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Implementation 1 – Digital Analytics in Companies

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Please note that Mapp Intelligence was named "Webtrekk Analytics" until February 2020. We work on substituting the old name by the new one. However, it may happen that descriptions still contain "Webtrekk Analytics". The content of the document is up to date.

This training chapter gives an overview over the recommended steps for the integration of Webtrekk as well as tips for the communication in companies.

Furthermore, corresponding training documents are depicted for each phase of integration.

You can download this training chapter as PDF file here.

Content:

1. Integration Phases

A catalogue of requirements is defined inter-divisionally within the company.

The following aspects have to be considered:

  • Goals of the website
    e.g. more orders, less returns, new customers, newsletter registrations
  • KPIs
    What are the most important key figures and how should they be defined in detail?
  • Which things have to be measured?
    e.g. marketing campaigns, number of internal search results, error messages

It is recommended, that you phrase the desired evaluations as questions. E.g. "Which internal search phrases led to product views?". By doing so, the information, that have to be combined, can be identified.

Phase 1: Conception/Implementation

Implementation Concept

An implementation concept is developed, that shows, how the items defined in the list of requirements can be mapped in Webtrekk.

The concept contains:

  • All defined requirements
  • Example values per element
    (e.g. the "page naming is structured in [COUNTRY].[Main Section]…"]
  • Overview over the existing parameters per page area
    (e.g. Home Site, Product View, Shopping Cart…)
  • Configuration of Webtrekk

Recommended training chapters:

Setup

Setup of the specific components in Webtrekk.

Configuration is made in accordance with the implementation concept.

The following aspects have to be configured:

  • Categories (e.g. content groups, product categories)
  • Custom parameters (e.g. page parameters, e-commerce parameters)

Tag Integration

The tags are integrated in accordance with the implementation concept.

  • Operational concept
    if necessary, development of functions to fill the tag parameters
    tag configuration for every page according to concept specifications
  • Integration of the tags

Testing the Implementation

Extensive testing of the implementation.

  • Onsite tests
    Testing of the transmitted data on the website, e.g. with HttpFox
  • Basic test
    Is data collected in the basic analyses (e.g. pages, events)?
  • Extended test
    Extended analyses, to check validity
    (e.g. processes, click paths)
  • Data comparison
    e.g. with internal DWH, CRM

Recommended training chapter:

Phase 2: Understanding Webtrekk

The basic questions are:

  • Which analyses do i need and which key figures are useful for me?

  • How does the user interface work?
  • Recommendation: Book a workshop and get individual training

Recommended training chapters:

The following aspects should be configured individually in Webtrekk:

  • Campaigns
    • Which campaigns should be tracked?
    • Should the API to Google AdWords be used?
    • Which attribution models are needed?

  • Depths of engagement
    Where do we lose users on the way to reaching website goals?
  • Processes
    shows exits on important paths (e.g. checkout, registration)

  • Creation of custom metrics/formulas
    missing metrics (e.g. KPIs) can be created individually and managed centrally

Recommended training chapters:

Phase 3: Adjustments for working efficiently

A variety of adjustments provide comfortable work with Webtrekk Analytics.

  • Setting up separate logins
    a separate login should be set up for every user
  • Limiting logins via user management
    hiding unnecessary analyses and metrics

  • Set up analyses, that are needed regularly, as reports (e.g. for automatic email transmission) or at "My Analyses" (if no transmission or sharing is desired).
  • Set up separate reports for reviewing errors in the data collection or allocation.

Recommended training chapters:

Phase 4: Go live

A separate use of live and test accounts in Webtrekk Analytics is recommended.

The following steps are necessary before the go-live:

  • Separate configuration of the live account
  • Copy any existing reports from the test account to the live account
  • Use a separate track ID in the pixel

Usually, own accesses are excluded from the live account by means of an IP filter (Webtrekk Q3 > Configuration > System Configuration > Data Collection)

Phase 5: Support in the Daily Business

After the go-live, the focus is on the interpretation of the data.

Webtrekk can offer you the following support:

  • Comprehensive supervision by a personal consultant
    A personal consultant will help you to use the full potential of Webtrekk as quickly as possible and avoid misinterpretations. Requires the booking of a consulting package.
  • Help in the user interface
    Every analysis and metric has a help function.
  • Free online training
    Registration on the Webtrekk homepage.
  • Support Center
    The Support Center provides:
    • Comprehensive search function
    • Videos
    • FAQs
    • Training documents
    • Technical documents/pixels
  • Individual workshops
    We would be pleased to discuss your requirements and set up a custom-tailored agenda in a personal conversation.

2. Process Methodology

An exemplary project plan could look like this:

Digital analytics requires continuous adaptation and optimization.

3. Responsibilities within the Company

A central contact person is recommended, that answers internal questions and serves as interface to Webtrekk and other service providers. The contact person simplifies communication and faciliates ideal processes within the company.

 

 

Decentralized communication leads to contributed knowledge in the company.

 

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