DOCSLIB.ORG

SAS® Web Analytics Optimize Your Website’S Performance

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
SAS® Web Analytics Optimize Your Website’S Performance FACT SHEET SAS® Web Analytics Optimize your website’s performance Overview Key Benefits What does SAS® Web Analytics do? Organizations – regardless of industry – • Make better business and market- SAS Web Analytics collects, cleanses gather huge volumes of data from their ing decisions. Conventional Web and organizes large volumes of raw data Web channels, but are often challenged tools are limited to after-the-fact mea- from your website and integrates it with to generate business value from it. To surements and reporting, but SAS offline sources. After providing built-in analysis of Web data, the solution pres- make informed business decisions, you advanced analytics uncover hidden ents the information through a customiz- must be able to efficiently convert the patterns in your data. By discovering able reporting system with easy-to-use, volume and variety of raw Web data relationships between data elements interactive tools. into knowledge. and underlying drivers, you can refine business strategies and maximize ® Why is SAS Web Analytics Click-throughs and visitor counts are your returns. important? not enough – you need to know who’s • Create customized reports. SAS SAS Web Analytics surfaces valuable visiting your website and what the ex- business intelligence through tools Web Analytics includes a fully docu- perience is like in order to develop the that allow you to control the data. You mented and open dimensional data can create reports customized for your most effective campaigns and market- model for all historical data. You can organization, not just your industry. SAS ing strategies. define, generate and publish custom- software’s advanced analytics go beyond ized reports to analyze the information reporting, forecasting future trends and You also need to know where your most important to you. customer behavior – so you can optimize site visitors are coming from. Which your marketing strategies and budget. • Maintain ownership of your data. keywords drive the most traffic? How Whether you choose to have SAS ® can you optimize the ROI on your paid For whom is SAS Web Analytics Web Analytics on your own site or searches? To get answers, you must be intended? managed on demand, your organiza- able to decipher what your Web data SAS Web Analytics is designed for tion maintains ownership and control executives and managers in charge of is telling you. SAS Web Analytics is the of all your data. You can easily drill gleaning business intelligence from their key. organization’s website and using that down to the granular level of your data without paying high fees to an information to improve marketing ROI SAS Web Analytics automatically turns and online customer interactions. outside vendor. raw Web data into valuable busi- ness information. Driven by advanced analytics, the solution lets you monitor key performance indicators (KPIs) and understand the factors that influence each business metric. This, in turn, lets you successfully refine your marketing and service strategies to achieve your business goals. Solution Overview determine the significant metrics that Built-in analysis shows you how visitors drive a target KPI, then develop what-if navigate your website and reveals the SAS Web Analytics goes beyond scenarios by defining how much the flow of visitors through a user-defined merely tracking and reporting what has target KPI needs to improve. The solu- set of pages. In addition to showing happened on your website. Forecast- tion then determines how much each the drop-off at each step, the reports ing based on award-winning analytics individual driver metric needs to change track users as they flow into, out of and allows you to predict which strategies to achieve your goal. The solution also through the funnel – so you’ll know ex- and customer segments will be most includes performance monitors that al- actly where visitors enter the funnel and profitable. A sophisticated yet easy- low you to set and manage goals. You’ll where they go when they exit. Expand- to-use reporting system enables you be able to make better decisions with able and collapsible lists of pages show to monitor and analyze search engine the performance monitor’s short- and the most popular customer paths. activities so you can optimize both your long-term performance indicators. site and your paid-search strategies. Enhanced online analytics data model Analytical reporting The enhanced online analytics data