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Streamline Your Ongoing Reporting Process An Introduction To Data Visualization & Scorecards
1. Streamline Your Ongoing Reporting Process:
An Introduction to Data Visualization & Scorecards
Brandon Ralls
WebTrends Digital Marketing Optimization
brandon.ralls@webtrends.com
2. 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)
•
3. Introduction
“Who is this guy, and why is he teaching me about scorecards?”
Brandon Ralls
Senior Consultant
WT Digital Marketing Optimization
brandon.ralls@webtrends.com
(415) 271-8496
6. 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.
7. What is WebTrends DMO all about?
Digital Marketing Optimization Framework
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.
8. What is WebTrends DMO all about?
Digital Marketing Optimization Framework
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.
9. What is WebTrends DMO all about?
Digital Marketing Optimization Framework
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.
10. What is WebTrends DMO all about?
Digital Marketing Optimization Framework
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.
11. What is WebTrends DMO all about?
Digital Marketing Optimization Framework
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.
12. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards
THE IMPORTANCE OF
DATA VISUALIZATION
14. The importance of data visualization
According to Wikipedia:
“Data is often viewed as a lowest level of abstraction from
which information and knowledge are derived.”
23. Why not PowerPoint or Word?
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.
26. Why we love Excel based scorecards
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
27. Why we love Excel based scorecards
• 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
28. Why we love Excel based scorecards
• 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.
29. Why we love Excel based scorecards
Excel 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.
32. 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)?
33. 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
34. Streamline Your Ongoing Reporting Process: An Introduction to Scorecards
WT ODBC DRIVER & DATA
EXTRACTION
36. Setting up an ODBC data connection
• Once WebTrends ODBC
Driver is installed, open your
Control Panel and select
“Administrative Tools”
37. Setting up an ODBC data connection
• Select Data Sources (ODBC)
38. Setting up an ODBC data connection
• The ODBC Data Source
Administrator will open up
• Select the “System DSN” tab
• Click “Add…”
39. Setting up an ODBC data connection
• The Create New Data Source
window will open up
• Scroll to bottom and select
WebTrends ODBC Driver
• Click Finish
40. Setting up an ODBC data connection
• 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”
41. Setting up an ODBC data connection
• Your new data connection is
now configured!
• Click “OK” to finish
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