Unica NetInsight

As the Web’s importance as a marketing channel continues to grow, optimizing the experience of your website visitors by understanding what’s working and what’s not on your company’s website is now a mission-critical responsibility. Website analysis is an increasingly demanding process that requires marketers and web analysts to drill deep for details about visitor behavior, often in unanticipated ways.

With increased sensitivity to privacy and security questions, how can you get the information needed about each visitor’s behavior on your site if you prefer an in-house software solution for web analytics? How can you obtain a web analytics data mart with complete behavioral profiles of visitors across both the public and secure, i.e., https, sections of your website while avoiding costly homegrown development? And how can you integrate click data with other marketing or customer data warehouses while keeping all data exclusively on premises?

The answer is Unica® NetInsight®, a web analytics software program architected from the ground up for easy deployment, implementation, and use – not just by analytics experts, but by every marketer:

• Powerful and flexible reports: Forrester writes that “NetInsight excels at reporting and analysis”
• Built-in web analytics data warehouse: granular data is always available, without buying additional product modules, for drill-down, slicing-and-dicing, and auditing metrics, even if unanticipated when the site was tagged
• Open data architecture: visitor data is stored in standard database systems with a fully documented web analytics data schema providing a strong core for integrating web analytics with business intelligence, data mining, CRM, etc.
• Broad support for environments: conforms to your organization’s preferred IT standards by supporting a broad choice of operating systems and databases
• “Soft-tagging” infrastructure: reduces complexity of implementations dramatically through a unique approach to data collection with page tagging and other methods
• Flexible deployment and migration options: available as web analytics software or on-demand, with easy migration from one to the other after initial deployment
• Part of Unica’s complete interactive marketing solution: individual visitors or segments can be selected for immediate inclusion in outbound or inbound marketing

A more detailed list of Unica NetInsight's capabilities is also available.

Unica NetInsight is a next-generation web analytics product designed from the ground up to meet the full range of today’s and future online analysis requirements.

Unica NetInsight’s next-generation Web analytics capabilities enable online marketers and Web analysts to:

• Improve results from websites by optimizing them for increased conversions and lower conversion costs
• Reduce effort associated with web analytics by spending less time tagging web pages and modifying and maintaining tags
• Reduce costs with one comprehensive web analytics purchase, rather than paying for additional modules and services over time
• Eliminate the need for homegrown web analytics programs by providing an out-of-box web analytics tool that includes a behavioral data mart and that adapts to clients’ IT preferences and is highly configurable and customizable
• Share web data more easily because Unica NetInsight’s fully-documented, fully-granular web analytics data model enables feeding visitor clicks and event histories into CRM and business intelligence (BI) systems
• Use a broader set of customer data without giving it out to third parties, by using Unica NetInsight’s open architecture to integrate data from e-commerce systems, ad-serving companies, RSS feeds, and customer databases on your premises
• Move from insight to action more quickly because NetInsight is part of Unica’s interactive marketing solution, web behavior can easily and immediately be used to improve targeting
• Protect investments for the future knowing that data, reports, and configurations are always available in-house or can be migrated to NetInsight OnDemand should your requirements change

For examples of Unica customers enjoying these in-house software benefits, read how:

• Citrix Systems optimized marketing investments and cut conversion costs by nearly 80%
• Collette Vacations integrated and transformed its entire marketing function, improving results such as increasing website lead generation
• AIRMILES increased revenue by driving up the number of completed shopping baskets and reduced online errors by 50%
• Foxwoods reduced web analytics costs across every site and marketing program
• FreshDirect identified the product categories, site architecture, marketing campaigns and product promotions that work best (and those that do not work) to improve marketing ROI
  

A detailed list of capabilities in Unica NetInsight is available, along with a comparison of availability in the Enterprise and OnDemand versions of the product. Below are some highlights of these leading edge capabilities.

Open Web Behavioral Data Mart

Unica NetInsight sports an open web analytics database which provides you with free access to behavioral profiles of individual visitors. Customer interactions across the public and secure sections of the website can be profiled and scored. For more than a decade, Unica NetInsight has been recognized as the ideal software for integrating web data into any other third party solution, e.g., Business Intelligence (BI), Customer Relationship Management (CRM), or Sales Force Automation (SFA). Unica NetInsight supports standard database systems including Oracle, DB2, SQL Server, MySQL, and others.

