Lecture 13: Lesson 5: Web metrics

Siebel Announces BoldFish Buy

Siebel (Nasdaq: SEBL - news) announced at its European Users Group conference yesterday that it has acquired BoldFish, an e-mail marketing and outbound messaging application provider. The acquisition, which was finalized at the end of March, will enhance Siebel's e-mail marketing module by allowing organizations to collect and manage customer preferences more easily and to better manage e-mail bounce and response-tracking capabilities, the company said. Click here to read the rest of the article

Notes from The Lesson Plan

The learning objectives of lesson 5 include:

• Identify metrics used on the web.
• Understand server log data
• Understand the various tools for measuring web activity;
• Understand trends in web metrics.

  Web metrics are no longer one-size-fits-all. Now they must match your website's business and audience. Here are the latest tools to gauge your website's effectiveness.
  So while the site's operators can track the number of hits and level of traffic, they cannot analyze where or why a customer abandons the site. "We need to move beyond hits and traffic and find out what motivates people to go to dealerships," says Richard Amling, the webmaster for Saab Cars USA, based in Norcross, Ga.

In this lecture, we will wrap up the concept of web metrics with the case study at the Vermont Country Store. This case study includes video and interactive demos for the SAS product: Intellivsor.

Make sure that read carefully the case study and ask yourself what metrics are being used. What metrics are important. How is the Intellivisor product different from Web Log Analytics?

SAS IntelliVisor for Retail helps retailers measure e-business performance and delivers vital intelligence on Web transactions, such as how customers interact with the e-channel, which customers buy which products through it, and which type of marketing campaigns are most effective in encouraging customers to purchase online. This knowledge gives retailers the information they need to build more profitable relationships with customers, improve Website offerings, effectively target marketing campaigns, and successfully cross- and up-sell to existing customers.

Where does Intellvisor get the data it uses for web anaytics? How does Intelvisor help the Vermont Country Store?

Interactives

Vocabulary Review