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1. Bug 27875 SteCatalyst v14 _ Bug 27882 OS0319 000144 Bug 27976 080317 000097 Bug 28183 080328 000153 Bug 28245 080319 000225 eS 1 035 67 08 Section and Server Fall out The primary difference between Fall Out Section Fall Out and Server Fall Out is in the choices available from the Checkpoint Selector shown in Figure A 2 The Fall Out report shows Web pages the Section Fall Out report shows site sections groups of related Web pages and the Server Fall Out report shows names of Web servers Next Flow Report Group The Next Flow report group has three reports in it Next Page Flow Next Section Flow and Next Server Flow The reports in this group show you the most common pages site sections and servers that a visitor accessed after DISCOVER USERS GUIDE 83 Report Descriptions accessing the page site section or server you specify These reports show you the most common paths taken through your Web site There are several tools you can use to configure this report See Running the Next Page Flow Report on page 23 Next Page Flow Report Figure A 3 Next Page Flow with Search Markers Next Page Flow gt Segment All Visits fp Select Page Zoom In Of Zoom Out GE Fit To Screen E Clear Screen search gt gt buy process sk Exited Site 5125 45 3896 Buy Process Order Confirmation 5049 44 71 Home Page 587 5 2 Retum Policy
2. Conversion Funnel reports show key conversions between important data in each reporting group and standard conversion metrics for example revenue and orders The Overview section gives a visual summary of this conversion data The Conversion Funnel sections show statistics for all events in the Overview section based on orders and up to two other metrics revenue and units You can add metrics and custom events from other reporting groups to these reports by clicking the Selected Events link See Running a Conversion Funnel Report on page 12 NOTE Because the current time periods are not yet completed when you view data the Conversion Funnel reports can accurately indicate a downward trend from the previous to the current time period in that there are fewer visits today than yesterday but only because the rest of the time period s statistics have yet to occur Revenue Report The Revenue report is an over time report that shows total revenues for your Web site during the selected time period For example if you view the Revenue report for the February date range it shows you revenue for each day in that month If you choose to view data for a single day the report shows the revenue generated during that day by the hour Additionally you can break down individual time periods by other metrics to show how much revenue individual products campaigns and other metrics generated during that time frame The information in this report
3. 215 591 4 29 E3 Canon Digital Rebel XT EOS 8 M 51 744 J 4 41 211 475 l 4 21 El Toshiba Satellite 1905 5277 Not 26 599 2 26 159 592 3 18 El Hewlett Packard REFURB Pavili 27 897 2 38 137 627 2 74 El Sony Mavica MYC CD300 Digital 44 996 3 83 136 786 2 72 El Sony VAIO RX650 Minitower 35 697 3 04 131 239 2 61 Olympus Camedia C 4040 Zoom 35 196 3 00 125 586 2 50 EMachines T4160 Minitower 25 197 2 15 105 686 2 10 Sony Cyber shot DSC F707 Digit 25 197 2 15 103 490 2 06 Toshiba Satellite 5105 5607 Not 19 999 1 70 97 496 1 94 Sony VAIO RX640 Minitower 11 999 1 02 85 590 1 70 11 699 1 00 84 494 1 68 Y Hewlett Packard Pavilion 211130 1 1 09 1 15 09 2 1 09 2 15 09 3 15 09 14 1 09 4 15 09 In this example the chart shows the top five objects Metrics can be products categories search engines or other things related to your Web site In the data table you can drag segments and metrics from their panes into the table headings to display contrasts and comparisons See Using Segments in Reports on page 47 and Working with Metrics on page 69 A Ranked has several features that you can configure See e Configuring Existing Reports on page 35 e Using Segments in Reports on page 47 e Working with Metrics on page 69 3 5 Running Comparison Reports In ra
4. Electronics Canon Digital Rebel XT 8 Megapixel Digital SL Canon PowerShot 530 Digital Still Camera Category Digital Cameras Category Networking Category Software Command 8 Conquer Renegade by Electror Compaq Presario M4540 15 inch Multimedia Dungeon Siege with T shirt Fuji FinePix Digital Still Camera 1300 Harry Potter and the Sorcerers Stone DYD Linksys EtherFast 10 100 high performance Medal of Honer Frontline by Electronic Arts s Use the reverse process to remove pages from the report 4 To search for a page type a character string in the field in the Available Items list and then click Go Only pages containing that character string display in the list 5 Click Clear to show all available pages in the Available Items list Click OK Adding Segments In the Site Analysis report you can add segments that pertain to this report The method for adding segment to this report is identical to the method described for the Next page Flow report See Working with Segments on page 47 Viewing Data Displays When you place your mouse cursor over any cylinder in the report the Site Analysis report shows a display a that lists the exact values for the page s metrics You can add metrics to this display when you configure the report See Running the Site Analysis Report on page 28 DISCOVER USER GUIDE 31 Chapter 3 Running Discover Reports Navigating the Site Analysis R
5. Metrics Metrics are the specific data that you can display in the columns of your report Standard metrics include e Traffic metrics Show data about the volume of visitors to your Web site e Conversion metrics Show data about success events on your Web site Success events may include purchases downloads or any other action that you want users to take on your Web site e Calculated metrics Customizable metrics created by combining other metrics For example you could create a metric that subtracts the keyword cost and the cost of goods from the revenue to get net revenue You could then divide this by the total number of orders to get average net revenue per order For more information see Working with Metrics on page 69 Comparisons Comparisons let you put information about multiple segments in a side by side format so you can compare and contrast differences for multiple segments of visitors Like segments and metrics Discover provides you with a tool that lets you create your own comparisons for use in your reports For more information see Running Comparison Reports on page 16 d Visualization Reports In addition to the reports that show you chart and table information Discover offers a variety of specialized visualization reports that let you look at your Web site data from different perspectives Some of these include e Fallout Reports Show how many of your visitors progressed through your Web site to th
6. Orders participation Revenue participation Path View 0 99 Total Path View o 0 99 To search displayed text 1 Type a string in the search field The search searches for matching words For example typing the letter a in the search field matches all pages where any word begins with the letter a Matching objects are highlighted in pink Figure 3 11 Marked Pages from Search Home Page 5 054 55 43 Exited Site 1 219 13 37 Norton CleanSweep 2002 by Symantec 965 10 58 About Us 445 4 88 Add Product To Cart 199 2 18 Buy Process Customer Information 99 1 0996 Category Computers 81 0 8996 Category Monitors 73 0 89 Category Gaming 62 0 68 All others 921 10 19 Popup Promotion Page 9 118 100 DISCOVER USER GUIDE 25 Chapter 3 Running Discover Reports To reposition the report Click any white space in the report and drag it to reposition the report Other Features Available with Next Page Flow Additional features you can use with the Next Page Flow report are described in the following sections Dynamic Date Filter You can use the dynamic date filter at the bottom of the report to adjust the dates for which you want to display data Zoom In Out You can right click your mouse to zoom in and out of the report or click the Zoom In or Zoom Out buttons Segments The Next Page Flow report lets you use segments that apply to only this report You can dra
7. In the File menu click File gt Save 2 In the Save in field type a name for your project 3 Click Save To delete a project 1 Select a project from the list 2 Click Delete DISCOVER USERS GUIDE 10 CHAPTER 3 Running Discover Reports This chapter generally describes the workspace and how to run basic Discover reports e 3 1 Understanding the Report Workspace e 3 2 Running a Conversion Funnel Report e 3 3 Running a Trended Report e 3 4 Running a Ranked Report e 3 5 Running Comparison Reports e 3 6 Configuring the Advanced Fall out Report e 3 7 Running the Next Page Flow Report e 3 8 Running the Previous Page Flow Report e 3 9 Running the Site Analysis Report e 3 10 Running the Virtual Focus Group Report See Also e Configuring Existing Reports on page 35 for information about how you can configure reports after you run them e Report Descriptions on page 75 in the Appendix for report descriptions v e Working with Segments on page 47 for information about segmentation 3 1 Understanding the Report Workspace Multiple workspaces are available so that you can compare and contrast them Tool bars in the report headings and in the report workspaces let you resize and adjust the reports Table 3 1 Workspace Icons ull Full screen Displays the report in full screen ro View multiple reports Lets you view multiple reports in the same workspace You can fill the entire workspace canva
8. Introduction to Omniture Discover on page 1 v e Getting Started with Discover on page 6 ki e Running Discover Reports on page 11 v e Configuring Existing Reports on page 35 y e Working with Segments on page 47 v e Working with Metrics on page 69 N e Report Descriptions on page 75 v e Advanced Topics on page 97 e Glossary on page 103 User Manual Purpose This User Manual provides comprehensive coverage of Omniture Discover by familiarizing you with the product This manual begins with a system introduction and easy to follow setup instructions followed by general navigation and user interface tips Details for each reporting type comprise the majority of the manual It also has appendixes that cover reference material If you have additional questions about Discover using Discover with your site technology or any other technical issue please contact your account support manager As you read this manual keep in mind that each report is just one tool to help you optimize your Web site Discover was designed to provide multiple ways to analyze and optimize your Web site This diverse set of reports not only helps you better understand the reasons behind your site activity but also presents this vital data in very granular detail Because there are thousands of possible report options this document does not attempt to list each one or to cover all of the ways
9. Many companies adequately secure both their hosting facilities and network but fail to recognize the importance of adequate security at the corporate offices The following procedures represent the processes that Omniture has implemented to protect against security threats Virus protection Omniture has taken an extremely aggressive position in eliminating virus infections and preventing the introduction of new viruses All incoming and outgoing e mail messages must pass through two independent virus filters These filters block and quarantine all known viruses as well as any attachments with suspicious extensions such as VBS Virus databases are updated automatically each night All workstations run real time virus scanning software to provide yet another layer of protection This software works as an ASP and automatically updates itself with new virus definition files nightly The system requires no intervention from IS staff nor end users Facility access All employees are issued key cards for building access which also log access events Each employee s access requirements are individually evaluated and structured to allow access to the building during the necessary times only Visitors must enter through the front entrance and pass the receptionist Visitors must DISCOVER USERS GUIDE 98 Advanced Topics sign in and out and must be accompanied by an employee at all times Server equipment development machines phone systems file and ma
10. The Site Section report shows you combined page views for all pages places in a site section You can use this report to e Determine which areas of your Web site get the most traffic e Determine which content or types of products are most popular on your site e See whether valuable areas of your site are being under utilized e Determine whether groups of related pages with moderate individual page counts are actually popular as a whole Servers Report The Servers report is a ranked report that shows you which of your Web site servers are must heavily used If you have multiple or clustered Web servers you can use the report to see whether server load is equal If the load is not equal you can use the report to determine which servers need additional hardware resources Links Reports Links Reports show you the number of times that visitors to your Web site click on links that you define The reports show figures for downloaded files exit links and custom links The data that displays in this report is specified in the JavaScript files that are associated with your Web pages See the Link Tracking white paper for more information on setting up this feature File Downloads This report displays information about the files that visitors have downloaded from your Web site By default the report shows the path on your Web server to the downloaded link and the number of downloads for each file Exit Links If your Web site has links to partner
11. e Help resolve any technical difficulties you may have Service and Billing Depending on the service level you have purchased some of the options described in this manual may not be available to you Additionally each account has unique billing needs Please refer to your contract for pricing due dates terms and conditions If you would like to upgrade or otherwise change your service level or if you have questions regarding your current service please contact your Omniture support representative Suggestions or feedback you may have regarding Omniture Discover or this manual are welcome Please send comments to your account support manager DISCOVER USERS GUIDE II CHAPTER 1 Introduction to Omniture Discover Omniture Discover lets you perform instantaneous advanced analysis on Web site activity You can e View multiple reports simultaneously e Apply segments across multiple dimensions including campaigns products pages or other objects e Analyze the data from both micro and macro perspectives to view their impact on the target metrics These features enable you to answer questions about site traffic visitor demographics revenue and product movement You can then filter sort and segment your data to find the answers to very precise questions The results are returned almost instantaneously enabling you to quickly discover and analyze the effects of combinations of factors For example if you want to know how many Spa
12. Comparison ReportS ss sssssisrasseteni tkk EKE EEEKERS es 16 OMNITURE II Creating a Custom Comparison Report ooo 17 Running a Comparison Report 0 a E a a E O a E E E y E E EE E 18 Running a Pre Configured Comparison Report sssaaa eaa a 19 Configuring the Advanced Fall out Report suasanae aaa 19 Assigning Pages to the Fall out report saaana eaaa ee 19 Using Groups and Categories asasan a 22 Running the Next Page Flow Report 2 2 00 ec ee 23 Accessing the Next Page Flow Report suana eaaa ee 23 Working with the Next Page Flow Report 2 0 0c ee 24 Other Features Available with Next Page Flow suasanana ee 26 Running the Previous Page Flow Report 2 00 26 Running the Site Analysis Report 2 rirse i see ese A ee RS E Ey 28 Configuring the Site Analysis Display Settings and Alerts 2 2 0 ee ee 29 Adding Pages to the Site Analysis Report o o o o ooo 30 Adding Segments qsari ir a E ea A A AAA a E a 31 Viewing Data Displays ci 2 ask Bae a A eee A Wee a es AA 31 Navigating the Site Analysis Report o o oooooooo es 32 Running the Virtual Focus Group Report cc es 32 Selecting Metres voca Galata A A Ge ea eee ae Se ae ae ae ed ae we et 34 Chapter 4 Configuring Existing Reports aa ee 35 Updating a Project Time Period 0 cc es 35 Breaking Down Table Data 0 es 35 Breaking Down Graphical Data aaa es 37 Adding Suc
13. Information Discover collects anonymous visitor information like IP addresses browser types such as Internet Explorer or Netscape referring pages pages visited and time spent on the Web site Discover collects this non personally identifiable information for the following purposes 1 to provide anonymous statistical analysis of Web page traffic patterns to our customers for their Web sites 2 to administer our Web site and servers 3 to allow for auditing of our services by third parties and 4 to improve our services DISCOVER USERS GUIDE 101 Advanced Topics Anonymous Use of Cookies It is Omniture s policy to use cookies only for more accurate anonymous traffic analysis We use cookies to more accurately track the time date of the visit the page viewed the referrer and transaction information for Commerce pages The cookie information does not include personal data such as name age phone number e mail address or mailing address In addition Discover does not link cookies to personal data such as name age phone number e mail address or mailing address As we do not build a database of individual visitors the data that we do collect is never stored in any individual user profile the data collected serves only to update aggregate counts allowing our customers to monitor traffic on their site Most browsers are initially set up to accept cookies If you would prefer you can set your browser to reject cookies Discover cu
14. New Visit Displays an additional visit from a visitor with the selected metric attributes Save Saves the current visit for future reference Open Lets you access a list of saved visits Selecting Metrics The Virtual Focus Group report lets you select the metrics you want in your report through the use of segments You can drag a segment to the segment drop box or to the segments link at the top of the report If you add a segment to the drop box it applies to all reports in the work space if you add it to the link it only applies to the current report You can add a preconfigured segment or you can customize a segment for use in the report For example if you want to focus on visitors who looked at a specific product you can configure a visits with product metric to include the product then apply it to the report yy See Using the Segment Builder Tool on page 56 for more information DISCOVER USER GUIDE 34 CHAPTER 4 Configuring Existing Reports This chapter describes how to configure Discover reports e 4 1 Updating a Project Time Period e 4 2 Breaking Down Table Data e 4 3 Breaking Down Graphical Data e 4 4 Adding Success Events to a Conversion Report e 4 5 Configuring Report Columns e 4 6 Changing Reports e 4 7 Copying Data to the Clipboard e 4 8 Creating a Segment from a Row e 4 9 Extracting Visitor IDs e 4 10 Configuring Column Properties e 4 11 Trending a Row e 4 12 Sorting Columns e 4 13 Configur
15. Visit v Condition TF value is Less than v 0 0338 Display this icon FA OK Cancel 2 Type a new name for the alert Select an alert metric from the menu 4 Establish your Condition a Select Greater than or Less than logic from the If value is menu b Type a value in the field to the right of the logic menu 5 Choose your icon to go with this Alert either Z or A The icon displays in the report when the metric you select passes the metric value you set Click OK To edit an existing alert select the alert name in the General and Alerts settings then click Edit To delete an alert select the alert name in the General and Alerts settings then click Edit Adding Pages to the Site Analysis Report To Add pages to the Site Analysis Report 1 Click Page Selector 2 Select one or more pages from the Available Items list and use the arrows to add them to the Selected Items list DISCOVER USER GUIDE 30 Chapter 3 Running Discover Reports Available Items Selected Items Ls J _ cer Category Accessories About Us F Add Product To Cart Affiliates Buy Process Customer Information Aiptek PenCam 2 3 in 1 XGA Digital Still Carr ira Gaming Apple PowerBook G4 550 Home Page Buy Process Billing Category Monitors Buy Process Order Confirmation Panal S PDAS Buy Process Receipt neal l EE Buy Process Shipping Information i Campaign Landing Page Category
16. Visitor Profile gt Image Support Jun 12 2009 Custom Conversion Color Depth ee Custom Traffic Audio Support a ons Test amp Target Video Support Jun 16 2009 Survey DRM Jun 17 2009 Net Protocols 4 7 Copying Data to the Clipboard You can copy data in the table of a ranked report to the clipboard You can then paste this data in a spread sheet or another application To copy data to a clipboard 1 Use your keyboard keys on Windows Shift and Ctrl to select the data you want e A Categories a v Site Catalyst 18 984 47 76 Bearchtenter 11 241 28 28 Discover 4 538 11 42 uetOps 2 319 5 83 Admin Module 1 477 3 72 Copy to Clipboard EEN 161 tt imm mommas 2 Right click inside the shaded data and then click Copy to Clipboard from the menu 4 8 Creating a Segment from a Row In ranked reports you can create a segment from a row of data This can be useful for quickly examining data about a specific group For example in a Product report you can select a specific product and make a segment from it Then if you want to see what search engines referred people who bought a specific product you can add a metric to a report or change reports to the search engines report See Changing Reports on page 38 To create a segment from a row click a row and drag it to the column heading DISCOVER USER GUIDE 39 Chapter 4 Configuring Existing Reports 4 9 Extracting Visitor IDs I
17. Visits column displays only the visits for purchasers If you place another segment column in the report such as the Visits Referred by Google segment the column displays a combined segment for purchasers who were referred by Google Segments applied affect only a single workspace Reports in additional workspace tabs are not affected To apply a segment to a workspace 1 Drag a segment from the Segments pane to the segment drop box The box is entitled Drop segment here to filter workspace DISCOVER USERS GUIDE 48 Chapter 5 Working with Segments 4 Revenue Difference z z i vi 2 15 09 3 1 09 2 Press the Ctrl key to combine segments 3 To remove a segment click the garbage can icon that displays after you add a segment 4 To customize the segment click the modify segment icon that also displays when you add a segment See Adjusting Pre configured Segment Properties on page 57 5 2 Understanding Built in Segments You use segments to filter or limit the data from a larger body of data For example if the original data is set to all visits but you only want to see visits that are referred by a search engine you can apply the Visit Referred by a Search Engine segment to remove those that came for example directly to your site by a link from your email campaign and others that were not referred by a search engine The following discussion summarizes each of the pre configured segments that are included wit
18. Web site pages were viewed for the selected time period If a single visitor views 15 pages during a visit it is counted as 15 page views If the same page is viewed three times during a visit it is counted as three page views This report gives you an aggregate of page views for your entire Web site This report can be used to e See how many people view your site and the success of your site pages e See recent traffic patterns for your entire site and each individual page e Learn how many visits promotional sign up or order pages received to measure marketing effectiveness Visits Report Shows the number of visits that occurred for your entire Web site Visits is defined by number of sessions in which a visitor accesses and leaves your site Multiple visits that occur within a 30 minute time period are counted as a single visit Visits lasting longer than 12 hours of continuous activity are counted as multiple visits If the same person visits your site 10 times it counts as 10 visits DISCOVER USERS GUIDE 75 Report Descriptions You can use this report to e See total number of visits to your site during a selected time period e Identify impact of site modifications including possible changes to total number of visits average pages per visit and average time per visit Unique Visitors The Unique Visitors report is a trended report that shows you the number of unique visitors who accessed your site Each visitor is counted
19. You can use this report to gauge the overall effectiveness of your campaign Creative Elements Report The creative elements report shows toy the success rates the creative elements of your online campaigns Within an online campOaign you might have several creative elements such as top banners side column ads window screens and other items This report shows you how effective each of these are in generating sales revenue Products Reports Products reports show you how well each product sold on your site is doing and the revenue each is generating You can use these reports to help you determine amounts of product to order and whether to add new product lines similar to ones that sell well or whether you should discontinue certain products Products Conversion Funnel Report By default the Products Conversion Funnel report shows you the number of product views on your Web site that converted to sales and the revenue generated Additionally it shows you the total number of units sold A table in the report shows you the average revenue per product view and the average number of units sold per product view NOTE Because the current time periods are not yet completed when you view data the Conversion Funnel reports can accurately indicate a downward trend from the previous to the current time period in that there are fewer visits today than yesterday but only because the rest of the time period s statistics have yet to occur DI
20. browser features Browser Width Browser Height Given in increments of 100 pixels this report shows the percentage of visitors using browsers of specified dimensions For example if you find that less than 2 of your visits came from visitors using browsers pixel sizes of less than 500 pixels and that over 25 came from browsers set to display 800 899 or 1000 1099 pixels you can determine which screen size to target with your graphics Operating Systems The Operating Systems report shows you which operating systems are being used by your site visitors This report covers most operating systems including Windows 95 Windows 98 Windows NT Mac OS Linux WebTV now MSN TV and Sun among others Because different operating systems tend to display Web pages differently this report can be used to help you optimize your site to the most common operating systems that your Visitors use They can also give you insight into your visitors spending preferences For example if several of your visitors are using older operating systems this might indicate that your visitors have spend thrift attitudes Monitor Color Depths When your messages need to deal with various color depths it is good to know what percentage of your visitors use each of the different depths Specifically this reports on the 2 bit 12 bit 15 bit 16 bit 24 bit and 32 bit color settings of your customers These colors can also be known as 4 4 096 32 768 65 536 16 mill
21. by opening a report from the reports menu Copy a report Lets you copy reports to other workspaces Fit to screen Lets you resize the report so that it fits the screen Breakdown Lets you break down data in the table For example in a Visits report you can break down the data by clicking the icon then clicking Visitor Profile gt GeoSegmentation gt Countries to see the number of visits from each nation for the selected day Search Lets you search for words phrases and names Show Lets you specify how many rows of data to display in the table Previous and Next let you jump to the next block of data By default Discover shows 50 items in a report table but you can increase this to 50 000 rows in a table If there are more rows available but not currently displayed you can scroll through the additional pages Graph type Lets you change the graph type to a line graph bar chart stacked area graph and so on Date filter Located at the bottom of a report This date slider by default is set at the period from the first day of the preceding month up through the end of the business day two days earlier than the current day You can change the date range for the report by dragging the left and right bars to the desired date 3 2 Running a Conversion Funnel Report Conversion Funnel reports show success rates for each of the steps in the conversion process on your Web site as well as averages for your conversion metrics
22. canvas labeled Drag and Drop Here You can drag them either directly on the canvas or within another container DISCOVER USERS GUIDE 62 Chapter 5 Working with Segments d Add additional containers and events as needed 3 In each container or event click Click here to define additional rules in the Rule Builder See Using the Rule Builder on page 63 4 Follow the same procedure with the Exclude Canvas if one is needed Do any of the following as needed e To remove an element click the X icon e If your canvas becomes too full either use the slider bar to maneuver around the canvas or grab the bottom of the window and pull down to increase the size e To start over completely from a fresh canvas click Clear Canvas Both the include and exclude canvases are cleared e Click Apply as often as you wish to save the segment to Discover 6 Click Save to name the segment and save it to either the SiteCatalyst folder your Favorites folder or another folder you have created in Discover 7 Click OK NOTE If you see a Segment Error message when you save to SiteCatalyst this indicates that the segment s format is not compatible with SiteCatalyst The message tells you which elements are in conflict Fix those problems then click Save again When the segment name displays in the Title space click the OK button to close the tool Using the Rule Builder The Rule Builder tool Figure 5 6 is accessed from the Advanced