Extendable for Integrated Analysis

Online behavior data is even more valuable when analyzed in conjunction with other business data—product information, customer information, financial information, and more. Yet, most web analytics tools are rigid and cannot be extended. Furthermore, companies using personally identifiable information that prefer to keep such data behind their own firewalls need on-premises web analytics solutions to enable integrated analysis. Unica NetInsight web analytics software is highly extendable to leave the road wide open for integrated analysis on premises.

Unica’s Unique Approach to Data Collection

Anyone who has ever used page tags or web-server log files in traditional web analytics applications most likely found them frustrating and time consuming. Fortunately, there’s a better way. Unica’s approach to web analytics data collection eliminates much of this pain, substantially reducing marketing’s dependency on IT to get started or make changes.

Many other web analytics software packages require extensive custom JavaScript code to tag pages for customer segments, content groupings, funnel steps, campaign details, etc. In contrast, Unica’s “soft tagging” approach minimizes the need for code modifications to deliver advanced, personalized metrics and reports. As a result, you can easily set these configurations in NetInsight’s visual user interface.

If your questions change, most web analytics packages require a manual rewrite of JavaScript tags to get answers. Not NetInsight. You can apply your changes immediately, via the same visual user interface used to create tags. That means you get answers faster—and can act on those answers faster, too.

No system of page tagging is perfect: some blind spots inevitably remain. However, web-server log files are also imperfect. With Unica, you don’t have to settle for the trade-offs associated with either approach. You can combine tagging- and log file analysis, reaping the benefits of both.

Screen Shots

The following are just few examples of the many dashboards, reports, charts and other visualizations available in Unica NetInsight:

A typical dashboard, customizable for each user

Visual selection of visitors for inclusion among campaign targets

Funnel report to analyze conversions

Campaign hierarchy view

Path analysis to destination

Path analysis from origin

A typical dashboard, customizable for each user

 

Visual selection of visitors for inclusion among campaign targets

 

Funnel report to analyze conversions

 

Campaign hierarchy view

 

Path analysis to destination

 

Path analysis from origin

 

Product Sheet

Download a Unica NetInsight product sheet

Analyst Report

Read what the analysts have to say about Unica NetInsight: The Forrester Wave™: Web Analytics, Q3 2009.

White Papers

Read two Unica white papers about Web analytics and online marketing:

• Next-Generation Web Analytics, Unica’s approach to web analytics is fundamentally different from traditional web analytics solutions and represents a next-generation solution for today’s marketers
• From Web Analytics to Customer Analytics: Making Web Data Personal, defining how marketers can use individual-level customer data from Web analytics software to improve targeted marketing communications s

Find more web analytics whitepapers in the resources section.

Webcasts

Watch two Unica webcasts:

• Top 5 Ways to Leverage Web Data for Predictive Analytics, an introduction to predictive analytics and examples of real-world success, including a one million dollar success story.
• Closing the Marketing Loop - Inline Web Opportunities, Predictive Analytics, and Lead Management, new ways to reach and engage customers and prospects. By learning to target messages based on preference and behavior across channels including the website
• 5 Do’s & Don'ts for Behavioral Segmentation, Targeting & Interactive Marketing, featuring three well-known thinkers in the field of online marketing discussing how to tackle these capabilities and improve ROI without drowning in the details.

Find more web analytics webcasts in the resources section.

Case Studies

Read how Citrix Systems optimized marketing investments and cut conversion costs by nearly 80%.
Read how Collette Vacations integrated and transformed its entire marketing function, improving results such as increasing Web site lead generation.
Read how AIRMILES increased revenue by driving up the number of completed shopping basket, and reduced online errors by 50%.
Read how Foxwoods reduced Web analytics costs across every site and marketing program.
Read how FreshDirect identified the product categories, site architecture, marketing campaigns and product promotions that work best and do not work to improve marketing ROI.

Find more web analytics case studies in the resources section.