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Learn How Web Analytics
Lends Success to Banking
Success in the Balance: The Essential Guide to Financial Metrics can help you solve many of the challenges financial institutions  face every day. We've pulled together some of the best minds in the industry to share proven best practices for online banking, insurance, and other organizations. Learn how marketing analytics give financial institutions a competitive edge—and customer loyalty you can bank on. Plus, find answers to your most pressing business questions, including:
- What is the most cost-effective channel for acquiring new customers?
- How can you improve your online self-service tools for customers, saving money and improving customer satisfaction at the same time?
- How do you make it easier for customers to find information and complete transactions?
- How effective is your organization at retaining your online customer base and keeping them engaged?
- Are your cross-selling tactics effective or are you leaving money on the table when customers visit your site?
WebTrends has teamed up with partners and experts across the industry and DIRECT Magazine to bring these essential articles and insights to you.
 Download the Guide
 Here's an excerpt of what you'll find inside the guide by Jason Burby, web analytics expert:
Banking Your Online Success on KPIs
Key Performance Indicators (KPIs) are the foundation to every successful web analytics solution. Having worked with several large financial services organizations in the past few years, I quickly understood that they wanted to better use the web analytics solutions they invested in. Nearly all of them struggled with the same fundamental problem—a lack of agreed upon KPIs to prove and improve the results of their web business.
So what makes a KPI? Are there any standards or best practices? What are other financial services organizations doing?
Defining KPIs
We define KPIs as "the relevant metrics that are most important to the success of your business and that lead to action by your organization." A KPI can be a calculated ratio. A KPI can be a count or sum. A KPI can include offline data. The key aspect is whether the metric is relevant to your goals. Take the time up front to clearly define your goals and think through these critical areas:
- Primary goals of your organization?
- Primary goals of your site?
- Goals of individual sections of the site?
- Are people accountable to the goals and the relevant KPIs?
- Identify and define successful visit profiles.
- What are the "desired behaviors" you have for visitors to your site.
- Ask business owners of different sections to give you a site tour and to talk through what they want visitors to do.
When defining KPIs, don't forget to consider offline conversions or behaviors that are influenced by site visits.
Jason Burby is the director of web analytics for ZAAZ, a leading interactive agency which specializes in implementing data-driven online business initiatives for clients across the U.S.
Download your complimentary copy of Success in the Balance to read more.
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Custom Reports: The Fast Track to Insight
 The pre-built reports available from WebTrends provide a wide range of online marketing insight that most organizations require. But when standard reports don't meet your needs, or when you want to provide focused reports for specific user or business requirements with minimal administrative overhead, you can use custom reports to get the information you're looking for.
WebTrends Analytics 8 lets you build a custom report using a large number of predetermined elements. You can also define your own elements and instruct WebTrends Analytics on how to identify them.
Custom Reports provide the ultimate in flexibility:
- See your results and make decisions quickly.
- Match your WebTrends reports with your business processes and nomenclature.
- Increase the levels of insight that you get from your web analytics reporting.
- Create reports that are personalized for the report end users' needs such as business analysts and email marketing managers.
Financial services organizations such as banking, brokerage, or insurance companies can use Custom Reporting to measure the performance of demand generation activities that are specific to their business such as online account sign-ups, cross-promotions, and requests for information. They can also use Custom Reports to gain valuable insight into their customer's usage of their online banking applications.
For example, how frequently do typical customers access their account online? Is there any connection that can be made between the frequency of account access and the average balance that is maintained? Custom Reports give you the flexibility to answer the most challenging questions for your business, no matter what kind of business you're in.
Download the technical help documents, "About Custom Reports" and "Creating and Enabling Custom Reports" to start creating custom results today. They're located in the WebTrends Analytics 8 Customer Center in the section called WebTrends Marketing Corner. (You can access it through the software and via the On Demand version by opening the Resource Center and clicking on the Current Topic in the Marketing Corner.)
Note: The ability to create Custom Reports is included for most customers, and if it's not, you can add the functionality. If you’re not sure that your WebTrends solution supports custom reporting, contact your account manager to learn more.
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The Web: Math reshapes online marketing, Gene Koprowski (The Washington Times) - A significant shift is under way in online marketing — one that is finally enabling major brand advertisers to more accurately measure the value of their Internet traffic.
Brave New Media World Redux, Ellis Booker (BtoB) - Readers were moving online in droves and advertising dollars were following suit.
Web Tests Its Olympic Mettle, Jonathan Blum (OMMA Magazine) - NBC, using data provided by WebTrends reported that over the 17 days of the event, NBCOlympics.com published 361 million page views to roughly 15 million unique users.
Web is key, but measurement still lacking, Kate Maddox (BtoB) - Marketing executives view the Web as central to their businesses, but most say they still have room for improvement in measuring the performance of Web marketing.
Branding Versus Direct Response: Sound Familiar?, Shane Atchison (ClickZ) - Even in metrics, it's time to think more like a customer and less like a marketer.
Web Analytics: The Delayed Conversion Concept, Part 1, Jason Burby (ClickZ) - To evaluate the true value of your site optimization work, you must follow the analysis through to the delayed conversion standpoint. Part one of a series.
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Marketing Performance Tour '06:
How Fast Is Your ROI Growing?
Don't miss this unique opportunity to join WebTrends, our strategic partners and other marketing professionals in your region for a free all-day seminar focused on thriving in the changing world of marketing. Here's what people are saying about the seminar:
"I enjoyed all the presentations... extremely well-produced and paced."
"The keynote was excellent. It provided great 'food for thought' to effect our online approach to marketing."
Join us in a city near you
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WebTrends Marketing Lab Webcast
Check out the 25-minute webcast and learn how the New WebTrends Marketing Lab, the latest solutions from WebTrends, can help you accurately measure your campaigns, test your results, and optimize every online interaction.
Watch it now
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Marketing on Tour
May 30 - Barcelona, Spain
June 1 - Madrid, Spain
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Search Engine Strategies
May 31 - June 2
London
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Travel Distribution Summit
June 5 - 6
London
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Internet Retailer 2006
June 5 - 7
Hyatt Regency Chicago
See us at Booth #400
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Online Marketing Show
June 7 - 8
London
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WebTrends Marketing Lab Breakfast
June 8
Brussels, Belgium
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E-Consultancy
June 15
London
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