23. column and the existing ones you can compare data for various segments For example you can add an Orders column in the All Visits column and also put it in the First Time Visitors column to compare the number of orders for each group You can also combine segments in a column by dragging the segment into a column heading For example you can combine First Time Visitors with Visits Referred by Google to see all first time visitors that came from Google To add a segment as a column 1 Open any report DISCOVER USERS GUIDE 47 Chapter 5 Working with Segments 2 Drag a segment from the Segments pane to the heading of the report You can place it to the left to the right or between any columns in the report A blue indicator shows you where the column displays Figure 5 1 Adding a Segment Column 3 Drag additional segments into the column heading to combine the segments Applying a Segment to the Entire Workspace Revenue oy Options 406 002 RET _ 1 HA 200 N HA Y At y W A hier y 4 0 y Sez 1 2200 Fob J7 2009 S 2 23003 6 05 005 fae d 2208 All Visits Data E First Time vistors Revenue Revenue a v jr A Feb 1 2009 26 516 0 54 EJ Feb 2 2009 98 380 2 01 Feb 3 2009 67 933 1 39 You can apply a segment to the entire workspace and it affects all reports in the workspace For example in a Visits report you can apply the Purchasers segment to the workspace and the All
24. effective in the sale of personal computers and which browser is most commonly used Segmentation You can also apply segments to the report to show data only for purchasing visitors loyal visitors first time visitors and a host of other options Additionally you can create reports that show data for specific cities in Taiwan search DISCOVER USERS GUIDE 2 Chapter 1 Introduction to Omniture Discover engine keywords that generated the most traffic net revenue or any of many other reports Each of these reports can contain breakdown data to create many thousands of reports that can answer very specific business questions 1 2 Features of Discover The following Discover features help you analyze your Web site data to increase visitor retention and conversion e Reports e Segments e Metrics e Comparisons e Visualization Reports The Reports group uses expanding arrows to let you navigate through the report set while the Segments Metrics and Comparison groups are comprised of objects that you can use to modify your reports Reports The standard report set that comes with Discover cover topics common to every Web site These include but are not limited to e Web site data e Visitor data e Traffic patterns e Referral data e Advertising campaigns e Visitor retention e Product information You can gather custom data to create reports specific to your Web site For example if you have a search feature on your Web s
25. group and than click the arrow buttons to add then to or remove them from the group 5 Click OK To edit a group 1 From the Main tool bar click View gt Group Manager 2 Inthe Group Manager select a group from the list and then click Edit in the upper left of the window 3 Use the Group Editor to edit your group To edit groups from within a Fall out report 1 After a group has been added to a report right click the group name in the report and then click Edit from the pop up menu 2 Use the Group Editor to edit your group Edited groups have immediate effect in your reports 3 Running the Next Page Flow Report You can find where your visitors went after coming to your home or landing page You can see the top pages accessed immediately following any page you select You can then do the same for subsequent pages to create a Web page tree This report shows the 10 most popular subsequent pages for each page you select by default You can modify this number You can use it to see popular flow paths in your Web site and learn about the general navigation habits of your visitors Features of the report let you zoom into and out of the report and fit the report to the size of the screen You can also apply segments to the report to filter it to your specifications e Accessing the Next Page Flow Report e Working with the Next Page Flow Report e Other Features Available with Next Page Flow Accessing the Next Page Flow
26. in an advertising campaign such as a link in an email or a link in a banner ad Occurs for a product when a user removes it from a shopping cart Occurs for a product when a user adds it to a shopping cart Occurs when a user arrives at the checkout stage of a purchase The checkout stage usually occurs just before a purchase is finalized and usually involves the customer entering personal information such as their shipping and billing information Occurs for a product when a user views it while it is in a shopping cart Occurs for a product when a user adds it to a shopping cart in conjunction with the creation of the shopping cart The amount of currency received from the sale of a product The number of times one or more of a specific product was requested in a single order The number of actual units of a product sold 6 3 Adding Metrics Metrics display in the lower left hand area of your screen Different metrics are associated with the view that you select from the menu The default Metrics Views match those that you are familiar with in SiteCatalyst and any metrics that you have created in SiteCatalyst are imported into these views in Discover To add a metric to a ranked report 1 Drag a metric from the metrics panel into the heading of the table of the report 2 To remove a metric right click the heading of the column then click Remove Columns To add multiple metrics 1 Right click the column heading of the
27. intermediate pages or groups of pages until you reach your destination page 8 To remove a page right click a page name then click Remove from the menu To change trending information 1 To change the trended metric from number of conversions to number of fallouts and vice versa right click any blue area on the report and click the appropriate option from the menu 2 The green and red arrows show the high and low conversion values for the time period To see the conversion number for a specific date place your mouse pointer over a point on the trend graph A pop up text shows the date and the conversion number for that day Figure 3 8 Trend Graph Line Electronics Plus Home Page a Feb 6 524 21 42 Using Groups and Categories Rather than using a single pages in your report you can group multiple pages or you can use categories for starting intermediate or destination location in the Fall out report You can edit groups from the main menu or from within the DISCOVER USER GUIDE 22 Chapter 3 Running Discover Reports report Categories that you have created in SiteCatalyst also appear in the Checkpoint Selector list Figure 3 5 shows a report with groups displayed in the Checkpoint Selector To create a group 1 From the Main tool bar click View gt Group Manager 2 In the Group Manager click New 3 In the Group Editor type a name for the new group 4 Highlight the pages you want to add to the new
28. none Excludes data for any items that contain the searched word s Multiple words are separated by spaces 3 Click OK to insert the item and close the tool 5 5 Using Segment Folders Discover has two default segment folders Pre Configured and SiteCatalyst The Segments pane has a menu from which you can select the folder you need The Organize Segments tool lets you create new folders and organize your segments within the folders To select segment folders 1 Click an option from the View menu that you want to display in the list The Segments contained in that folder are displayed in the pane Figure 5 8 Segment View drop down selections Segments x View v All visits First Time Visitors Loyal Visitors Non Purchasers Purchasers Single Page Visits v va Creating and Organizing Segment Folders You can create new folders populate them with pre configured segments and delete folders using the Organize Segments tool DISCOVER USERS GUIDE 66 Chapter 5 Working with Segments To organize your segments 1 In the Segments pane click the Organize Folders icon cy Figure 5 9 Organize Segments Window 5 New S Delete Pre Configured E First Time Visitors ED Si SiteCatalyst E So Favorites Imported l Purchasers 5 Only Search Engines l Non Purchasers A visit referred by Search Engine A Visit refer
29. on a visit in your site The time spent is divided into 11 categories 0 seconds less than 15 seconds 15 30 seconds 30 60 seconds 1 3 minutes 3 5 minutes 5 10 minutes 10 15 minutes 15 20 minutes 20 30 minutes and greater than 30 minutes Report Uses e Identify the length of time that visitors remain viewing on your individual Web site pages e Identify site content or promotions that trigger visitor interest Page Value Report The Page Value report shows how pages within your site affected your site s various success metrics You can use this report to see such things as how much revenue or orders were generated on each page Report Uses e Identify important groups that are getting missed so you can highlight them more prominently e Evaluate marketing effectiveness by comparing views between promotional sign up or order pages e Monitor traffic to all pages channels categories in one easy to read report e Identify the pages products channels or categories in which your visitors are most interested Entries Reports There are three similar ranked reports in this group Each of the reports shows the number of entries that occurred in specific areas of your Web site These reports are e Entry Page Report This report shows the names of the Web pages and the number of site entries that occurred on that page e Entry Section Report This report shows the names of the your site sections and the number of site entries that
30. or other third party Web sites you can track these links and see the number of times visitors to your site exited the site using one of these links The report shows the URL to which the link leads and the number of times users clicked each of these links Custom Links The Custom Links report shows you data about any link on your Web site you want to track For example if you want to see the number of times users click a help link or purchase now link this report shows you that data Mobile Reports Mobile reports give you information about the mobile devices that access your Web site Report data includes information on device type properties and file support DISCOVER USERS GUIDE 79 Report Descriptions Devices This report lists the various types of mobile devices that access your Web site It lists the device name and the number of pages accessed by each type of device Manufacturer This report lists the names of the manufacturers of the mobile devices that access your Web site Screen Size This report shows the height and width dimensions in pixels of the screens on the mobile devices that access your Web site You can use this data to optimize images and content for viewing with mobile devices Screen Height This report shows the height in pixels for the screens on the mobile devices that access your Web site Screen Width This report shows the width in pixels for the screens on the mobile devices that access you
31. or permanent Programs that work together with the Web browser to increase functionality and add special features that are otherwise unavailable The Netscape Plug Ins report displays the plug ins being used by site visitors An image format similar to GIF Sub groups or subsections of channels For example assume a Web site has two channels news and weather The news channel may then have the following four sub groups or Properties national local sports and politics A standard procedure or format for transmitting data between devices Computer protocols typically determine procedures for the type of error checking to be used the data compression method if any how the sending device will indicate that it has finished sending a message and how the receiving device will indicate that it has received a message A server located between a user s browser and Web site servers By intercepting all requests to the actual Web server the proxy server can Improve performance by saving all requested Web pages during a set time period see cache above Filter requests such as to prevent certain people from accessing certain Web sites Locations from which visitors to your site come They can be Web sites with search engines or advertisements e mail messages Web sites with links to your site or a shortcut on your own computer For example if a visitor clicks on an ad banner or link of any kind from site A and arrives at site B si
32. s privacy policy statement which allows visitors to exclude themselves from Discover tracking When users click the link in Omniture s Privacy Policy they have the option to be excluded from site statistics enabled by installing a cookie in their browser that identifies them as one not to be tracked They can also click a link that allows their actions on your site to be tracked or to remove the opt out cookie if it was set during a previous visit The following is Omniture s privacy policy with respect to tracking information about your site visitors The same policy can be found at www omniture com policy html Privacy Policy for Visitors to Sites Tracked by Discover a Web Analytics Product by Omniture Inc Discover considers privacy one of our highest priorities In order to honor that priority and to maintain the confidence of our customers Omniture conducts its Discover business in accordance with the following policies We Do Not Collect Personal Information Discover does not collect any personal information such as names ages phone numbers addresses or e mail addresses from visitors to our customer s Web sites We Do Not Aggregate Individual Visitor Traffic Patterns Discover does not collect individual profile information for visitors across multiple sites and does not aggregate information from other sources about browsing patterns of individual visitors across multiple sites Collection of Non Personally Identifiable
33. the latest version of Discover and Help Manual to open this manual To open a project 1 Login to Discover 2 Click one of the following options e New Project Lets you start new project see Starting a New Project e Open Project Opens a saved project e Auto Saved Project Opens the most recently closed project Projects closed before you saved them are typically found here 3 Click Close to close this window and go directly into Discover To open a saved project 1 Doone of the following e When you log in click Open Project from the project selection menu e Click File gt Open from the File menu 2 Select a project and click Open Starting a New Project To start a new project 1 Do one of the following e Log in then click New Project e Inthe Discover tool bar click File gt New 2 Select a Report Suite 3 Specify a date range by doing one of the following NOTE The Discover default date range is from the first of the previous date to the current date 4 Click OK NOTE After you select a project a display shows you the progress of the project as it loads Discover times out if the project does not load within 20 minutes Saving and Deleting Projects you can save your project for later access When you save a project you save all open reports as well as the date range and the report suite DISCOVER USERS GUIDE 9 Chapter 2 Getting Started with Discover To save a project 1
34. the order in which they navigate around your Web pages Reports that you can generate are grouped as follows Table 1 2 Report Groups Site Metrics Contains the most commonly accessed traffic and conversion reports that give the most commonly used data about your Web site This includes data about visits visitors purchases products and totals Site Content Contains traffic reports that tell you about numbers of hits of your Web pages and Web servers Mobile Contains mobile reports that improve visitor identification by collecting data about mobile devices used to view your site Mobile reports can identify a device s manufacturer and capabilities such as screen sizes video audio and cookie support and other metrics Mobile reports are available for all report suites and are view only reports Paths Contains reports that show you how visitors navigate around your Web sit and the order in which they view pages in it Traffic Sources Contains reports that tell you about how visitors find your site and which sites and search engines are referring the most visitors Campaigns Contains reports that show data on the results of your sales campaigns to gauge their effectiveness The reports can also show data on additional success events Products Contains reports that let you monitor sales of individual products and product categories It tells you which items sell the best and which are less frequently purchased Visitor Retention Cont
35. the ratio of users who exited the Web site prior to accessing the destination page Click this bar to show the top five continuing pages Shows the top five next pages that were accessed by users who went on to access the destination page Shows the highest and lowest daily conversion percentages for the selected time frame 6 To display a new intermediate page in the report do one of the following e Check a box next to a continuing page in the list and then click Update Click multiple boxes to group these pages together e Drag another page from the checkpoint selector to a location between before or following an existing page NOTE When you group pages together the Group Editor tool displays To use this see Using Groups and Categories on page 22 DISCOVER USER GUIDE 1 Chapter 3 Running Discover Reports Figure 3 7 Intermediate Page ee ee AAA Exited Y 22 341 vi Category 11 494 vi Category 10 439 vi Category 9 545 visi Category 6 693 visi All Others 38 267 vi 14 74 continued 85 26 lost O 4 Search Camera amp Optics Fuji FinePix Digital Still C Nikon Coolpix 885 Digita Olympus Camedia C 40 Canon PowerShot 530 All Others 14 70 continued 85 30 lost nim Search Results Page ub ee Canon Digital Rebel XT 8 Mega 7 Click the new slider bar icon to access another list of continuing pages Continue to add
36. the revenue is divided by four and equal amounts allocated for each page visit This leaves the toaster with 6 worth of credit and the lamp and watch each with 3 worth of credit The metrics you see in the Metrics pane are derived from the folder you select from the menu The standard folder contents are identical to SiteCatalyst The default metrics are designed to be used in reports of the same category 6 2 Metric Definitions When you add the default metrics to your reports they display with both numeric values and as percentages of the total Custom metrics display as you define them to display Each of the default metrics is described in the following tables However other metrics that you have defined or are available in SiteCatalyst appear as default metrics as well Table 6 2 Traffic Metrics Page Views The number of times any user accesses a Web page in your site regardless of whether the same user accesses it multiple times Occurrences The number of times a specific value is captured For example if eVar1 is set to girl each time the value girl is captured an instance is counted Visits The number of times a user accesses your Web site A visit may consist of multiple page views A visit persists until 30 minutes of inactivity have passed or more than 12 hours of continuous activity have elapsed Visitors The number of users who come to your Web site This does not require a persistent cookie Reloads The number of t
37. this number using the Segment Builder tool See Using the Segment Builder Tool on page 56 However you may need to modify this segment beyond a simple adjustment of the number for additional analysis For example you may want a segment defined by loyal visitors who have purchased from your site or accessed specific content on your site more than one time The Advanced Segment Builder lets you create segments that are defined with more complex relationships Perhaps you want to define a segment that lets you see loyal purchasers that came from Paris If you want to exclude people who purchased a specific item the Advanced Segment Builder can also do this There are many ways that you can create and use segments with this tool When you use the Advanced Segment Builder you have the option of using containers and events Depending on the placement of the containers and events Discover filters things differently There are three types of containers in the Advanced Segment Builder Table 5 1 describes these containers Table 5 1 Advanced Segment Builder Containers Visitor This container shows all data for all visits of any visitor who performed an event during any of the visits Visit This container shows data for only the specific visits in which the event occurred Page View This container shows data for only specific pages on which the event occurred No Container When using no container the segment is essentially querying for data th
38. us at Omniture Corporation Attn Customer Service 1358 W Business Park Dr Orem UT 84058 801 722 7000 DISCOVER USERS GUIDE 102 Glossary APPENDIX C C 1 Glossary of Terms 404 Error Acquisition ASP Application Service Providers Base Report Type Browser Cache Cart Open Cart View Categories Channel DISCOVER USERS GUIDE See Pages Not Found The attraction enticement gain or addition of new visitors to your site SiteCatalyst calculates a Cost Per Acquisition report which determines the cost required to acquire each new visitor Third party providers of software based services and solutions Distribution is made from one central data center across a wide area network ASPs are a common tool companies use to outsource their various information technology needs The basic commerce statistics that are tracked on your site such as products campaigns or visit depths Base Report Types appear in Products reports as the main category under which the graphed items fall An application that provides a way to look at and interact with all the information on the World Wide Web also called a Web browser It is technically a client program such as Microsoft Internet Explorer or Netscape Navigator that uses Hypertext Transfer Protocol HTTP to send requests to Web servers throughout the Internet on behalf of the user A temporary storage location from which data can be retrieved Data retrieval fro
39. 113 196 Affiliates 111 0 9896 Popup Promotion Page 107 0 95 f Exited Site 3671 19 58 Campaign Landing Page 101 0 89 About Us 101 0 89 Buy Process Billing 11294 60 249 _ Buy Process Billing 1156 59 96 Exited Site 772 40 0496 Shipping Policy 1928 10 28 Buy Process Shipping Information 18749 100 Home Page 325 4 93 ome Page 153 71 83 Campaign Landing Page 213 1 1496 Buy Process Shipping Information 56 26 29 Popup Promotion Page 194 1 0396 Exited Site 4 1 8896 About Us 194 1 03 Affiliates 185 0 9996 Retum Policy 145 0 7796 When viewing this report you read from left to right beginning with the selected section on the far left of the graph The pages that users viewed after to the selected page are illustrated as branches extending to the right of the selected page Percentages for each page are displayed beside the name of the page The width of the line connected to each next page graphically depicts this relative percentage of visits The term path views is used to indicate the number of times a page was viewed given the constraints of the displayed paths For example the Privacy Policy page might have 10 000 total page views but only 500 of those page views occurred immediately before the Home Page and so would have 500 path views Continuing from left to right a branch extends from each of the pages in the middle col
40. 6 million colors Similar to the Traffic channels They show the areas of your site that were visited most by your site customers Content groups could include but are not limited to groups of products help support or registration pages The translation of one metric to another A text file that uniquely identifies and is stored in the user s browser Cookies are most commonly used to identify individuals and remember general user preferences Web sites using cookies often ask users to complete a form providing information such as their name and interests This information is packaged into a cookie and stored in the Web browser for later reference When the same Web site is viewed again the browser sends the cookie to the Web server which uses the data to present Web pages customized to the user s preferences such as a welcome page with your name on it An acronym standing for Cost Per Thousand the M is the roman numeral for 1000 Stores information in text format allowing for more data at a uch smaller file size If you are trying to download your data for analysis CSV is definitely the preferred method For example you can get up to 5000 rows of information in CSV but only 2000 in Excel due to file size A Web site visitor who has completed a transaction on your site A group of computing devices on a network that share common IP ranges The text named mask for an individual IP address Every computer that is connected t
41. 7 In Figure A 7 each cylinder represents a page from your Site The default segment is All Visits You can choose other segments or combinations by clicking on the segments label to display the Segment Builder You can select which pages to have displayed by dragging them from the Page Selector in the upper right corner For more information about the Segment Builder and the Advanced Segment Builder see Working with Segments on page 47 For a complete discussion of the powerful Site Analysis function in Discover see Running Visualization Reports on page 57 88 DISCOVER USERS GUIDE Report Descriptions Virtual Focus Group Report The Virtual Focus Group report takes a visit at random from your visits and shows you an extensive amount of data about the visit You can take the report and create focus groups from your visitor population An image of the report is displayed in Figure A 8 More information about the report is detailed later in this manual See Running the Virtual Focus Group Report on page 32 Figure A 8 Virtual Focus Group Report Virtual Focus Group i E Segment All Visits En Open E Save gt New Visit Product Orange P55 Desktop G5 1 i Product Canyon EX 12MP SLR Digital amp Product Dungeon Explorer 676 2 Pg D D amp Buy Process Customer Inform EN Exited Site 3 115 10 75 h Electronics Plus Home Page 1 500 Product Saytronic Digital Camer
42. After option and then type the number of times you want to send the report before stopping e Click End By and type a date or use the calendar tool to select a date when you want the Discover to stop sending the report 4 15 Managing Scheduled Reports You can use edit or delete scheduled reports that are automatically delivered to an email account or an FTP server To create schedules see Configuring Data Delivery Options on page 42 To edit schedules 1 From the menu click View gt Schedule Manager 2 Click a schedule to highlight it 3 Click the Edit tab to change the schedule See Configuring Data Delivery Options on page 42 DISCOVER USER GUIDE 45 Chapter 4 Configuring Existing Reports 4 Click the Delete tab to remove the schedule 5 Ifa report is open click New to create a new schedule for the report in focus NOTE Schedules for automatic report delivery are removed automatically if the user who created the schedule is removed from the list of Discover users DISCOVER USER GUIDE 46 CHAPTER 5 Working with Segments Omniture Discover uses segments to let you to quickly access information based on specific characteristics of visitors For example you can create segments that display data for anything from visitors in specific age ranges to visitors who used specific payment methods Other possibilities include e Visitors who searched for specific products e Visitors who accessed the site foll
43. B A Metric to compare Average Page Views per Visit Select segments to compare Segment 4 First Time Visitors Segment B Loyal Visitors 2 On the Comparison Builder configure the following fields Name The name of your comparison report You can also locate an existing or pre configured comparison report template see Running a Pre Configured Comparison Report on page 19 Comparison type The type of comparison you want to build You can select e Difference B A A numeric comparison that shows simple differences in the total metric counts The report shown in Figure 3 4 is an example of this type of comparison e Difference B A A A difference that changes the numeric value into a percentage For example if revenue for a product for loyal visitors is 1000 and the revenue for first time visitors is 900 the percentage difference is 10 percent e Difference Normalized B A A Normalizes the data which means that it takes numeric differences into account before calculating the percentage For example 1000 purchasers from one location may have purchased 10 000 worth of products while 500 purchasers from another place may have purchased 8 000 worth of products The purchasers from the first location purchased an average of 10 per purchaser while purchasers from the second place purchased an average of 16 per purchase A standard percentage difference shows that the first loc
