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Kapil Oliveti Author's Perspective
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Sitecore Experience Analytics: An overview

Sitecore Experience Analytics

With the Experience Analytics available with Sitecore, you can track traditional web metrics - visits, journey patterns, conversions and keywords, but can also effectively analyse your marketing efficiency for each digital channel.

Sitecore Experience Analytics is a great tool for marketers - it provides dashboards and reports, and can help to spot trends and patterns in experience data collected from their website as well as other external data sources. In a nutshell, it can be used to provide data analysis and measure the performance of your website and campaigns. Accordingly, campaigns can be optimised to achieve success.

Also, when you start Experience Analytics for the first time, you see a dashboard page, which provides an overview of your experience data. There are a variety of reports available, each one containing different charts and graphs. That’s not all - you can also use experience data to analyse the performance, optimisation as well as the level of commitment of your website visitors and contacts. It does so by comparing metrics such as page views, conversion rates and engagement value.

If more complex tasks are to be performed, developers can use Visual Studio and Sitecore Rocks to create new reports, edit and add charts and graphs, or even create advanced filters.

Experience Analytics Reports for Marketers

Here’s a low down on the categories of reports:

  • Dashboard: It provides an overview of the key analytics by showing a selection of charts and performance indicators.
  • Audience: It helps you understand the profile of your customers, where they’ve come from as well as how effective your buyer persona strategies are
  • Acquisition: It tells you what is driving traffic to your website, and gives additional information on the campaign, channel, keywords or referring site, including offline behaviour
  • Behaviour: It helps you analyse the behaviour of your visitors. For example, when you analyse the effectiveness of your profiling and personalisation strategy, it tells you the pages they visited or what they downloaded on the page.
  • Conversions: This is the percentage of visitors that achieve a certain goal. Through this, you will know how well your marketing strategies have worked, and also tells you what drives customer interest for your product or service.

The Dashboard Tab

To begin with, the Experience Analytics Dashboard gives you an overview of the five most popular charts and graphs that give you significant information about contact activities on your website. In short, it’s useful to identify general marketing trends on your website. You can find these charts and graphs under other categories in xAnalytics.

The Audience Tab

This tab, as the name suggests, helps you understand the nature of your website visitors. Under this tab, you can find the Pattern Matches report, which tells you about the most common pattern matches, and also the ones that provide the highest value per visit. Besides, you can also find analytics information about devices used to access the website and also the languages and locations!

Further, this tab also contains a detailed report, where you can view information about the number of visits, value per visit, average duration, bounce rate, conversion rate and page views per visit for each pattern card.

The Acquisition Tab

When you open the Acquisition tab, you can check analytics data that provides information about what drives online traffic to your website. For example, you can know from which channel sources your website is acquiring visitors or even how effective your marketing campaigns are.

Here’s an overview of the Acquisition Tab:

The Behavior Tab

This tab gives you additional information regarding the behavior of your website visitors, and also which ones generate the most value.

The Conversions Tab

You can also find out that the goals that lead to conversion as well as a summary of all your conversions.

The Conversions Overviews gives you information about online interactions by conversions and conversion rates.

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Features of Sitecore Analytics

Here are a few advantages of Sitecore Analytics:

  • It comes free with a Sitecore license
  • It is built into the Sitecore platform, and you get real time analytics.
  • It works in conjunction with other Sitecore marketing tools, particularly the Sitecore AIDA framework.
  • It helps in analysis, through A/B & M/V testing and Experience Analytics. The former does goal tracking through scored content and lets you know how engaged an individual customer is. The latter learn which campaigns or channels are underperforming, and what content works and what doesn’t!
  • It helps in learning about Insights. Sitecore builds a detailed profile for each individual that engages with your brand. You’ll know the emails they’ve responded to, which of your sites and pages they’ve visited and even any social mentions.
  • It also helps in understanding decisions through predictive marketing, customer segmentation, personalisation and content testing let you decide the best experiences for your customers.
  • Next, through Real-Time Analytics,  it can automate your conversations with customers across any channel.

The Experience Profile

The Experience Profile helps you and your sales teams to monitor the key areas of customer experience and interaction, such as visits, campaigns, goals, profiles, automations, outcomes, and keywords. For example, for each contact, you can see the events and goals, which have been triggered as well as how many engagement value points they have accumulated on your website.

The Home page of the Experience Profile is a dashboard that lets you find specific contacts. When your website has been running for some time, you may have to search through many contacts. You can use the Experience Profile to focus on the accumulated experience of a single contact and view the details of all their interactions and experiences with your organization.

Configuration needed for a Sitecore Experience Profile

Sitecore Experience Profile, on its own, will not give too much useful information. You need smart planning by utilising the several features available from the Sitecore stable, including goals and engagements.

  • Create and set up a new role that uses the Analytics Reporting role (security administrator task).
  • Configure Sitecore digital marketing functionality. For example, if you have not implemented a profiling strategy, set Sitecore goals, created Sitecore campaigns and engagement plans, or had any site visits, then there will only be a limited amount of information available regarding your contacts.

    To preconfigure Sitecore for the Experience Profile, here’s what you need to do:

  • Evaluate your website
  • Create personas in the Sitecore Marketing Center
  • Create and configure profile cards
  • Allocate profile values to the content on your website
  • Create and configure a set of pattern cards
  • Create goals
  • Create campaigns
  • Configure personalization
  • Create automation plans
  • Collect visits on your website

We at Altudo invest heavily in technology to help brands succeed in customer experience and engagement. As Sitecore Implementation Partner we’ve helped 45+ Fortune 500 brands to deliver awe-inspiring customer experience through their website and marketing channels.

Kapil Oliveti


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