SAS® Web Analytics 5.1 Administrator’s Guide The correct bibliographic citation for this manual is as follows: SAS Institute Inc. 2005. SAS ® Web Analytics 5.1: Administrator’s Guide. Cary, NC: SAS Institute Inc. SAS® Web Analytics 5.1: Administrator’s Guide Copyright © 2005, SAS Institute Inc., Cary, NC, USA All rights reserved. Produced in the United States of America. For a hard-copy book: No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, or otherwise, without the prior written permission of the publisher, SAS Institute Inc. For a Web download or e-book: Your use of this publication shall be governed by the terms established by the vendor at the time you acquire this publication. U.S. Government Restricted Rights Notice. Use, duplication, or disclosure of this software and related documentation by the U.S. government is subject to the Agreement with SAS Institute and the restrictions set forth in FAR 52.227-19 Commercial Computer Software-Restricted Rights (June 1987). SAS Institute Inc., SAS Campus Drive, Cary, North Carolina 27513. 1st printing, March 2005 SAS Publishing provides a complete selection of books and electronic products to help customers use SAS software to its fullest potential. For more information about our e-books, e-learning products, CDs, and hard-copy books, visit the SAS Publishing Web site at support.sas.com/pubs or call 1-800-727-3228. 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 registered trademarks or trademarks of their respective companies. Contents Chapter 1 Overview of the SAS Web Analytics 5.1 Solution 1 About the Documentation for System Administrators 2 What’s Included in the SAS Web Analytics 5.1 Solution 2 Why Does My Organization Need the SAS Web Analytics 5.1 Solution? 2 Web Mart and Data Structures 4 Input for the SAS Web Analytics Solution 8 ETL Processes for the SAS Web Analytics Solution 10 Output from the SAS Web Analytics Solution 13 Getting Started with SAS Web Analytics 5.1: Administration Tasks 16 Chapter 2 Creating a New Web Mart 19 Overview: Creating a New Web Mart 19 Creating a New Web Mart by Using the %WAETL Macro 19 Creating a New Web Mart by Using the SAS e-Data ETL Administrator 20 Registering a New Web Mart 24 Chapter 3 Customizing the Properties of a Web Mart 27 Overview: The Properties of a SAS Web Analytics Web Mart 28 The Properties Window of the SAS e-Data ETL Administrator 30 The Detail Tables Properties 31 The Temporary Location Properties 34 The Web Log Location Properties 35 The Processing Properties 35 The Parsing Properties 41 The Filtering Properties 45 The Compressed Files Properties 50 The Execution Tuning Properties 51 The Advanced Customizations Frame 52 How the Customizing Process Works in SAS e-Data ETL Software 61 Chapter 4 Setting Up ETL Processing for SAS e-Data ETL Software 63 Working with Web Logs 63 Using the Daily.sas Program to Perform the ETL Processes 69 Using the %EDATAETL Macro to Extract and Load Web Log Data 71 Chapter 5 The SAS e-Data ETL Extract Process 73 Overview of the Extract Process 73 Running the Extract Process 77 Chapter 6 Reference Notes for SAS e-Data ETL Extract Process 79 Overview: The Modules in the Extract Process 80 The Modules in the Extract Process 80 iv The Temporary Working Area 95 Chapter 7 The SAS e-Data ETL Load Process 97 Overview of the Load Process 97 Running the Load Process 98 Chapter 8 The Modules in the SAS e-Data ETL Load Process 99 Overview: The Modules of the Load Process 99 The Modules in the Load Process 100 Contents of the Detail Library 105 Chapter 9 Using the SAS Web Analytics Administrator to Manage Your Web Mart(s) 111 Navigating in the SAS Web Analytics Administrator 112 Chapter 10 Administration of SAS Web Analytics Reports 131 Working with Report Groups 131 Creating a New Report 137 Drillable Reports 144 Variables You Can Set for Reports 146 Chapter 11 Scorecard Administration 149 Overview: Scorecard 149 Data Requirements for a Scorecard 150 Defining a New Scorecard: Preparation 150 Running a Custom Scorecard 152 How to Create a New Scorecard 152 Adding Variables That Are Not in the Web Log to a Scorecard 156 Testing the Scorecard Output: The %WADECIDE Macro 157 The Table Layout of the Scorecard Report 158 How Special Cases are Handled 161 Chapter 12 Dashboard Administration 163 Overview: Dashboard 163 How to Create a New Dashboard 165 Testing the Dashboard Output: The %WADECIDE Macro 170 Chapter 13 Setting Up a Segmentation Report 171 Data Requirements for the Default Segmentation Report 171 Creating a Segmentation Report 171 Testing a Segmentation