Vendor news: Slice and dice with Affinium NetInsights
Affinium NetInsights (NI) is a key component of the Affinium Enterprise Marketing Management (EMM) software suite by Unica. This web analytics tool allows you to investigate web traffic and customer behaviour, offering both page tagging and log file analysis.
NI has both built-in and user-defined key performance indicators (KPIs), with integrated trigger-based reporting for both types of metrics. So, for example, say your abandoned carts reached a certain limit in the past week, a report/email can be sent out.
What we particularly like about NI is the ‘drill down feature’, which allows you to slice and dice the data in any way you wish, for example:
- Content groups – group different URLs together and then report on these groups (page tags aren’t necessary).
- Visitor profile – group different visitors together and then report on these groups (for example, compare weekend visitors to weekday visitors). Again, page tags aren’t necessary.
Other great features include:
- Data Conduit – this can be used to enhance data (from cookie) that is reported on. For example, if a visitor with ID 123456 visits your website, instead of reporting on this ID (which doesn’t mean much) you can look-up the ID in the database to get the visitor’s name, address, title and so on; and report on that instead.
- Campaigns are set up in the hierarchical format in the following order:
- Campaign
- Channel
- Segment
- Entry pages
This means that campaigns can be aligned with multiple channels that, in turn, can be aligned to multiple segments and entry pages. Thus, analysis can be carried out at any level you want.
Dynamic Content – is where visits receive different content. Reporting can be enhanced using a search and replace function to get rid of any unwanted parameters. For more information you can use a data conduit here as well.