44. Discover Advanced Analysis and Segmentation 2 8 USER MANUAL 2004 2009 Omniture Inc All rights reserved 550 East Timpanogos Circle Orem UT 84097 A trademark symbol etc denotes an Omniture trademark An asterisk denotes a third party trademark All third party trademarks are the property of their respective owners Contact Information CORPORATE ADDRESS PHONE FAX TOLL FREE SUPPORT E MAIL SALES E MAIL INFORMATION E MAIL CORPORATE URL LOG IN URL v2 8 10052009 OMNITURE DISCOVER USER MANUAL Omniture 550 East Timpanogos Circle Orem UT 84097 1 801 722 7000 1 801 722 7001 1 877 722 7088 support billing and sales clientcare omniture com sales omniture com info omniture com http www omniture com http my omniture com II Table of Contents Preface System Recommendations 0 a I ACCOUNE SUPPO ica ae hha ee BH Ree RA Se ee ee aces Hae Sa ae a Ghee oid we ee ee oe II Service and Billing 24 saiae 20040800 Gee eee dee PRE ee RR RRO ee eR Re a II Chapter 1 Introduction to Omniture Discover 0 0c eens 1 Example Using Discover for Web Site Analysis 0 0 cc es 1 Features of DISCOVEr seacte haa tate hone eee Dd ER EEA RES eaa eA Eee e 3 REPOSAN Sa ee Re a ee ae ew 3 SEGMENTS scares carne die Shenae ar ae nagar ces an aoe a ai ala erie Se ae dean ae we se 4 MENIS garenas gianni sda a a hee Pe dee eos 5 COMPAFISONS 30 tee
45. Do one of the following e Enable the Begin with All Site Visits to automatically add all visits to the first drag and drop area e Drag a start page from the Checkpoint Selector list to the first drag and drop area DISCOVER USER GUIDE 19 Chapter 3 Running Discover Reports Figure 3 5 Apply Pages to Fall out Screen Segment All Visits Drag and Drop Page Here Drag and Drop Page Here 4 Drag the destination page onto the second drag and drop area A slider displays as shown in Figure 3 6 The red box to the right of the slider displays the top five pages that users clicked immediately after clicking the home page or whatever page you place in the first drag and drop area 5 Click the arrow A box displays that shows the top five pages seen after the page directly above the arrow for users who eventually went on to access the destination page DISCOVER USER GUIDE 20 Chapter 3 Running Discover Reports Figure 3 6 Select a Continuing Page 2 17 wmf 97 83 lost Exited Y 22 342 vi Category 13 023 vi Category 11 821 vi Category 10 830 vi Top 5 Next Pages Continuing x ital Rebel XT 8 Meg Add Page isited C Search Results Page 0 73 O Category Accessories 0 2 C Category Gaming 0 2 C Category Software 0 19 C Category Networking 0 13 61 Top five pages accessed after the initial page A slider bar icon shows
46. E eee A ne hace ea BAR 72 Creating Calculated Metrics iio A AA A A We 73 Creating New Calculated Metrics o o o ooooooooo ee 73 Appendix A Report Descriptions 0 00000 a 75 Site Metrics REPOS dia E A A A ee PS 75 Site Content Reports regalni aa wee ee yale a ii o rd a aa a as 78 OMNITURE 2008 Vv Mobile Reports iio otc ot ase spin een eae ee a Gas oak oe ROS AL ee iba ena 79 Paths REPONS na a encase Spend E 81 Traffic Sources ReportS ce ees 89 Campaigns Reports iii ee Pee Pa ee ek ae a ee Ral ae Pa Ge ee 90 Products REPOS inaina tao re aa is ayesha dat ree aa 91 Visitor RETENTION Reports es a BRM a AGN A di daa 92 Visitor Profile Reports o o o ooo 93 Custom Conversion Reports s cs reniei A E 95 Custom Traffic REPOSAN A A ys SAG aes Soma dani ae 95 TESTA Get REDONS ifsc A Medal sad a oto olla ta eg aN ofa ogee tae A ane ele wae apie ae SP erat 95 Survey Reports ist oak A A See A ake SA a had ah A ee a eh Sets 96 Appendix B Advanced Topics 0 0 cc es 97 Discover Security Ensuring the Security of Customer Data cc eee es 97 Network Security aos ra min bh Pah SA dee SS eb ete Se a Se BA ed Ala a A a ee ea Aa 4 97 Hosting Facility Security sser sca e ae AA A ed POS Sos 98 Corporate Office Sec rity sents ke ais ein BORE Pe ee ER eee A i a a ee eR eae 98 Internet Explorer 6 0 Cookie Handling 0 00 es 99 ADOUE COOKIES cti onde e ds res 0 fet ve Dyed oe A a aed
47. Edit Settings area of the tool activates as shown in Figure 5 4 4 Edit the segment using the tool set provided Tools vary depending on the segment you select NOTE Some segments cannot be edited with the Segment Builder tool 5 If you have combined segments or you want to save a new segment setting under a different name click Save Click OK to save the segment and close the window For a segment that is applied to a workspace you can click Apply to see changes in the report without closing the segment builder tool Clicking Apply saves the segment 5 4 Using the Advanced Segment Builder The Advanced Segment Builder uses the same methodology as the SiteCatalyst ASI Segment Definition Builder to create new segments or edit existing segments This tool allows you to define visitor segments based upon visitor behavior and allows you to apply a more targeted segment to use with your Omniture Discover report data NOTE Because of the complexity that you can create with the Advanced Segment Builder when creating very complex segments you should diagram how you want your segments to look before you create them DISCOVER USERS GUIDE 58 Chapter 5 Working with Segments When you use the Advanced Segment Builder you can define a segment in very specific terms For example one pre defined segment is called loyal visitors By default this segment is defined by the number of times a user has accessed your Web site You can change
48. For example for a Web site devoted to selling products a Conversion Funnel report shows the number of product views that convert to shopping cart adds and then to orders To run a Conversion Funnel report navigate to any of the following reports e Site Metrics gt Purchases e Site Metrics gt Cart DISCOVER USER GUIDE 12 Chapter 3 Running Discover Reports Site Metrics gt Custom Events if implemented 00 e Campaigns e Products Figure 3 1 Conversion Funnel Report 41 30 cot Aa covers cet ST use m Feb 1 2009 Apr 19 2009 159 417 6 770 4 636 898 7 857 Average Revenue Recent per Product View Average Revenue Recent per Cart Add Average Revenue Recent per Orders Average Revenue Recent per Units Recent Average Units Recent per Product View Average Units Recent per Cart Add Average Units Recent per Orders Average Orders per Product View Average Orders per Cart Add 1 1 09 1 15 09 2 1 09 2 15 09 3 1 09 3 15 09 4 1 09 Each conversion funnel report contains default metrics based on the reporting section to which it belongs You can y change the metrics presented in these reports by clicking the Selected Events link See Adding Success Events to a Conversion Report on page 37 Each conversion funnel report is divided into three basic sections e Graphic Overview e Conversions e Averages Graphic Overview The graphic is a visual summary of the inform
49. Macha Gah ae tees Go aoe A Gera 99 How Discover Uses CookieS asi ssaa wensten etra e e a es 99 About Internet Explorer 6 0 and Cookie Handling saasaa ee 99 HOw 1E 6 0 Affects DISCOVER a mana a hi SR dak a ay a Ry AA deans Bad ee 100 About P3p Compliance and the Red Warning Icon on Pages with Discover 1 0 cee es 101 Visitor Opt outs and the Omniture Privacy Policy 1 cc es 101 Privacy Policy for Visitors to Sites Tracked by Discover a Web Analytics Product by Omniture Inc 101 We Do Not Collect Personal Information 2 000 0c ee 101 We Do Not Aggregate Individual Visitor Traffic Patterns na sasaaa 101 Collection of Non Personally Identifiable Information ce ees 101 Anonymous Use Of Cookies cdo vi ed a Se os Ra a ae Pe ee ead eee a 102 We Do Not Create Individual Profiles ee ee 102 Third Party Access AGA Meth ch Aad SO Oat Se be BAG Ae A AES Ae A 102 Opt Out of Tracking Cookies 2 2 a e a a ee 102 For Mor Information cece ele tie a ee GUA A A Re PE oe A ee AA see 102 Appendix C Glossary 0 cc a 103 Glossary of TERMS Se ma end She a e ae A tae Mead vac Ace Weare a ts So waned OR Al wae 103 OMNITURE 2008 VI Preface The Discover Users Guide is intended to familiarize you with the interface features of Omniture Discover as well as provide information on advanced navigational and reporting features This guide includes the following chapters y e
50. Pei arapiiically Mes multiple m of the most Seite pages ek your visitors view prior to the selected page The report also highlights pages from which visitors enter your site The report should be read from right to left The pages that were viewed prior to the selected page are illustrated as a branch extending to the left of the selected page The percentage each page was viewed prior to the selected page is displayed beside the name of the page The width of the line connected to each previous page graphically depicts this relative percentage The term path views is used to indicate the number of times a page was viewed given the constraints of the displayed paths For example if the Privacy Policy page has 10 000 total page views but only 500 of those page views occurred immediately before the user visited the Home Page the report displays 500 path views for the home page DISCOVER USERS GUIDE 86 Report Descriptions Continuing from right to left a branch extends from each of the pages in the middle column denoting the pages that were viewed previously The relative percentage is depicted by the relative width of the line By default this report displays the top 10 pages from which users traversed to the page you select You can click on any underlined page to further expand the graph There is no limit to the number of pages you can have on the graph but doing so increases the size of the report requiring you to scroll to view the enti
51. Report To access the Next Page Flow report 1 From the Reports menu click Paths gt Pages gt Next Page Flow 2 Click Select Page to begin your report 3 In the Select Page window do one of the following e Select a page from the list DISCOVER USER GUIDE 23 Chapter 3 Running Discover Reports e Type a page name in the search field if you do not see your page immediately in the list of available pages 4 Select a number from the Number of branches menu This shows how many branches of subsequent pages display in your report You can select from three to ten branches 5 Click OK Working with the Next Page Flow Report After you run the report you can follow any branch further to see additional branches The report flows from left to right across the screen Figure 3 9 Next Page Flow Report Next Page Flow J Segment All Visits dy salecersge QY Zoom In Of Zoom Out GE Fit To Screen E Clear Screen search gt gt Exited Site 39576 19 15 Category Gaming 23677 11 46 Category Software 21375 10 34 Category Accessories 19587 9 48 Category Notebooks 13716 6 64 Category Networking 13649 6 61 Category Monitors 11755 5 69 Home Page 206641 100 Home Page 10006 4 84 Category Electronics 9827 4 76 All others 43473 21 04 As the size of the report increases you can click Zoom In Zoom Out and Fit to Screen t
52. SCOVER USERS GUIDE 91 Report Descriptions Products Report The Products report lists each product sold on your Web site and shows you the revenue generated by each product You can use this report to see which products are creating the most revenue for your company You can also add a Unit metric to this report to see the numbers of products sold Categories Report The Categories report is similar to the products report except that it displays revenue for product categories similar products placed together For example if your site sells janitorial supplies you can have a category for cleaners one for buckets and containers one for brooms and mops and so forth This report shows the revenue for each of your product categories NOTE If a product resides in more that one category revenue for that product displays in each associated category For example if a product fell into two categories such as bulk items and cleaners and you made 35 form each sale of the product each product sale adds 35 in revenue to both the bulk items and the cleaners categories Visitor Retention Reports Visitor retention reports show you how often the same people return to your Web site or whether much of your traffic is generated by new visitors Return Frequency Report This report shows you the length of time that passes between visits from returning visitors and then number of visits that fall into each time length category By default this r
53. See Using the Advanced Segment Builder on page 58 NOTE Test amp Target reports only display if you are an Omniture Test amp Target customer and you have configured Test amp Target to export data into SiteCatalyst and Discover See the Test amp Target User s Guide for more information about configuring Test amp Target to export data to Discover DISCOVER USERS GUIDE 95 Report Descriptions Campaign gt Recipe This report shows you data for your Test amp Target recipes grouped in their respective campaigns You can apply all Discover metrics to the report to customize the data to show you the exact information you need to know Campaign This report shows you combined data for each of your campaigns You can see the recipes for each campaign if you open the recipes report from the table Recipe This report shows you data for each recipe in Test amp Target irrespective of campaigns You can use this report to compare recipes for effusiveness across campaigns You can incorporate elements from the best recipes into all of your campaigns You can see the campaigns that correspond with each recipe if you open the campaign report from the table Survey Reports Omniture Survey data provides more robust visitor profile context when analyzed using the Discover reports You can leverage the insight gained from Survey attitudinal data when you view it against other dimensions such as traffic source page product and so forth Addi
54. Segment Displays a tool that lets you define specifics for the selected segment See Segment Builder on page 50 Select Metrics Displays a tool the lets you add multiple metrics to a segment column See Working with Metrics on page 69 Extract Customer IDs Displays a took that lets you make a data warehouse request to see the exact customer IDs See Extracting Visitor IDs on page 40 4 6 Changing Reports For ranked reports you can change the report to a different type of report while preserving the segments metrics and comparisons that you set up in the original report This expedites the process of gathering data because there is no need to segment and configure successive reports If you want to retain the original report for comparison you can copy the report before you change to the new report See Understanding the Report Workspace on page 11 To change a report 1 Open and modify a ranked report DISCOVER USER GUIDE 38 Chapter 4 Configuring Existing Reports 2 Right click the report name heading in the table then use the menus to select the report you want t Ir ay Sees zor oy eee Data m i a n Jun3 Create Segments gt Site Content Jun 4 Chart this breakdown Mobile p Devices Jun 6 z009 Traffic Sources Screen Size an gt ais Campaigns gt Screen Height Jun 9 2009 Products Screen Width Jun 10 2009 Visitor Retention Cookie Support Jun 11 2009
55. Segment Builder See Using the Advanced Segment Builder on page 58 You use the rule builder to define events and containers that you configure in the Advanced Segment Builder When you define containers you use traffic metrics and when you design events you use commerce metrics DISCOVER USERS GUIDE 63 Chapter 5 Working with Segments Figure 5 6 Rule Builder window 9 Rule Builder Cart Additions Define Name cataddtions SS Match ALL of the rules E Create Include events if Original Referring Domain x equals y doubleclick net F Select Item Products contains at least one of Palm Powered Sprint PCS Phone by AND Original Referring Domain equals doubleclick net To define events and containers in the Advanced Segment Builder 1 Click the link in the object you are defining 2 The name from the Segment Builder carries over to the Name field You may change it but this does not change the core properties for the event or container Change the name to account for the definitions you have added if necessary Because the modifications display in the object after you modify it you may not need to change the name Select your logic rule All or Any Any works like the logic or All works like the logic and 4 Select a variable from Include events if Select your logical relationship Table 5 4 describes these Table 5 4 Logic Table OPERATOR DESCRIPTION
56. Ss se ae ie A ar a As ho ee gL Reena eh mete Ce a ee a R S 5 Visualization ReEpomts 4 60044 va kee eGR ee ee Pa aa ea eS 5 Chapter 2 Getting Started with Discover uaaa aaa ee 6 Accessing Release Notes iio ira da e whee awa end MAGE es Ve eS Pe oo e T 6 Configuring Users in Discover 00 ct es 6 Granting Users Access to Discover a ssaa aaa a a 6 Managing QUEUES acnee id a e rt Sse Mate a ate a a y eee dea 7 Logging In to DISCOVEL 0 rd A ed e ae Ee 7 Logging in from the Omniture Suite aa sasaaa a 7 Logging in using a URL ooo mo oo eee ee na A 7 Configuring Display Settings ee ee 8 General Settings esti ea Glee ot ae ee a eee Ba Bh ine eal See Sheet ach ee Breen 8 Site Analysis ii e a shew as ed hw ada ke haa ha Aw haa ea a bat hos Ghee RRS 8 Starting a PEOJECE sas ace ci ee BG ae Ea a A RR 8 Openinga Project iss ia ae edn a ate a alee Sogn ace nce E ae 8 Starting a New Project 2 4004 224854 bb aate hae eee ee bE aed PRA Gwe Dose ee eee ee eee 9 Saving and Deleting Projects 2 0 9 Chapter 3 Running Discover Reports 0 0 0 0 0 0 es 11 SESAO rra 19 tx ook dae aw eee a eed ee A ARA al ee A eh ea a ee ee Bs 11 Understanding the Report Workspace o 11 Running a Conversion Funnel Report sssaaa ooo 12 See AlSO ve cda Gee Me Bid EE Ee ee oe Ge eS Ee a Ee a Ba ee a 14 Running a Trended Report es 14 Running a Ranked Report 0 0 ce a aa a a a a aa a kaa 15 Running
57. Traffic l Product View 4 Click through l Cart Removals E Calculated Metrics Co Commerce E Commerce Participation gy Commerce Recent l Cart Additions E Commerce Linear Allocation ES Favorites 1 To create or add new Metrics View folders a Click the New Folder icon meu b Right click the New Folder that displays in the list and click Rename DISCOVER USERS GUIDE 72 Chapter 6 Working with Metrics O amp Type a new name for the folde 00 d Click OK to save 2 To delete a folder a Click the folder name to highlight it b Click the Delete icon delete You cannot delete the default folders WARNING All of the metrics in a folder are deleted from your currently selected project when you delete a folder 6 5 Creating Calculated Metrics Discover gives you the option to create new metrics to more thoroughly analyze your Web site data This lets you create ratios for specific metrics or do various other quantitative analysis of your data For example you may want to determine a ratio of entries to exits for each of your Web pages You can use the Metrics Builder to create a formula where you divide the number of entries by the number of exits A high number means that many more people enter on a specific page than leave while a low number indicates the opposite You can do the same with units and orders to determine the ratio of units per order Ano
58. a M y 8 Remove Product 1 450 5 0 Product Fiji SuperPix Digital Camera amp Category Networking 752 2 6 00 00 10 00 00 10 00 00 10 Pomerat C5 Add Product To Cart a 8500 Refreshes None Information Event s Merchandising Cate 60 10x Browser Microsoft Internet Ex F Browser Height 400 to 499 E Browser Width Unknown Color Unknown Connection Typ LAN E Cookies Enabled Date January 12 2009 Domain aol com E First Hit Referr google com Geo City aol Geo Country United States E U S DMA Unknown Geo Region AOL Java Enabled Enabled Javascript Unknown Keywords Unknown E Language English United States E Last Purchase New Customers Os Windows 2000 NTS FF Persistent Coo Enabled Resolution 800 x 600 E Return Frequen 0 days Visit Number visit Number 1 Visit Referrer google com e vistoria oo A A 1 10 09 Traffic Sources Reports Traffic Sources reports show you information about the search engines and Web sites that drive traffic to your Web site Additionally you can see information about your campaigns designed to bring visitors to your site DISCOVER USERS GUIDE 89 Report Descriptions Search Keywords Report The Search Keywords report is a ranked report that shows the search keywords or search phrases that customers used to arrive at your site and how those customers affected
59. ains reports that let you know whether people who access your site return to it later and the time between visits Visitor Profile Contains reports that have data on visitor demographics You can see where your visitor come from and what type of software and equipment they use to visit your Web site Custom Conversion Lets you set up your collection configuration to gather information about conversion events that are specific to your business or Web site Custom Traffic Contains reports about traffic data that might be specific to your site For example you might want to record the search terms used in and internal site search feature and the effectiveness of the search results w For report configuration information see Running Discover Reports on page 11 Segments Segments let you select subsets of your data for pinpoint analysis You can use them in the following ways DISCOVER USERS GUIDE 4 Chapter 1 Introduction to Omniture Discover e Filter the data in your reports to see data for only a selected portion of visitors such as data about first time visitors e Configure segments An example of a configurable segment is the Visitors from Geoseg Region segment that lets you select the geographic region of the world that you want to see e Segments can be combined to show data for visitors who fall into any specified segment or all specified segments For more information see Working with Segments on page 47
60. al Camera M Product Fiji SuperPix Digital Camera 00 00 10 00 00 10 00 00 10 Product Orange Buy Process PowerNote CoreS Add Product To Cart Customer 3500 Refreshes None Information 310 ES Open 2 Save Mew Visit I Buy Process Customer Inform 2 Exited Site 3 115 10 75 h Electronics Plus Home Page 1 500 D Remove Product 1 450 5 0 Y amp Category Networking 752 2 6 rrrrr Event s Merchandising Cate e0 10x o009 E Browser Microsoft Internet Ex E Browser Height 400 to 499 Browser Width Unknown Color Unknown Connection Typ LAN Cookies Enabled Date January 12 2009 Domain aol com First Hit Referr google com Geo City aol Geo Country United States E U S DMA Unknown Geo Region AOL Java Enabled Enabled Javascript Unknown E Keywords Unknown E Language English United States EF Last Purchase New Customers 05 Windows 2000 NT 5 Persistent Coo Enabled Resolution 800 x 600 Return Frequen 0 days W Visit Number visit Number 1 E Visit Referrer google com Visitor Id 61403990 E E 1 1 09 1 5 09 1 10 09 DISCOVER USER GUIDE 33 Chapter 3 Running Discover Reports Click the icon next to the metric in the metric list to see a new visit from another visitor with the same attribute You can lock in as many metrics as you want
61. an event Recent The most recent Web page associated with the event gets full credit Linear ia is ss equally among each associated Web page visited on the path to e event For example when determining revenue in each method assume that a user visited an online retailer The user looked at a toaster then a watch then the toaster again and finally a lamp which was purchased for 12 The following credit would be made using each method e Standard If the purchase is made on a Web page associated with the Lamp then that page receives all 12 of credit If the purchase of the lamp is made on a page not expressly associated with any product then no credit is assigned to any product e Participation The pages associated with the watch the toaster and the lamp each receive 12 worth of credit e Recent The lamp receives 12 worth of credit regardless of whether the page where the purchase happened is directly associated with any product If for example the user looked at the watch most recently and then went to a page not associated with any product and purchased the lamp then the page associated with the watch gets 12 worth of credit and the lamp gets no credit because the watch was the most recently visited page DISCOVER USERS GUIDE 69 Chapter 6 Working with Metrics e Linear The user visited four pages on the way to purchasing the lamp Each page visit is counted regardless of whether a page is visited multiple times Therefore
62. appear in the report s pop up text You can also invert any of the selected metrics for the display On the General and Alerts tab lets you enable and disable certain graphical elements of the report and configure alerts that display in the report when metrics associated with the pages represented by cylinders pass a specific value 2 5 Starting a Project A project defines the set of data that Discover imports It is comprised of a report suite and a date range When you have logged in to Discover you must create a project to define the data set you want to use You can begin a new project load a saved project or load the project that Discover automatically saves This section describes the following topics e Opening a Project e Starting a New Project e Saving and Deleting Projects Opening a Project After logging in to Discover you see a screen from which you can chose a project If you select a new project you can then select the report suite and the time frame for the project If you have saved a project you can use the Open Project folder to select from among your saved projects Discover automatically saves your projects at set intervals so DISCOVER USERS GUIDE 8 Chapter 2 Getting Started with Discover if your computer unexpectedly shuts down or loses power you can click Auto Saved Project to open the project you were most recently using You can click What s New in Discover open a document that lists the new features in
63. ar click the edit icon 14 DISCOVER USERS GUIDE 57 Chapter 5 Working with Segments This displays when a segment is in the box and opens the segment placed in the box e If you have added a segment column to a report table right click the segment heading in the report table and from the drop down menu click Edit Segment Figure 5 4 Segment Builder Tool Segment Builder x Segment Name Example Segment E Save 5S Load Reset Pre Configured Selected st Ti gt gt lt lt Fir me visitors a Loyal visitors Purchasers Non Purchasers Visit referred by Search Engine Visit referred by Google Visit referred by Yahoo Visit referred by MSN Visit referred by Microsoft Live Visitors with Campaign Tracking Code Visitors From lt Geoseg region gt Wisit with Product Wisik with Ordered Produrk zi Advanced Segment Builder OK Cancel 2 Do one of the following Edit Settings Loyal visitors View data for visitors that return more than or equal to the amount of times set below E h Times e To select a segment from a folder other than the pre configured segments folder Click Load e In the window that displays select the folder then select the segment and click Load e Select a segment from the list and use the arrow keys to place it in the list of selected segments 3 Click a segment from the selected segments list While the segment is selected the
64. arch Engine Search Keyword Server Spider SSL Secure Sockets Layer Sticky Stickiness Success Event Summary Report DISCOVER USERS GUIDE The computers on the Internet that direct packets of information to the correct destinations For example when a user types in www omniture com this request goes first to a router which finds the physical location of the address typed in and directs that user s request to the appropriate servers The capacity of a system to adapt to increased demands A highly scalable system is one that can easily grow with a company A coordinated set of programs that receive a search request compare it to the entries in the index and return results to the visitor These coordinated programs include A spidering program also called a crawler or a bot that reads each page or representative pages on every Web site that wants to be searchable The spider uses hypertext links on those pages to read every page in those sites A program that creates a huge index sometimes called a catalog from the pages that have been read A program that receives your search request compares it to the entries in the index and returns results to you An alternative to using a search engine is to explore a structured directory of topics Yahoo which also lets you use its search engine is the most widely used directory on the Web A number of Web portal sites offer both the search engine and directory approaches t
65. at most impacted your site s success metrics For example you can see which referring domains were responsible for the most revenue orders or checkouts By identifying this information you can further target effective domains for campaigns concentrate your marketing efforts on less effective referring domains etc Referrers fall into two main categories Domains and URLs Domains refer to the domain name and appear as the base domain without the query string or subdirectories attached Examples of a domain referrer could include aol com yahoo com or google com URLs include the base domain name as well as any query strings or subdirectories Examples of a URL referrer could include aol com subdirectory aol com search string or aol com subdirectory search string Because the number of unique referring URLs is huge and therefore less valuable than referring domains the Referring Domains report references referrers only by their base domain Original Referring Domains Report The original referring domains report shows the original referrers that produced the customers on your site Customers can visit your site multiple times and have a different referrer for each visit This report shows which referrer was the first referrer to direct them to your site This can help you see if they continued to use the same referrer and view patterns in how customers are referred to your site You can view the number of visitors generated by an original referre
