Streamline Your Ongoing Reporting Process An Introduction To Data Visualization & Scorecards

transcript

Brandon RallsWebTrends Digital Marketing Optimizationbrandon.ralls@webtrends.com

Streamline Your Ongoing Reporting Process:An Introduction to Data Visualization & Scorecards

Agenda• Quick Introduction (2 minutes)

– Who am I, and where did I come from?– What is WT DMO all about?

• The Importance of Data Visualization (15 minutes)– Data by itself is just data– Data drives information drives action– The WebTrends UI– Why not PowerPoint? Why not Word?– Why Excel-based scorecards?

• Strategic Approach to Scorecards (5 minutes)– Asking the right questions– Sample business questions– Now you know what you should be measuring

• WT ODBC Driver & Data Extraction (5 minutes)– How to get WT ODBC working– Setting up a data connection in Excel– Extracting data from WT into Excel via MS Query

• WT Scorecard Examples (20 minutes)– Base Scorecard– Integrated Campaign Scorecard

• Q&A (10 minutes)

Introduction

“Who is this guy, and why is he teaching me about scorecards?”

Brandon RallsSenior Consultant

WT Digital Marketing Optimizationbrandon.ralls@webtrends.com

(415) 271-8496

WEBTRENDS DMOStreamline Your Ongoing Reporting Process: An Introduction to Scorecards

What is WebTrends DMO all about?

Digital Marketing Optimization Framework

Measurement Strategy

• If you want to increase the sophistication of your web analytics program, it is essential that you determine the overall measurement strategy you would like to employ to help answer your key business questions.

• WT DMO team guides you through this process to determine your learning objectives, and helps design a solid approach.

Technical Implementation

• We use your business objectives and measurement strategy to drive our technical approach.

• Our goal is to ensure everything is implemented in a way that ultimately supports your business needs.

Data Integration

• We understand that WT is not your only source for analytics data, and you need a comprehensive view into performance of your marketing initiatives (both online & offline).

• WT DMO will guide you through the data integration process to ensure you are painting a clear an accurate picture of complete performance.

Data Visualization & Delivery

• We understand that not everyone in your organization will be logging into WT to view their reports.

• WT DMO is an advocate for developing centralized/standardized reporting and can design a report template that will address the needs of your key business stakeholders.

Adoption & Governance

• In order for your analytics program to be successful, there has to be wide-spread adoption and clear governance.

• We understand the importance of training and support, and will be the strategic partner you need to make sure your users are getting what they need.

Ongoing Optimization

• It’s not enough to merely capture data – you need to turn that data into ACTION!

• WT DMO is experienced in A/B and multivariate testing, and has years of experience in driving success through analytics.

THE IMPORTANCE OF DATA VISUALIZATION

Streamline Your Ongoing Reporting Process: An Introduction to Scorecards

The importance of data visualization

DATA IS JUST DATA!

According to Wikipedia:

“Data is often viewed as a lowest level of abstraction from which information and knowledge are derived.”

DATA VISUALIZATION

INFORMATION

ACTION!

WebTrends UI

WT should not replaceyour internal reporting!

WebTrends UI

You have to get your data out of WT!

Why not PowerPoint or Word?

Too Much Time!

Too Much Formatting!

Not Automated!

Too Many Pages!

Can Take Weeks to Deliver!

If you insist on assembling your reports in Word or PowerPoint every month, you will get carpal tunnel.

It’s not a matter of if, it’s a matter of how painful will it be.

Why we love Excel based scorecards

Custom Metrics

Additional WT Metrics

User Flows

WT Campaign Reporting

WT Content Reporting

Click Maps

Integrated Campaign Reporting

WT Product Reporting

Excel Functionality

• Data tables• Time period-to-time period comparisons• % total distribution for key metrics• % change with visual indicators• Total performance to date• Average performance to date• KPI targets• % of target• Target to date• Year to date total• Year-over-year comparison• Dynamic graphing/trending• Multi-tabbed browsing• Conditional formatting• Interactivity through dynamic logic

• Excel-based scorecards provide:– An easy way to access the Analytics information you need

• You save time and money by analyzing your WebTrends (and non-WebTrends) data all in one place

– The simplest way to visualize Analytics information• Familiarity of MS-Excel means immediate productivity

– The fastest path to data-driven business action• Focus your time where it matters most: optimizing critical business initiatives

– Increase conversion– Generate incremental revenue– Reduce costs

• Who can benefit from this type solution?– Executives

• By providing a comprehensive overview that is easy to consume, executives can get a quick understanding of how their business is performing.

– Program/Project Managers• For project managers who need insight into their specific programs, WebTrends Scorecard allows

for customized views.

– Web/Marketing Analysts• In addition to high-level KPI data, WebTrends Scorecard can also include enough granularity so

that analysts can get the meaningful data they need to populate their insights and recommendations.

Why we love Excel based scorecardsExcel scorecards will increase the sophistication and speed of your

analytics program.

You will be as smart as a whale, and as fast as a mongoose.

Possibly a cheetah.

STRATEGIC APPROACHStreamline Your Ongoing Reporting Process: An Introduction to Scorecards

Asking the right questions

It’s all about the business questions you are trying to answer!

Sample business questions

Interaction with informational content (engagement and content consumption):• Question: Are visitors that click through to the site from online media placements actually engaging with site/content?

• Question: Where is the majority of media traffic landing on the site?

• Question: What are the landing engagement rates of these key landing pages?

• Question: What percent of total site traffic is compromised of visitors from online media vs. organic?

• Question: Do we see a shift in engagement rates as our volume fluctuates between media vs. organic?

• Question: Do we see a shift in engagement rates as our volume fluctuates between different media tactics?

• Question: What types of content (top pages, videos, and downloads) are visitors interacting with

• Question: Do we think these are the most effective consideration/perception shift tools?

• Question: How many pages do visitors from specific media tactics view prior to abandoning the site?

• Question: How much time do visitors from specific media tactics spend on the site (presumably consuming content)?

Now you know what you need to measure

Interaction with informational content (engagement and content consumption):• Question: Are visitors that click through to the site from online media placements actually engaging with site/content?

• Overall engagement is captured through specific user generated actions

• Video plays

• Whitepaper downloads

• Question: Where is the majority of media traffic landing on the site?

• Top 10 Entry Pages

• Question: What are the landing engagement rates of these key landing pages?

• Singe Page Visits for Top 10 Entry Pages to determine landing engagement rate

• Question: What percent of total site traffic is compromised of visitors from online media vs. organic?

• Visit distribution using WT Campaign Reporting

WT ODBC DRIVER & DATA EXTRACTION

Streamline Your Ongoing Reporting Process: An Introduction to Scorecards

Installing WT ODBC driver

Setting up an ODBC data connection

• Once WebTrends ODBC Driver is installed, open your Control Panel and select “Administrative Tools”

• Select Data Sources (ODBC)

• The ODBC Data Source Administrator will open up

• Select the “System DSN” tab

• Click “Add…”

• The Create New Data Source window will open up

• Scroll to bottom and select WebTrends ODBC Driver

• Click Finish

• The ODBC Configuration Properties window will open up

• Create a name and description for the Data Source

• Fill in the Account Name, User Name, and Password

• Click “Connect”

• Select the appropriate Profile

• Select the appropriate Template

• Hit “OK”

• Your new data connection is now configured!

• Click “OK” to finish

Extracting data from WT into Excel

It’s time for a live demo!

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Brandon Ralls WebTrends

Streamline Your Ongoing Reporting Process An Introduction To Data Visualization & Scorecards

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