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The
NetTracker Data Conduit for Vignette
NetTracker
Data Conduit for Vignette provides direct integration between the NetTracker
eBusiness Edition and Vignette's content management platforms. Valuable
customer insight can be obtained by analyzing customer behavior in response
to the content that is intuitively served to them by Vignette's personalization
servers. The NetTracker Data Conduit for Vignette can be configured to
harvest the content that was served to visitors through Vignette's custom
URLs (CURLs) and load it directly into the NetTracker eBusiness Edition's
dynamic Web summaries for analysis with visitor clickstream behavior.
The
value of incorporating dynamically generated content analysis in Web analytics
By
integrating the analysis of content served by Vignette with visitor clickstream
behavior, sessionized by the NetTracker eBusiness Edition, within NetTracker's
summaries, online marketing managers and e-commerce professionals can learn
more about their customers' interests and online behavior, such as:
What
content is most popular on my Web site?
Where
do visitors come from that are interested in each category of content?
What
is the most common path to the content my department wants to track?
What
keywords are leading visitors to my content?
What
kind of content are repeat visitors interested in?
Which
items did my visitors view, but not purchase?
By
analyzing Vignette-served content with NetTracker, online marketing and
Web development professionals gain an understanding of what further kinds
of Web content to develop, and which online product lines to expand or
abandon, based on visitor preferences reported by NetTracker. E-commerce
professionals can view visitor response to the content served to them,
and which content has the greatest ROI when served to each visitor segment.
Online marketing managers can improve their allocation of marketing budgets
and resources with a better understanding of what directs visitors to each
content group, why they leave, and what they buy. Vignette-integrated Web
analysis provides e-business intelligence that can be used to increase
profitability.
Here's
how it works
Vignette's
content management platforms serve personalized content via CURLs that
contain rich information about the specific content that each online visitor
is viewing. Because so much information is embedded in these CURLs as each
page is generated, they can be somewhat cryptic and for that reason uninformative.
A typical Vignette CURL includes fields filled with characters that represent
the content actually served to the visitor, and looks like:
http://www.janesbeautysupply.com/products/0,1234,ZW5nbGlzaFY0,00.html
A
NetTracker summary with this kind of information reported in it would require
that an online marketing manager manually decode which product is equal
to "ZW5nbGlzaFY0," a process which can get time-consuming or unmanageable
for most e-commerce sites.
The
NetTracker Data Conduit for Vignette can match fields in each CURL with
their content descriptions in the Vignette back-end database, so that for
instance, the objectID field above, ("ZW5nbGlzaFY0"), is replaced with
a descriptive product name, and the CURL is translated to look like:
http://www.janesbeautysupply.com/products/0,1234,rednailpolish,00.html
Finally,
the NetTracker Data Conduit for Vignette can replace the "translated" Vignette
CURL with just the clear description of the content that the visitor is
viewing to be shown in the NetTracker summaries. The NetTracker summaries
would simply report the above as:
Red
nail polish
The
NetTracker eBusiness Edition's ability to grow with your analysis needs
As
traffic and content popularity grow and repeat visitors increase as a result
of action taken from applying your NetTracker Web analysis, the NetTracker
eBusiness Edition offers the scalability of an Oracle or Microsoft SQL
Server database to analyze even the highest volumes of Web site traffic
data.
In
addition, NetTracker's other data conduits allow you to bring additional
customer and product data into your reports so that you can view each visitor's
name, company, address and phone number within your NetTracker summaries
as well as both the Vignette-served and static content and products they
viewed. This kind of integration will allow you to bring your e-business
analysis to a new level of sophistication.
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