This session provided insight and strategies to help increase clickthroughs and ad revenue on your site by integrating web analytics with other systems. The group also explored ways to use behavioral data to target/remarket to customers with precise and relevant messages, and how to get a comprehensive view of your customer and provide insight into areas of focus or concern.

DeFoe recommended a crawl-walk-run approach to integration and data access. This way, you can generate quick wins and get buy-in from the rest of the organization and executive staff. He also advised the group to maximize custom reports and calculated measures capabilities and not to try to solve every reporting need in the user interface, and explained how investments in application program interfaces (APIs) quickly pay for themselves.

The group discussed several solutions during the session, including site optimization using custom reports, API’s and Excel, and email remarketing/retargeting and CRM integration using custom reports, dedicated profiles, Data Scheduler, SFTP client or Marketing Warehouse, Named Queries, and API’s.

DeFoe fielded several questions from the group, including:
Q. Will Data Scheduler work with software in the future?
A. It is being worked on, but Webtrends won’t push it to an SFTP site because it will be used on premise.

Q. How can I use my software to get custom reports with visitor ID’s today?
A. One option is to bump up the report table limit to the amount you need, and don’t use the UI for that profile and set of reports. Instead use ODBC/Web Services to pull the data. Ensure the unique combinations aren’t too high.

To leave comments, please login or sign up to the Engage Network at the top of this page.