Today is the third day of my WebTrends training and the first day of the advanced reporting training.
We will focus on :
– visitor history table usage in WebTrends
– configuring campaign tracking
– defining new dimensions, measures, filters to create custom reports, etc.
Clearing the confusion of hit metrics and visit metrics:
– Log file with 1 visit consisting of 3 page views, where each page view was to a different content group, nevertheless there is only one visit (although it was a visit to three different content groups)
To use visitor history you need to use persistent cookie, session cookie or persistent authentication (user login). By default, visitor history is not enabled and can be enabled by clickin on the Visitor History tab of the profile overview. If configurning the profile to export the visitor history, it would get stored in a specified directory on a daily, weekly or monthly basis.
Visitor history can include the following behavior categories:
– Campaign History
– Search Engine History
– Most Recent Search Engine Duration
– Visit History
– Purchase History
– Custom Visitor Segmentation
– Content Group Unique Visitor Tracking – new to 7.5
– Page of Interest Unique Visitor Tracking – new to 7.5
You can invent your own segmentation through tagging. Unique visitor would translate visits to visitors. The precision of unique visitor tracking is based on the cookie. The same visitor using different browsers from the same PC would be counted as two different unique visitors.
Since visitor history might grow, trimming can be handy. Visitor history trimming is based on several criteria — number of visits, lifetime value, most recent visit, most recent purchase, etc.
Visitor history gets updated based on the profile. If you want retroactive data you need to reanalyze.
Visitor history is important as a tool for visitor retention. It is cheaper to keep a customer happy than to get a new customer.
In version 8, Marketing Lab would enable the mashing of web log data and additional customer relationship information.
Visitor history can be used to understand visitor behavior:
– on which visitors should you spend marketing dollars?
– should some visitors be contacted more often than others?
– which campaigns generate the best visitors, etc?
Visitor History Table
– Visitor cookie ID (based on cookie sent by SmartSource or your own cookie parameter)
– Contains attributes on a per visitor basis:
– number of hits
– number of visits
– time of first visits
– time of last visits, etc.
Visitors tracked by IP address/User Agent will not be stored in the Visitor History Table.
Consider if you need to use visitor history because it slows down reporting and takes hard drive space. Try it by turning it on for a couple of profiles and see if you would get value from it.
Measuring Campaign Performance
To track paid (vs. organic search engine keywords), use the following tags:
WT.mc_ID=”marketing campaign code”&WT.srch=1
WT.srch=1 would automatically put the data into the paid-search category reports.
When tracking campaigns from multiple channels, the easiest is to have unique campaign ID. Wrap the campaign ID translation table which is limited to 26 columns (in custom reports). Why 26, because each column in Excel is associated with a letter. Possible values are:
– creative type
The canned WebTrends campaign report uses 11 columns in the translation table. For the columns that are not used, you can put commas in the columns with no data.
The prefered method for tracking each campaign in WebTrends is to use the WT.mc_id parameter.
1. Unique landing page (tagged page)
2. Pass WT.mc_id as part of the page URL
META tag syntax:
Campaign ID is a visit parameter.
Custom Reports consist of one table and its associated graphs. Once created, reports are automatically added to:
– custom reports main screen
– custom report tab on profile
– reports pick list in Dashboards
– report pick list in Templates
Custom Reports can have a primary and secondary dimension, i.e. domains and URL with Query String. You can have up to 20 measures.
To create a Custom Report:
- Define the components:
- Data sources first
Translation files are easy but the downside is, they get stale. It is OK to sue translation table for things that would not change, for product categories for example, but for more dynamic information, like pricing, not.
Data Sources are associated with Dimensions and Measures.
When creating a Custom Report, make sure to check the box for “Exclude traffic where this dimension was unspecified”, otherwise the report would include those that did not mean the criteria for the dimension.
In a basic report you cannot turn on the Custom Report. Make sure to select advanced profile for custom reports.
Important Tip: To make sure that the Custom Reports show in every report, go to Report Designer > Templates and select to edit the Enterprise Complete View report. Click the Content tab and then click on the Enterprise Complete View V7.5 item on the left navigation. Add a new report and select from the Custom Reports list the following one: “Add a folder to my template that will include all current and future Custom Reports.” When you click on it, you will see “Auto-Populated at Report Time”.