Advanced analysis of KPIs SAS Web Analytics includes prebuilt model provides a detailed, historical Forecasting and trending capabilities reports and a robust reporting environ- view of customers’ activities, includ- set this solution apart from other offer- ment for custom and ad hoc reporting ing “from pages” viewed, searches ings in the marketplace. With SAS Web needs. This reporting environment executed and “to links” clicked. It also Analytics, KPIs are not just tracked; frees you from the need to pay high keeps a full history of every campaign they’re analyzed to determine the consultant fees for full data access by and every keyword that brought visitors underlying drivers. With the advanced delivering deep value from your data to your site, and links them with goals econometric time-series techniques in that helps you to address your unique achieved – such as purchases, registra- SAS Web Analytics, you can statistically business challenges. tions or applications. Figure 1: Funnel report showing the flow of visitors through a set of user-defined pages. Through the superior analytical capabil- Key Features ities of SAS Web Analytics, you’ll have access to a level of detail that lets you Performance monitor look beyond simple first- or last-click at- • KPI display for quick identification of areas performing above or below expectations. tribution to truly analyze the efficiency of • Trending graph shows both current and past performance of the KPI. your interactive marketing techniques. • Forecast graph shows trend and projection with upper and lower confidence levels. • Goal graph displays performance relative to a goal. SAS Web Analytics shares its data Performance insight model with SAS for Customer Experi- • Displays performance and forecast values of key metrics driving KPIs. ence Analytics, providing a seamless • Includes a goal-seeking tool to help you determine the change required in a metric to increase upgrade path for businesses that want or decrease KPIs by a designated percentage. to go beyond website performance Graphics analysis and into multichannel customer • Report incorporates expandable thumbnail graphs for quick viewing. Stoplight and other analytics. selectable KPI graphics clearly indicate short- and long-term performance. Search engine bid management reporting Funnel report SAS Web Analytics includes search • Wizard allows for easy development of reports to track visitor flow through key processes within a website. engine marketing reports for online • Enhanced visualization in funnel shows visitor flow into, out of and through funnels. marketers who want to maximize their search engine marketing and optimiza- Path report tion efforts. Paid-search analysis and • Identifies where visitors were on a site before and after they accessed a particular page. reports employ metrics to determine • Includes an expandable and collapsible bulleted list to the most popular paths used by visitors the effectiveness of an organization’s to navigate the site. marketing campaigns and keywords. Drop-down report menu An organic search analysis catego- • Easy selection and filtering of reports by profile. rizes visits from search engines by nonpaid keyword search terms and Search engine bid reporting user-selected goal pages. Additionally, • Supports Google AdWords, including data extract from Google AdWords using a Web service. the solution’s econometric time-series • Report displays paid-search performance, cost, top-performing ads and keywords. techniques allow you to perform trend Organic search reports analysis. • Goal page summary. • Organic search word effectiveness (top X search terms). • Organic search word overview (goal pages and associated search terms). • Search is allowed not only on exact search terms used, but also on terms that contain a certain substring, such as all terms that contain “buy now.” Response tracking for SAS® Real-Time Decision Manager • Allows you to assign any online response (e.g., purchase or registrations) with any offer pro- vided by SAS Real-Time Decision Manager. Technical Requirements Server Environment • HP HP-UX (64-bit) • IBM AIX (64-bit) • Microsoft Windows (64-bit) • Oracle Solaris (64-bit) • Red Hat Linux (64-bit) • SuSE Linux (64-bit) Supported Web application servers • Jboss • Oracle WebLogic • IBM WebSphere Supported Web browsers • Microsoft Internet Explorer • Mozilla Firefox SAS Institute Inc. World Headquarters +1 919 677 8000 To contact your local SAS office, please visit: www.sas.com/offices SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2011, SAS Institute Inc. All rights reserved. 101790_S64155.0211 .
