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Tribal DDB Deploys eBizinsights XL for E-Business Performance Management

  • May 01 2001, 1:00am EDT
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CATEGORY: Analytic Applications

REVIEWER: Kenneth Corriveau, director of IT for Tribal DDB Worldwide.

BACKGROUND: Tribal DDB Worldwide is an Internet professional services firm founded on a vision of bringing humanity to the digital age with brand and business ideas that stimulate, respect and serve consumers. Born from DDB Worldwide, Tribal DDB embraces its parent's values of innovation and respect for the individual across all of its consulting, marketing and e-commerce services. Headquartered in New York, Tribal DDB includes 21 offices spanning 15 countries throughout the Americas, Europe and Asia Pacific. The firm has a worldwide staff of 500.

PLATFORMS: Visual Insights eBizinsights XL runs on Microsoft Windows-based platforms and leverages the unique capabilities of the Microsoft SQL Server 2000 to provide a highly scalable solution.

PROBLEM SOLVED: With a growing number of clients increasing their e-business investments, Tribal DDB sought to provide deeper, richer analysis of Web site performance so we could recommend more effective marketing strategies. We wanted to track both our clients' online advertising initiatives as well as our own marketing programs. To evaluate the effectiveness of banner ads, we had to know what worked and what didn't, who responded to which ads and what portals they came from. We needed to be able to drill down into the data to discern customer behaviors. Because we are responsible for a variety of clients' Web sites, we had to be able to monitor sites having large numbers of visitors. eBizinsights is the first Web analysis solution to make the connection between Web site performance and business goals. With eBizinsights, we can explore relationships across multiple dimensions such as time, visitors, buyers, promotions, referring sites, client platforms, errors and pages. Through immediate and accurate understanding of Web site performance, eBizinsights enables Tribal DDB to help clients realize increased sales and profits, higher customer retention, lower operating costs and improved ROI.

PRODUCT FUNCTIONALITY: eBizinsights XL users include IT personnel and producers ­ those responsible for tracking projects and reporting results to creative and account teams. They find eBizinsights' analysis to be valuable in helping customers improve e-business strategies. Functionality includes analysis of entry portals, visitor demographics and behavior, and promotional effectiveness.

STRENGTHS: eBizinsights XL combines the power of Visual Discovery and realTime3D to enable Web hosters and nontechnical business and marketing people to discover, analyze and communicate e-business performance results in real time. The solution enhances scalability for high- volume sites and allows integration of offline data to obtain broader, deeper perspectives of site activity and customer behavior.

WEAKNESSES: While the basics of the application are easy to set up and run, to get data specific to your purpose you need to customize the filters and that takes some finessing. Once properly configured, however, eBizinsights performs exceptionally well.

SELECTION CRITERIA: To achieve our goals, it became clear that we required a powerful and intuitive software application that would provide full tracking of customer behavior at the site, from entry to signoff, in real time. Traditional e-business performance analysis solutions focus on basic Web-log metrics and deliver static, complex reports that are too narrow in scope and often arrive too late for meaningful action. eBizinsights XL has significantly improved our analysis capabilities by providing enhanced data management capabilities, real-time site monitoring and easy-to-understand graphical displays. The application's revolutionary path analysis facilitates site design, merchandising and customization features.

DELIVERABLES: eBizinsights XL provides over 150 predefined reports and "insights" covering such areas as site activity, e-commerce, promotions, referrers, site effectiveness and visitor behavior. The Visual Portal provides nearly limitless possibilities for examining the data in an interactive, drill-down manner. Results of those interactive activities can then be saved and shared as additional reports and insights.

VENDOR SUPPORT: eBizinsights XL is virtually a plug-and-play application. Tribal DDB was able to review and measure client Web site activity within hours. The solution leverages Microsoft technology which, when coupled with the software's capabilities, gives us infrastructure that can scale to accommodate peak volumes of transaction analysis, as well as three-dimensional visualization and ad hoc query based on trends in business activity.

DOCUMENTATION: Full online help, a complete installation and administration guide, and a built- in tutorial with sample data are provided in the product.

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