BUSINESS GOLS / REQUIREMENT AND IMPLEMENTATION SOLUTIONS


Page Name Implementation

    Business Goals
    - Increase understanding of page use on website.
    - Understand worldwide page use across multiple site.

    Business Requirement
    - Track page usage on the site.
    - Roll out global page naming schema to differentiate “same named” page
      on different country sites.

    Solution
    - Use s.pageName to record basic user-friendly page names.
    - Include a country identifier for each page.

   Code Example
    - s.pageName = “us:landing:notebooks”;
    - s.pageName = “uk:home page”;

    Implementation
    - Document the variable in SD: s.pageName
    - Deploy code & Variable: PageName plug-in, Dynamic scripts, etc.
Traffic Variable Usage
    Business Goals
    - The content team needs to track content used at page and section levels,
      and also determine if there are links to retired content.

    Business Requirement.
    - Track which pages are getting traffic.
    - Track missing content and any links to it.
    - Track traffic to the main areas of our site, available in top-level
      site navigation.

    Solution
    - Use s.pageName for user-friendly names.
    - Use s.pageType to track 404 Error page.
    - Use s.chennel for major/top level site section.

    Code Example
    - s.pagename = “pda:main page”;
    - s.pageType = “errorPage”;
    - s.channel = “pda”;

    Implementation
    - Assign variables in SD: s.pageName, s.channel, s.pageType.
    - Deploy code & Validation.
    - Do not set s.pageName on 404 Error page.
Traffic to Content Structure
    Business Goals
    - Track visitor to multiple levels of page structure on the site.

    Business Requirement
    - Analyze traffic to pages in multi-level environment.
      For example: sections, sub-sections, sub-sub-sections, etc.
    - Track multiple traffic metrics to each node, including Visits,
      Daily Unique Visitors, and Monthly Unique Visitors.

    Solution
    - Use s.hier1 to mirror the site structure, populating with “bread crumb”.
    - Have Monthly Unique Visitors enabled for the hier1 variable.

    Code Example
    - s.hier1 = “notebooks, desktops, printers”;

    Implementation
    - Assign variable in SD: s.hier1.
    - Deploy code & Validate.
    - Contact Omniture Support to enable Hierarchy 1 (with delimiter) and Monthly Unique Visitors metrics.
Internal Search Tracking
    Business Goals
    - Understand internal user search behavior.

    Business Requirement
    - Track most popular internal search terms by results (key words).
    - Track number of successful/failed searches overall
      (no results = “failed”; > 0 result = “successful”).

    Solution
    - s.prop4 for search terms (force lower case).
    - s.prop5 for success of search (“failed” or “successful”).

    Code Example
    - s.prop4 = “notebooks pc”;
    - s.prop5 = “successful”;

    Implementation
    - Assign variables in SD: s.prop4, s.prop5.
    - Deploy code & Validation: Dynamic script or getQueryParam.
    - Specify report name: Internal Search Term, Internal Search Success.
    - Hint: Always force case with user input to avoid multiple entries.
Hotel Bookings Implementation
    Business Goals
    - Understand visitor behavior and choice throughout the online
      booking process.
    - Track all hotel booking options within the selection process.

    Business Requirement
    - Ability to track across multiple search criteria.
    - by Hotel ID.
    - by Rooms Booked.
    - by Days to Arrival.
    - by Length of Hotel Stay.
    - by Rate Code.

    Solution
    - s.prop1 for Hotel ID.
    - s.prop2 for Rooms Booked.
    - s.prop3 for Days to Arrival.
    - s.prop4 for Length of Hotel Stay.
    - s.prop5 for Rate Code.

    Code Example
    - s.prop1 = “60927”;
    - s.prop2 = “2”;
    - s.prop3 = “10 Days”;
    - s.prop4 = “2 Nights”;
    - s.prop5 = “456756”;

    Implementation
    - Assign variables in SD: sprop 1 -5.
    - Deploy code & Validate: Dynamic script.
    - Specify report names in the Admin Console.
Traffic by User Type
    Business Goals
    - Understand how much traffic is associated with different user types
      on your site, based on your existing Gold, Silver,
      Bronze members and public traffic.