Load more

Recommended publications
  • Social Media Analytics
    MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals Imprint PUBLISHER EDITORS Deutsche Welle Dr. Dennis Reineck 53110 Bonn Anne-Sophie Suntrop Germany SCREENSHOTS RESPONSIBLE Timo Lüge Carsten von Nahmen Helge Schroers Petra Berner PUBLISHED AUTHOR June 2019 Timo Lüge © DW Akademie MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals INTRODUCTION Introduction Having a successful online presence is becoming more and In part 2, we will look at some of the basics of social media more important for media outlets all around the world. In analysis. We’ll explore what different social media metrics 2018, 435 million people in Africa had access to the Internet mean and which are the most important. and 191 million of them were using social media.1 Today, Africa is one of the fastest growing regions for Internet access and Part 3 looks briefly at the resources you should have in place social media use. to effectively analyze your online communication. For journalists, this means new and exciting opportunities to Part 4 is the main part of the guide. In this section, we are connect with their › audiences. Passive readers, viewers and looking at Facebook, Twitter, YouTube and WhatsApp and will listeners are increasingly becoming active participants in a show you how to use free analytics tools to find out more dialogue that includes journalists and other community mem- about your communication and your audience. Instagram is bers. At the same time, social media is consuming people’s not covered in this guide because, at the time of writing, only attention: Time that used to be spent listening to the radio very few DW Akademie partners in Africa were active on the is now spent scrolling through Facebook, Twitter, Instagram, platform.
    [Show full text]
  • Global Compliance of Cookie-Bassed Web Analytics Activities
    Global compliance of GLOBALcookie-bassed COMPLIANCEweb analytics oactivitiesf cookie-based web analytics activities Finding a cross-border compliance solution [Version 3.0 (April 2012). for cookie-based web analytics activities should be on the agenda of every company doing business online, as well as web analytics software vendors, online content publishers and online advertisers. This paper focuses on EU cookie regulations, US-based Do Not Track initiatives and other worldwide privacy initiatives, in search of a series of steps to aid us in achieving global compliance. INDEX 1 The technical and business need for 5 cookies A world built on cookies 5 Cookie types and threats 6 2 The social dilemma 9 3 A short history of worldwide cookie- 11 related privacy protection 4 The EU regulatory challenge 15 Opt-out vs. Opt-in 15 Yes I do, Don´t I? 16 Calling a spade a spade: national 17 implementations Which law applies to you? 19 5 Technical and legal solutions for 21 cross-border compliance of web analytics activities A proposed approach to the new 21 A document by legal framework Divisadero. All rights reserved. 21 www.divisadero.eu Building a minimum common denominator Author Technical and practical solutions 23 Sergio Maldonado Design by ANNEX: Cookie inventory and 25 Alexia Méndez 6 classification audit form Global compliance of cookie-based web analytics activities 3 1. THE TECHNICAL AND BUSINESS NEED FOR COOKIES sessions, registrations and logins, online banking sessions, electronic government applications… and virtually every online action that goes beyond user-dissociated displays of information. But cookies are also used for other purposes: by allowing us to tie multiple page visualizations to the same anonymous browser, they enable online audience measurement concepts such as “visit” and “visitor”.
    [Show full text]
  • E Cost of Ad Blocking Pagefair and Adobe 2015 Ad Blocking Report
    !e cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report Introduction In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking so"ware usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape. Table of Contents 3. Key insights 8. Effect of ad blocking by industry 13. A"erword 4. Global ad blocking growth 9. Google Chrome still the main driver of ad 14. Background 5. Usage of ad blocking so"ware in the United block growth 15. Methodology States 10. Mobile is yet to be a factor in ad blocking 16. Tables 6. Usage of ad blocking so"ware in Europe growth 17. Tables 7. !e cost of blocking ads 11. Mobile will facilitate future ad blocking growth 12. Reasons to start using an ad blocker PAGEFAIR AND ADOBE | 2015 Ad Blocking Report 2 Key Insights More consumers block ads, continuing the strong growth rates seen during 2013 and 2014. 41% YoY global growth Q2 2014 - Q2 2015 !e "ndings • Globally, the number of people using ad blocking so"ware grew by 41% year over year. • 16% of the US online population blocked ads during Q2 2015. • Ad block usage in the United States grew 48% during the past year, increasing to 45 million monthly active 45 million users (MAUs) during Q2 2015. Average MAUs in the United • Ad block usage in Europe grew by 35% during the past year, increasing to 77 million monthly active users States Q2 2015 during Q2 2015.
