With the Experience Analytics available with the Sitecore® Experience Platform™ (XP), you can track traditional web metrics—visits, journey patterns, downloads, conversions, keywords, and more—but you also have the powerful advantage of precisely knowing your marketing efficiency for each digital channel and effort.
Experience Analytics’ 80+ out-of-the-box reports let you identify patterns and trends in customer interaction data collected from websites and other data sources in the following categories:
How do I go about creating an Engagement Value scale?
All goals are not created equal—some are much more important than others, so naturally, Engagement Values reflect this. As you define goals within Sitecore, you apply to them a value that indicates their level of importance, based on a scale of your choosing, toward the business objective.
How is Engagement Value different from traditional web analytics?
While marketers may use a number of metrics to assess success—like page views, unique visitors, time on page, or number of asset downloads—very few of them actually help marketers evaluate whether the specific asset, campaign, or page helped achieve the overall objective.
For example, your organization’s objective is to sell more widgets. Your home page is getting thousands of visits a day, and you see high conversion rates from your home page to other pages around the site. You sell $100,000 worth of widgets. But what contributed to the sale?
If you were able to see that, despite traffic numbers, almost all the people who actually bought a widget requested a demo, and 75% of them downloaded a certain whitepaper and 20% signed up for the newsletter, you’d know to optimize that demo and white paper. Traditional web analytics don’t tell you how the numbers are contributing to business objectives like the Engagement Value does.
How is Engagement Value different from a lead score?
The difference lies in the focus. While the two are very similar and an Engagement Value can be used as a lead score, a lead score is not necessarily an Engagement Value.
At its core, a lead score is used to measure a prospect’s propensity to buy and readiness for outreach from your sales reps. Because of this, content and history for lead scores are often purely weighted toward sales motions, but an Engagement Value’s focus is much more flexible.
Engagement Values are tied to goals you define in Sitecore, goals that support a business objective. Sometimes that objective isn’t a sale but rather engagement with content mapped to customer journeys, or education on how to use a product, or registration for a community. Lead scoring won’t apply to these activities, even though they may support your goals. Too often, manipulating lead scores into measures of marketing effectiveness results in reps calling on people who have already purchased.
How are Sitecore Analytics different from Google Analytics?
Both Sitecore and Google Analytics provide a wide variety of traditional metrics that indicate the health of websites and campaigns. Where Google’s strength lies in data aggregation and inference, Sitecore analytics help you directly communicate and execute effective marketing decisions through Engagement Value and granular, real-time customer insights.
Are there additional benefits from using Engagement Value?
When it comes to assessing performance and optimizing a website, there are countless tools for various channels. The difficulty lies in aggregating dissimilar metrics to influence more effective actions and tactics.
Sitecore’s Engagement Value not only drives our analytics, but also our testing and personalization features. This common platform metric enables marketers to quickly focus on areas for improvement, which saves time and increases ability to execute.