When You Need More Than Clickstream Data
LIVE is particularly good at letting you use a Wizard to create customer profiles based on multidimensional recency, frequency and monetary value analysis. For example, it lets you tally: all visitors who returned to the site more than x number of times; bought more than a specified value of product types; and came to your site from a Google keyword campaign. As noted above, if you then want to drill down and analyze any one customer’s activity in that group, you can do so. For more, visit: www.coremetrics.com.
* WebTrends NetIQ, which can be hosted or installed in-house, offers many of the same functions as the other packages, although you may find it more difficult to set up. Tracking codes and campaigns must be configured manually, for instance. But you still can schedule data offloads to Excel using SmartReports, which also imports product cost or other data, creates pivot tables, and can update from live data. You also can integrate with third-party applications like e-mail. Standard reports can be clustered and accessed via a table of contents.
And if you don’t want to offload to Excel, NetIQ lets you customize standard reports easily.
The Campaign Drilldown module measures campaign performance, including e-mail campaigns, showing the number of unique visitors per period, conversion data and revenues generated. You can distinguish between paid search and organic search, and even can see your search engine ranking and return on investment (ROI) for selected keywords, and compare that to rankings of your competitors.
Scenario Analysis in NetIQ is a robust tool for funnel analysis. For e-commerce optimization, Product Drilldown aggregates order, sales and revenue figures by product groups, with one-click drill-down for further details. For more, visit: www.webtrends.com.
The more you know about what you’d like a system to do, or at least can prioritize several objectives, the more likely you’ll choose a system that significantly enhances your e-commerce business. Once you’ve implemented it, focus on your original objectives before you take a broader approach — that is, walk before you run.