    [Show full text]
  • Google Analytics and PPC Specialist
    Please reply only by email to: [email protected] Google Analytics and PPC Specialist Company: StepForth Web Marketing Inc. Job Location: Victoria, BC Skills Required Web Analytics, Google Analytics, Analytics Account Manager, Google AdWords, Advanced Microsoft Excel and Word skills Career Description If you are Google Analytics and Google AdWords certified, have analytics experience and are enthusiastic about pursuing an analytics and PPC career then please read on. Position: contract work at first to confirm the quality of your work and then a full time position with benefits Wage: The contracting wage will be between $25 and $45 per hour depending on credentials, references and experience. The salary will be between $45,000 and $50,000 per year plus benefits and bonuses to start. There is a lot of room for growth and salary increases for this position. What you need for this position: • One to two years of experience in web analytics methodologies such as experimentation and testing, advanced segmentation and analysis. • Mid-level expertise in SEM (Search Engine Marketing) / PPC (Pay Per Click) strategies and a minimum one year experience managing SEM/PPC and SEO campaigns / efforts. • Excellent communication skills and ability to interact and manage the expectations of the Client, vendors, and internal resources with all levels of clients and technical resources. • Proactively identifies issues and escalates when appropriate. • Leads and contributes to improvements in processes (technical or business) for marketing experiments, reporting and analysis. • Has a natural inclination, and passion to grow by making things better for Clients and our company. • Manages clients' expectations from the start of a relationship through the life cycle of the relationship.
    [Show full text]
  • Web Analytics Tools and Benefits for Entrepreneurs
    Web analytics tools and benefits for entrepreneurs LAHTI UNIVERSITY OF APPLIED SCIENCES Degree programme in Business Information Technology Bachelor’s Thesis Autumn 2017 Cao Truong Hoang Phuong Nguyen Thi Huyen Trang Lahti University of Applied Sciences Degree programme in Business Information Technology Cao Truong, Hoang Phuong Nguyen Thi, Huyen Trang: Web analytics tools and benefits for entrepreneurs Bachelor’s Thesis in Business Information Technology, 79 pages Autumn 2017 ABSTRACT Online marketing nowadays is not an unfamiliar phenomenon anymore but entrepreneurs may not utilize it to bring out the best in their business. All business companies have their own website but most of them only use it as an advertisement tools or a news tools. However, web analytics tools are designed to change that and help entrepreneurs gathering useful data from their websites. The purpose of the thesis is to provide understanding about what web analytics tools are and they can use them to enhance their business strategy. The thesis will focus on deductive approach and make a conclusion through qualitative research. Google analytics tools and Woopra analytics tools will be used as a demonstration to how to use web analytics tools and how the analysis process can help making proper adjustment to the business. Keywords: Online marketing, data analysis, web analytics, web analytics tools, Google Analytics, Woopra TABLE OF CONTENTS 1 INTRODUCTION 1 1.2 Thesis structure 2 2 RESEARCH METHODS 4 2.1 Objectives 4 2.2 Research approach 4 2.3 Research methodology
    [Show full text]
  • An Investigation Into Better Techniques for Geo-Targeting by Shane Elliot Cruz
    An Investigation into Better Techniques for Geo-Targeting by Shane Elliot Cruz Submitted to the Department of Electrical Engineering and Computer Science in partial fulfillment of the requirements for the degree of BARKER Master of Engineering in Electrical Engineering and Computer Science at the ASSACH NSTITUTE OF TERHNOLOGY MASSACHUSETTS INSTITUTE OF TECHNOLOGY 1 June 2002 JUL 3 2002 LIBRARIES © Shane Elliot Cruz, MMII. All rights reserved. The author hereby grants to MIT permission to reproduce and distribute publicly paper and electronic copies of this thesis document in whole or in part. A uthor ............... Department of Electrical Engineering and Computer c-ene May 17, 2002 Certified by.............................. Brian K. Smith Associate Professor, MIT Media Laboratory Thesis Supervisor Accepted by .................... Arthur C. Smith Chairman, Department Committee on Graduate Students 2 An Investigation into Better Techniques for Geo-Targeting by Shane Elliot Cruz Submitted to the Department of Electrical Engineering and Computer Science on May 17, 2002, in partial fulfillment of the requirements for the degree of Master of Engineering in Electrical Engineering and Computer Science Abstract This thesis discusses the possibility of determining the geographic location of Internet hosts solely from IP address information. The design, implementation, and evalua- tion of several unique components for geo-targeting led to an understanding of the strength and weakness of each strategy. Upon realization of the pros and cons of the location mapping designs, a new system was built that combines the best features of each technique. An overall evaluation of each component and the final system is then presented to demonstrate the accuracy gained with the use of a Domain-Based Corn- ponent Selection methodology.