66. at occurred only on Web pages where the event occurred So if you use an order event with no container and set it to a product name and then put the resulting segment in a revenue report the report only shows revenue that occurred on pages that where the event also occurred For example assume that you have created three segments as follows e A Visitor container that you have edited to display page views for the About Us Web page e A Visits container that you have edited to display page views for the About Us Web page e A Page Views container that you have edited to display page views for the About Us Web page If you run a Page Views report and apply each of these segments you get the following results e For the Visitor container you see the number of page views for all page views for any visit of all visitors who happened to see the About Us page during any of the visits e For the Visits container you see the number of page views of any visit in which the About Us page was seen e For the Page Views container you see the number of page views for the About Us page only Additionally Discover lets you edit the events or the containers for selected metrics When you edit a container you are specifying a value that is applied to all metrics in the data set For example if you set up a segment where you define the Visitor container with revenue equal to or greater than 75 and you run it in a page views report you see all page view
67. ation contained in the rest of the report This information is presented in an image showing how many visitors proceed through the conversion steps on your Web site to the intended result purchase of a product download content view data or another success event DISCOVER USER GUIDE 13 Chapter 3 Running Discover Reports In Figure 3 1 for example you can see how the numbers of visits funneled down result in product orders You can also see the percentages representing the conversion statistics for these metrics shown on the light green bars in the funnel In this example 385 976 Web site visits resulted in e 6 770 orders e 4 636 898 in revenue e 4 25 carts to orders conversion NOTE All averages and percentages are displayed to two decimal places Conversions The Conversions section shows conversion information for all events in the graphic overview The percentages shown are based on only the two events surrounding the percent figure The Revenue and Units data is displayed in the Events column to show figures associated with other orders Averages The Averages section presents various averages for the events displayed in the Overview section For example in Figure 3 1 the Averages section shows averages for all statistics including Average Revenue per Visit Average Revenue per Order Average Units per Order and Average Orders per Cart NOTE Data in the conversion funnel reports indicate downward trends when they
68. ation has 20 percent more revenue in total but a normalized percentage difference shows that each purchaser from the second location purchased 37 5 percent more product Metric to compare The metric you want to compare between reports You can browse to select a metric Segment A One of two segments you want to compare Segment B One of two segments you want to compare 3 Click Save As then click OK Running a Comparison Report You can run a comparison report from a saved or pre configured template or run a new report without saving it To run a comparison report 1 Right click anywhere in the table heading of a ranked report then click Compare Columns 2 On the Comparison Builder window create a comparison see Creating a Custom Comparison Report or locate an existing one 3 Click OK DISCOVER USER GUIDE 18 Chapter 3 Running Discover Reports Running a Pre Configured Comparison Report Discover has several default comparisons in the Pre Configured folder Each of these uses first time visitors and loyal visitors as the segments You cannot delete the Pre Configured folder To run a pre configured comparison 1 Right click anywhere in the table heading of a ranked report then click Compare Columns 2 On the Comparison Builder window click Load Comparison next to the Name field S 3 On the Load Comparison window select one of the following values Revenue Difference A numeric comparison that uses revenue for the
69. based on the orders that were placed DISCOVER USER GUIDE 37 Chapter 4 Configuring Existing Reports NOTE The revenue and unit associations might not be relevant if the orders metric or another metric that is associated with revenue and units is removed from the report Because you often have many more visits than orders the funnel shape of the Conversions amp Averages graph shows how the more common events funnel down to those that are less common So to accurately see how the events with larger statistics translate to those with smaller numbers you should order your events as they occur in the purchasing process Additionally because Discover lets you use any metric in this type of report you can combine metrics and customize the report to find unique relationships between the metrics 4 Click OK 4 5 Configuring Report Columns To configure report columns 1 Right click a column heading the table of the report to see an options menu 2 Select an available option Lock Table Width When columns are added Discover resizes all columns to fit the width of the table Chart Column Shows the selected column in the pie chart Compare Columns Lets you contrast the values between two columns of your report When you select this option the Comparison Builder lets you configure the comparison See Running Comparison Reports on page 16 Remove Columns Lets you remove the selected columns from the report u Edit
70. box indicating that Omniture Discover is available for access The user then has 15 minutes to respond before losing the position in the queue 2 3 Logging in to Discover You can access Discover using the Discover tab on the Omniture Suite home page Usually you log in to Discover from the Omniture Suite but you might occasionally need to log in from a URL Logging in from the Omniture Suite Logging in using a URL Logging in from the Omniture Suite To access Discover through the Omniture Suite 1 Ina browser go to the Omniture Web page at www omniture com 2 Click Customer Login 3 Type your company name your username and your password then click Login 4 Click the Discover icon or tab 5 In the introduction screen that displays click Launch Discover NOTE If the Discover Unavailable page displays either your company has not purchased Discover Licenses or you have not been added to the Discover License Users Group If you see this page contact your Omniture SiteCatalyst w Administrator to arrange access To add users to the Discover License Users Group see Granting Users Access to Discover on page 6 Logging in using a URL If you log in from SiteCatalyst you are automatically logged in to Discover The information in this section is necessary only if you access the Discover URL from another location such as a link or from a favorites menu To log in using a URL 1 Ina browser type the Disco
71. can be useful to help you determine patterns peaks or valleys in the revenue generated on your site DISCOVER USERS GUIDE 76 Report Descriptions Orders Report The Orders report is a trended report that shows the total number of orders for your Web site You can use segments in this report to see which set of visitors made the most orders during the selected time period This report can help you determine the times when your orders are the greatest and least and whether there are regular cycles in the patterns of your orders for the various segments Units Report The Units report is a trended report that shows the total number of Units for your Web site You can use segments in this report to see which set of visitors purchased the most units during the selected time period This report can help you determine the times when your unit volumes are the greatest and least and whether there are regular cycles in the patterns of your unit volumes for the various segments Cart Conversion Funnel The Cart Conversion Funnel report shows conversion and average statistics for five metrics related to shopping carts By default these are Visits Carts Checkouts Orders and Revenue in its default state this report shows the number of visits and the number of visits that resulted in carts Next you see the number of carts resulting in checkouts and the number of checkouts resulting in orders It also gives revenue and unit number data The Overview se
72. can help you choose where to direct your marketing or promotional campaigns etc The Domain report shows the number of customers from different top level domains that most impacted your Success Metrics This can be helpful to allow you to tailor content on your site to people from the top level domains that generate the majority of your revenue or could convince you to even create different instances of your entire site The report identifies world regions that visitors come from based on their originating domain extension Domains ending in Commercial com Network net Education edu Government gov and Organization org are usually based in the United States and are listed separately from the rest of the countries All countries have specific domain extensions such as Brazil br and the United Kingdom gb Discover recognizes all of these country extensions Technology Report Group The Technology report group shows tells you information about the computers software and settings that your visitors use when they access your Web site Browsers The Browsers report identifies the types and versions of browsers that are used by each of your customers This data can give you an understanding of your audience s Web sophistication level For example 80 of your customers might be using an antiquated browser or perhaps 90 use a very recent release Information in this report can be used to justify site optimization for particular
73. cart view volumes for the various segments Cart Additions Report The Cart Additions report is a trended report that shows the number of times visitors add a product to a shopping cart on your Web site for the selected time period You can use segments in this report to see which set of visitors had the most cart addition events during the selected time period This report can help you determine the times when your cart addition volumes are the greatest and least and whether there are regular cycles in the patterns of your cart addition volumes for the various segments Cart Removals Report The Cart Removals report is a trended report that shows the number of times visitors remove an item from a shopping cart on your Web site for the selected time period You can use segments in this report to see which set of visitors had the most cart removal events during the selected time period This report can help you determine the times when your cart removal volumes are the greatest and least and whether there are regular cycles in the patterns of your cart removal volumes for the various segments DISCOVER USERS GUIDE 77 Report Descriptions Checkouts Report The Checkouts report is a trended report that shows the number of times visitors initiate a checkout event for items placed in a shopping cart on your Web site for the selected time period You can use segments in this report to see which set of visitors had the most cart view events during the s
74. cess Events to a Conversion Report 1 cee es 37 Configuring Report Columns iia AS wae A GAG ie AA TA eae 38 Changing Reports sess ie tonite kode er ope aha hoes ape ee AA Sande ole ad ee A he Age ae Oe 38 Copying Data to the Clipboard nasan aaa es 39 Creating a Segment froma ROW nei eid ee ee he eed i ee a a ee oe ee ee 39 Extracting Visitor IDS ccoo csm eee eee ee ey ee a Oe ee hs Be he 40 Configuring Column Properties saaan 0 0 0c ee 40 Trending a ROW jai ana A ea ew a eh ees Ws Ge ite alee a ee eee 41 Sorting Columns areena e i AR eo el RA Ea i E ee BOE We a Gn ie a ae le 41 Configuring Data Delivery Options osaceae a aa a ee 42 Creating Scheduled Deliveri s ita cue a ee i a ee ae oe ae a 44 Managing Scheduled Reports 0 0 0 es 45 Chapter 5 Working with Segments 0 0000 ee 47 Using Segments in Reports i e cy e malire adna a a ee ge Re a dk wk Be ae 47 OMNITURE 2008 IV Adding a Segment asa Column ssiri A aoe Waa ae ROS A wha Ae 47 Applying a Segment to the Entire Workspace 2 es 48 Understanding Built in Segments 2 2 0 00 ce es 49 FIRST TIME VISITORS 520 22 9 25 gee e ae Sg eee A a A i een TS A ee eae 50 Eoyal VISITORS tratada betty Se cite ae shee eae 8 0 Gus See E antes ti ii RTS a dae 50 Non Purchasers i t i 656 a aS hata eth haa A dale Baka eas Sie A ee 4 51 PUPCHASErS 3103 to Siw A AA Ate a aa a a aes a Sa ae de ae a 51 Single Page VISITS vor kee ee RR A Re Ke ee Re eR Rk Oe 52 Vis
75. cit consent Restricts first party cookies that use personally identifiable information without implicit consent Sites Import Advanced Default M Pop up Blocker O Prevent most pop up windows from appearing IV Block pop ups Settings Cancel Apply P3P compliant cookies include a summary of the privacy policies of the Web site with every request to set a cookie If the cookie complies with the rules set by the user the browser allows the cookie to be set If it does not the cookie is rejected Microsoft Internet Explorer 6 0 was the first browser to implement the P3P standard and has been available since the end of August 2001 Microsoft s implementation includes a Privacy tab in the Internet Options window The privacy option can be set to one of six settings The default setting is Medium Additional advanced options are available to the user to fine tune P3P policies Should a user encounter a site where a cookie is being set that either lacks a P3P policy or where the privacy rules set by the customer do not comply with the summary of the privacy policy a small red notification icon is displayed in the IE status bar SS 0 inteme Double clicking this icon will show a list of URLs that attempted to set a cookie that either did not have a privacy policy or where the privacy policy conflicted with a user s P3P settings How IE 6 0 Affects Discover Privacy is an important is
76. ction gives a visual summary of this conversion data You can add metrics and custom events from other reporting groups to these reports by clicking the Selected Events link NOTE Because the current time periods are not yet completed when you view data the Conversion Funnel reports can accurately indicate a downward trend from the previous to the current time period in that there are fewer visits today than yesterday but only because the rest of the time period s statistics have yet to occur Carts Report The Carts report is a trended report that shows the number of cart creation events that occurred on your Web site for the selected time period You can use segments in this report to see which set of visitors had the most cart events during the selected time period This report can help you determine the times when your cart volumes are the greatest and least and whether there are regular cycles in the patterns of your cart volumes for the various segments Cart Views Report The Cart Views report is a trended report that shows the number of times visitors view an item that has been placed in a shopping cart on your Web site for the selected time period You can use segments in this report to see which set of visitors had the most cart view events during the selected time period This report can help you determine the times when your cart view volumes are the greatest and least and whether there are regular cycles in the patterns of your
77. d To send a report via email or FTP 1 Open any report 2 Click Delivery Options or press Ctrl D ey Valiver 7 Options File Format Select the Format you would like your report to arrive in O E Excel OB csy OA OM HTML Bi Word File Destination Email FTP To demoteam omniture com Subject Omniture Discover Delivery Options Message Report Range and Delivery Schedule 3 Select the file format DISCOVER USER GUIDE 42 Chapter 4 Configuring Existing Reports a To specify email click Email then type the email information i Type the recipient s email address ii Type a subject iii Type a body text message b To specify FTP click FTP then type the FTP server information i Type the host URL or data ii Type the port number Discover uses the default if no number is included iii Type the directory path on the server where you want to place the data iv If applicable type a user name and password to access the FTP server v Optional Select the menu option and type an email address to send a confirmation email or the report 4 Select the scheduling value If you select Monthly Quarterly or Yearly the report is sent on the first day of the next period for the previous period Your options are e Send Now e Daily e Weekly Starting Monday e Monthly e Quarterly e Yearly NOTE Occasionally when dealing with larg
78. d responses by selecting those reports from the tables Response This report shows data for all survey responses You can view this information for associated surveys and questions by selecting those reports from the tables DISCOVER USERS GUIDE 96 APPENDIX B Advanced Topics B 1 Discover Security Ensuring the Security of Customer Data To ensure your data security Omniture employs a qualified Information Systems and Network Operations staff This group has identified three important areas around which our security efforts are focused the network the hosting facility and the corporate office This section describes the proactive approach and procedures followed by Omniture to maximize the security of each of these areas Network Security The Internet connects millions of users to millions of machines scattered across the globe This allows unprecedented access to information Unfortunately it also presents a security problem Authorized individuals need access to information but unauthorized parties should not have access Additionally software being run on machines that are connected to the Internet is often vulnerable to exploitation by attackers Omniture addresses these issues with the following policies While a much smaller combination of these policies would likely be sufficient to keep intruders from the system strong redundant systems are the best way to prevent unauthorized access e Intrusion detection system Al
79. d video cameras that provide continuous surveillance and equipment racks located such that another ID check and signature with security personnel are required for entry Fire suppression The standard use of oxygen consuming chemicals to extinguish a fire is preferable because they are dry and computer safe A backup wet sprinkler system must be available but should also be kept dry until the last minute to prevent accidental deployment Controlled environment The facility must be environmentally controlled for temperature humidity and fluid detection An HVAC system that is completely redundant with environmental response teams available 24 hours a day to deal with irregularities are also necessary Backup power A facility that can provide 100 of the power necessary to run independently of any other power supply is desired Fail over systems such as battery backup systems that continue to supply power until the power generators come online should be automatic occurring in a matter of seconds Data backups Data backups must be taken every night and should be stored and secured on a drive on the local network as well as on a tape system Backup tapes should be removed from the data center and stored in an off site vault by security personnel only Mission critical data is also sent to Omniture s corporate office nightly via an encrypted connection Corporate Office Security Omniture s corporate offices are currently located in Orem Utah
80. des The default value is lt top listed code gt Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Tracking Code equals lt code name gt Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Tracking Code equals lt code name gt Visitors with Persistent Cookies This segments for only users that have a persistent cookie from your Web site Segment Builder This segment cannot be adjusted in the Segment Builder DISCOVER USERS GUIDE 52 Chapter 5 Working with Segments E Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Persistent Cookies equals 1 NOTE To see users without persistent cookies place this in the exclude canvas Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Persistent Cookies equals 1 Visits from Paid Search This segments for only users that have a persistent cookie from your Web site Segment Builder This segment cannot be adjusted in the Segment Builder Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Paid Search equals 1 NOTE To see users without not from a paid search place this in the exclude canvas Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Paid Search equals 1 Visits referred by Google View data for visits t
81. display data for the current time period such as the current month current week or current day if the current time periods are not yet completed when you view the data and all information for equivalent lengths of time may not have been collected Thus the report might accurately represent that there are fewer visits this week than last week but only because the rest of this week s statistics have yet to occur See Also ki e Using Segments in Reports on page 47 v e Adding Success Events to a Conversion Report on page 37 3 3 Running a Trended Report To run a typical trended report click Site Metrics gt Page Views Trended reports consists of a graph and a details table Graphs in the reports present the information in a chart with the vertical axis showing the items being tracked and the horizontal axis showing the timeline DISCOVER USER GUIDE 14 Chapter 3 Running Discover Reports Figure 3 2 Trended Report Example Page Views aa E Options 32 000 25 600 19 200 12 800 dor vary 1 Jarsoy 3 Jarnary 5 Jawory 11 Jeqwery 13 All Visits Data I Page Views Page Views A Y Y A Panuar 2009 ki 21 985 7 09 January 2 2009 19 427 6 27 January 3 2009 14 108 4 55 January 4 2009 14 956 4 82 January 5 2009 30 674 9 89 January 6 2009 28 077 9 06 i January 7 2009 28 697 9 26 January 8 2009 22 042 7 11 January 9 2009 19 065 6 15 Janua
82. e data transfer delays may cause data for the last one or two days of a reporting period to be unavailable on the first day of the period If this occurs your report may be delayed until the second day of a period 5 Click Send DISCOVER USER GUIDE 43 Chapter 4 Configuring Existing Reports To use the advanced formatting options 1 Inthe Delivery Options screen click Advanced O Advanced Format Settings File Options Filename Omniture_Discover Delivery_Options 2009 08 26 xls Append date to filename Comments included in file header File Settings Language Encoding Default C Send Report as a Compressed file C Send Digital Signature file Save Cancel 2 Type a name for the file and add optional comments Select Append date to file name to automatically put the date of the report on the end of the file name 4 Select a language for the report You can send the report in any of the following languages regardless of the language that you use e English e Spanish e Simplified Chinese e Traditional Chinese e French e German e Japanese If you want to use a specific encoding type for the language you select select it from the menu Optional Enable the box to compress or zip the file 6 Optional Enable the box to create a digital signature to be sent with the email 4 14 Creating Scheduled Deliveries You can customize the delivery schedule to stop t
83. e destination you want e Page Flow Reports Show which pages were most frequently visited before and after a designated page e Site Analysis Report Graphically displays traffic and revenue patterns for your entire Web site e Virtual Focus Group Report Graphically recreates Web site visits for visitors toy your Web site including time spent on page and other data For more information see Running Visualization Reports on page 57 DISCOVER USERS GUIDE 5 CHAPTER 2 Getting Started with Discover The following topics are discussed in this chapter e 2 1 Accessing Release Notes e 2 2 Configuring Users in Discover e 2 3 Logging in to Discover e 2 4 Configuring Display Settings e 2 5 Starting a Project 2 1 Accessing Release Notes For information about the latest enhancements see the Discover Release Notes 2 2 Configuring Users in Discover To obtain user licenses contact your Omniture Account Representative The following sections assume you have purchased your Discover user licenses Granting Users Access to Discover Managing Queues Granting Users Access to Discover Before a user can log in to Discover that user must be granted a user license Omniture Discover user licenses are concurrent use licenses The user licenses can be shared by many users but the number of users at any given time is limited to the number of user licenses purchased Local SiteCatalyst administrators can grant user licenses via t
84. e site Discover does not use cookies to link Web site visitors with any personally identifiable information While cookies are not essential for Discover to function correctly they increase the accuracy of the data For example if two users are surfing from behind a firewall they will both have the same IP address Without cookies these two users share an IP address and would be indistinguishable as two unique users Setting cookies allows Discover to accurately determine that there are two different users visiting the site About Internet Explorer 6 0 and Cookie Handling Customer concern about Internet data privacy has been steadily growing As a result an emerging standard called P3P Platform for Privacy Preferences has been introduced to give end users automated control over which cookies the DISCOVER USERS GUIDE 99 Advanced Topics browser will accept or reject P3P ties the privacy policy of an organization to the cookies that the organization sets on your machine and allows you to create rules that will accept or reject cookies Figure B 1 Internet Explorer 6 and later Privacy Options General Security Privacy Content Connections Programs Advanced M Settings e Move the slider to select a privacy setting for the Internet zone Medium Blocks third party cookies that do not have a compact privacy policy Blocks third party cookies that use personally identifiable TW information without your impli
85. each of the other servers on your site within a single visit For example if you have specific data on different servers or have mirrored data on separate servers the report shows you the path between servers that the users hit during their visits to your site This is also true of domains within your Web site For example you can see how many user went from a www mysite com to info mysite com or sales mysite com Previous Flow Group Previous Flow reports are similar to Next Flow reports except rather than seeing where visitors when after a selected peg you see where visitors were prior to visiting a specified page The controls for using the report are identical to the controls for the Next Flow reports Previous Page Flow Report Figure A 6 Paths Previous Flow Reports Previous Section Flow 24 gt Segment Al vists ly Select Page QS Zoom In Q Zoom Out Fit To Screen 3 Clear Screen Computers 3933 19 02 Entered Site 2864 13 85 Initial Buy Process 1996 9 66 Computers 20673 35 44 Gaming 1682 8 14 All others 10198 49 33 Entered Site 7555 12 95 Computers 964 25 62 igital Cameras 3910 6 7 Qmputers 58335 100 Digital Cameras 554 14 72 Gaming 307 8 16 gt Initial Buy Process 3763 6 45 Monitors 274 7 28 All others 22434 38 46 All others 1664 44 22 PRPLLDLDLDLLLLLLLLLLLPLLL PPP PLP PPL PLP LA Y The Previous ada Flow
86. ee from the report the number of visitors and then gauge the percentage of visitors who accessed a page displaying the product Then of the visitors who looked at the product page you can see the number of visitors who visited the checkout page associated with the purchase of the product These reports let you gauge your retention and fall out percentages for each step in the process Fall out The Fall Out report shows the number of visitors that successfully visited a set path of pages in order It also shows conversion and fall out rates between each step The Fall Out Report Builder allows you to define the specific order of pages that you want to include in a path process After running the Fall Out Report Builder the resulting report displays information for visitors that enter the first page or node and continue unconstrained through each subsequent page Users successfully traverse defined paths when they successfully visit all steps in the path in the correct order within a single session without regard for the pages that were visited between steps Fall Out reports have many settings and tools that you can use to configure and customize your report See on page 57 Figure A 2 Fall Out Report Segment Al Visits Enter Search Term Go Gear Y Begin with All Ste Visits Bug 1561 Chart cgi doesnt I 2 Bug 27405 080307 000221 El Bug 27428 080310 000274 Bug 27724 080312 000285
87. elected time period This report can help you determine the times when your cart view volumes are the greatest and least and whether there are regular cycles in the patterns of your cart view volumes for the various segments Custom Events Reports The Custom Events reports are trended reports that show data for success events specific to your Web site Usually these reports are configured when you initially begin to use Discover but you can change these to track additional events at any time An example of custom events might include member registrations blog submissions or other events To add custom events you must contact your Omniture account representative so that Omniture can add the additional custom events reports Report data cannot be added retroactively Custom Events reports show you the number of times visitors engage in a custom event on your Web site for the selected time period You can use segments in these reports to see which set of visitors had the most custom events during the selected time period These reports can help you determine the times when your custom event volumes are the greatest and least and whether there are regular cycles in the patterns of your custom event volumes for the various segments Totals Report The Totals Report is an executive level report that shows bottom line figures It contains data for total revenue page views and orders You can segment the report and add additional metrics to view addit