    Business Requirement
    - Ability to see how much traffic is coming from members who log in
      (Gold, Silver, Bronze members) and also from public traffic.

    Solution
    - Set s.prop1 as “Public User” on every page if not logged into site.
    - Set s.prop2 as user type (“Gold Member”) on every page after logging in.

    Code Example
    - s.prop1 = “Public user”;
    - s.prop2 = “Gold Member”;

    Implementation
    - Assign variables in SD: s.prop1.
    - Deploy code & Validate: Dynamic script pulling user type.
    - Specify report name in the Admin Console.
Additional Traffic Features
    Business Goals
    - Track multiple sites in a global environment to gain understanding of
      how visitors move from site to site.
    - Track this site flow by visit and unique visitor.
    - Analyze the relationship between Site, Site Section and
      Page Level information.

    Business Requirement
    - Ability to track all corporate domains in a single report
      for traffic comparisons, including which site, site section and page
      pare being hit the most.
    - Measure Visit and Unique Visitors (Daily, Weekly, Monthly) for each level
      (Site, Site Section, Page).
    - Break down Site, Site Section, and Pages by each other in any combination.

    Solution
    - Use s.server for domain names and s.channel for site section in a
      global report suite.
    - Enable Visits and Unique Visitors (Daily, Weekly, and Monthly) for Server,
      Site Section (channel), and Page Name.
    - Enable correlations for Server, Site Section and Page Name.

    Code Example
    - s.server=”hp.com”;
    - s.channel = “Printers”;
    - s.pageName = “HP LaserJet P1005 Printer”;

    Implementation
    - Assign variables in SD: s.server, s.channle, s.pageName.
    - Deploy code & Validate.
    - Omniture Support enables the following:
    - Correlation for s.server, s.channel, and s.pageName.
    - Visits for s.server, s.channle and s.pageName.
    - Daily and Monthly Unique Visitors for above variables.
Analyzing Traffic Flow
    Business Goals
    - Show paths of registered users vs. guest users.
    - Show all visitors move between groups of pages
      (from “Site Section A” to “Site Section B”).

    Business Requirement
    - Track page views and page pathing PER registration status
      ( registered/guest user).
    - Track how visitors move between Site Section on the site.

    Solution
    - Set new s.prop to record registration status. Persist that value
      across all pages with a cookie. Then set an additional s.prop
      that concatenates first s.prop value with s.pageName.

    Code Example
    - s.prop6 = “Registered”;
    - s.prop7 = s.prop6 + “: “ + s.pageName”;

    - Result is visitor type with page name.
    - s.prop7 = “Registered: Main Notebook page”;

    - Enable pathing for s.prop7.
    - Enable pathing for Site Sections.

    Implementation
    - Assign variables in SD: s.prop6 and s.prop7.
    - Omniture Support enables the following:
    - Pathing for s.prop7.
    - Pathing for Site Sections.
    - Deploy code & Validate: Dynamic script for s.prop6 and s.prop7.
    - Specify report names:
    - Signed-in Status.
    - Pages by Signed-in Status.
Custom Events
    Business Goals
    - Understand how many people complete the lead from on the site,
      including percentage of visits that end in a lead form completion.

    Business Requirement
    - Ability to track how many people completed the lead form.
    - See conversion rates in Site Catalyst.

    Solution
    - Use Even 1 to track lead forms on the site.
    - View automatically-created conversion rate reports in Site Catalyst.

    Code Example
    - s.events = “event1”;

    Implementation
    - Assign variable in SD: event1.
    - Deploy code & Validate.
Custom Shopping Cart
    Business Goals
    - Understand and improve purchase behavior.
    - Maximize conversion of checkout process.

    Business Requirement
    - Track shopping cart steps.
    - Product views.
    - Cart adds.
    - Checkouts (billing info).
    - Add “Shipping Info” step to the checkout process.