    [Show full text]
  • Real-Time Web Analytics with Kinesis Data Analytics
    Real-Time Web Analytics with Kinesis Data Analytics AWS Implementation Guide Ryan Nienhuis Chris Marshall Tom Horton Steve Morad March 2018 Last updated: October 2019 (see revisions) Copyright (c) 2019 by Amazon.com, Inc. or its affiliates. Real-Time Web Analytics with Kinesis Data Analytics is licensed under the terms of Apache License Version 2.0 available at https://www.apache.org/licenses/LICENSE-2.0 Amazon Web Services – Real-Time Web Analytics with Kinesis Data Analytics October 2019 Contents Overview ................................................................................................................................... 3 Cost ........................................................................................................................................ 4 Architecture Overview........................................................................................................... 5 Solution Components ............................................................................................................... 6 Beacon Code .......................................................................................................................... 6 Metric Headers .................................................................................................................. 7 Beacon Web Servers .............................................................................................................. 7 Amazon Kinesis Data Analytics Application........................................................................
    [Show full text]
  • A Review of Methodologies for Analyzing Websites
    141 Chapter VIII A Review of Methodologies for Analyzing Websites Danielle Booth Pennsylvania State University, USA Bernard J. Jansen Pennsylvania State University, USA ABSTRACT This chapter is an overview of the process of Web analytics for Websites. It outlines how basic visitor information such as number of visitors and visit duration can be collected using log files and page tagging. This basic information is then combined to create meaningful key performance indicators that are tailored not only to the business goals of the company running the Website, but also to the goals and content of the Website. Finally, this chapter presents several analytic tools and explains how to choose the right tool for the needs of the Website. The ultimate goal of this chapter is to provide methods for increasing revenue and customer satisfaction through careful analysis of visitor interaction with a Website. INTRODUCTION several metrics against each other to define visi- tor trends. KPIs use these dynamic numbers to Web analytics is the measure of visitor behavior get an in-depth picture at visitor behavior on a on a Website. However, what kind of information site. This information allows businesses to align is available from Website visitors, and what can their Websites’ goals with their business goals be learned from studying such information? By for the purpose of identifying areas of improve- collecting various Web analytics metrics, such ment, promoting popular parts of the site, testing as number of visits and visitors and visit dura- new site functionality, and ultimately increasing tion, one can develop key performance indicators revenue.