Report 174 Running a Segmentation Report 174 Chapter 14 Using Stored Processes in the SAS Web Analytics Application 175 Working with Stored Processes for Report Definitions 175 Appendix 1 Macro Reference for the SAS Web Analytics 5.1 Solution 179 Overview: Macros for SAS Web Analytics 5.1 179 v The %WADECIDE Macro 180 The %WAETL Macro 184 Appendix 2 Alphabetical List of SAS Web Analytics Reports 189 List of Traffic Reports 189 List of Non-Traffic Reports 191 Alphabetical List of SAS Web Analytics Reports 191 Appendix 3 The SUMMARY Engine 193 The Waadmsum Data Set 193 Overview: The Waconfig Data Set 200 The Parameters in the Waconfig Data Set 200 Changing Values in the Waconfig Data Set 204 Appendix 4 The Summary Data Sets for SAS Web Analytics 5.1 209 Glossary 241 Index 245 vi 1 CHAPTER 1 Overview of the SAS Web Analytics 5.1 Solution About the Documentation for System Administrators 2 What’s Included in the SAS Web Analytics 5.1 Solution 2 What Is SAS e-Data ETL Software? 2 What Is SAS Web Analytics 5.1 Software? 2 Why Does My Organization Need the SAS Web Analytics 5.1 Solution? 2 The Business Objectives of Retail Industries 3 Business Objectives of Financial and Service Organizations 3 Business Objectives of Telecomunications Organizations 3 Capabilities That Are Required to Meet Business Objectives 3 Web Mart and Data Structures 4 SAS Business Intelligence Architecture 4 Directory Structure 4 Webdatasrv Directory 5 E-data-etl Directory 6 Data Directory 6 Temporary Working Directory 7 The Directory that Contains the Web Logs 7 Creating Additional Directories for a New Web Mart 7 Input for the SAS Web Analytics Solution 8 Types of Data Sources for the SAS Web Analytics Solution 8 Web Server Log Files 8 Other Data Sources 9 ETL Processes for the SAS Web Analytics Solution 10 How the Extract Process Prepares to Read the Web Logs 11 The Extract Process: About Temporary Data Sets 11 Customizing the Extract Process 12 The Load Process 12 Customizing the Summarizing and Reporting Processes in SAS Web Analytics 12 Output from the SAS Web Analytics Solution 13 The SAS Web Analytics Report Viewer 13 Supplied Reports 14 Setting Up Reports 15 The Scorecard 15 The Dashboard 15 The Segmentation Report 15 Path Analysis Reports 15 The Funnel Report 16 Getting Started with SAS Web Analytics 5.1: Administration Tasks 16 2 About the Documentation for System Administrators Chapter 1 About the Documentation for System Administrators After you have installed all of the components of the SAS Web Analytics 5.1 solution successfully, use this documentation to help you set up and configure an analysis-ready Web mart. Setup and configuration includes the following tasks: Initialize a Web mart. Register a Web mart. Edit Web mart properties in the SAS e-Data ETL Administrator. Customize the ETL processing of the detail data sets by using the SAS Web Analytics Administrator. Configure SAS summary data sets by using the SAS Web Analytics Administrator. These summary data sets are queried from the SAS Web Analytics Report Viewer to display the reports. Process the Web log data (using the Daily.sas program). Create new traffic reports. Set up the variables and the metrics for scorecards, dashboards, and segmentation reports by using the SAS Web Analytics Administrator. What’s Included in the SAS Web Analytics 5.1 Solution The software bundle that comprises the SAS Web Analytics solution includes SAS®9 and the following applications: SAS e-Data ETL software SAS Web Analytics 5.1 software What Is SAS e-Data ETL Software? SAS e-Data ETL software is a data sourcing tool for clickstream data. It is used to extract large volumes of raw clickstream data, identify the data by visit, and then parse, filter, and load the data into SAS detail data sets. You use the SAS e-Data ETL software to create Web marts and to edit Web mart properties. What Is SAS Web Analytics 5.1 Software? SAS Web Analytics 5.1 software is a clickstream analysis and graphic reporting tool that performs the following functions: reads the detail data sets that are generated by SAS e-Data ETL software generates the summary data sets (part of the Web mart) from the detail data sets reads data into the Web mart from sources other than Web logs (optional) provides a Web-based interface for dynamically producing reports about Web site visitors and their behavior Why Does My Organization Need the SAS Web Analytics 5.1 Solution? Organizations that do business on the Web typically want to increase the revenue that is generated from their Web sites or to increase customer retention.