88. ents in it An orders event in a visitor container and the orders event is set to revenue 25 An orders event in a visits container and the orders event is set to revenue 25 DISCOVER USERS GUIDE Because it is a visitors container it includes all page views for any visitor who ever visited Page B Visitor 2 and visitor 3 both visited Page B The total number of page views for visitors 2 and 3 is 12 so that is the number shown in the Page Views report when the segment is applied Because it is a visits container it includes all page views for any visit that includes Page B Two visits from Visitor 2 and Visitor 3 included Page B The total number of page views for those specific visits is eight so that is the number shown in the Page Views report when the segment is applied Because it is a page views container it includes only page views page views for Page B Page B was visited twice therefore two is the number shown in the Page Views report when the segment is applied This only shows page views where there was an event in which revenue was 75 Visitor 1 made a 75 purchase on page G so the number of page views is 1 Orders events occurred on four pages so the number of page views is four Visitor 1 made a 75 purchase and the sum of purchases for Visitor 3 is 75 The number of combined page views for those visitors is 12 Visitor 3 made a 25 purchase on page G and the total number of page views for this vis
89. enue column shows the numeric difference between the two groups You could create a similar comparison for Web page visits When you create a comparison you can select visits as your metric If you want to see the difference in numbers of visitors referred from Google and Yahoo you can select those as your segments When you add this comparison to a ranked report that lists Web pages you can see how many visitors who accessed your Web pages come for each of those search engines If you added the second comparison to a product report you would see for each product the number of visitors who purchased that product that were referred from Google and the number that came from Yahoo along with a numeric difference y For information about the ways you can compare data using percentages and normalizing see Creating a Custom Comparison Report on page 17 This section includes the following topics v e Creating a Custom Comparison Report on page 17 e Running a Comparison Report on page 18 e Running a Pre Configured Comparison Report on page 19 Creating a Custom Comparison Report You can create and save a comparison to use as a template Comparisons that you create are saved in the Favorites folder To create a custom comparison report DISCOVER USER GUIDE 17 Chapter 3 Running Discover Reports Comparison Builder Name First Time Visitor Comparison Comparison type Difference
90. eport The navigation control panel gives you several tools that you can use to adjust the position of the Site Analysis report Figure 3 15 Navigation controls Controls yo de Q Jd G eEitto in dE Aerial View Collapse open arrows Collapses and expands the Controls display gt HO 9 T Toggle Grid Fit To Screen Sizes the report so all data fits on the screen Zoom Controls move the slider to zoom in and out of the report 4 Pan Arrows Moves the report in the direction the arrow points Aerial View Shows the report from directly above it at a 90 degree angle 6 Relevancy Slider Move the slider to dim or enhance the arrows that connect the cylinders Grid Toggle Enables and disables the grid display Adjusting Report Position with the Mouse You can use your mouse to reposition the Site Analysis report e Zoom in and out with the mouse wheel e Rotate the report by grabbing and dragging it with the mouse e Move the report by clicking both mouse buttons and dragging it e Hover your cursor over a cylinder to see metric values for the page e Click a cylinder zoom in on it e Right click a cylinder to see a menu that lets you e Remove the cylinder e Edit the report display settings See Configuring the Site Analysis Display Settings and Alerts on page 29 e Access one of four reports Next page flow See Running the Next Page Flow Report on page 23 Previous page flow See R
91. eport has the following time lengths e Less than one day e One to three days e Three to seven days e Seven to fourteen days e Fourteen days to one month e Longer than one month The report shows how many return visits fell into each of these time periods Visit Number Report The Visit Number report is a ranked report that shows you the visit number as an incremented sum for each visit The report shows you number and percentages for each the visit number You can use this report in several ways You can use it as a fallout report to see whether Visitors who visit you site are returning You can also add a revenue metric to see whether you generate more revenue from initial visits or subsequent visits NOTE If the same visitor visits you Web site multiple times in the same time period each specified visit number is incremented for each visit Customer Loyalty Report The Customer Loyalty report shows the revenue earned from customers in three categories e New Customers Revenue from the initial purchase of a customer e Return Customers Revenue from the second purchase of a customer e Loyal Customers Revenue from all additional customer purchases after the second DISCOVER USERS GUIDE 92 Report Descriptions You can use this report to see whether your revenue is most significantly affected by initial purchases or by repeat purchases Visitor Profile Reports The reports in this group give you information about yo
92. equals The selected item must exactly equal the value you enter is greater than The value of selected item must be greater than the value you enter is less than The value of the selected item must be less than value you enter DISCOVER USERS GUIDE 64 Chapter 5 Working with Segments OPERATOR DESCRIPTION is greater than or equal The selected item must equal or be greater than the value to you enter is less than or equal to The selected item must equal or be less than the value you enter contains The item must contain the value you enter contains all of The selected item must contain all of the values you enter contains at least one of The item must contain at least one of the values you enter 6 Type a property for the rule in the third field Click Select Item for a list of valid values Select Item does not apply to values that use numbers The Select Item window also lets you search for specific items See Using the Select Item Tool on page 65 Click Add to display your rule in the rule list Repeat the previous steps to add multiple rules When a rule displays in the list click Edit to modify the rule click Delete to remove it Click OK to apply all rules shown in the rule list to the object Using the Select Item Tool The Select Item tool helps you list valid values that are available when you are creating rules for your advanced segments You access the tool from within Rule Builder You can also search
93. ers Include canvas logic Uses the Exclude canvas Statement An orders event has not occurred Rule Builder Data edit rule Name Orders excluded Match All of the rules Rule List An orders event has not occurred Purchasers Description View data for visitors that have participated in an order event Segment Builder This segment cannot be adjusted in the Segment Builder If a visitor has participated in an order event then that visitor is a purchaser Advanced Segment Builder Containers Visitor container holding an undefined Orders event Include canvas logic Uses the Include canvas Statement Orders is not defined Rule Builder Data edit rule Name Orders DISCOVER USERS GUIDE 51 Chapter 5 Working with Segments Match All of the rules Rule List Orders is not defined Single Page Visits Shows data for visitors who only viewed one page in your Web site in a single visit Segment Builder This segment cannot be adjusted in the Segment Builder Advanced Segment Builder Container Visit Include canvas logic Uses the Include canvas Statement Persistent Cookies equals 1 Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Persistent Cookies equals 1 Visitors with Campaign Tracking Code View data for visitors that have that have responded from a selected campaign tracking code Segment Builder A drop down window allows you to select from current Campaign Tracking Co
94. erson first views a page on your company s Web site and lasts until that person stops all activity on the site for a period of 30 minutes Web analytics general industry standard The industry assumes that given the length of time the person likely closed their browser and reinitiated a separate visit A unique visitor could be responsible for multiple visits or sessions during a day month and year Visit Depth The depth to which customers to your site browse For example if a customer views three pages on your site before making a purchase that visit depth would be three Visitor Registered each time a person visits your site For example if three people visit your site three visitors are recorded DISCOVER USERS GUIDE 110
95. for specific items from within this tool NOTE If the list is blank there are no items that meet your search criteria Figure 5 7 Select Item Window x Select an item from the list below or enter a search term to refine the list Available Items Search Apple Clear Advanced Select fro Apple PowerBook G4 550 Apple PowerBook G4 667 Apple Studio 17 inch TFT LCD Monitor Apple iBook G3 600 Apple iPod MP3 Player Apple Power Mac G4 933 To use the Select Item tool 1 Select a value from the list DISCOVER USERS GUIDE 65 Chapter 5 Working with Segments 2 To search for a value do one of the following e Type a search string in the Search field then click Search e Click Advanced Search then fill in the fields to refine your search Table 5 5 lists and describes these fields Table 5 5 Advanced Search Options all Filters the report by loading data for only those items that contain all of the words entered in this text box functions as an and search Multiple words are separated by spaces exact phrase Loads data for items that only match the exact phrase similar to a contains this and that search where multiple words are enclosed by quotes You should not enter quotes here unless items you are searching for have quotes at least one Filters the report based on any of the words entered in this text box functions as an or search Multiple words are separated by spaces
96. g Domain 0 Visit with Ordered Product View data for visits that have ordered a selected product Segment Builder A drop down window provides selections from various products from which visitors have ordered Advanced Segment Builder Container Orders Include canvas logic Uses the Include canvas Statement Products equals lt product gt Rule Builder Data edit rule Name Orders Match All of the rules Rule List Products equals lt product gt Visit with Product View data for visits that have interacted with a selected product Segment Builder A drop down window provides selections from various products with which visitors have interacted Advanced Segment Builder Container Visit Include canvas logic Uses the Include canvas Statement Products equals lt product gt Rule Builder Data edit rule Name Visit Match All of the rules Rule List Products equals lt product gt 5 3 Using the Segment Builder Tool You can configure the predefined segments or combine them to create new segments For example if you want to see a report that shows data for non purchasers who came from a paid search you can combine these two segments in the Segment Builder tool DISCOVER USERS GUIDE 56 Chapter 5 Working with Segments Displaying and Using Segments Figure 5 3 Segments Pane Segments x View TT y All visits f First Time Visitors Loyal visitors i Non Purchasers Purc
97. g a segment from the segment pane to the report s Segment drop space to filter the report If a segment is also in the Segments drop box in the work space both segments are applied e Press Ctrl while dragging a second segment to combine segments e Drag the All Visits segment to see all data Viewing General Data for When you hover your mouse cursor over the segment Segments name a small display shows you the general amount of segmented data as compared to the whole for Page Views Visits and Visitors 3 8 Running the Previous Page Flow Report The Previous Page Flow report is identical to the Next Page Flow report except that rather than showing a subsequent page it shows the pages from which the visitor came For a detailed explanation of this report see Running the Next Page Flow Report on page 23 To run the Previous Page Flow report click Paths gt Pages gt Previous Page Flow DISCOVER USER GUIDE 26 Chapter 3 Running Discover Reports Figure 3 12 Previous Page Flow Report Select Page Q Zoom Out E Fit To Screen Clear Screen K Previous Page Flow Dd Segment All Visits search gt gt Entered Site 128224 61 21 Home Page 10139 4 84 Campaign Landing Page 6982 3 33 Affiliates 6404 3 06 Popup Promotion Page 6339 3 03 About Us 6330 3 02 Add Product To Cart 5201 2 48 Return Policy 5104 2 44 Buy Process Customer Information 2301 1 1 All othe
98. gment is entitled Untitled Segment until you save it You can rename the segment during the save process DISCOVER USERS GUIDE 61 Chapter 5 Working with Segments Figure 5 5 Advanced Segment Builder gt Segment Filter Builder Title Untitled Segment E Save E Load Ej Clear Canvas Components Include Canvas Exclude Canwas Include page views where o Date Time Key Impre o Impressions on o Internal Promotion Pl a Click here to define Visit o Internal Promotions I o Internal Search Term Click here to edit Cart Additions o Internal Search Type o Keyword Cost o Merchandising Categ o Mktg Cost Che o Multivariate Test Vari Click here to define Checkouts o Onsite Searches D Order Confirmations Click here to define Page view o Order ID Impression Click here to define Keyword Cost o Orders i Drag and Drop Here o Partners Impression E Products contains Palm m515 Handheld Original Referring Domain equals doubleclick net my Position Value i Drag and Drop Here 2 Establish relationships between the containers and the events needed for the segment you are building a Choose initially whether you want to use an include canvas or an exclude canvas You can switch back and forth during the build process b Select from the drop down menu to set the logic to any or all of the criteria you create c Drag a container or event to the area in the
99. graphical data 1 Ina ranked report right click the portion of the pie you wish to segment Browsers Time Spent per Visit Microsoft Internet Ex 1 to 5 minutes 2 Select the information you want to see from the menus A second pie chart displays You can also break this chart down You cannot expand the all others part of the pie chart 4 4 Adding Success Events to a Conversion Report You can add or change the success events Selected Events that are displayed in your Conversion reports Adding success events lets you see more than just the default metrics contained in each reporting section For example the Purchases Conversion report shows data for visits carts orders revenue and units by default You can add additional events to this report such as checkouts or other events that are part of the conversion process You can also add custom events Additionally you can select the order in which the events display in the overview section to see different combinations of conversion events To add success events 1 In the report click Selected Events 2 In the Metric Selector select and arrange the available metrics 3 Enable the Order Event Attributes Display Revenue Associated with Orders Shows the revenue in the Overview and Averages sections of the report based on the orders that were placed Display Units Associated with Orders Shows the Units metric in the Overview and Averages sections of the report
100. h Discover After analyzing these segments you might think of other variations that you can create using the powerful Segment Builder and Advanced Segment Builder tools See Using the Segment Builder Tool on page 56 The following describes the values that you can change or adjust within the Segment Builder or the Rule Builder in the Advanced Segment Builder Several of the pre configured segments have their success events set in SiteCatalyst for example the Order segment Therefore purchasers and non purchasers are defined in Discover using the success events in SiteCatalyst DISCOVER USERS GUIDE 49 Chapter 5 Working with Segments NOTE Because you can alter the default settings and values of all segments these descriptions may not accurately reflect segments that have been altered v e First Time Visitors on page 50 v e Loyal Visitors on page 50 Nv e Non Purchasers on page 51 N e Purchasers on page 51 N e Single Page Visits on page 52 h e Visitors with Campaign Tracking Code on page 52 v e Visitors with Persistent Cookies on page 52 v e Visits from Paid Search on page 53 v e Visits referred by Google on page 53 y e Visits referred by Yahoo on page 54 v e Visits referred by MSN on page 54 N e Visits referred by Microsoft Live on page 54 v e Visits that Contain Pages on page 55 N e Visits w
101. h as SSH Access via these protocols is denied by default unless the connection originates from a list of trusted IP addresses Telnet FTP and other non encrypted protocols are not allowed from any Internet address e Private management line Omniture has deployed a private T1 connection from the corporate offices to the main data center in Sunnyvale CA Not only is this line completely private connecting the Omniture offices directly to the production machines but all data transmitted over this private connection is also encrypted e Password protected user access Customers wanting to access their data must authenticate their identity with a username and password All users are required to transmit this information over SSL encrypted channels to prevent it from being intercepted e Service monitoring All servers routers switches load balancers and other critical network equipment are monitored 24 hours a day The software responsible for monitoring this system performs over 6 000 health checks per hour probing for security data integrity and service interruptions and automatically sends notifications to the on call staff member Should the on call member fail to acknowledge the problem it is automatically escalated to DISCOVER USERS GUIDE 97 Advanced Topics other members of the Network Operations staff Omniture also employs ASP monitoring services such as Keynote and Web master Solutions to provide several layers of monitoring redunda
102. hasers Single Page Visits v yS The segments shown in the Segments pane can use either their pre configured name or the name you assign when you create them You can see additional segments by selecting folders from the folders menu You can create new folders using the Organize tool then select them to display their content You can place a segment in your report tables to create a new column to see segmented data or you can add a segment to your workspace to apply a segment to every report in the workspace To add a segment column to a report table 1 In the Segments pane select the folder that contains the segment you want to use 2 Drag a segment from the segment pane into the report table To add a segment to your workspace 1 In the Segments pane select the folder that contains the segment you want to use 2 Drag the segment into the box labeled Drop segment here to filter workspace 3 Hold the Ctrl key to combine segments 4 To remove segments from the workspace do one of the following e Place the All Visits segment in the box e Click the remove icon Adjusting Pre configured Segment Properties Pre configured segments are listed in the left hand column You can modify segment properties by moving them into the Selected field then highlighting them To configure segments 1 Do one of the following e Inthe Segments pane click the Segment Builder icon Y e Inthe segment box in the workspace tool b
103. hat have visited from Google Segment Builder A drop down window allows you to select a search engine from the drop down list The default value is Google Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Search Engines equals Google DISCOVER USERS GUIDE 53 Chapter 5 Working with Segments Rule Builder Data edit rule 0 Name Visitor Match All of the rules Rule List Search Engines equals Google Visits referred by Yahoo View data for visits that have visited from Yahoo Segment Builder A drop down window allows you to select a search engine from the drop down list The default value is Yahoo Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Search Engines equals Yahoo Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Search Engines equals Yahoo Visits referred by MSN View data for visits that have visited from MSN Process is essentially the same as with Yahoo above Segment Builder A drop down window allows you to select a search engine from the drop down list The default value is MSN Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Search Engines equals MSN Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Search Engines equals MSN Visits referred by Micros
104. he SiteCatalyst permissions system To grant an Omniture Discover user license 1 Log in to the Omniture Suite 2 Click Admin gt Admin Console 3 Inthe Admin Console main menu click Admin Console gt User Management 4 Click Edit Groups If your company has purchased Discover user licenses the Discover License Users group under Group Name The number of available licenses for user logins is also shown Click Discover License Users Select the users you want to add to the group then click Add 7 Click Save Group TIP The licensing system does not limit the number of users that may be added to a group Discover limits concurrent usage to the number of user licenses purchased For example if a company purchases 5 Omniture Discover user DISCOVER USERS GUIDE 6 Chapter 2 Getting Started with Discover licenses the ACME administrator can add 50 or more users to the Discover User License group but only 5 of those users can use the Discover application concurrently See User Management in the Administration Console User Guide for more information about permissions Managing Queues When the number of logged in users exceeds the number of available licenses a dialog box notifies the user that all available licenses are currently in use Their position in the queue is shown along with a link to re check the queue position When a license becomes available Discover notifies the user with an email message and a pop up dialog
105. he delivery at a certain time or specify the number of times you want to send a report When you do this the settings override the settings you chose in the Report Range and Delivery Schedule pane of the Delivery Options report DISCOVER USER GUIDE 44 Chapter 4 Configuring Existing Reports To create a delivery schedule 1 In the Delivery Options screen click Custom A custom Scheduling Options gt Report Range Define the span of time covered by each delivered report August 1 2009 August 31 2009 Delivery Schedule Specify how Frequently you would like the reports delivered Monthly Delivered the start of each month End Delivery Select when you would like to terminate this recurring delivery Never End after 0 occurrences Oma aso 2 Select a report time span from the menu This may differ from the delivery schedule It gives a period to date report For example if you select month for the report time span and week for the delivery schedule Discover sends you a month to date report each week of the month Additionally the date range to the right of the field shows you an example of what the date range for the next report will be 3 Select a delivery schedule option from the menu These correspond to the options in the Delivery Options screen 4 Select a option to end delivery e Select Never to send the report indefinitely e Click the End
106. hen viewing a ranked report such as a products report you can see the trend data for a value you pick For example you can see that a product made 10 000 in gross revenue for the selected time period If you want to see how much revenue that product generated for each day of the time period you can show a trend graph for the product or open a separate trended report To trend a row 1 Open a ranked report 2 Click the trend icon J to see a small pop up graph of the trend Figure 4 3 Trend Graph Data All isits Revenue Produ jv Gi Lini Products Logitech QuickCam Pro 3000 Digital Still Camera 52 894 0 25 Me act 49 431 0 23 We Lint 922 47 964 0 22 Migs ko 80 46 228 0 21 ME Du 360 46 185 0 21 En 240 43 016 0 20 Aip 120 41 037 0 19 Sor 35 989 0 17 Log 01 01 03 14 05 26 08 07 12 31 34 675 0 16 Logrecer RUERCUIMTTO ODO Vigra sor canis E E 170 0 15 Belkin Wireless Cable DSL Gateway Router 30 786 0 14 Medal of Honer Frontline by Electronic Arts 25 354 0 12 Flight Simulator 2002 by Microsoft 22 809 0 11 1 1 08 3 1 08 5 1 08 7 1 08 9 1 08 11 1 08 3 Click Launch Trend Report to see a full report for the data 4 Alternately right click the cell and click Trend Cell to see the trend report for the row NOTE Multiple cells can be applied to a single trend report by selecting multiple cells before right clicking and selecting trend cell 4 12 Sorting Columns You can sort on any c
107. il servers and other sensitive systems are kept locked at all times in an environment controlled server room accessible only to IS staff and members of the executive team e Alarm system An alarm system is activated during periods where no employees are in the building Both door and motion sensors are deployed The alarm system will automatically call authorities when tripped Authorized employees must have both a key card and a security code to enter the building during non business hours e Backups All data contained on file servers finance servers and mail servers is backed up to tape each night Copies of backup data are periodically taken and stored off site to guard against all backups being destroyed with the originals in case of a disaster Permanent CD ROM copies are made of employee s e mail messages and files upon any termination events All employee e mail is also retained for 30 days after being deleted by the employee B 2 Internet Explorer 6 0 Cookie Handling About Cookies A cookie is a small piece of information that a Web server can give to a Web browser The browser then returns this information to the Web server with every additional request that is made Cookies are most commonly used to differentiate between users and to personalize Web sites For example Amazon com can differentiate between shopper accounts shopping carts thanks to the cookie it sets on your computer This cookie identifies you as a unique anonymous v
108. imes that pages on your Web site are reloaded or refreshed during a single visit Single Page Visits Visits in which a user only views a single page of your site Entries The number of times that a user initially entered your Web site on a specific page These are recorded for each page on your site individually Exits The number of times that a user exited your Web site from any page These are also recorded for each page on your site individually Average Page Depth Shows on average how many pages a user visited prior to accessing a particular page on your site The first page has a value of one the second a value of two and so forth Pages accessed sooner in a visit have lower numbers assigned However if a page is the ist the 3rd and the 35th page accessed during a single visit then the value assigned for the visit will be 13 for that page Average Page Views per The average number of times that a page is visited during any visit where Visit a user accesses the page If a page is not accessed during a visit then the visit is not counted for the page Therefore the average can never fall below 1 Table 6 3 Commerce Metrics Product View Occurs when a product details page is viewed DISCOVER USERS GUIDE 70 Chapter 6 Working with Metrics Click Through Cart Removals Cart Additions Checkout View Shopping Cart Open Shopping Cart Revenue Orders Units This increments when a user accesses a Web page from a link
109. in this report might exceed the actual total of page views DISCOVER USERS GUIDE 80 Report Descriptions Paths Reports Paths let you view your site traffic as it flows from one page or item to the next break down visits to discover new patterns and popular paths or go far beyond traditional metrics to search out the specific paths your visitors take from a selected page General Reports Group Typical of the General category of Paths report is this one of the Page Views metric for All Visits to the reporting site showing how much time was spent on a Page Path Length Report The Path Length report is a ranked report that shows you the number of visitors that accessed a specific number of pages on their visits For example how many visitors viewed only 1 page how many viewed 2 pages haw many viewed 3 and so forth You can use this report to see whether visitors you your site access few or many pages during their visits Reloads Report The Reloads report shows the number of times individual pages were reloaded by page visitors A reload event is defined as any time the same page is viewed twice in a row in less than 30 minutes and without any intervening pages Some events that would cause the report to register a page reload include e A visitor views a page and then clicks the refresh button causing a page reload the first page view is not a reload e A person visits a site page clicks a link that takes him her to an exte
