Chart your Web site's success
Four Web analytics solutions deliver deep analysis of site performance
In the multichannel area, Coremetrics formats LIVE data so that it can be used by third-party applications. For example, you can tie into CRM applications from Responsys to create targeted e-mail campaigns.
Coremetrics isn’t sold primarily to content site owners, although it does have solid tools that developers can use to optimize sites, such as path analysis, which can be used to find out whether visitors bail out on a transaction because a form is too difficult to use. Coremetrics 2005’s ROI comes from exceptional marketing and merchandising features that enable retailers and other e-commerce site managers to proactively reach out to customers.
NetIQ WebTrends 7.1 Enterprise Edition
For marketers and content owners to act on Web performance data, the data must be easy to view and digest. To that end, WebTrends includes visual aids such as charts of clickstream paths and scenario analysis. The package also offers several ways to mine data dynamically, including a fine Excel plug-in that permits pivoting Web and offline information. Released in late January, Version 7.1 has improved WebTrend’s SmartView browser plug-in for evaluating page links. The updated iteration also integrates better with e-mail marketing services, and it delivers more detailed audience-segmentation data.
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Administrators control rights to templates and thus determine which reports users see when they log in to the WebTrends portal. Because WebTrends desktop supports multiple profiles, I was able to analyze different portions of my Web site, such as the software support area. WebTrends arranges reports in an intuitive “table of contents” format that clusters, for example, all online sales reports under the Commerce heading.
Introduced in Version 7.0, Campaign Drilldown gave me a detailed look at campaign performance, showing me statistics such as the number of visitors from a printed ad. Reports include the number of unique visitors per month, conversion metrics, and revenue information. WebTrends also distinguishes between paid search engine campaigns and organic search. Indeed, the product does one better: It shows your search engine ranking for various keywords versus that of your competition. Yet WebTrends not only reports your position but also the ROI for those keywords. For example, you could be ranked No. 3 for a keyword but actually derive more revenue than if you were in the top spot.
To improve conversion rates, I used Scenario Analysis, one of the most complete navigation analysis tools included in this test. I easily saw how people navigated to -- and through -- a registration process and self-service resolution. Significantly, I was able to find out not only where people abandoned the process but also where they went after that point, which helped me fix problems with forms. Unlike Omniture SiteCatalyst, WebTrends allowed me to see where visitors entered my site from e-mail links, helping me accurately gauge the effectiveness of my e-mail campaign.