SAS Web Analytics will provide additional context for marketers seeking to understand how the web channel is impacted by other areas of their business.
"The corporate Web presence is becoming one of the most important touch points in conducting business; whether it is business-to-business or business-to-consumer. With this offering SAS is providing organisations with the important functionality of being able to assimilate online data and offline data," said Mary Wardley, IDC Vice President of CRM Applications research.
While many enterprise marketing management vendors are narrowly focused on point solutions, SAS provides an integrated suite of products that span the entire customer-focused marketing process. SASâs Web analytics capabilities are part of a broader customer intelligence suite of solutions that handles campaign management, cross-sell/up-sell, customer retention, customer segmentation, e-mail marketing, event-driven marketing, campaign optimisation, marketing mix analysis, marketing performance management, customer experience analytics and Web analytics.
âNow SAS customers can go beyond basic Web analytics to understand both Web site activity and individual customer activity and integrate this with both online and offline channels,â said Jeff Levitan, general manager of SAS' Global Customer and Retail business. âWith the ability to customise reports and integrate other business information on an ad hoc basis, this is the most flexible Web analytics solution available.â
Spotting non-human sessions
SAS Web Analytics features an industry first. Behavioural Identification of Non-Human Sessions (BINS), uses an algorithm to discern whether activity on a Web site is attributable to an automated routine typical of Web crawlers, rather than a person. BINS automatically filters out automated activity for analysis purposes, ensuring the highest level of confidence and accuracy of Web site metrics.
Advanced analysis of KPIs
SASâ forecasting and trending capabilities set this solution apart. Key performance indicators (KPIs) are not just tracked; theyâre analysed to determine the underlying drivers. With advanced econometric time-series techniques users can statistically determine significant metrics driving target KPIs, develop what-if scenarios around improvements and determine how to adjust individual driver metrics needs to achieve goals.
Create Customised reports
SAS Web Analytics includes a fully documented and open dimensional data model for all historical data. Reports are defined and generated through SAS Web Report Studio, so customised reports can be created to analyse the information most important to any given company.
Search engine bid management reporting
SAS Web Analytics includes search engine marketing reports for online marketers who want to maximise their search engine marketing and optimisation efforts. Paid-search analysis and reports employ metrics to determine the effectiveness of an organisationâs marketing campaigns and keywords. An organic search analysis categorises visits from search engines by nonpaid keyword search terms and user-selected goal pages. Additionally, the solutionâs econometric time-series techniques enable performance trend analysis.