110. ing Data Delivery Options e 4 14 Creating Scheduled Deliveries e 4 15 Managing Scheduled Reports For information about adding metrics to a report see Working with Metrics on page 69 4 1 Updating a Project Time Period You can update a project s time period by changing the time period rather than creating a new project with a new time period The time change is reflected in all of the reports in the project To update a project time period 1 Click File gt Change Project Dates 2 Specify a date range then click OK 4 2 Breaking Down Table Data Certain reports let you break down the table data so that you can see sub related data in the report To break down table data click the Breakdown icon DISCOVER USER GUIDE 35 Chapter 4 Configuring Existing Reports Figure 4 1 Expand to Reveal a Sub report Data Product SubGroup 3 Products gt Traffic Campaigns Paths gt Customer Loyalty gt pra Sales Cycle gt Flat Panel m s Tube Monitor MAA Masse gt Search Engines SLA Visitor Profile gt Return Frequency Media Player Technology Keywords Game Site Path Paid Searches Router d Custom Evars 1 10 Referring Domains ES Power Supply Custom Evars 11 20 El Adapter Custom Evars 21 30 gt El Mouse Custom Evars 31 40 gt EJ Acrobat Custom Evars 41 50 gt E Security Wireless Compaq In this example the laptop product is being expanded to show a search engine sub repor
111. ion and so forth DISCOVER USERS GUIDE 94 Report Descriptions Monitor Resolutions The Monitor Resolution report shows the screen resolutions your Web site s customers most commonly use as configured on their computers Resolution refers to the number of pixels that can be displayed going across and down the screen Settings include 640 x 480 800 x 600 1024 x 768 1152 x 864 and 1280 x 1024 among others By seeing for example if certain monitor resolutions resulted in more cart views you can help identify such things as problems with your cart view page or how you alert customers as to what their carts currently contain as they shop Java This report helps you determine how many or what percentage of visitors have Java enabled on their computer You can use this to determine whether you want to use Java based applications on your Web site Cookies This report shows what percentage of your visitors have cookies enabled You can use it to determine whether to use cookies technology on your Web site Connection Type This report displays the connection types visitors use to access your Web site such as LAN or modem If many of your Web site visitors use a faster or slower type of connection you can optimize your site content for that type of connection Custom Conversion Reports Custom Conversion reports are specific to your Web site Because all business are different success metrics for your site may be different from other
112. ional data This report is unique in that it is an overview report Information on how to configure and add metrics to this report is provided here Information on configuring trended and ranked reports is given later in this chapter Figure A 1 Totals Report Totals Report gt lt A Segment First Time Visitors Selected Events Revenue 8 Page Views amp Orders amp Units Revenue 1 320 174 309 191 Page Views 504 315 118 765 Orders 2 024 504 Units 2 321 564 Site Content Reports This group contains traffic reports that tell you about numbers of hits to your Web pages and Web servers You might have additional custom reports in your menu that are not listed here DISCOVER USERS GUIDE 78 Report Descriptions Pages Report The Pages Report is a ranked report that shows you the number of views for each tracked page on your Web site and tells you which pages are being visited the most You can use this report to e Identify important pages that are getting missed so you can highlight them more prominently e Measure page views to promotional sign up or order pages for marketing effectiveness e Monitor all traffic to all pages in one easy to read report e Learn the pages products in which your visitors are most interested Site Sections Report The Site Sections report is a ranked report that lets you view your Web traffic according to groups of similar Web pages that you have put together
113. isitor distinguishing you from all other anonymous visitors browsing their site at the same time and allows Amazon com to correctly assign you to the correct shopping cart Cookies cannot be used to magically identify you as an individual by your e mail address street address or any other personal information The only exception to this is information that you explicitly give a particular Web site If you give a Web site your name the Web site can then store your name or some other identifier that links you to your name so that the next time you visit your name will be known to the site Cookies cannot discover any information that you did not already give to the site However if you do disclose personal information to a site a cookie can then be used to link you to that information on all subsequent visits For security purposes a cookie can only be returned to the domain that set it This means that cookies set by Yahoo com cannot be read when you are visiting Microsoft com In fact if you pull up Microsoft com in your browser there is no way for the Web servers to even see that you have Yahoo com cookies or that Yahoo com has ever been visited More importantly Microsoft com cannot recover private information you may have disclosed to Yahoo com through the use of cookies How Discover Uses Cookies Discover uses cookies to anonymously distinguish unique visitors from one another as well as determine the last time that customer visited th
114. ite you can track the search terms submitted and create a report that shows these terms and the results of the searches All reports are accessed from the Reports tool pane The divisions in the pane are very similar to the SiteCatalyst report divisions but Discover adds further depth to the report data From the Reports group you can run reports and then access tools to create use and define the segments metrics and report comparisons Discover reports are categorized by the following types Table 1 1 Report Types Summary Includes reports such as the Totals report which shows data designed for quick overviews These are intended for executives who want a general overview of the data Conversion Shows revenue gained from different aspects of your Web site You can see reports that show revenue from ad campaigns revenue from loyal customers compared to revenue from new customers a breakdown of revenue by product and many other revenue reports Conversion reports can also show other success events such as ad clicks downloads or other events DISCOVER USERS GUIDE 3 Chapter 1 Introduction to Omniture Discover Traffic Shows numbers of Web page hits Everything from most popular pages to visitor geographic locations to browsers used to access your Web site is available in these reports Pathing Shows traffic flow within your Web site You can see data that tells you the order in which visitors access the Web pages on your site and
115. ith No Referrer on page 55 Y e Visit with Ordered Product on page 56 e Visit with Product on page 56 First Time Visitors Description View data for visitors that have visited a maximum of 1 times Segment Builder A slider is used to set the number of times a visitor can visit and still be considered a first time visitor The default value is 1 Advanced Segment Builder Container Visits Include canvas logic Uses the Include canvas Statement Visit number equals 1 Rule Builder Data Name Visits Match All of the rules Rule List Visit number equals 1 Loyal Visitors Description View data for visitors that return more than or equal to the amount of times set below DISCOVER USERS GUIDE 50 Chapter 5 Working with Segments Segment Builder A slider is used to set the number of times a visitor must visit before considered a loyal visitor The default value is 2 Advanced Segment Builder Container Visit Include canvas logic Uses the Include canvas Statement Visit Number is greater than 2 Rule Builder Data Name Visit Match All of the rules Rule List Visit number is greater than 2 Non Purchasers Description View data for visitors that have not participated in an order event Segment Builder A slider is used to set the number of times a visitor has not participated in an order event The default value is 2 Advanced Segment Builder Containers Visitor holding Ord
116. itor is eight Therefore 8 displays in the page views report Visitor 3 made a 25 purchase on page G and the total number of page views for the visit in which the purchase was made is four Therefore 4 displays in the page views report Chapter 5 Working with Segments An orders event in a page views container and Only one page has a 75 purchase in it therefore the number of the event is set to revenue 75 page views is one NOTE Containers are holders for events or other containers as you build your segment definition Containers may be nested For example the Visitor container may contain the Visit and Page View containers with their respective events and the Visit container may hold the Page View container with its respective events However the Page View container can only contain events In the Advanced Segment Builder tool the size of the center of each container icon shows these relationships To use the Advanced Segment Builder 1 Do one of the following e From the Segment Builder tool click Advanced Segment Builder to use it with a selected segment The segment s properties are imported into the Advanced Segment Builder See Adjusting Pre configured Segment Properties on page 57 e Open the Segment Builder tool click Advanced Segment Builder without selecting a segment and begin with a clear canvas e Click Load in the Advanced Segment Builder to bring up a previously created segment NOTE A new se
117. itors with Campaign Tracking Code assaia ee 52 Visitors with Persistent Cookies a oa aaa es 52 Visits from Paid Search 20 e a oa e a Shen a eb a en A E a 53 Visits referred by Googles 2c nna A RA A E Pe AOE Ee O Oe A 53 Visits referred by Yahoo 2 2 00 4 as a rr a o E ae toed De ai ea NS 54 Visits referred by MSN 21 nes 54 Visits referred by Microsoft Live 0 o ooo oooenrre es 54 Visits that Contain Pages soca eee Pe ee OE ea ee A Se ad ne ae 55 Visits with NO Referer cities 55 Visit with Ordered Product i ess ii aed 4 erga A a Oe ee Bon ene ae ee 56 Visit With PrOdUCt aria Aa ee ee ee ee ee et ae Sk ol A in ate Os Gl eee a 56 Using the Segment Builder Tool cocer eo a Pe ee ek Re Pw ee A E 56 Displaying and Using Segments ooo 57 Adjusting Pre configured Segment Properties 2 0 0 0 ee 57 Using the Advanced Segment Builder 0 0 00 ee 58 Using the Rule Build t e ea a eR A ns ae Bi BA ele es Be Cea eld eS 63 Using the Select Item Toolen sui oa ea is Sau aha AAN VTA ia Be oa a ae AA 65 Using Segment Folders xs eso o A ee ars AA a We EE Pe ae dl he Ae age ele Re 66 Creating and Organizing Segment Folders sasaaa ee 66 Chapter 6 Working with Metrics o ooo eee 69 Metric CalCulatioNS aioe s alar wad e a AA AAA Pans AA Pad dd ood 69 Metric Definitions si sda ee da id a a Maha a dd dl da 70 Adding Metrics eii A a do cede E a ea 71 OFganiZiING Metrics it O AAA AA AA A
118. l servers run intrusion detection software that detects unauthorized or irregular connections such as port scans and common back door attempts It responds to these attempts by making the server appear to be a black hole to the offending machine Any network connections attempted by the machine in question will be ignored and the server will appear not to exist to the machine making the connections This system works in real time blocking attacks immediately as they occur e Non routable off net addressing Omniture maintains all servers containing customer data on IP addresses that are not routable across the Internet Because all connections must be made through a network bridge or proxy server this severely limits the ability of individuals to connect to these machines e Load balancers In addition to distributing Web traffic among the servers in the cluster the load balancers perform important security related tasks All connections other than those to allowed ports 80 and 224 for HTTP and SSL respectively are filtered out never even reaching the servers they are destined for The load balancers also perform Network Address Translation NAT NAT is a process that masks the true IP address of a server from the client connecting to it The true IP address of the machine is never revealed thus limiting the attacks that can be performed against it e Secure management All management connections to the servers occur over encrypted protocols suc
119. m cache is usually much faster than from the server The Internet makes predominant use of the following two caching mechanisms The Web browser stores recently downloaded pages in a temporary location on your hard drive When you return to a page you ve recently viewed the browser quickly retrieves it from this local cache rather than the original server You can usually change the size of your cache depending on the browser you use Most ISP s utilize caching servers on their network When a browser requests a page the page is downloaded to the individual s computer and also saved on the caching server If a different user then requests the same page it is then retrieved from one of the caching servers rather than the site servers Many analysis tools especially log file analyzers fail to count page views from cached pages SiteCatalyst s proprietary cache busting technology counts cached page views the same way it counts page views that have not been retrieved from cache resulting in much more accurate Web site usage data Events in which the cart object is created for a customer Cart opens usually occur when a customer selects an item for purchase but can occur without an item as well Event in which contents of the shopping cart are viewed by customers Similar groups of products such as electronics or music much like channels or content groups in the Traffic reports Categories can contain multiple products For example the elect
120. metric Revenue Normalized A normalized comparison that uses revenue for the metric Visitors Difference A numeric comparison that uses visitors for the metric Visitors Normalized A normalized comparison that uses visitors for the metric 4 Click OK On the Comparison Builder window click OK 3 6 Configuring the Advanced Fall out Report The Fall Out report allows you to track your visitors fall out points during the buying process You select a beginning point and a conclusion point then add intermediate points to create a Web site navigation path The report displays percentages of people who navigated from the start point to the end point conversions and locations where people left your Web site before to arriving at the conclusion point fall out You can also see a trended path that shows you a graph of your fallout over a specific period You can set single Web pages as the report checkpoints or you can create groups of pages as your checkpoints You can also use categories that you configure in SiteCatalyst as checkpoints in your report e Assigning Pages to the Fall out report e Using Groups and Categories Assigning Pages to the Fall out report Initially the Fall out report shows a cone with two spaces that read Drag and Drop Page Here In this window you need to add pages servers or site sections To assign pages to the Fall out report 1 From the Menu click Paths gt Pages gt Pages Fall out 2 Click Show 3
121. mula box below Define Formula Name Metric Type Numeric Percent Currency Decimal Places 2 Standard Metrics Total Metrics AJB Test Variations Impression A Total A B Test Variations Impression AJB Test Variations Impression Lines Total 4 B Test Variations Impression AJB Test Variations Impression Parti Total 4 B Test Variations Impression 4 B Test Variations Impression Rece Total A B Test Variations Impression Abandoned Cart Total Abandoned Cart Abandoned Cart Linear Total Abandoned Cart Linear Abandoned Cart Participation Total Abandoned Cart Participation Abandoned Cart Recent Total Abandoned Cart Recent Affiliates Impression Total Affiliates Impression v lt Y lt gt lt 1 gt WOW Formula Clear Form Save Formula Cancel Type a name for your new Metric Select a metric type from among the radio buttons Numeric Percent or Currency Specify the number of decimal places NOUN 8 Create your metric in the Formula field by combining Standard Metrics and Total Metrics from the two columns Scroll to find the metric then click the metric name NOTE Standard metrics use the values for a specific element in Discover such as a Web page or a product while total metrics give values for all elements within your site For example you can subtract visitors from total visitors and apply that metric to a traffic report to see the number of visitor
122. n SiteCatalyst you can set a field to contain user ID data If you configured this option in SiteCatalyst the Extract Visitor IDs option becomes available If you do not enable this option in SiteCatalyst but you decide to enable it later you cannot go back and extract historical visitor IDs To extract visitor IDs 1 2 3 4 Use a segment to create a filter Right click the filter and select Extract Visitor IDs Type the filter name In the Data Warehouse screen that displays click Request Report 4 10 Configuring Column Properties You can change the look and color of your columns with the Column Properties function 1 2 3 Right click a column heading Choose Column Properties Column Properties Cell display Bar graph settings Location Behind number Behind percent Full width Cell preview 1 234 567 25 43 In the table cells of a ranked report there are bar graphs that graphically display the numbers shown in the table y O 25 69 44 5 13 89 a 4 11 11 I 2 5 56 By default ranked report tables display numeric values percentage totals and bar graphs that represent the values Behind number Places the table graph before the number in the cell Behind percent Places the table graph before the percent in the cell Full width Extends the bar across the table cell Click OK DISCOVER USER GUIDE 40 Chapter 4 Configuring Existing Reports 4 11 Trending a Row W
123. ncy Denial of service attacks Rather than attempt to compromise a machine sometimes an individual will launch an attack designed to prevent others from legitimately accessing a site These Denial of Service DOS attacks and Distributed Denial of Service DDOS attacks typically flood a group of servers with illegitimate traffic to bog them down and prevent them from responding to legitimate requests DDOS attacks can be very complicated as are the methods of protecting servers from them Omniture servers have enabled SYN cookies prevents DOS from SYN packet flooding and have delayed binding enabled in the load balancers In addition Omniture s network provider has deployed special rate limiting filters designed specifically to filter out DOS traffic Finally the T1 line connecting our data center with the corporate office is a direct private connection In a worst case scenario it would still allow Omniture to access the servers to diagnose the problem This is true even if the DDOS attack should successfully disallow alternative means of access Hosting Facility Security Omniture uses the strictest security standards when choosing data hosting partners The security measures we look for and achieve when choosing a partner include Physical facility security Items in this area include 24 hour on site security personnel who require credentials for facility admittance biometric scanners that authorize data center access remotely monitore
124. nes who is a unique customer How many different people purchased from my site during this time period NOTE The sum of all daily unique customers is not equal to the total monthly unique customers for that month This is because a customer who purchases twice in a given month will count as two daily unique customers one for each day they purchased but only as a single monthly unique customer The same relationship holds true for monthly unique customers and yearly unique customers The method used to give an address to documents and other resources on the World Wide Web The first part of a URL indicates what protocol to use and the second part specifies the IP address or the domain name where the resource is located For example the first section of the URL http www Omniture com specifies that the Web page that should be fetched using the HTTP protocol The second section directs the main page in the Omniture domain to be retrieved A worldwide bulletin board system with over 14 000 news groups User defined variables that allow you to correlate your custom data with specific commerce events such as the number of registered or unregistered visitors that opened a shopping cart or the amount of revenue generated by business partner leads Variables go beyond just counting the number of page views that your custom data generates 109 TERM DEFINITION Visit The number of times a visitor browses to your site A visit begins when a p
125. net Service Provider Java DISCOVER USERS GUIDE The last page customers viewed before leaving your site Sets the lifetime of a variable value by letting you tell the system when to expire the variable s value Until a value expires it will be used as a modifier to the purchase events Expiration triggers can be dates time periods or commerce events Termination of variable values Until a value expires it will be used as a modifier to purchase events A program or device used to filter and block information as it passes through an Internet connection according to security rules set by the network administrator How often an event occurs In SiteCatalyst the number of times a visitor returns to your site This information is used in the Return Frequency report which shows how often unique visitors return to your site Used to upload or download files to and from servers on the Internet The international time zone standard GMT is five hours ahead of Eastern Standard Time EST For example 1 00 A M EST would be 6 00 A M GMT Every time a server is called to retrieve an image text frame or other information for a Web site a hit is registered Depending on site content you could have 10 hits or more for one full page view A protocol that determines how Web servers and Web browsers should respond to various commands For example when you enter a URL in your browser your browser sends an HTTP command to the Web se
126. nish speakers running Linux in Los Angeles purchased a specific product Discover can answer that for you This following sections describe the purpose of this manual and contain an introduction to several of the main features in Discover e 1 1 Example Using Discover for Web Site Analysis e 1 2 Features of Discover 1 1 Example Using Discover for Web Site Analysis The marketing department of an electronics company wants to increase their sales in Taiwan and needs to know e The advertising delivery tools that are most effective in that country e The types of products generating the most revenue in Taiwan in order to target this product category with their ads e The Web browsers most commonly used by visitors so that the company can optimize the ads for best display in those browsers As a Web site analyst in this company you have been asked to provide the marketing department with this data Using Discover you can generate one report that answers all of these questions as shown in Figure 1 1 DISCOVER USERS GUIDE 1 Chapter 1 Introduction to Omniture Discover Figure 1 1 Example Report Segment Al vists Metric Vistors Product Group Delivery tool gt 2 840 023 13 9 98 410 373 05 23 222 10 58 a 4 271 176 14 5 904 25 42 AAA AAA AAA l a 78 565 86 1 518 25 71 Internet Explorer 5 5 13 28 26 25 708 63 487 32 08 Internet Explorer 5 01 8 17 39 9 499 28 228 15 02 Internet E
127. nked reports you can compare differences between columns or for any given metric or compare two segments of your visitor set You can create your own comparison report templates or select a pre configured template DISCOVER USER GUIDE 16 Chapter 3 Running Discover Reports After you create comparison templates you can organize them similarly to how you organize segments and metrics See Creating and Organizing Segment Folders on page 66 for more information Comparison Example You can compare product revenue for two segments of your population Or you can compare sales for first time visitors to sales for loyal visitors In Figure 3 4 sales are compared between two groups first time visitors and loyal visitors When you add this comparison to a ranked product you get a display similar to Figure 3 4 Figure 3 4 Sample Comparison Report ees A Sales B Sales A BRevenue Products Y T Y 7 Apple Power Mac 135 695 28 70 218 491 24 67 82 796 469 182 25 93 Apple PowerBook 34 499 7 30 48 298 5 45 13 799 126 495 6 99 Sony VAIOGRXS 7 500 1 59 62 498 7 06 54 998 122 496 6 77 Apple PowerBook 35 999 7 62 59 998 6 77 23 999 101 997 5 64 El Toshiba Satellite 17 099 3 62 30 399 3 43 13 299 64 597 3 57 Sony VAIO GRX5 15 399 3 26 39 598 4 47 24 199 63 797 3 53 For each product the report shows the total sales for first time visitors A and loyal visitors B The A B Rev
128. ns within your Web site For example you can see how many user went from a www mysite com to info mysite com or sales mysite com Site Analysis Report The Site Analysis report is a visual representation of your Web site It has several features and provides you with a large amount of information at a glance By default e The cylinders represent Web pages The taller the cylinder the larger the number of page views the wider the larger the number of visits You can add Web pages with the Page Selector tool e The arrows show traffic flow The larger the arrow the greater the volume of flow between the two connected pages e The color shows a success metric of the Web page in this case revenue A change in color shows a change in the number of times the page took part in the selected success event e The X any Y axes show additional metrics The placement of the cylinder corresponds to the value for the metric e Each of these can be changed DISCOVER USERS GUIDE 87 Report Descriptions Figure A 7 Site Analysis Report Segment All Visits Page Selector 3 5 f 5 z C __________ ____ _ _ ___ _ _ _ _ _ _ _ _ _ _ gt Average Page Views per Visit High X Anis Average Page Views per Visit Color Average Page Views per Visit Y Axis Average Page Depth Low High Arrow Thickness Traffic volume 6 1 07 6 5 07 5 15 07 5 20 07 5 25 07 5 1 07 5 5 07 5 10 0
129. o adjust the size of the report in your window You can click Clear Screen to begin a new report To expand branches 1 Click any underlined object in the report to expand it As you place your cursor over an object the report displays information about the object in a pop up display The most recently clicked object is highlighted in green 2 Click an expanded object to close the branches DISCOVER USER GUIDE 24 Chapter 3 Running Discover Reports Figure 3 10 Expanded Pages Segment All visits Select Page QS Zoom In OG Zoom Out GE Fit To Screen Clear Screen Campaign Landing Page search gt gt AR vv Exited Ste 375 19 49 Category Gaming 217 11 27 Categary Accessories 197 10 23 Process Stinging Informati 21 332 SAT Sur Process on Y category Sotware 188 9 77 Exited Ste 13 741 35 28 Category Monitors 135 7 09 Home Page 1 925 4 94 n Category Notebooks 133 6 91 About Us 408 1 05 Category Networking 115 5 97 Category Bectranics 95 499 Buy Process Customer Infarmatian 38 950 1 Home Page 95 499 Return Policy 397 1 02 Al others 372 19 32 ampeign Landing Page 385 0 99 ame Page 220 61 45 a Buy Process Customer Information 87 243 Product Targus Leather Notebook Case 35 9 78 Exted Ste 16 44 A Campaign Landing Page Occurrences visitors
130. o finding information Used by search engines as reference points for finding other words or information For information on how this works read the text under Search Engine A computer program that provides services to other computer programs in the same or other computers When taken in the context of the World Wide Web a server serves Web pages to the requesting computer A program that reads individual pages within a Web site in order to create entries for a search engine index It is also known as a crawler or a bot Spiders are typically programmed to read sites that have been submitted by their owners as new or updated Entire sites or specific pages can be selectively visited and indexed Spiders are called spiders because they usually read many sites concurrently their legs spanning a large area of the Web SiteCatalyst does not track spiders since they do not load images Spiders that do happen to slip through appear in the Other category A protocol that uses a private key to encrypt and transmit private documents over the Internet Many Web sites use SSL to securely obtain confidential visitor information such as credit card numbers URLs of Web pages that use an SSL connection usually begin with https instead of http The tendency of a Web site to influence a person to increase the amount of time they spend browsing the site and to increase the visitor s desire to repeatedly return to the site It is usually measured by
