Web analytics for smarter decisions
by abs creative group
Kurt Ghekiere eng.
Sr Consultant & CTO Ris
Technics
Your Web Site Is an Integral Channel
Through the mail
Over the phone
In person
ABS Concept
Customers
On the Ris
Web
Avoid Common Pitfalls
“
50% of web sales are lost because
visitors can’t easily find content.
Gartner Group
“
”
On the Ris Web
40% of repeat visitors are lost
from negative experience.
Zona Research
“
”
43% of web sites are missing
basic navigational aids.
”
Giga Group
The Value of Web Analytics

Make smarter business decisions

Increase revenue online or offline

Decrease costs
– Optimised marketing investment
– Effective site design & content management
– Improved customer self-service

Maximise return on insight
– Decrease acquisition costs
– Increase conversion rates
– Improve customer retention
Evolution within the Organization
Executives
RIS E
Commerce
IT
IT
Webmaster
Customer Service
Marketing
Optimisation is the Key to Success Online
Optimization is an ongoing process:

Clearly define your site objectives

Establish metrics that align to those objectives

Leverage the analysis to take action

Test different factors

Optimise on best
performers
RADAR
Ris R.A.D.A.R. Model
Measurable Improvement Cycle
Reaction
Reporting
Report on the key
metrics per your site
objectives
Analysis
Action
Decision
Ris R.A.D.A.R. model
Measurable Improvement Cycle
Reaction
Reporting
Analysis
Action
Analyse the data to
identify trends and
areas that need
improvement
Decision
Ris R.A.D.A.R. model
Measurable Improvement Cycle
Reaction
Reporting
Analysis
Action
Decision
Decide which area of the
site to focus on now
Ris R.A.D.A.R. model
Measurable Improvement Cycle
Reaction
Reporting
Analysis
Action
Take action!
Make a change
and monitor the
reaction it triggers
Decision
Ris R.A.D.A.R. model
Measurable Improvement Cycle
Reaction
Reporting
With every
action, there’s a
reaction from
your visitors to
the change
you’ve made
Analysis
Action
Decision
What Are the Key Metrics?
Through the mail
Over the phone
Cost per call
Resolution rate per call
Terminated calls
Response rate
Sales per interaction
Cost per response
What are the key
web metrics?
Sales per square foot
Store-over-store sales
Sales per customer
In person
On the Web
Customers
The Web is the Most Measurable Channel
Match your analysis to your objectives
Can the Ris Team convince you !
Different Sites Have Different Objectives
Commerce
Increase Total Orders
Increase Average Order Size
Self Service
Decrease customer service costs
Fulfill customer service needs online
Media
Increase Page Views per Visitor
Increase Visit Frequency
Lead Generation
Increase Total Qualified Leads
Decrease Acquisition Costs
Some Objectives are Universal
Decrease
acquisition costs
Increase conversion rates
Improve customer retention
Increase your web ROI
The Data Collection Challenge
S. America
www.netiq.com
www.netiq.com
Europe
Asia
Proxy Server
Proxy Server
www.netiq.com
Proxy Server
Proxy Server
Log File 4
Log File 5
Ris Web
Server
Log File 2
Log File 3
Log File 1
Log File 6
Worldwide Content Delivery
S. America
Europe
Asia
Proxy Server
Proxy Server
Proxy Server
CDN
Proxy Server
CDN
CDN
CDN
CDN
Log File 4
Proxy Server
CDN
Log File 5
Ris Web
Server
Log File 2
Log File 3
Log File 1
Log File 6
Traditional Log File Analysis
Log Files
Log File
Log File
Log File

Software analyses the log file data

Generates reports
Log File 4
Log File
Log File
Log File 5

Consolidate
your web server
log files
Ris Web
Server
Log File 2
Log File 3
Log File 1
Log File 6
Worldwide Content Delivery
S. America
Europe
Asia
Proxy Server
Proxy Server
Proxy Server
CDN
Proxy Server
CDN
CDN
CDN
CDN
Log File 4
Proxy Server
CDN
Log File 5
Ris Web
Server
Log File 2
Log File 3
Log File 1
Log File 6
The New Alternative
S. America
Europe
Asia
Proxy Server
Proxy Server
Proxy Server
CDN
Proxy Server
CDN
CDN
CDN
CDN
Log File 4
SmartSource
Data Management
CDN
Log File 5
Ris Web
Server
Log File 2
Proxy Server
Log File 3
Log File 1
Log File 6
Ris WebTrends SmartSource
S. America
Europe
Asia

Data collection is no
longer dependent on
content delivery

Collects the web data
from your visitors’ web
browsers
SmartSource
Data Management
Analysis

Single data source

Faster processing

More accurate

Software or service
Web analytics for smarter decisions
The solution : client-side reporting
SmartSource Data Collector

Setup a data collection server ( IIS, Apache, iPlanet)

Insert JavaScript in the web pages

Insert Meta tags : defined by WebTrends ( WT.cg_n, WT.av, … ) and
recognized by WRC

Define your own parameters
Web analytics for smarter decisions
When use SDC ?

Flash applications !!!!!

Content Management Systems ( Tridion, Ektron, … )

Portal Architectures

External Marketing Campaigns

Multiple Domains

Need for Client information
Web analytics for smarter decisions
SDC parameters : meta tags

Meta tags : defined by WebTrends and recognized by
WRC

Different types of meta tags :
 Auto
Config : content groups, marketing campaigns,
scenario analysis, page title, views & clicks, split
values, products, shopping carts
 Web
client : screen size, color depth, user language,
java enabled, time zone, browsing hour
 Custom
parameters
Ris Belgium, a reliable partner
Visit www.ris.be and see why we
make the difference !
Since 1994 internet application
and hosting provider !
Personnal service with a  !