anticipates and acts with a clear competitive advantage.

Independent analysis, secure information

With Web Analytics, the information is stored inside the organization; this means, data are located in own recources and they remain under control. Its installation in the organization’s server guarantees reliable information, which has not been disturbed or slanted in their way through third parties’ servers.

If you want to read more about Marketing Advanced Analytics Solutions, visit www.quiterian.com

Optimum visits classification and instant segmentation

“Web Analytics generates behavioral profiles, allows to create advanced segments which are applicable to current and historic data, and creates any kind of complex segment

from the extracted data”



As it offers information in detail on each visitor’s interaction with web applications, Web Analytics makes an optimum visits classification, obtaining behavioral profiles that improve and speed up segmentation.

On the other hand, DDWeb Web Analytics allows to create advanced segments which are applicable to current and historic data, and creates any complex

segment instantly from the extracted data. For example, it provides correctly the number of unique users from last quarter or from last three days.Furthermore -and appart from offering predetermined reports-, it enables to create own and personalized reports and dashboards, with unlimited segmentations immediately, without waiting and completely independent from IT department.

Web Analytics’ Predefined Reports

Web Analytics includes the following predefined reports:

Visits: Length, Origin, Average time, Day of the week, Browser, Local time, Country, Key word of search, Provider, Date, Month, Seen sites, External entrance,...

Actions: Of the visit, For each type of visit, Average actions per visit,...

Visitors: Visitor’s country, Visits per country,... Sites: Landing pages, Visited pages,... Report on Average time per visit

Report on Origin of visitsReport on Visits per day of the week


Dynamic Data Web: Depth, Self-government and Immediacy


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Dynamic Data Web is a 2.0 Business Intelligence platform, based on Data Mining and Predictive Analysis techniques, that allows to extract implicit information from data, to identify hidden relations and to discover patterns and trends in order to build predictive models. It helps organizations to take more value from data soon, so they can anticipate and become more agile, more competitive and more efficient.

With a technology conceived and developed to give answer to any kind of information request with no need to predict this request in advance (it doesn’t require modellings, it does not work with dimensional cubes nor metadata); Dynamic Data Web is the information exploitation solution which provides a dynamic environment to obtain knowledge from data and to generate added value information.

Depth and Business KnowledgeIt allows to explore, to visualize, to filter and to select data in their maximum granularity to obtain the information knowledge in all their detail. In an intuitive way (without previous programming, using the mouse), it permits to use crossing techniques, comparisons, profiles, clustering which bring a high degree of business knowledge. It helps to obtain profiles, behaviour patterns, multidimensional crosses, comparison diagrams, etc.

Adding Value to DataIt includes the tools for creating data as you move along in order to add value to native data, with self-government and with no need of reloading the database. The creation of stretches, ranks, quantiles, decodings, metrics; which add new perspectives and enrich the vision of the information.

Dynamism and Immediate ResponseDynamic Data Web does not require modeling, nor dimensional cubes nor metadata.Its distinctive logistics allows an immediate starting-up process. All the loaded data are ready for their exploitation just because of them being loaded.

Ergonomics and Users Self-governmentUser is self-governing in the data exploitation. He can put all his business knowledge into practice when exploiting, exploring, investigating and simulating with full self-government.

Technology

Web analytics white paper Quiterian