131. o the Internet has a unique IP address associated with it When you log on to the Internet your ISP assigns you an IP address This number is a four part number such as 207 159 140 20 SiteCatalyst s IP address Each IP address usually has a Domain Name that is assigned to it The Domain Name for 207 159 140 20 happens to be SuperStats com The SiteCatalyst statistics program will always try to match an IP address with its Domain Name so you can see who is visiting your pages For example john pr ibm com is probably a person working at IBM in their Public Relations department If the server cannot find an associated Domain Name for an IP address then the IP address will be shown instead Any method used to scramble data into secret code It is the best way to achieve high levels of security Data that is encrypted cannot be decrypted unless a special key or password is used The first page viewed by a person on the same visit a success event occurred Whereas an entry page is the first page accessed by a person on the same visit a success event occurred an original entry page captures the first page accessed by a person on their first original visit to the site 104 Exit Page Expiration Trigger Expire Firewall Frequency FTP File Transfer Protocol GMT Greenwich Meridian Time Hit HTTP HyperText Transfer Protocol Impression Instance Internet Average IP Internet Protocol Address ISP Inter
132. occurred on any page in the site section e Entry Server Report This report shows the names of the your Web servers and the number of entries for each server Report Uses e Identify which of your Web pages are the most frequent points of entry e Optimize the primary entry points on your site e Drive entry traffic to your key messages Exit Reports The Exit reports show you by percentage and by total visits which locations on your site were the last that visitors viewed before leaving your site There are three similar ranked reports in this group e Exit Page Report This report shows the names of the Web pages and the number of site exits that occurred on that page e Exit Section Report This report shows the names of the your site sections and the number of site exits that occurred on any page in the site section e Exit Server Report This report shows the names of the your Web servers and the number of exits for each server Report Uses e Identify which of your Web pages are the most frequent exit points e Determine where adjustments can be made to increase visitor retention DISCOVER USERS GUIDE 82 Report Descriptions Fall Out Report Group The Fall Out report group has three reports that you can use to gauge the percentage of visitors who proceeded through a specific set of events to a destination point For example you can see the number of visitors interested in a product for sale on your Web site You can s
133. oft Live View data for visits that have visited from Microsoft Live Process is essentially the same as with Yahoo above DISCOVER USERS GUIDE 54 Chapter 5 Working with Segments Segment Builder A drop down window allows you to select a search engine from the drop down list The default value is Microsoft Live Advanced Segment Builder Container Visitor Include canvas logic Uses the Include canvas Statement Search Engines equals Microsoft Live Rule Builder Data edit rule Name Visitor Match All of the rules Rule List Search Engines equals Microsoft Live Visits that Contain Pages View data for visits that contain a specific page or pages Segment Builder A menu from which you can select a page Advanced Segment Builder Container Visit Include canvas logic Uses the Include canvas Statement Page contains lt page name gt Rule Builder Data edit rule Name Visit Match All of the rules Rule List Page contains lt page name gt Visits with No Referrer Visit that came to your site directly without clicking a link on another site Segment Builder This segment cannot be adjusted in the Segment Builder Advanced Segment Builder Container Visit Include canvas logic Uses the Include canvas Statement Referring Domain 0 Rule Builder Data edit rule Name Visit DISCOVER USERS GUIDE 55 Chapter 5 Working with Segments Match All of the rules Rule List Statement Referrin
134. olumn up or down The default sort is descending keyed on your initial segment To sort columns 1 Click anywhere in the bar that displays sort icon a in a column heading If you clicked any column other than the default key column the arrow changes color and all items in each column are re sorted keyed to that column s rankings 2 Click the same column again to reverse the sort to ascending DISCOVER USER GUIDE 41 Chapter 4 Configuring Existing Reports 3 Click another column to reassign the sorting key to this new column 4 13 Configuring Data Delivery Options You can send your information as displayed in the currently selected report to the file destination you select You can send it one time or set up a delivery schedule and specify the file format you prefer You can create and send a digital signature to assure the receiver of the file that it is authentic You can send the file to an email address or upload it to an FTP server You can also set up a delivery schedule to automatically send reports to an email address or an FTP server These can occur for a selected period and are generally sent on the first day of the following period but will not be sent any later uu than the morning of the second day You can modify or stop these scheduled deliveries at any time See Managing Scheduled Reports on page 45 WARNING When a user account is disabled any scheduled report deliveries created by that user are suspende
135. once regardless of how many times the person visits your Web site Omniture uses a patent pending cookie handshake technology to distinguish a unique visitor from a return visitor The cookie handshake overcomes limitations in Internet browser cookie technology You can use this report to e See the number of different people that viewed your Web site during any given time period e View recent traffic patterns and learn how promotions are bringing unique visitors to your site e Compare the number of your unique visitors to the number of page views Time Spent per Visit The Time Spent per Visit report is a ranked report that shows you the most common time periods that customers spend on your site You can see the number visits for each time period to see the approximate time that users spend on your Web site and determine whether customers who spend more time on your site generate more revenue You can use this report to e See possible problems in the purchasing process e Target certain advertisements or promotions to those who spend the most time on your site e Show the number of units purchased during different time periods by customer loyalty e View the number of cart removals within campaigns for individual time periods Purchases Conversion Funnel The Purchases Conversion Funnel report shows summary data for five metrics in the Purchases reporting group by default Visits Buying Opportunities Carts Orders Revenue and Units
136. ow J select Page xj Select the page about which you would like to analyze path flow Available Items Search Campaign Search Clear Select a starting page below About Us Add Product To Cart Affiliates Aiptek PenCam 2 3 in 1 XGA Digital Still Camera Apple PowerBook G4 550 Buy Process Billing Buy Process Customer Information Buy Process Order Confirmation Buy Process Receipt Buy Process Shipping Information Campaign Landing Page Canon PowerShot 530 Digital Still Camera Category Accessories L Number of branches 6 x OK Cancel DISCOVER USERS GUIDE 85 Report Descriptions Next Section Flow Report The Next Section Flow report is similar to the Next Page Flow report but is displays data for Site Sections groups of related Web pages If a page is contained in more than one site section then the report displays data for all site sections For example an online retailer might have site sections for its products and site sections for product brands In this case a product Web page can fall under multiple sight sections Though a product page has only been viewed once the Next Section Flow report shows a page view for each sight section associated with the page Next Server Flow This report shows you the navigation data between servers on your site When you select a server name from your site the report shows you the number of visitors who navigated from that server to
137. owing a specific ad campaign e Visitors with various operating systems and Web browsers e Visitors who removed items from their online shopping carts Discover provides several pre configured segments that you can use or edit Segments can also be created using the Segment Builder the Advanced Segment Builder or different functions of Discover such as the Virtual Focus Group report Creating segments with more complex requirements is also possible via the Advanced Segment Builder wizard Each of these Segment Builders discussed in this section e 5 1 Using Segments in Reports e 5 2 Understanding Built in Segments e 5 3 Using the Segment Builder Tool e 5 4 Using the Advanced Segment Builder e 5 5 Using Segment Folders 5 1 Using Segments in Reports You can use segments in reports in two ways You can add a segment as a column to a report or you can apply a segment to a report workspace This section describes the following topics e Adding a Segment as a Column e Applying a Segment to the Entire Workspace Adding a Segment as a Column All reports let you add segments as columns which lets you compare data for different segments For example in the a Revenue report you can add the First Time Visitors segment to your report and compare the revenue from first time visitors to total revenue After you add a Segment column to a report you can add metric columns to the newly added segment column If you add the same metric to the new
138. page If one of the top five most popular pages is also one of the top three entry pages the report only shows one cylinder for that page e Configuring the Site Analysis Display Settings and Alerts e Adding Pages to the Site Analysis Report Configuring the Site Analysis Display Settings and Alerts In the Legend click the Edit Settings to show the Site Analysis Display Settings tool It has two tabs e The Metrics tab e The General and Alerts tab Metrics Tab Using the Metrics tab you can select the metrics represented by cylinder width and cylinder height determine which metric is displayed using color determine the colors that represent low value and high value for that metric establish the metrics for the X and Y axis and add any other metrics you want in to appear in the report s pop up text You can also invert any of the selected metrics for the display General And Alerts Tab The General and Alerts tab lets you enable and disable certain graphical elements of the report and configure alerts that display in the report when metrics associated with the pages represented by cylinders pass a specific value Animation on Enables or disables the animation for the arrows that display movement and direction Show grid Enables or disables the report grid DISCOVER USER GUIDE 29 Chapter 3 Running Discover Reports 1 To configure alerts click Add PP Edit Alert x Name Under expectations Metric Orders linear per
139. port NOTE Because the current time periods are not yet completed when you view data the Conversion Funnel reports can accurately indicate a downward trend from the previous to the current time period in that there are fewer visits today than yesterday but only because the rest of the time period s statistics have yet to occur Tracking Code Report The Tracking Code report is a ranked report that correlates the tracking codes with the campaign names and shows you the sales amounts for the different tracking codes Put simply the report shows you the sales generated by each of your campaigns The common object names associated with the tracking codes such as campaign names or creative element objects in Site Catalyst are imported and displayed in the Discover report If these configurations aren t in place the actual tracking code numbers display Campaigns are set through the campaign variable in the tracking code and are stored in cookies that are used with purchases and other events that happen later Campaigns expire after purchase events or when a new campaign overwrites an older campaign Campaigns Report The campaigns report shows you the effectiveness of your entire campaign You might have several facets of a campaign such as an email marketing effort a on site banner effort and a search engine ad words effort The campaign report combines all of these efforts while the tracking code report shows each of them individually
140. ports The user usually sees reports and sections of reports but isn t exposed to module anywhere else A group of two or more computer systems linked together There are many types of computer networks including Local Area Networks LANs where the computers are geographically close together in the same building Wide Area Networks WANs where the computers are farther apart and are connected by telephone lines or radio waves Computers on a network are sometimes called nodes Computers and devices that allocate resources for a network are called servers In networks a node is a processing location A node can be a computer or some other device such as a printer Every node has a unique network address A programming model in which data structures become objects that include both data and functions Programmers can also create relationships between multiple objects One of the principal advantages of object oriented programming over procedural programming is that programmers can create modules that do not need to be changed when a new type of object is added They can simply create a new object that inherits many of its features from existing objects This makes object oriented programs easier to modify The program that is initially loaded into the computer when it first starts up and manages all other programs in a computer Examples include Microsoft Windows Unix and Linux Customers can visit your site multiple times and ha
141. r Web site Cookie Support This report shows the percentage of mobile devices that accept cookies You can use this report to determine how effective cookies are on your Mobile device Web site Image Support This report shows the number of mobile devices that accessed your Web site that support various image types You can use this report to determine what type of graphics to place on your mobile Web site NOTE Because a single mobile device can support multiple image types the sum of all page views in this report might exceed the actual total of page views Color Depth This report shows the number of colors supported by the mobile phones that access your Web site You can use this report to optimize color levels on your Web site Audio Support This report shows the number of mobile devices that accessed your Web site that support various audio file types You can use this report to determine what type of audio files to place on your mobile Web site NOTE Because a single mobile device can support multiple file types the sum of all page views in this report might exceed the actual total of page views Video Support This report shows the number of mobile devices that accessed your Web site that support various video file types You can use this report to determine what type of video files to place on your mobile Web site NOTE Because a single mobile device can support multiple file types the sum of all page views
142. r or discover how much revenue each original referrer was responsible for producing As explained in the report above referrers can fall into two main categories domains and urls because the number of unique referring urls is huge and therefore less valuable than referring domains the original referring domains report references referrers only by their base domain Campaigns Reports Campaigns reports show you the effectiveness of your efforts to get people to visit your Web site Because Campaigns are so unique to each organization several custom reports can appear in your menu These might show you data about your campaign costs ad types time frames and other data If you use SAINT to create campaign classifications from your campaign tracking codes then these classifications are imported as reports in Discover DISCOVER USERS GUIDE 90 Report Descriptions Campaign Conversion Funnel Report Conversion Funnel reports show key conversions between important data in each reporting group and standard conversion metrics By default this report shows you the number of click throughs that generated sales and the number of units sold The graphical section gives a visual summary of this conversion data The table shows statistics for average sales per click through and average units sold per click through You can add metrics and custom events from other reporting groups to these reports by clicking the Selected Events link near the top of the re
143. re graph However you can click Fit to Screen to size the report to your screen Additionally you can hover over a page to see visit and revenue data for the page Report Uses e Understand what steps are taken most frequently prior to viewing a selected page e Optimize your site path design to funnel your traffic to a desired goal page Previous Section Flow Report The Previous Section Flow report is similar to the Previous Page Flow report but is displays data for Site Sections groups of related Web pages If a page is contained in more than one site section then the report displays data for all site sections For example an online retailer might have site sections for its products and site sections for product brands In this case a product Web page can fall under multiple sight sections Though a product page has only been viewed once the Previous Section Flow report shows a page view for each sight section associated with the page Previous Server Flow Report This report shows you navigation data between servers on your site When you select a server name from your site the report shows you the number of visitors who navigated to that server from each of the other servers on your site within a single visit For example if you have specific data on different servers or have mirrored data on separate servers the report shows you the path between servers that the users hit during their visits to your site This is also true of domai
144. red by Google visit referred by Yahoo 4 Visit referred by MSN E Visit referred by Microsoft Live xi OK Cancel 2 Click a folder to select it The Segments it contains display in the right hand column 3 To create a new folder click New A folder entitled New Folder displays in the left hand column 4 Rename the new folder a Right click the New Folder b Select Rename from the menu c Type a new name and press Enter To add segments to a folder 1 Select a folder that contains segments Its contents appear in the right hand column 2 Drag each segment you want from the list to the new folder Figure 5 10 Organizing Segments 9 organize Segments xj PS New 3 Delete _ Pre Configured First Time Visitors E SiteCatalyst ES Favorites Imported O A Non Purchasers Loyal visitors 4 Purchasers A Visit referred by Search E y OK Cancel DISCOVER USERS GUIDE 67 Chapter 5 Working with Segments NOTE Read Only folders have a crossed circle symbol You cannot revise them in this tool 3 To delete a custom folder click the name of a folder to highlight it Click Delete 4 To delete a segment from a custom folder right click the segment and select Delete NOTE Segments are copied not deleted when you drag them from one folder to another DISCOVER USERS GUIDE 68 CHAPTER 6 Working with Metric
145. rnal site and then clicks the back button to see your site page again resulting in two page views and one reload This is because the person saw no intervening pages on your site between the two page views e Because the pageName variable is used to identify unique pages by name rather than URL if a person views two different pages that are identically named the Reloads report could register these two page views as one reload Report Uses e Help locate problems with connectivity and server capacity e Discover problem areas that arise when your visitors load your Web pages e Identify pages that are too large or need to have images optimized e Maintain rapid download speeds for your entire Web site Single page Visits Report This report shows you the page names ant the number of times that a visitor came to your site viewed only that single page then left You can use this report to e Identify the entry pages that are least likely to compel a visitor to explore your web site further e Determine how many of your web site pages are Single page Visits and get an overview of pages on your site affected by this tendency e Optimize the content and navigation of Single page Visits to reduce visitor exits e Replicate searches used by your visitors to see where you re listed DISCOVER USERS GUIDE 81 Report Descriptions Time Spent on Page Report This report displays the length of time that visitors browse individual pages or spend
146. ronics category can contain many products including televisions radios and computers Defined sections or categories of your site Web sites that have two main categories such as weather and news have two channels SiteCatalyst enables you to group statistics for all page views that occur within any channel in your site 103 Checkout Click through Click through Rate Color depth Content Group Conversions Cookie CPM CSV comma separated value Customer Domain Domain Name Encryption Entry Page DISCOVER USERS GUIDE An event where customers arrived at the checkout stage of a purchase Though the checkout stage usually occurs just before a purchase is finalized and usually involves the customer entering personal information such as their shipping and billing information you have complete control over which events on your site qualify as checkouts Occurs when a user clicks on a link the event takes the customer to a new place Click throughs are typically used with promotional activities They may originate internally such as for a site composed of many different areas or they may originate on partner sites that have ads for your site or your product Occurs when a user follows a hyperlink usually a Web advertisement The click through rate is a measurement of the effectiveness of a Web advertisement The number of colors that can be displayed on the screen most commonly 256 65 536 or 1
147. rs 32442 15 49 ome Page 209466 100 DISCOVER USER GUIDE 27 Chapter 3 Running Discover Reports 3 9 Running the Site Analysis Report To run the Site Analyst report click Paths gt Site Analysis Figure 3 13 Site Analysis Segment All Visits Page Selector wPo Contamos E Average Page Views per Visit High X Anis Average Page Views per Visit Y Axis Average Page Depth 5 1 07 5 5 07 5 10 07 5 15 07 5 20 07 5 25 07 6 1 07 6 5 07 The Site Analysis report displays cylinders that represent your Web pages with size color and other graphical data showing you page metrics By default it is configured with the following information e Cylinder Width Number of page views e Cylinder Height Number of visits e Color Average Page Views per Visit DISCOVER USER GUIDE 28 Chapter 3 Running Discover Reports e X Axis Average Page Views per Vist e Y Axis Average Page Views per Visit e Invert Average Page Depth e Color Average Page Views per Visit You can modify each of these metrics The report shows 11 pages by default but can display up to 25 The default 11 pages are selected as follows e The three most common site entry pages e The five most popular pages e The three highest converting pages The three highest converting pages the same as the x axis default metric are calculated using the number of visits that participated in an order event divided by the total visits that viewed the
148. rt displays the geographic region from which your visitors come These are not confined to US states but can include regions throughout the world such as Tokyo Ontario Shanghai and others Report Uses e See the international regions from which visitors are coming e Track your international exposure Cities Report The Cities Report shows you the all cities from which visitors are accessing your site Report Uses e See the parts of a state from which visitors are coming e Track your intrastate exposure U S DMA Report The DMA Designated Market Area Report shows you the marketing areas within the United States from which visitors are accessing your site The DMA boundaries and DMA data for this report are effective for the period 2004 2005 DISCOVER USERS GUIDE 93 Report Descriptions Report Uses e See the major marketing areas from which visitors are coming e Identify the top market areas in which your site is used Domains Report The Domains report lists the organizations and ISPs that customers browsed the Internet under as they engaged in various commerce activities on your site Similar to the Domains report in the Traffic group this report lists the secondary domain rather than the full domain for example in the full domain http proxy02 sko aol com the secondary domain is aol com This information helps you see which general organizations or companies provide ISP service to your site customers This report
149. rver instructing it to retrieve the requested Web page Similar to a hit though most commonly used in advertising Every time a server is called to retrieve a Web page advertisement an impression is registered In the case of sites monitored by SiteCatalyst the words A tand impression are used almost synonymously The number of times a unique event occurs such as the number of times any visitor spends X amount of time viewing one page on your site For example 10 000 visitors spending between 10 and 15 minutes on a specific page would be 10 000 instances of people visiting for that duration The average value for a given statistic taken across thousands of business Web sites It provides a baseline against which site data is compared SiteCatalyst uses the Internet Average for all reports in the Technology Section as well as the Search Engines Countries Languages and Domains Reports Every computer or device that connects to the Internet has a unique identifier IP address associated or assigned to it IP addresses are four part numbers separated by periods Each number ranges from 0 to 255 An example of a valid IP address is 207 159 140 20 which is SiteCatalysts IP address Companies that provide end user Internet access via dial up cable modem or other accounts Some ISPs also provide other services such as Web site hosting domain name registration etc A programming language used for Internet applications It is often u
150. ry 10 2009 14 482 4 67 January 11 2009 15 507 5 00 E January 12 2009 31 227 10 07 January 13 2009 27 568 8 89 January 14 2009 22 228 7 17 y E 1 1 09 1 5 09 1 10 09 The table shows the data and the data associated with the events the number of occurrences in the day in this case the number of orders and a percentage of the total of the selected period The bottom pane of the report contains a slider bar that lets you select a date range for the report Click and drag the slider on either side of the bar to narrow the date range The maximum date range is determined by the dates set when you create a project 3 4 Running a Ranked Report To run a typical Ranked report click Products gt Products gt Brands The following example shows a product report with an added First Time Visitors segment and added metrics for each product DISCOVER USER GUIDE 15 Chapter 3 Running Discover Reports Figure 3 3 Ranked Report Example Products iy E E Options 220 200 IS ICU 720 000 SSD IED 240 300 i dewana f ra lime vistors Ravenue Al Y sts First Time Visitors All Visits Data Revenue Revenue Products Y M A ME Apple Power Mac G4 933 278 289 23 69 1 166 054 23 20 MEER Apple PowerBook G4 550 50 598 4 31 305 888 6 09 MES Sony VAIO GRX570 Notebook 67 498 5 75 262 491 5 22 ME Apple PowerBook G4 667 44 999 3 83 224 993 4 48 MES Sony VAIO GRX550 Notebook 52 798 4 50
151. s Metrics are quantitative information about visitor activity such as views click throughs reloads average time spent dates units orders revenue and so on Metrics and associated data are displayed in the columns of reports Standard metrics include e Traffic metrics Show data about the volume of visitors to your Web site e Conversion metrics Show data about success events on your Web site Success events may include purchases downloads or any other action that you want users to take on your Web site e Calculated metrics Customizable metrics created by combining other metrics For example you could create a metric that subtracts the keyword cost and the cost of goods from the revenue to get net revenue You could then divide this by the total number of orders to get average net revenue per order This chapter described metrics in the following sections e 6 1 Metric Calculations e 6 2 Metric Definitions e 6 3 Adding Metrics e 6 4 Organizing Metrics e 6 5 Creating Calculated Metrics 6 1 Metric Calculations Within the Conversion folder are metrics that are calculated using standard participation recent and linear allocation methods Each of these methods calculates values differently based on the formulas described in Table 6 1 Table 6 1 Metric Calculations Standard Events associated with the current Web page are given full credit Participation Full credit is given equally to each Web page that associated with
152. s For example a site that registers users may want a report on the number of visitors who register on their Web site You may also want to track ad clicks for sites that advertise on your Web site as custom conversion events You may have several Custom Conversion reports under this menu option Custom Traffic Reports Like Custom Conversion reports Custom Traffic reports are also specific to your Web site An organization may have a custom traffic report that lets them monitor a search feature their your Web site The report may show data about the search terms that users type and the results of the search Another organization may use have a report on which user log in to their site You may have several custom traffic reports in this menu option Test amp Target Reports Omniture Test amp Target data provides more robust visitor profile information when analyzed using the Discover reports You can leverage the insight gained from Test amp Target campaign data when viewed against other dimensions such as traffic sources pages products and so forth Additionally you can build visitor segments to include rules based on Test amp Target data For example a segment defined by an less effective Test amp Target campaign may help you understand site navigation patterns more fully Additionally a segment defined by a successful Test amp Target campaign may help you better understand why specific traffic sources contributed more to product conversion
