Digital Analytics Platform: Webtrends
Changes in the print publication industry have caused huge disruptions to print-based organizations like Elsevier Interactive Services (EIS). These disruptions can be largely attributed to the transition of many consumers from print publications to online content. In the face of increased competition from online media and declining revenue, EIS launched a prototype website designed to offer a new content experience via a new vehicle while maintaining high content standards and targeted relevance to a highly specialized audience.
The EIS prototype website was designed to offer best-of-breed content and needed to ensure the user experience in interacting with this content was efficient, intuitive, and responsive. If the website proved successful, it would lay the groundwork for transitioning hundreds of magazines and related print material over to the EIS digital channel and ensure a substitute revenue stream for EIS.
Migration to Drupal CMS
In addition to the strategic purpose of the site, another challenge to EIS was the migration to the Drupal content management system (CMS). Instead of incurring the expense of migrating all content from the existing CMS platform to Drupal, EIS had to identify the most impactful and revenue-generating content for migration.
Overwhelming quantity of analytics data
EIS understood the value that web analytics plays in an effort like this and had invested significant time and effort into their web analytics implementation. Considerable custom tracking had been set up and executed, and a large number of built-in and custom reports had been configured and created in Webtrends On Demand. However, EIS management found that the quantity of data being generated was making tactical day-to-day decisions on site optimization cumbersome.
Unilytics completed an onsite review of EIS’ Webtrends implementation and led strategy meetings involving key players to uncover industry drivers, customer motivations and needs, and site optimization opportunities. Unilytics deployed its KPI Karta® methodology to derive the most impactful and critical Key Performance Indicators (KPIs) based on goals and objectives set by the EIS executive team.
The KPIs from the KPI Karta® workshop, along with findings from the script audit, and an extensive Webtrends administrative review and inventory, laid the groundwork for numerous new reports and the retirement of a large number of reports that were causing “noise” for web analysts making tactical decisions.
“Implementation of the numerous recommendations presented by Unilytics has greatly reduced the quantity of data that web analysts must consume. This has markedly impacted their efficiency and has enabled them to analyze and report to key stakeholders on the most relevant data.” – Claudia Vaughn, Product Manager, EIS.
Ms. Vaughn also reported that, “Working with Unilytics was great! Web analysts responsible for monitoring site performance and optimization recommendations can now focus their time on the core business goal of continually improving user experience and providing the best content available”.
In addition, EIS’ web analysts now have the capacity and framework to identify the best content for migration to Drupal, which was a key blocking task to initiating the actual migration.
Unilytics also provided strategic digital marketing optimization recommendations to be implemented following EIS’ migration to Drupal:
As the world’s leading provider of science and health information, Elsevier serves more than 30 million scientists, students and health and information professionals worldwide. Elsevier employs more than 7,000 people in 24 countries and has a global community of 7,000 journal editors, 70,000 editorial board members, 300,000 reviewers and 600,000 authors.