    [Show full text]
  • Understanding Ad Blockers
    Understanding Ad Blockers A Major Qualifying Project Submitted to the Faculty of Worcester Polytechnic Institute In partial fulfillment of the requirements for the Degree of Bachelor of Science In Computer Science By _________________________________ Doruk Uzunoglu March 21, 2016 _______________________ Professor Craig E. Wills, Project Advisor Professor and Department Head Department of Computer Science ABSTRACT This project aims to provide useful information for users and researchers who would like to learn more about ad blocking. Three main research areas are explored in this project. The first research area provides general information about ad blocking tools and aims to explore ad blockers from a user’s perspective. The second research area provides analyses regarding third­party sites that appear on popular first­party sites in order to explore the behavior of third­parties. Finally, the third research area provides analyses regarding filter lists, which are sets of ad filtering rules used by ad blocking tools. The third research area aims to convey the differences and similarities between individual filter lists as well as sets of filter lists that form the defaults of ad blocking tools. 1 ACKNOWLEDGEMENTS I would like to thank Professor Craig Wills for advising my project, providing insight, and gathering the popular third­party domains data which I analyzed as part of this project. In addition, I would like to thank Jinyan Zang for sharing the third­party data regarding mobile apps, which they have gathered as part of their 2015 paper named “Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps.” The data provided by Jinyan Zang was also analyzed as part of this project.
    [Show full text]
  • 22:630:679 COURSE TITLE: Web Analytics with Real World Applications
    Marketing COURSE NUMBER: 22:630:679 COURSE TITLE: Web Analytics with Real World Applications COURSE DESCRIPTION To survive and excel in today’s economy, companies need to focus on spending their marketing and advertising dollars more effectively – by validating the return on investment (ROI) of these investments. Digital marketing has proven to be a necessary channel and one of the most effective ways to showcasing brand, reaching customers and building loyalty. The effectiveness of digital marketing needs to be accompanied by good digital analytics, which through data acquisition, exploration, testing, deduction and application, produces insights to drive continuous improvements of the digital marketing programs and to maximize returns. This course teaches digital analytics with a focus on web analytics through practical applications. It provides a broad overview of key digital analytics framework, strategies, concepts, issues, challenges and tools. Topics covered include: how to choose a web analytics tool; metrics and key performance indicators; best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails; how to utilize quantitative, qualitative and competitive tools to derive actionable insights; how to optimize web sites by incorporate testing and experimentation; how to create and manage an analytics culture for your organization; emerging analytics in social, mobile and video; best practices and pitfalls in web analytics; best practices on creating a data-driven culture and process. COURSE MATERIALS Web Analytics 2.0 – The Art of Online Accountability & Science of Customer Centricity. Avinash Kaushik, Wiley Publishing, Inc. 2010, ISBN 978-470-52939-3 (Abbreviated as WA 1 LEARNING GOALS AND OBJECTIVES 1. Provide a framework to help marketers and businesses (and students) on evaluate the effectiveness of their website by improving their companies’ bottom line.
    [Show full text]
  • Web Analytics Who Am I?
    Web Analytics Who Am I? Digital Analytics Specialist / Web Developer in the Office of Communications and Marketing Chair of the Mason Google Analytics Users Group Manage the Mason Google Analytics Roll-Up Available to provide support, consultation, and training regarding web analytics on any platform. What is Web Analytics? “Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.” (Wikipedia) There are two major types of web analytics methodologies: Log-Based Javascript-Based Log-Based Analytics When a user requests content from a web server, that request generates an entry in the server’s request log. By analyzing the server request log, you can determine how your content is being consumed (and some information about who is consuming it). Example - Tracking Pixels: tracking pixels are links to transparent 1x1 pixel images included in HTML content (emails or web pages) solely for the purpose of generating a request to the server hosting the tracking pixel image (usually a third-party server). This is how email open rate statistics are calculated. Log-based analytics generally provide less information than JavaScript-based analytics. Javascript-Based Analytics Web pages include JavaScript code which causes the receiving browser to send tracking information to a server. Example - Google Analytics: When you create a Google Analytics property, Google gives you a block of JavaScript code to include on every page of your website. When a user receives one of your pages, the included JavaScript code executes and causes the user’s browser to send tracking information to Google Analytics.
    [Show full text]
  • Web Analytics from Wikipedia, the Free Encyclopedia
    http://en.wikipedia.org/wiki/Web_analytics Web analytics From Wikipedia, the free encyclopedia Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding [1] and optimizing web usage. Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research. There are two categories of web analytics; off-site and on-site web analytics. Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's behavior once on your website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.
    [Show full text]