WebTrends Essentials
Understanding WebTrends Reports
Duration: 1 day, 4 to 8 hours depending on your implementation
Availability
This course is only available as an on-site private class. Please note, that WebTrends requires a
minimum of two-days for on-site engagements. Therefore, this course must be scheduled in
conjunction with another course or consulting days.
Course Description
This workshop is designed to help you maximize the value of WebTrends by teaching your end
users how to effectively interpret the information in the WebTrends reports you use. An
experienced WebTrends consultant will review your report data with your technical and business
users to teach you what the statistics mean and why they are important to you.
Depending on the WebTrends package you have purchased, you may have a smaller or larger set
of reports to cover in class. WebTrends offers three variations of this course: Standard (4 hours),
Marketing (6 hours), and Commerce (8 hours). Note, this course covers built-in WebTrends reports
and does not cover any custom reports you may have designed. Additional, consulting hours will be
required to cover custom reports that you desire to have reviewed in the class.
Products Covered
WebTrends Analytics 8.5 OnDemand and Software
Who Should Attend?
Professionals interested in learning how to improve their use of WebTrends reports to drive
decisions: business analysts, marketing managers, site designers and end users of WebTrends
reports.
Prerequisite
None
Learning Outcomes
As a result of completing this course, you will be able to:
• Recognize and be able to explain WebTrends-specific terminology
• Navigate the interface, capture reports, create and save on-the-fly changes, and set up exports
• Locate and interpret key built-in WebTrends reports
• Understand how various reports can be used to measure acquisition, engagement,
conversion, and retention efforts
• Better understand and utilize the value of such reports as content group, path analysis,
parameter analysis, and scenario analysis
• Understand WebTrends terminology and work with your web administrators, WebTrends
administrators, and other WebTrends users on best practices in using WebTrends Analytics
Understanding WebTrends Reports
Agenda
Concepts and Terminology
Introduction
Basic Terminology
o
Hits, document views, page views, visitors, cookies
o
Data sources, profiles, templates, dashboards, reports
Overview of How WebTrends Works
SmartSource Data Collection
Using the WebTrends Reporting Console
o
Logging on to WebTrends
o Navigating
the
console
o
Calendar and date ranges
o
Reporting console toolbar
o
Tables, Graphs, Funnels, Drilldown Reports, Single-level paths
o
Searching, Querying, and Bookmarking
Web Site Objectives
o Common
goals
o
Web site types
o Applying
web
analytics
WebTrends Reports
Overview Dashboards
o
What is a dashboard?
o
What does this data tell me?
o
How can I use the information?
Marketing
o
Onsite Ad Clickthroughs
o
Referring Sites, Domains and Pages
o
Search Engines and Search Phrases
Visitors
o
Top Visitors, New vs. Returning Visitors
o Organizations,
Geographic
Regions
Site Design
o
Onsite Search Terms Found and Not Found
o
Pages and Content reports
o
Groups, Entry Pages, Exit Pages, Single-page Visits, and Single-level Paths
o
Path Analysis and Parameter Analysis
Site Performance
o
Average Time to Serve
o Client
Errors
o
Files Not Found Errors
o
Visits by Number of Pages Viewed and by Day of the Week
Scenario Analysis Reports
o
Scenario Analysis parameters
o
5 Point Scenario Analysis
Marketing Reports (if applicable)
o Visitor
History
o Campaigns,
Demand Channels, Marketing Programs, Offers,
o
Campaigns by New vs. Returning Visitors, Campaigns by Lifetime Value, Initial
Referrers,
o
Most Recent Search Engine, Purchase Conversion Funnel
Commerce Reports (if applicable)
o
Products, Product Categories and Sub-Categories, Products by Suppliers
o
Product SKUs, by Demand Channel, by Search Engines, by Region
o
Customers and Non-Customers, New and Repeat Buyers
o
Sales Cycle, Sales Cycle by Buyer
