Web Analytics white paper from Quiterian

1. DDWeb
Web Analytics
Total knowledge of
your website’s
visitors
Whitepaper

2. Marketing Advanced Analytics
DDWeb Web Analytics
DDWeb Web Analytics
The callenge of having a total knowledge of your website’s navigators
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.
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.
“Organizations equip themselves with Web Analytics tools that allow them to measure their
website’s performance and effectiveness and 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.
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3. Marketing Advanced Analytics
DDWeb Web Analytics
The market and
Web Analytics Solutions
Disconnection between navigation data and the own information
Web Analytics’ market is nowadays very suppliers is, therefore, unique. As a result, there
consolidated; so is it that eight suppliers hoard are various Web Analytics solutions in this so
more than 90% of the market’s incomes. However, consolidated market. Most of them, more than 80%
its is a sector in constant evolution that must face of the total incomes of the market come from a SaaS
the arising challenges: user’s maturity, intelligent suscription model. The others –a minority-, are in-
terminals, social networking, independent analysis, house products –stored in the own organization-.
detailed and reliable visitors’ identification, etc. This This means that almost all Web Analytics solutions
means there are still many gaps between suppliers that can be found in the market have in common
(those who make the most from the products’ the fact that information is treated as an island
skills and stretch them) and customers (those who regarding the rest of the information the company
believe and invest in their use). manages. In other words, many reports and
graphics explaining the use given to websites are
At a technical level, the market still lacks of open provided, but there is no connection with the rest of
instrumentation standards or correctly adopted the information the organization generates.
metrics, and every proposal from each one of the
“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”
Some solutions, on the other hand, solve this data referent to purchases in the orders files (which
problem facilitating the placement of additional is their natural placement) and the web analytics
information in specific actions that are carried out files. This situation occurs due to two possible
in a website. For example: to store information reasons: Maybe because we don’t have access to
about products, amounts and unit prices, that have enough information about the visits our websites
been selected by the user in the shopping basket. generate, or maybe because although having access
But with this, what is really being generated is an to them, that information is not related with the
information duplication; this means, we will have business information.
*Source: GASSMAN, Bill; Web Analytics, from
‘Hype Cycle for Business Intelligence’, 2010
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4. Marketing Advanced Analytics
DDWeb Web Analytics
DDWeb Web Analytics
Solution
Web visitors identification and analysis of their behaviour
Web Analytics enables access to information in This way, it makes a qualitative analysis in detail of
its maximum granularity. With no need of making each web visitor’s behaviour, beyond quantitative
aggregates or previous calculations, it identifys data on visits, visited sites, average length of
unique visitors clearly and precisely, with the certain visits, etc., being able to respond in a personalized
of data not being duplicated, and it also makes a way questions such as the following: how many
tracking (tracking_in) of them all along the route users visit you, where do they come from, how do
they follow when navigating through the tool called they behave, how do they respond to marketing
Analytic Behavior Recorder. campaigns, how many users abandon you and how
many are you still retaining, etc.
“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 ”
Actions Visit Visit Conversions
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,
Goal
Conversions and Goals.
DDWeb’s technology, on the other hand, cubes are created in order to answer an information
responds to current needs of the marketing and analysis need, but when those are ready for the final
communication departments –focused on online user, that need has evolved and those cubes are not
strategies-, and it is perfectly adaptable to a useful anymore.
changeable and in constant evolution environment As it doesn’t require cubes, DDWeb connects all
such as the Internet. Most of the techniques which variables between each other, answering any
IT departments put into practice use a based-on- information analysis need from users immediately,
cubes technology, that is very useful for predefined so that the final user can make any necessary
or financial analysis, but insufficient for an analysis crossing at any time, the same way he creates the
involving the Internet. The cause of this is basically metrics needed for analysis or reports.
the continuous evolution of the own channel:
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5. Marketing Advanced Analytics
DDWeb Web Analytics
360º Knowledge on the web visitor: digital and offline integration
Web Analytics allows to condense all the then the most part of Web Analytics solutions must
organization’s information in one only place, identify the user previously. It often occurs that it
identifying a link between the information is not possible to identify the user, and in that case
compiled by web analytics and the organization’s the temporal link is always available, being therefore
transactional data (databases, products, sales,…) necessary to relate different relevant facts (web
This way, appart from providing a common place visits, sales, telephone calls, etc.) through the date
for the storage and analysis of all the business when they do take place.
information, Web Analytics enables a 360º
knowlegde on the web visitor, as it connects However, DDWeb Web Analytics always provides
information from the digital media with off line data. detailed information on each visitor’s interaction
with the website –including the non registered
This link between web and transactional data is ones- through creating behavioral profiles.
usually located in the user who visits the website;
“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”
Increase of the capability to anticipate
At the time it obtains operating information of of website and to detect which features to modify
users when they acceed to web applications and with the aim of achieving the business goals.
navigate them, Web Analytics brings information
on if the goals –previously defined- from campaigns As it puts Data Mining and Predictive Analysis
launching, e-mailings, etc., are or not reached. techniques into practice –on which Dynamic
Data Web is based- the organization can identify
This way, it permits to detect improvement flanks; deviations easily regarding the goals to reach and,
this means, to know what works and what does not as a result, it takes measures soon, anticipates and
–or does not as it was expected to do-, in order to acts with a clear competitive advantage.
obtain steps that increase effectiveness of any kind
“Through Data Mining & Predictive techniques, the organization can detect deviations and
improvement flanks soon, and it increases its capability to anticipate”
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 If you want to read more about Marketing Advanced
reliable information, which has not been disturbed Analytics Solutions, visit www.quiterian.com
or slanted in their way through third parties’ servers.
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6. Marketing Advanced Analytics
DDWeb Web Analytics
Optimum visits classification and instant segmentation
As it offers information in detail on each visitor’s segment instantly from the extracted data. For
interaction with web applications, Web Analytics example, it provides correctly the number of unique
makes an optimum visits classification, obtaining users from last quarter or from last three days.
behavioral profiles that improve and speed up Furthermore -and appart from offering
segmentation. predetermined reports-, it enables to create own
and personalized reports and dashboards, with
On the other hand, DDWeb Web Analytics allows to unlimited segmentations immediately, without
create advanced segments which are applicable to waiting and completely independent from IT
current and historic data, and creates any complex department.
“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”
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,...
Report on Average time per visit
Sites: Landing pages, Visited pages,...
Report on Visits per day of the week Report on Origin of visits
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7. Marketing Advanced Analytics
DDWeb Web Analytics
Dynamic Data Web: Depth, Self-government and Immediacy
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 Knowledge
It 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 Data
It 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 Response
Dynamic 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-government
User 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.
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