WebTrends Implementation and Analytics Consulting

Today, your web site needs to be like any other marketing expense - accountable. Bright Aspects offers a full suite of services that can ensure your WebTrends investment is delivering full value.

Bright Aspects has experience with new implementations, system enhancements, multi-system consolidations and other salesforce.com support initiatives.  Our services include:

Strategic Plan

All web analytics should begin with a plan. And the plan should start by answering the most basic of questions; why do we have a web site?

A website's purpose can be grouped into one of several fundamental types, such as lead generation, eCommerce, informational, self service, branding and so on.

Next you must establish the key performance indicators (KPI) you need to measure. It's not enough to drive more visitors to your site; but are they doing the things that you expect and want? Are you meeting the objectives of your web site?

Now, armed with a strategic plan and KPI's, are you able to fully interpret the reports and make sense of it all?

Bright Aspects can help establish your web analytics strategy and ensure it meets your corporate goals and marketing objectives.

WebTrends Implementation

Bright Aspects configures and customizes WebTrends specifically to your organization’s needs. 

• Phase 1: Discovery with End-users
  • Web analytics concepts
  • Review web site Goals & Objectives
  • Identify Key Performance Indicators (KPI's)
  • Identify reports and how they should be configured
• Phase 2: Technical Installation and Configuration
  • Overview of Log management, java scripting, cookie strategy and system architecture
  • WebTrends installation and/or configuration of existing system
  • Configure reports from Phase I
  • Report features: SmartView, SmartReports, Campaigns, filtering, Content Groups, ODBC
• Phase 3: End-user Report review
  • Review and interpret finished reports

Cross-channel Analytics & Integration

WebTrends software collects per-visitor information as customers navigate your web pages. There is tremendous value in tying this to other repositories and marketing tools such as email solutions, CRM, voice-of-customer, and off-line custom databases, providing sophisticated cross-channel analytics. 

Integrating various channels helps in the following purposes:

• Provide web analytics data in their CRM system to help facilitate sales and support. For example, using web analytics data in Salesforce system
• Capture visitor behavior across channels (e.g., correlate in-store purchases with web-based purchases)
• Obtain a holistic view of customer motivations (drivers) bringing them to the site.
• Identify reports and how they should be configured

1:1 Marketing

Have you ever wanted to access 1:1 customer information from your WebTrends data? General trending can be valuable, but understanding how individual web visitors are interacting is vital.

• Pages and content groups of interest
• Visit history (visits, total time visiting the site, last visit, hits)
• Customer segmentation (simple and advanced)
• Where the visitor came from (initial referrer, first URL on your site and date and time of their first visit)

Email Integration

Integrating web analytics and email reporting can give you a more complete view of your customers for targeted marketing and improved results. With this integration, you can automate customer targeting and remarketing efforts, uncover comprehensive web metrics for your campaigns and improve your marketing results. Plus, you can review it all in a single view.

• Create automated remarketing or retargeting email to send the right message at the right time.
• Set dynamic email rules to target cart abandoners, registrants, high value customers, those who view products, download documents, and more.
• Use real time visitor segmentation to explore segments and immediately generate real-time visitor lists to export to your email vendor.
• View campaign performance and critical KPIs in an integrated reporting interface.
• Get enterprise-class depth of insight and reporting accuracy

Configuration & Administration

WebTrends offers exceedingly rich capabilities. However, with so many variables come many implementation strategies and configuration options. Bright Aspects provides the technical skills necessary to ensure a successful WebTrends implementation.

Services include:

• Proper configuration of web logs
• Configuring options for log data sources
• Custom report template creation, custom reports (Enterprise Version only) and management (URL parameters, session tracking etc.)
• User rights & privileges
• Creation of Content Groups
• Scenario Analysis
• Path Analysis
• SmartView (Professional & Enterprise Versions of WebTrends Only)
• Java Scripting strategy and methodology
• Review of existing web site architecture and recommendations for better reporting
• Optimization of profiles for more detail reporting
• Automatic schedule report generation
• Creation of filters for more accurate reporting
• Optimizing global variables
• Tracking of on-line marketing activities

WebTrends Management & Reporting Service

Many organizations don't have time or the expertise to properly manage WebTrends. Consequently, powerful and insightful features such as SmartView, Scenario Analysis, SmartReports and Custom Reports may be difficult to configure and so are not used. WebTrends requires constant management as site changes occur, pages are added and altered and new campaigns are launched.

This monthly service will ensure WebTrends is fully configured and that essential reports are available to key stakeholders every day.

Bright Aspects manages your WebTrends system to ensure maximum ROI. The software installation is still housed on your servers (or you may be using WebTrends On Demand), but Bright Aspects' engineers ensure your installation is functioning properly via remote connection. Services include:

• Regular monitoring of WebTrends to ensure it is delivering scheduled reports
• Creation of new and modification of existing Profiles
• SmartSource Data Tagging
• Report interpretation
• Product upgrades and training

Bright Aspects can assist you integrate WebTrends with other business solutions and help deliver a more complete customer synopsis.

Contact us for more information.