This document discusses Sitecore analytics and how it helps marketers analyze customer data. It provides an overview of key Sitecore analytics tools like Experience Analytics, Path Analyzer, and xProfile that give insights at different levels - from high-level segments to individual customers. The presentation emphasizes how the holistic use of these tools together allows marketers to identify opportunities, analyze customer journeys, and develop targeted tactics.

1. #SitecoreSYM#SitecoreSYM © 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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FindingValue In
Your Data:
Sitecore Analytics
Mike Shaw and
Jacqueline Baxter

2. #SitecoreSYM
“Data is the oil of the 21st century. But
oil is just useless thick goop until you
refine it into fuel.”
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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3. #SitecoreSYM
Agenda
• A 360 degree view - Sitecore Analytics and what sets it apart.
• What it all means - definitions.
• EngagementValue - how it’s measured.
• Begin at the beginning - finding opportunity.
• Explore a lead - hunting down opportunities.
• Find your customers - researching individuals.
• Put it all together - the holistic analytics approach.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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4. #SitecoreSYM 4
High-level analytics aggregations can
divorce marketers from their customers.
What Sets SitecoreApart
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Photo by IB Wira Dyatmika on Unsplash

5. #SitecoreSYM 5
Sitecore Experience Analytics puts your
individual customers at the center of analytics.
What Sets SitecoreApart - Always focusing on the individuals.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

6. #SitecoreSYM 6
How SitecoreAnalytics Works
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

7. #SitecoreSYM
Experience Analytics
The 30,000 ft view of your brand
and sites.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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8. #SitecoreSYM 8
1. Visit
2. Value
3. PageViews
4. Time on Site
5. Bounces
6. Conversions
7. Count
1. Average
Duration
2. Bounce Rate
3. Conversion Rate
4. Count per Page
5. Count perVisit
6. PageView per
Visit
7. Value per Count
8. Value perVisit
9. MonetaryValue
10. MonetaryValue
perVisit
11. Outcome
Occurrences
12. Time on Page
Metrics in Sitecore 8.X vs Sitecore 9.X
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Sitecore 8.X Sitecore 9.X

9. #SitecoreSYM
MeasuringValue
Value perVisit
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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10. #SitecoreSYM 10
EngagementValue
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Sitecore’s way of
quantifying the
micro conversions a
user experiences on
their journey to
conversion.

11. #SitecoreSYM 11
EngagementValue is applied to a
user’s contact and allows you to
determine how valuable their
visit(s) are.
As with all analytics, the
aggregation of all your contacts
value provides a great way to
analyze Segments within
Analytics.
EngagementValue andValue perVisit
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

12. #SitecoreSYM 12
Low Value per Visits, High
Visits
A segment with low
engagement but a lot of
visits.
This segment needs
conversion/engagement
tactics. Spend your money
improving conversions.
Mismatch in Engagement Metrics
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

13. #SitecoreSYM 13
High Value per Visits, Low
Visits
A segment with high
conversions/engagement
but low volume of visits.
This segment needs traffic
generating tactics. Spend
your money improving
traffic in this segment.
Mismatch in Engagement Metrics
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

14. #SitecoreSYM 14
Other Metrics Mismatches
Page Views Per
Visit
Time on Site Search Usage
Mismatch in Engagement Metrics
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

15. #SitecoreSYM 15
Identifying a mismatch in ExperienceAnalytics
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

16. #SitecoreSYM 16
A dimension is a
summarization of a value.
Dimensions determine how
visits are analyzed and which
fact the data is summarized
on.
Dimensions
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Examples:
Languages
Channels
Internal Search
Goals

17. #SitecoreSYM 17
Segments
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Segments determine which visits are
analyzed within a dimension.
Language Names
Channel Sources
Outcome Names

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Metric
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
A metric is a measurement. A count
of a characteristic or value tracked for
a specified Dimension and assigned
to a Segment.

19. #SitecoreSYM 19
Finding Opportunity
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Example: Channels Site VpV = 21.25

20. #SitecoreSYM
Path/Page Analyzer
The 10,000 ft view of user journeys and
their interactions with an experience.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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21. #SitecoreSYM 21
Path Analyzer
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

22. #SitecoreSYM 22
Path Analyzer – HighVisits, LowValue
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

23. #SitecoreSYM 23
Path Analyzer - Identify a highly converting path
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

24. #SitecoreSYM 24
Page Analyzer
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
A frequently traveled
path that results in
high value
A less traveled path
that results in low
value
A path to the page that
results in continual
collection of EV

25. #SitecoreSYM 25
Path Analyzer with Contacts
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

26. #SitecoreSYM 26
Path Analyzer with Contacts
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

27. #SitecoreSYM
xProfile
The ground view of an individual visitor
interacting with your brand.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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28. #SitecoreSYM 28
xProfile Overview
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

29. #SitecoreSYM 29
xProfile Activity
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

30. #SitecoreSYM 30
xProfile Profiling
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

31. #SitecoreSYM
The Holistic Approach
Putting all the tools together.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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32. #SitecoreSYM 32
Experience
Analytics1. Use ExperienceAnalytics to analyze segments and identify
opportunities/weaknesses.
The Holistic SitecoreAnalytics Approach
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

33. #SitecoreSYM 33
1. Use ExperienceAnalytics to analyze segments and identify
opportunities/weaknesses.
2. Use PathAnalyzer to review traffic flow looking for high or
poor performing experiences.
The Holistic SitecoreAnalytics Approach
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Experience
Analytics
Path
Analyzer

34. #SitecoreSYM 34
Experience
Analytics
Path
Analyzer
xProfile
1. Use ExperienceAnalytics to analyze segments and identify
opportunities/weaknesses.
2. Use PathAnalyzer to review traffic flow looking for high or
poor performing experiences.
3. Use xProfile to investigate individuals within a path,
determine if your tactic will work for this person.
The Holistic SitecoreAnalytics Approach
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks
of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

35. #SitecoreSYM
FOR DISCUSSION PURPOSESONLY. Sitecore Confidential
and Proprietary. © 2018 Sitecore Corporation A/S. All rights
reserved. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand and
product names are the property of their respective owners.
© 2001-2018 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered
trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
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Twitter: @me_mikeshaw
Community Slack: @MikeShaw
Email: mike.shaw@sitecore.com
Twitter: @JaxBaxter
Community Slack:
@JacquelineBaxter
Email: jbaxter@hhog.com