Web Analytics

When trying to optimise Web sites, marketers often find themselves inundated with reports that offer good summary data, but don't provide the level of detail really needed and don't allow them to drill down and "slice-and-dice" data the way they need to in order to answer important questions. Deciphering which strategies work and which don’t remains difficult, especially since unanticipated questions always arise as marketers seek to understand Web site behaviour and optimise site performance. 

Even more daunting is linking Web data to the rest of the customer experience, and using Web data to improve customer communications. How much of a company’s offline business is influenced by the Web? What is the impact of a catalogue or direct marketing on Web traffic and conversion?  Which customers or prospects should be targeted with particular messages based on their recent Web behaviour?

Solution Overview

Unica's Web Analytics solution is a complete set of software capabilities and services needed to enable online marketers and Web analysts to fully utilize Web data to optimise Web sites and improve marketing communications.  Based on Unica NetInsight and available as enterprise software or on-demand, Unica provides a rich set of next-generation Web analytics capabilities:

• Powerful and flexible reports: Unica "excels at reporting and analysis," according to Forrester.
• Role-based GUI: adapts to all types of users, enabling easy self-service access to any dashboards or reports, from personalised metrics to advanced ad hoc visitor-level analysis
• Individual visitor-level data always available: data at the most “atomic” level is always available, without buying additional product modules, for drill-down, slicing-and-dicing and auditing of metrics, even if the need to do so wasn’t anticipated when the site was tagged
• “Soft-tagging” infrastructure: page tags are designed only to collect data and don’t define or constrain analyses; the tags are small, with low page overhead, and can be implemented or modified easily and quickly without first determining what kind of analyses will later be needed
• Open data architecture: designed as a single application with an open data architecture providing a strong core for data extension and integration with other complementary technology partners and marketing solutions
• Flexible deployment and migration options: available as enterprise software or on-demand, and easily be migrated 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 campaigns and programs

A more detailed list of Unica's Web Analytics capabilities is also available

Solution Benefits

With Unica's Web Analytics solution, online marketers and Web analytics can improve all aspects of their Web marketing:

• Improve results from Web sites by optimising them for increased conversions and lower conversion costs
• Reduce effort levels associated with Web analytics by spending less time tagging Web pages and modifying and maintaining tags
• Reduce costs by filling all Web analytics needs with one purchase, rather than paying for additional modules and services over time
• Increase speed and responsiveness of Web marketing strategies by answering questions about site performance quickly and easily
• Use a broader set of marketing data by using Unica’s open architecture to integrate third-party data from SEMs, e-commerce providers, ad-serving companies, RSS feeds, customer databases, transaction histories or any other source
• Share Web data more easily because Unica's Web Analytics solution serves as a fully-documented, fully-granular datamart, so visitor’s clicks and event histories can be fed into CRM and BI systems or made available to custom queries
• Move from insight to action more quickly because Unica's Web Analytics solution is part of Unica’s Interactive Marketing solution, meaning Web behaviour can easily and immediately be used to improve targeting
  

Unica's Web Analytics solution is designed from the ground up to meet the full range of today’s and future online analysis requirements.