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Web analytics reporting
Project background
One of our client's sales channels for its hardware and services is the Internet. Web analytics plays a huge role in measuring the performance of the website in a commercial context.
Web analytics is the measurement, collection, analysis and reporting of data for purposes of understanding and optimizing web usage. This includes drivers for purchasing decisions and conversion to sales; for example, which landing pages encourage people to make a purchase. Web analytics data is typically compared against Key Performance Indicators for performance and used to improve the website or marketing campaign's audience response.
Key drivers
Prior to this project, web data was housed and reported separately as it was difficult to merge data sets from three web data sources. With such a set-up, it was difficult to get entire web-experience of users. If a customer was not satisfied, it was difficult to trace navigation path, searches performed etc. There was a need to measure and analyse visitor's behaviour on the commercial website.
Approach to implement BI solution
Establishing initial business intelligence platform with associated layers is critical. If this is done correctly with futuristic view, additional information requirements can easily be accommodated.
Project scope
The scope included creating a custom owned single point system for various web-data and capturing data from several disparate, third-party systems into a single repository. The data from various systems were to be linked to offer integrated view of customer's web experience at each visit.
Technology platform
Database : Teradata
ETL / Data Integration : Informatica; Java used for charset conversion
Reporting platform : BusinessObjects XI
Analyze data to formulate strategies
EXILANT helped marketing department of global technology company that processes more than 35 million transactions per day to formulate marketing strategies using the data analytics.
Project details
Prior to this project, web data were housed and reported separately. With such a set-up, it was difficult to get entire user web-experience. If a customer was not satisfied, it was difficult to trace navigation path, searches performed etc.
To overcome these issues, our team inducted data from various web sources to EDW, Enterprise Data Warehouse using Informatica. Normalization was done on the source tables before triggering Informatica ETL. Central repository was built for web analytics data that will contain visitor's navigation path and data entered by users in interactive fields such as "search".
The solution facilitated to link data from various systems to offer integrated view of customer's experience for each visit to give insight of strengths and weakness of the site. It provides powerful pathing solution to perform analysis on page views, content type and product hierarchy.
Automating information management
EXILANT helped one of the state government intelligence agency to collate information from various sources, analyze and notify information to various subscribers. The solution enabled the agency to disseminate crucial information faster to the subscribing authorities.
Project results
The solution enabled the client to link and to analyze web analytics data across different domains like cumulative statistics on visits, unique visitors, article usage, online CSAT etc. Efficient normalization of database helped to reduce storage space by 200GB. The reports helped to trace the root causes for dissatisfied customers and take appropriate actions. It also helped to improve the effectiveness of support.
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