153. s half workspace canvas horizontally or vertically or a quarter of the workspace canvas to allow side by side report comparisons Additionally you can modify reports to include or exclude graphical and table elements Page scrolling lets you place many reports in a single Workspace When you resize the reports Discover automatically resizes the reports to fit two to a screen horizontally Report load times may be slower when many reports are included in a Workspace DISCOVER USER GUIDE 11 Chapter 3 Running Discover Reports Granularity Day D Chart by Value EJ e AO Oo 0 e a Show 5 x Prev El 8 20 09 Options gt Granularity You can set the columns shown in the trended reports to show data for Day Week or Month When you set the time granularity the columns in the graph show data for the entire period Options gt Chart by Lets you display values or percent values in the graph Resize and move Lets you resize and move reports When you resize the reports Discover automatically resizes the reports to fit two to a screen horizontally Report load times may be slower when many reports are included in a Workspace Add name and rename workspaces When you add a new workspace by default the workspaces are names Workspace 1 Workspace 2 and so forth You can change your workspace names to describe the reports you place in them If you close all the workspaces you can create a new workspace
154. s for any visitor who has ever spent a combined total of 75 or more at any time on any number of orders However if you place an Orders event in the visitors container and define the event with revenue equal to or greater than 75 you see all page views for visitors who spent 75 or more in a single order If you place the same event in a Page Views container you see only the number of page views on pages where the order actually occurred The following tables may help to illustrate this concept DISCOVER USERS GUIDE 59 Chapter 5 Working with Segments Table 5 2 Web Site Visits Visitor 1 Page A Page C Page F Page G 75 purchase Visitor 2 Page A Page D Page B Page H 10 purchase Visitor 3 first visit Page B Page C Page G 25 Page I purchase Visitor 3 second Visit Page A Page E 50 Page D Page I purchase For the following examples assume that the visits shown are the only visits to a Web site Results in Table 5 3 refer to the segment applied to a page views report Table 5 3 Segment Results A segment with a Visitors container that is configured with the page set to Page B A segment with a Visits container that is configured with the page set to Page B A segment with a Page Views container that is configured with the page set to Page B An orders event in no container set to revenue 75 An orders event in no container that has not been edited A Visitors container that is set to revenue 75 with no ev
155. s who came to your Web site but did not visit a particular Web page You can use the Metrics Builder to convert this value to a percentage and see the percentage of visitors not accessing a specific Web page as well 8 In the Add Item list click the operator symbol or type the operator 9 Click Save Formula 10 To start over click the Clear Form DISCOVER USERS GUIDE 74 APPENDIX A Report Descriptions The following are descriptions of the reports you can find in Discover There are several report types in Discover including trended reports ranked reports conversion funnel reports and other unique reports Information on configuring and adding metrics to these reports is discussed in Working with Metrics on page 69 The reports descriptions are arranged in the order in which they are found in the menu these include e Site Metrics Reports e Site Content Reports e Mobile Reports e Paths Reports e Traffic Sources Reports e Campaigns Reports e Products Reports e Visitor Retention Reports e Visitor Profile Reports e Custom Conversion Reports e Custom Traffic Reports e Test amp Target Reports e Survey Reports Site Metrics Reports This group contains the most commonly accessed traffic and conversion reports that give the most relevant data about your Web site This includes data about visits visitors purchases products and totals Page Views Report A trended report that displays the number of times your
156. sed to create complete applications increase animation detail and real time updates and allow visitor interaction with Web pages through small applications called Java applets 105 JavaScript Keyword Load Balancer Log File Module Network Node Object Oriented Programming Operating System OS Original Referrer Outsource Over Time Report P3P Platform for Privacy Preferences Project DISCOVER USERS GUIDE An interpreted programming or scripting language used to do many things such as Automatically change a formatted date on a Web page Cause a linked to page to appear in a window Cause text or a graphic image to change during a mouse rollover See Search Keyword below Any device or software package that balances the load of incoming or outgoing items to maintain an even server load distribution For the Web a load balancer is a computer that sits between the Internet and two or more Web servers and processes the incoming requests to balance the load to each Text files used by server software to store data relating to when files are retrieved from a Web site Some of the information that is collected include date time stamp URL served IP address status of the request etc Though not consistently used generally refers to new areas within the product such as the e commerce module In this sense it combines the reports but also all of the database and back end data required to generate the re
157. segment column to which you want to add the metrics and then click Select Metrics DISCOVER USERS GUIDE 71 Chapter 6 Working with Metrics 2 Select the metrics from the left side of the Metric Selector and use the arrows to add them to the right side Metric Selector Available Metrics Selected Metrics Order Confirmation Participa 9 Revenue Order Confirmation Recent Orders Orders Participation Orders Recent gt Orders participation per visi K a 3 Use the up and down arrows to arrange the order of the metrics 4 Click OK 6 4 Organizing Metrics You can use the Metrics Organizer to create new folders for your metrics You can then group metrics any way you want The Metrics Organizer lets you copy existing metrics into your custom folders using a simple drag and drop method While you can create folders name them and organize the metrics into them however you want you cannot make any changes to the default folders with the exception of the favorites and the Calculated Metrics folders When you create new metrics they are placed by default into the Calculated Metrics folder and the Favorites folder may be treated the same as any custom folder you create To create new Metrics View folders or to delete existing ones click the Organizer icon amp which displays the Organize Metrics tool shown in Figure 6 1 Figure 6 1 Metrics Organizer xi E New Delete Eg
158. stomers use customized JavaScript tracking code provided by Omniture to track anonymous information about their Web site visitors activity This code contacts Omniture s servers receives a response and loads a 1x1 clear pixel image on the page This JavaScript tracking code does not collect personal information such as name age phone number mailing address or credit card numbers from visitors to our customers Web sites Visitors may elect to opt out of receiving tracking cookies for all sites using Discover services We Do Not Create Individual Profiles Discover does not create individual profiles of visitors We do not have a database of individual profiles of each visitor Discover collects data in aggregate form and data is not recorded or stored about individual visitors Third Party Access Our customers control access to Discover traffic reports Discover anonymous traffic data for a customer s Web site may be provided to an auditing service upon request from such customer Opt Out of Tracking Cookies You may elect to opt out of receiving tracking cookies for all sites using Discover services To do so you will need to accept a cookie indicating your choice Please visit our opt out page for more information For More Information If you have any questions or comments about this policy our services or your experience with Discover you can use the Feedback link on our site send an email to clientcare omniture com or write to
159. sue to us at Omniture We have long anticipated the inclusion of the emerging P3P standard in IE 6 0 and have worked with Microsoft to ensure that the cookies set by Discover are fully P3P compliant DISCOVER USERS GUIDE 100 Advanced Topics Additionally since Discover does not attempt to uniquely identify a user by name or other personally identifiable attribute the Discover P3P privacy policy is fully compliant with IE 6 0 s default privacy settings The introduction of P3P technology in IE 6 0 should not adversely affect tracking accuracy or the end user s experience About P3p Compliance and the Red Warning Icon on Pages with Discover Cookies set on a machine before it was upgraded to IE 6 0 have been termed as Legacy Cookies Microsoft has decided to block all legacy cookies because they were set before P3P and therefore have no privacy policy associated with them Adding to the confusion is the fact that the privacy report that displays when you double click the icon fails to identify the fact that only legacy cookies are being blocked As a result visitors returning to your site who have installed IE 6 0 since their last visit will see a red warning icon in the status bar After the first page is loaded the legacy cookie will be replaced with a P3P compliant cookie and the privacy warning will not show up again B 3 Visitor Opt outs and the Omniture Privacy Policy A link to Omniture s Privacy Policy can be placed in your own Web site
160. t The resulting report shows the search engines that users who purchased laptops used to access your Web site Figure 4 2 Sub Report Data Data Product SubGroup e Ets 671 522 1 719 429 52 37 Search Engines T a Google 108 896 16 22 275 139 16 00 EJ MSN 58 148 8 66 151 894 8 83 ES AOL com Search 19 999 2 98 46 248 2 69 El Netscape Search 14 199 2 11 37 948 2 21 ES Dogpile 11 700 1 74 22 899 1 33 ES AltaVista Germany 11 999 1 79 21 799 1 27 El Ask Jeeves 7 300 1 09 20 399 1 19 El Yahoo 7 700 1 15 14 699 0 85 Show 10 Showing 8 unsorted o Desktop 185 822 475 762 7 14 49 ES Digital 153 303 ES 382 593 11 65 El PDA 73 468 177 528 5 41 The default report shows the revenue generated but data accessed via this method is also available for added metrics and segments As shown in Figure 4 2 the laptop product has been expanded to reveal the search engine data Additionally an added metric shows the data for first time visitors You can expand each search engine object in a similar way to see additional sub reports DISCOVER USER GUIDE 36 Chapter 4 Configuring Existing Reports 4 3 Breaking Down Graphical Data You can break down the graphical areas of a pie chart to see sub related pie charts Whether you expand your data from the table or in the graphical area the information displays in the table and the graphical area To break down
161. te A refers you to site B Site B s SiteCatalyst account will register site A as a referrer and log one page view for site B Referrers fall into two main categories Domains and URLs Domains refer to the domain name and appear as the base domain without the query string or subdirectories attached Examples of a domain referrer could include aol com yahoo com or google com URLs include the base domain name as well as any query strings or subdirectories Examples of a URL referrer could include aol com subdirectory aol com search string or aol com subdirectory search string Instead of merely repainting the Web page on your screen refresh reloading a page sends a fresh request to the server to retrieve a new copy of the Web page you are currently viewing Refer to elements that apply only to the report you are viewing They can also be described as happens events such as the number of times a product is viewed Product Views or a campaign is clicked Click throughs These metrics appear at the bottom of the Item Summary report and are also displayed in the Commerce Base reports when selected from the Success Metrics menu The fineness of detail with which images are displayed on your monitor and is determined by the total number of pixels that can be displayed on your screen horizontally and vertically Generally speaking the more pixels displayed on your screen the finer and smaller the image 107 Router Scalability Se
162. that you can obtain and view your site data Instead you should familiarize yourself with the basic reports and navigation concepts covered in this manual Then you can use these basics and your imagination to manipulate and drill down through the reports to discover even more information that is important to your site Discover Prerequisites The following prerequisites are necessary for Discover to function properly System Recommendations Though Omniture Discover reports should function appropriately with most popular Web browsers reports look and function best on systems that meet the following recommendations e Browser Microsoft Internet Explorer version 5 5 and later or Mozilla Firefox 1 5 and later e Cookies Required e JavaScript Enabled e Operating System Windows based e Macromedia Flash Player version 6 or later e Monitor Resolution 800x600 1024x768 recommended DISCOVER USERS GUIDE Chapter 1Preface e Color Depth 16 bit or greater 0 e Java version e Java 1 6 Update 6 e Javaws 1 6 Update 6 If you don t have the correct version of Java installed it is installed for you If you have a non compatible version of Java installed Discover downloads and prompts you to install the updates Account Support Omniture s support team is available if you have questions or concerns Support representatives can e Answer specific product questions e Show you how to utilize the reports to their maximum capacity
163. the duration of a visit Allow you to define and track events that are unique to your site For example you could track such custom events as steps in a sign up process bids or demo views Success events can also be used to augment other reports such as tracking additional steps in your checkout process that are not covered by the Shopping Cart group Present an executive overview of assorted commerce information Each reporting section uses at least one Commerce Summary report which presents a synopsis of the information contained in the other reports in that group SiteCatalyst Commerce employs three distinct versions of the Commerce Summary report Conversions amp Averages Most Improved and Item Summaries 108 Switch Ti TCP IP Transmission Control Protocol Internet Protocol Telnet Transaction Unique Customer URL Uniform Resource Locator Usenet Variable DISCOVER USERS GUIDE Operates within LANs and is used to filter and forward packets to their correct LAN segments A dedicated Internet connection that supports data transfer rates of up to 1 54 megabits per second Represents the suite of communications protocols used to connect hosts to the Internet TCP IP is the de facto standard for transmitting data over networks Even network operating systems with their own protocols such as Netware support TCP IP A terminal emulation program for TCP IP networks which runs on your computer and connects
164. ther option you can create is average revenue per order This can be calculated by dividing total revenue by the number of orders You can literally create thousands of metrics based on your needs Creating New Calculated Metrics Figure 6 2 Calculated Metrics Builder Screen 1 9 calculated Metrics Manager x Create new metrics and make them available in Discover by clicking on the Define New Metric button below Available Metrics Participation Over Total Orders Define New Me Total Linear Orders vs Linear HTML Opens Edit Metric Delete Metric Calculated Metrics is one of the folders available from the menu Nothing displays in the associated pane until you create new calculated metrics or import them into this folder To create a new metric 1 Click the Metrics Builder icon ci The Calculated Metrics Manager as shown in Figure 6 2 displays 2 Click Define New Metric or Edit Metric the Calculated Metrics tool screen displays 3 Select a metric then click Delete to remove it DISCOVER USERS GUIDE 73 Chapter 6 Working with Metrics Calculated Metrics Manager Figure 6 3 Calculated Metrics Builder Screen 2 Calculated Metrics Manager Define the metric you d like to add to Discover by giving it an appropriate name in the Name box choosing the type of metric percentage currency ect and then building the Formula that can be used to derive it by adding metrics and mathematical operators to the For
165. tionally you can build visitor segments to include rules based on attitudinal data For example a segment that shows visitors who responded poorly to a specific survey question may help you understand why site conversion is down Additionally a segment that shows visitors who responded favorably to a specific survey question may help you to better understand why marketing campaigns are successful See Using the Advanced Segment Builder on page 58 NOTE To display Survey reports in Discover you must be an Omniture Survey customer Survey gt Question gt Response This report shows you on each line the name of the survey the question the response and the number of people who chose the response An example may look like this Survey 1 gt How helpful were the customer representatives gt Very helpful 94 Survey 1 gt How helpful were the customer representatives gt Somewhat helpful 18 Survey 1 gt How helpful were the customer representatives gt Unhelpful 4 In this survey for the question How helpful were the customer representatives 94 people answered Very helpful The other responses had 18 and 4 responses respectively Survey This report shows combined data for all surveys You can view this information for associated questions and responses by selecting those reports from the tables Question This report shows data for all survey questions You can view this information for associated surveys an
166. to servers on the network The Internet is a large TCP IP network A telnet session is initiated as the user types in the host and the host s port and enters a valid username and password Once connected the telnet user can run commands as if he she were physically at that server Any process set by the Web site owner that begins with an order variable and ends with a success variable This could mean a product purchase newsletter signup or e mail request for information after going through a preset process A unique customer is registered when a person makes a purchase from your site for the first time within a specified period of time In other words while one person may buy from your site three times this person would be recorded as one unique customer so you can tell exactly how many individual people are purchasing from your site There are five different time frames SiteCatalyst uses to define unique customers daily weekly monthly quarterly and yearly A daily unique customer may purchase from your site twice on February 7t and then again on February 8th This customer will register as two daily unique customers because only the first purchase on the 7 and the purchase on the 8 would count as unique purchases for their respective days This same standard is used to determine monthly and yearly unique customers for their respective time frames It can be helpful to ask the following question to see how SiteCatalyst determi
167. umn denoting the pages that were viewed next Similarly the relative percentage is depicted by the relative width of the line By default this report displays the top 10 pages that users went to following the page you select You can click on any underlined page to further expand the graph There is no limit to the number of pages you can have on the graph however doing so increases the size of the report requiring you to scroll to view the entire graph However you can click Fit to Screen to size the report to your screen Additionally you can hover over a page to see visit and revenue data for the page Report Uses e Understand what steps are taken most frequently after viewing a selected page e Optimize your site path design to funnel your traffic to a desired goal page e Identify where visitors are going instead of your desired goal pages DISCOVER USERS GUIDE 84 Report Descriptions Figure A 4 Opening Screen for Flow Reports Previous Most Popular Streams Flow DJ Select Page Y ze Ey Please select a Page Page In the report options section above click Select Page to specify a starting page For this report Segment All Visits gt fo Each of the Flow type of reports starts with this page asking you to identify a starting Clicking on the Select Page link displays the following window from which you can search for and select your desired page Figure A 5 Selecting Page for the Next Page Fl
168. unning the Previous Page Flow Report on page 26 Referring Domain See Referring Domains Report on page 90 Fall out See Running the Previous Page Flow Report on page 26 3 10 Running the Virtual Focus Group Report The Virtual Focus Group report shows the site path taken by a randomly selected visitor The report shows DISCOVER USER GUIDE 32 Chapter 3 Running Discover Reports e Each page the visitor accessed e The order in which the pages were accessed e The time spent on each page e The top five previous and next pages for each page e Atable with metric data about the visit You can run a slide show of the pages increase the speed of the slide show and scroll through the pages manually You can also click any metric in the table to see another visit with that metric value You can use segments with the virtual focus group to see visit experiences for specific groups For example if you create a segment for visitors that saw a specific error page you can see how your visitors got to the error page When used in combination with Omniture Survey you can see visit experiences for visitors who answered a survey question in a certain way To run the Virtual Focus Group report Click Paths gt Virtual Focus Group Yirtual Focus Group Segment All visits Product Orange P55 Desktop G5 1 Product Canyon EX 12MP SLR Digital Product Dungeon Explorer 676 2 Product Savtronic Digit
169. ur visitors Using these reports you can see where your visitors live what type of computers they use what languages they use to access the Internet and so forth GeoSegmentation Report Group GeoSegmentation reports help you understand the geographic dynamics of your Web audience including the countries states and cities from which they are browsing The reports in the GeoSegmentation section give you important insight into the technology and preferences of your Web site s audience This information can help you e Know how to optimize your site to meet the technological preferences of your visitors The reports in the GeoSegmentation section include Countries States DMA and Cities Countries Report The Countries Report shows you the countries from which visitors are accessing your site In addition to the standard Ranked and Trended views available on most reports there is also a Map view that color codes the countries according to their relative contribution to your total traffic Darker colors indicate greater numbers of daily unique visitors from that country visiting your site While this report cannot show the individual site pages that were viewed by people from each country you can use this report in conjunction with the Property reports in the Segmentation section to do so Report Uses e See the parts of the world from which visitors are coming e Track your international exposure Regions Report The Regions repo
170. ve a different referrer for each visit The original referrer is the referrer customers used the first time they arrived at your site To use an outside provider or manufacturer to provide services work for example in order to cut costs Used in the Purchases Shopping Cart and Custom Events reporting sections Similar to the Page Views report each of these reports displays data for one Success Metric over a specific time period such as a day week month etc Developed to provide a simple automated way for individuals to gain more control over the use of personal information on Web sites they visit P3P enhances user control by putting privacy policies where users can find them in a form users can understand and in a way in which they can act on what they see See http www w3 org P3P for more information 106 Page View Page Not Found Plug ins PNG Property Protocol Proxy Server Referrer Reload Report specific Success Metrics Resolution DISCOVER USERS GUIDE One complete Web page load in a user s browser Page Views count the number of times an entire page has been accessed rather than individual site elements Commonly referred to as a 404 error A 404 error page is a default page that Web servers display when a page or file that has been requested does not exist This means that the server did not find anything matching the requested URL No indication is given of whether the condition is temporary
171. ver URL provided to you by your Omniture administrator 2 Type your SiteCatalyst login credentials 3 Click OK Discover displays the login process indicator DISCOVER USERS GUIDE 7 Chapter 2 Getting Started with Discover 2 4 Configuring Display Settings The display settings let you configure the display settings for locality and font activate debugging output and configure page size and color attributes Omniture customer support may ask you to activate this option in the event of a problem To configure Discover display settings 1 Log in to Discover 2 Click Settings gt Display Options then configure the options on the following tabs e General Settings e Site Analysis General Settings Use these options to specify languages font and to activate debugging Select a locale Specifies the interface language Select a font Specifies the interface font Activate debug output Enables you to send data to Omniture ClientCare Site Analysis You configure these settings for the Site Analysis report For more information about the Site Analyst settings y Running the Site Analysis Report on page 28 On the Metrics tab you can select the metrics represented by cylinder width and cylinder height determine which metric is displayed using color determine the colors that represent low value and high value for that metric establish the metrics for the X and Y axis and add any other metrics you want in to
172. xplorer 6 0 7 18 22 11 929 37 235 15 48 7 1522 11 979 37 226 14 89 Internet Explorer 5 0 6 130 10 749 46 214 14 10 Internet Explorer 4 01 3 6 52 5 699 73 41 2 70 oft Internet Explorer 5 0 1 2 17 699 91 11 0 72 pe Navigator 6 1 2 17 2 299 91 42 2 77 oft Internet Explorer 5 5 0 0 00 0 00 25 1 65 pe Navigator 3 01 0 0 00 0 00 0 59 Prev Next Showing 1 10 of 10 o e 20 78 55 687 12 999 16 92 a 24 15 55 41 477 64 902 15 28 a 19 12 4 36 158 29 756 12 80 o 8 519 11 959 28 508 8 60 o 7 455 13 699 37 280 474 o 6 390 11 299 46 29 5 06 Le 4 2 60 9 399 64 135 2 29 o 4 2 60 8 099 64 242 4 10 o 2 1 30 1 979 82 25 0 42 Show Y Prev Next Showing 1 10 of 18 o a 135 19 15 74 487 85 4 573 19 69 o 104 14 75 4 924 64 3 628 15 62 a 83 11 77 7 450 03 3 375 14 53 o 68 965 20 753 88 3 005 12 4 6 7 94 6 579 96 2 392 10 30 a ssi 7 80 4 915 05 2 465 10 61 E Your report shows data for e Various countries of the world e The default number of visitors e Columns to show data for revenue and number of units sold In Taiwan the company has sold 705 units to 23 222 visitors for a gross revenue of just over 410 000 The blue column shows a breakdown report of the type of product has sold the most Personal computers have sold the most units and generated more than half the revenue Additional breakdown reports show which advertising delivery tool has been most
173. your site s Success Metrics This can help you determine how to better tailor your site code such as META tags or which keywords to register with search engines You can see if certain keywords resulted in more orders or if other keywords caused higher instances of cart additions Search Engines Report The Search Engines report shows the search engines that your site customers used to find your Web site and how they affected your various site success metrics This can help clarify the specific search engines customers used to arrive at your site allowing you to tailor various Web initiatives to that information You can see the amount of revenue generated by customers from certain search engines or discover whether customers from a particular search engine are responsible for more cart removals than those from other search engines Paid Searches Report This report can help you determine which keywords to register with search engines You can see if certain keywords resulted in more orders or if other keywords caused higher instances of cart additions or revenue The report shows all paid search keywords that visitors used to arrive at your site with the accompanying statistics Additionally you can break down all or individual search keywords by search engines allowing you to view the relationship between the search engine and the keyword Referring Domains Report The Referring Domains report shows the domains that referred the customers th

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