Extending SAP Web Channel Experience Management with Webtrends Analytics, Segmentation and Testing
Driving business success through the web channel demands a rigorous approach to understanding website visitors and their experiences and interactions across multiple digital channels (web, mobile, and social) to deliver the right content and the right offers to the right audience at the right time. SAP understands this, having identified Web Channel Analytics as one of the core components to WCEM 2.0.
One integrated option for Web Channel Analytics is Webtrends – an SAP-certified analytics solution for WCEM 2.0 – providing a data-driven foundation to measure and understand the success of E-Marketing, E-Service, and E-Commerce initiatives, but also enabling advanced segmentation and targeting of individual visitors and customers based upon their history of engagement and interactions across all digital channels.
Easy Implementation and Quick Time to Value
Webtrends Analytics 10 is a leading, SaaS-based, cross-channel digital measurement solution that measures websites, social channels, mobile apps, and mobile web, among other digital properties. Webtrends worked closely with SAP to build an SAP-certified solution specifically designed to measure the SAP Web Channel quickly and easily. Getting Webtrends up and running for SAP WCEM 2.0 is easy.
Activate your Webtrends Account
First, you need a Webtrends account, which is procured directly from Webtrends, and is separate from any licensing acquired for your SAP solutions. To request a Webtrends account, email us at email@example.com. Once you have a properly licensed account, you can add an SAP Web Channel site for analysis in a few clicks from within Webtrends Analytics 10. As you can see in Figure 1, Webtrends enables measurement of many different types of digital properties across multiple digital channels. Select “SAP Web Channel” and follow the steps in the quick wizard to get your site configured within Webtrends. At the end of the process, you’ll be provided a Webtrends datasource ID or DCSID. Make note of your DCSID, as you’ll need it later.
Figure 1 – Measurement in Webtrends Analytics 10 starts with selecting the type of digital
property being measured. SAP Web Channel is a licensable space that simplified configuration
and measurement for SAP WCEM 2.0
Install Webtrends Module to WCEM 2.0
To add Webtrends into your SAP WCEM to activate data collection, Webtrends has created a module that can be installed using the Web Channel Builder. The module, and directions for installation, are available from Webtrends upon activation of your Webtrends for SAP WCEM account.
Activate Webtrends Data Collection Module
Once the module is installed, activate it from within the Web Channel configuration and enter your DCSID as shown in Figure 2.
Figure 2 – Activating the Webtrends Module in SAP WCEM 2.0
Powerful Reporting in Webtrends Analytics
Webtrends provides an interactive dashboard (Figure 3) and core set of reports that measure web channel effectiveness. The report set is configurable and can be customized to meet the unique needs of individual web channel sites based on business objectives.
Figure 3 – The interactive Webtrends dashboard for SAP WCEM 2.0
Default reports include E-commerce reports including campaign reporting (Figure 4), product-level reporting and shopping cart analysis (Figure 5), , paid and organic search engine reporting, onsite search terms (found and not-found), geo reporting, content views and paths, and more. And because both the data collection and reporting are extensible and customizable, additional metrics can be collected and reported on within the Webtrends environment easily.
Figure 4 – Campaign reports in Webtrends are automatically created based on automatic
identification of incoming campaign parameters from your campaign management system.
Figure 5 – Shopping cart analysis is configurable to conversion analysis of any multi-step
processes on your website
Behavioral Retargeting through Segmentation
In addition to aggregate analytics reporting, this process enables a deeper dive into customers by creating profiles based on lifetime interactions across channels. Webtrends Segments tracks attributes of individual visitors, all visits, and key events, and enables scoring and drag & drop segmentation from a simple, marketing-oriented interface that requires no coding or querying expertise (Figure 6).
Figure 6 – Webtrends Segments enables drag & drop segmentation of visitors and customers across lifetime interactions across multiple digital channels
The example in Figure 6 shows segmenting from all visitors down to those who responded to an individual ad campaign, and then viewing which product categories were viewed by those visitors. By drilling into meaningful segments and then exporting a list of customers who match the criteria, or exposing those segments within other systems – for example, Webtrends Optimize or partner solutions such as ExactTarget – historical behavior can be used for meaningful behavioral retargeting to improve business results.
Key Web Behaviors in SAP CRM
Key clickstream and behavioral data can be added to contact and opportunities records within SAP CRM. This enables sales, marketing and support people throughout your organization to improve interactions and targeting of prospects and customers by understanding when they last visited the site, what they did, products they viewed, campaigns they’ve responded to, and more. And because the data is integrated into SAP CRM, there are no new systems to learn. Define the attribute list in the CRM Web UI and import Webtrends data on a scheduled basis (Figure 7).
Figure 7 – Importing data into SAP CRM
Testing to Improve Conversion Rates
In addition to using analytics to improve campaigns and content effectiveness, Webtrends Optimize provides A/B/n and multivariate testing to improve page and process design. Identify the components of the page you want to test, and create as many levels for each factor as you wish to test (Figure 8). The advanced, predictive mathematics in Webtrends provides quick time to results, even for sophisticated, complex multivariate tests. The lens by which success is determined is conversion rates as determined by the customer. The combination of factors and levels which creates the highest conversion rate is automatically shown the future visitors once the test results are complete.
Figure 8 – Designing a multivariate testing recipe for Webtrends Optimize
Content Targeting to Key Segments
Delivering targeted content to specific visitor segments can be done leveraging segmentation attributes that are either:
- In session – elements that can be determined within a single session or at the “hit” level. Elements such as time of day, browser type, geo location, or referrer fall into this category
- Historical – relies on behavior over time and looks into Webtrends Segments to identify advanced segmentation identifiers to determine the appropriate content to deliver
In these cases, Webtrends acts as a rules engine, intercepting pages as they are being served to the client and determining which content to server back through SAP WCEM based on segment identifiers and key attributes of the individual. This incredibly powerful approach to content targeting provides a mechanism for ensuring the right content is presented to the right audience based on what is proven scientifically to deliver the highest conversion rate.
Optimized for the SAP Web Channel
The combination of analytics, segmentation, testing and content targeting available from Webtrends work to deliver a highly relevant, personalized experience to the SAP Web Channel, resulting in improved sales, more effective digital marketing campaigns, and improved ROI.
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