    Solution 1
    - Identify the conversion events.
    - View product (prodView).
    - Add product to cart (scAdd).
    - Proceed to checkout (scCheckout).
    - Input shipping information (event1).
    - (Order Confirmation (purchase)).

    Solution 2
    - Code the events on appropriate pages.
    - prodView Product detail page.
    - acAdd After adding product to cart.
    - scCheckout After clicking “Checkout”.
    - event1 Shipping information page.
    - (purchase) - (Order confirmation page).

    Code Example with product “1234567”
    Product detail page
    s.events = ”ProwView”;
    s.products = “; 1234567”;

    After “Add to Cart”
    s.events = “scAdd”;
    s.products = “; 1234567”;

    After “Proceed to Checkout”
    s.events = “scCheckout”;
    s.products = “; 1234567”;

    Shipping Information Page
    s.events = “event1”;
    s.products = “; 1234567”;

    Order Confirmation Page
    s.events = “purchase”;
    s.products = “; 1234567”;

    Implementation
    - Assign variables in SD: prodView, scAdd, scCheckout, event1, (purchase).
    - Deploy code & Validate: each event on the appropriate page.
    - Specify report name for custom event: Shipping Information.
Multiple Products
    Business Goals
    - Track shopping cart conversion when multiple items are being
      purchased in the ame order.

    Business Requirement
    - Ability to track multiple item orders at the product level from browsing
      to final purchase.
    - Ensure that orders are only counted once.
    - Ability to track orders and revenue by state zip.

    Scenario
    - Visitor adds Motorola Rokr E1 to cart ($299).
    - Visitor adds Sony Handycam DCR-DVD403 ($899).
    - Visitor checks out and buys both products.
    - Order number is 123456789.
    - Billing state is CA and zip is 94116.

    Question
    - How should variables be set on the four pages of checkout?
    - Categories: Rokr = Cell Phones, Sony = Camcorders.

    Code Example
    Product Detail Page
    s.events = “prodView”;
    s.products = “Cell Phones; Rokr E1";

    Shopping Cart Page
    s.events = “scAdd”;
    s.products= “Cell Phones; Rokr E1”;

    Checkout Page
    s.events = “scCheckout”;
    s.products = “Cell Phones; Rokr E1,
      Camcorders; Sony Handycam DCR-DVE403”;

    Purchase Confirmation Page
    s.events = “purchase”;
    s.products = “Cell Phones; Rokr E1; 1; 299.00, Camcorders;
      Sony Handycam DCR-DVD403;1;899.00”;
    s.purchaseID = “123456789”;
    s.state = “CA”;
    s.zip = “98204”;

    Implementation
    - Assign variables in SD: pre-defined events.
    - Deploy code & Validate: Dynamic script.
Event Incrementor
    Business Goals
    - Track shipping and tax for products purchased.

    Business Requirement
    - Ability to track shipping cost and tax by product.

    Scenario
    - Visitor adds 4G iPod nano to cart ($199).
    - Visitor checks out and buys product.
    - Shipping cost = $4.50 and sales tax = $6.19.

    Question
    - How would variables be set on the final page of checkout?

    Solution
    - Use the purchase event to track the order.
    - Use event 1 and event 2 to track tax and shipping cost.

    Code Example
    - s.events = “purchase, event1, event2”;
    - s.products = “; 4GB iPod Nano; 1; 199.00; event1=4.50|event2=5.19”;

    Implementation
    - Assign variables in SD: pre-defined events, event 1 & 2.
    - Deploy code & Validation: Dynamic script.
    - Enable events 1 & 2 as currency type in Admin tab.
    - Specify event names: Shipping Cost, Sales Tax.
Additional Purchasing Functions
    Business Goals
    - Track product sales on the by SKU, including location of customer for
      geo analysis and shipping costs per product.
    - Track margins on product sales, cost of goods being pulled from
      internal cost database.

    Business Requirement
    - Track multiple item orders by product SKU.
    - Include State and Zip information on purchase page.
    - Track shipping cost per product.
    - Include cost of goods (cog) per product during purchase so that a
      calculated metrics can be build for margins
      (cog amount pulled from in-house product database).

    Scenario
    - Visitor purchases two items of product 654321.
    - Unit price: $49.95; total shipping: $4.25; cog: $12.00
      each Visitor purchases one item of product 123456.
    - Unit price: $59.99; shipping: $2.59; cog: $15.50.
    - Assume:
    - No product category.
    - Order ID is 1000001.
    - State: CA & Zip: 94123

    Question
    - How should the variables be set on the last page of the purchase
      process (order confirmation page)?

    Solution
    - Use the purchase event on page after order is finalized.
    - Use event 1 for shipping and event 2 for cog ( cost of goods).
    - Include the purchaseID, state, and zip variables on the purchase event page.

    Code Example for Order Confirmation Page
    - s.events=”purchase,event1,event2”;
    - s.products=”;654321;2;99.00;event1=4.25|event2=24.00,;123456;59.99;
    - event1=2.50|event2=15.50”;
    - s.purchaseID = “1000001”;
    - s.state = “CA”;
    - s.zip = “94123”;

    Implementation
    - Assign variables in SD: purchase, event1, event2, products,
      purchaseID, state, zip.
    - Enable event1 and event 2 as currency event type.
    - Deploy code & Validation: Dynamic script
      (including pulling cost of goods from database).
    - Specify event names in Admin Console: Shipping Cost, Cost of Goods.
Campaign Tracking
    Business Goals
    - Track ROI on all paid advertising including online efforts
      (banner, email, paid search, affiliates) and offline campaigns (radio).

    Business Requirement
    - Track conversion of online external campaigns
      (emails, banners, paid search, etc) from click-throughs to purchase,
      pulled from “source query” query string parameter.
    - Track conversion of offline radio ads with special landing page.

    Solution
    - Use s.campaign to record all external campaign traffic.
    - Capture query string parameter with getQueryParam.
    - Create special landing page for a radio ad.

    Code Example
    - s.campaign = s.getQueryParam(‘source’);
    - s.campaign = “radio ad:1”;

    Implementation
    - Assign variables in SD: s.campaign.
    - Deploy & Validate: Dynamic script, getQueryParam, landing page for
      radio ad with hard coded s.campaign.
    - Omniture Support enables Classification, Full Sub-relations, and
      Campaigns for s.eVar1
Conversion Tracking (Travel Site)
    Business Goals
    - Understand how search options affect conversion.
    - Determine best promotional links on site.

    Business Requirement
    - Capture the number of bookings placed on the site and to which hotel.
    - Capture internal search options: destination city, travel date,
      and number of guests. Determine which options resulted in
      the most bookings.
    - Determine which internal promotional links resulted in the most bookings.

    Solution
    - Use purchase event for booking and product string for the hotel.
    - Use eVar1 for destination city.
    - Use eVar2 for travel date.
    - Use eVar3 for number of guests.
    - Use eVar4 for internal promotions.
    - Use getQueryParam to capture internal promo codes.

    Code Example
    - s.events = “purchase”;
    - s.products = “; Hotel Hilton; 1;349.00”;
    - s.eVar1 = “San Francisco”;
    - s.eVar2 = “30 Sept 2008”;
    - s.eVar3 = “2”;
    - s.evar4 = s.getQueryParam(‘intpromo’);

    Implementation
    - Assign event in SD: purchase.
    - Assign variables in SD: eVars 1- 4.
    - Deploy code & Validate: Dynamic script and getQueryParam().
    - Specify report names in Admin console for each eVar report.
    - Change “Orders” metrics to “Bookings” in Admin console
      (also possibly change Units to “Night Booked”).
Merchandising Revenue by Channel
    Business Goals
    - Segments sales by merchandising category.

    Business Requirement
    - Track conversion of products by cross-category merchandising.

    Scenario
    A PDA cell phone (product number 12345) is available for sale in two
      sections of a web site, “PDAs” and “phones”.

    Questions
    - How should the variables be set on the respective product details page?
    - What will be the results of the code?

    Solution
    - Set an eVar to record merchandising category.

    Code Example
    - Product viewed from the “PDAs” category:
    - s.events = “prodView”;
    - s.products = “; 12345;;;;evar2=PDAs”;
    - Product viewed from the “phones” category:
    - s.events = “prodView”;
    - s.products = “; 12345;;;;evar2=phones”;

    - Results
    - When the item purchased, the revenue will be allocated on the category
      from which the product was viewed.

    Implementation
    - Assign variables in SD: s.eVar2.
    - Omniture Support enables Merchandising for evar2.
    - Configure Merchandising settings.
    - Deploy code & Validate: specific products.
    - Specify report name: Merchandising Category.
Configuration Options
    Business Goals
    - Track global retail Web sites.
    - Track links to our affiliate sites.
    - Be able to tack specific unique links within site.

    Business Requirement
    - Ability to record Japanese characters and Japanese Yen currency (JPY).
    - Ability to track exit links and custom links.
    - Ensure that data is being tracked in appropriate report suite
      within Site Catalyst.

    Scenario
    - Japanese web site is encoded in SHIFT_JIS.
    - Omniture assigned report suite ID of “yoursitejp”.
    - URL of your site is www,yoursite.jp.
    - Custom links use s.prop5, s.prop6 and event3.
    - Track exit links, but not file download links.

    Questions
    - How should the configuration variables be set in the JavaScript file?

    Solution
s_account yoursitejp
s.currencyCode JPY
s.charSet SHIFT_JIS
s.trackDownLoadLinks FALSE
s.trackExternalLinks TRUE
s.trackInlineStats TRUE
s.linkDownloadFileType exe,zip,wav,mp3,mov,mpg,pdf
s.linkInternalFilters javascript:, yoursite.jp
s.linkLeaveQueryString FALSE
s.linkTrackVars prop5, prop6, event
s.linkTrackEvents event3
    Implementation
    - Assign variables in SD: s.prop5, s.prop6, event3.
    - Deploy & Validate: set configuration settings.
    - Specify report names: Specific custom link usage names for reports
      prop5, prop6 and event3
Plug-in Functions
    Business Goals
    - Ensure most effective campaign elements are being used to
      drive site success.
    - Maximize Conversion Rate (Orders/Unique Visitors) of checkout
      process including form fallout.

    Business Requirement
    - Track conversion/fallout of external campaigns
      (email, banners, paid search, affiliates) from click-throughs to
      purchase (ensure non-duplication of tracking codes).
    - Ability to track and measure “drop off” fields of bulling form only.

    Solution
    - Enable getQueryParam, getValOnce & Form Analysis plug-ins.
    - Call plugins inside doPlugins function in the JS file.
    - Configure JS file for traffic analysis of form fields.

    Code Example
    - getQueryParam and getValOnce:
    - s.campaign = s.getQueryParam(‘cid’);
    - s.campaign = s.getValOnce(s.campaign,”cmp_cookie”,0);

    - Form Analysis & Do Plugins call:
    - s.setupFormAnalysis();

    - Form Analysis configuration:
    - s.formList=”BillingForm,registration”;
    - s.trackFormList=true;

    Implementation
    - Assign variable in SD: s.prop8.
    - Omniture Support enables the following:.
    - Places getValOnce and Form Analysis plug-ins in JS file.
    - Deploy code & Validate: Configure JS file.
    - Specify report names: Form Abandonment.
Solution Validation
    Goal: Validate Implementation
    - Check the three error pages for code problems.
    - Use debugger to check and validate variables.
    - List errors on an Error Log.
    - Correct errors in HTML files.
    - Return debugger to ensure the solution works.

    Error Log - Error Page 1
    - Syntax of document.title; remove quotes.
    - s.pageName = document.title;

    - s.prop2; remove quotes from s.prop1.
    - s.prop2 = s.prop1 + “ : “ + s.pageName;
    - Change capitalization of s.pageName.

    Error Page 2
    - s.linkTrackVars with the value of prop2 needs to be added in the
      onClick event(or in the JS file).

    Error Page 3
    - Site Catalyst code on tag.
    - JS file location wrong.

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