Analytics integration with third-party providers such as IBM Analytics will help you measure customer interaction with Bazaarvoice-hosted, user-generated content (UGC).
IBM Analytics integration involves the collection, analysis, and reporting of data that helps you:
- Identify the types of users who visit your site.
- Determine the value of the actions performed during those visits, such as an “add to cart” event and other sucesss metrics.
Analytics will help you answer important questions about your Bazaarvoice solution, such as:
- How many visitors to my site are viewing and sharing UGC with others?
- Which types of visitor interactions with UGC are most valuable to my business?
- Does interaction with UGC differ across my product categories or marketing channels?
- Are my marketing efforts helping to increase the usage of UGC on my site?
Since business performance metrics differ greatly by industry, consider the following metrics when determining the impact of UGC on your site:
- Add-to-cart conversion rate
- Average order value
- Revenue per session
- Cart abandonment rate
- New and repeat buyer percentages
- Percent of visits that locate a store or are referred to an online retailer
- Percent of visits that sign up for email
- Percent of visits that submit a lead form
- Percent of visits that request a quote
How does it work?
Once you’ve set up segmentation and reporting in IBM Analytics, you can view and analyze the performance of visitors who interacted with UGC versus visitors who did not.
In summary, this is what happens with IBM Analytics integration:
- Custom page view tags capture the visitor interaction with Bazaarvoice.
- The Category Definition File (CDF) rolls up the Bazaarvoice tags.
- Persistent segments filter Bazaarvoice activity.
IBM Analytics uses the following tagging, segmentation, and categorization methods to collect and report on user interactions:
|Tagging method||Custom page-view tags||Tags are used to track user actions.|
|Segmentation method||Report Segments||Used to report on a subset of visitors whose behavior you want to view and analyze.|
|Categorization method||Category Definition File (CDF)||Used to make user interactions more human-readable by classifying them into predefined buckets for reporting.|
Bazaarvoice uses the
cmCreateManualPageviewTag function to pass analytics-related information to IBM Analytics.
When this function executes, Bazaarvoice populates the following parameters with information about a visitor’s interaction with UGC.
categoryID– Bazaarvoice uses the following five-dimension structure to populate the
[Group]^[Product]^[Event Source]^[Event Type]^[Event Target]^[Event Name]
Depending on how a visitor interacts with UGC, Bazaarvoice populates each dimension with a value. For example, if a visitor clicks to sort reviews, Bazaarvoice populates the
categoryIDparameter with the following values for each dimension:
pageID– Bazaarvoice uses the following structure to populate the
BV^[Product ID]^P^[Product URL]
For example, the following
pageIDis passed to IBM Analytics for a product with an ID or stock keeping unit (SKU) of 12345678 and a URL of
The passing of product-specific information into the
pageIDparameter allows you to drill into any type of visitor interaction with Bazaarvoice and identify the products with which the interaction occurred.
A segment is a subset of visitors whose behavior you want to view and analyze. The goal of IBM Analytics is to compare the behavior of visitors who interacted with Bazaarvoice UGC with those that did not.
The following report segments are used to isolate visitors who interacted with Bazaarvoice UGC from visitors who viewed a product page but did not interact with any of its UGC.
Visitors who interacted with Bazaarvoice hosted content: Visitors who viewed a page where all KPIs being tracked are available (a product page, for instance) and used UGC hosted by Bazaarvoice. For example, visitors who clicked “Read all Reviews”, or clicked a tab over Bazaarvoice content, or visitors who were referred from a Bazaarvoice link.
Visitors who didn’t interact with Bazaarvoice content: Visitors who viewed a page where all KPIs being tracked are available but did not interact with UGC hosted by Bazaarvoice. For example, visitors who viewed a page where Bazaarvoice UGC is deployed (a product page, for instance) but did not interact with Bazaarvoice UGC.Note: This only excludes visitors who didn’t actively interact with Bazaarvoice UGC. Users who view UGC but do not click it are not excluded, making this segment conservative.
- All product pages must be tagged with the Product View tag.
- Ensure that there are at least two persistent report segments available to be used for the new segments.
IBM Analytics uses an uploaded Category Definition File (CDF) to categorize visitor interactions with Bazaarvoice UGC by
The Category Definition File (CDF) classifies the
Category ID into meaningful buckets, such as the product with which a visitor interacted.
Import Category Definition File (CDF)
- Go to your IBM Analytics menu and select Import.
- Select Category Definition File (CFD) from the left-hand navigation. Download the CDF file.
- Open the CDF file.
- Now open the IBM Classifications excel workbook. Refer to instructions from your IBM provider.
- Copy the IBM client ID from the CDF file and paste it into column A of the IBM Classifications excel workbook on the CM CDF 4.9 tab. Replace all instances of
<INSERT CLIENT ID HERE>with the IBM Analytics client ID.
- Save this file as:
<INSERT_CLIENT_ID_HERE>with the IBM Analytics client ID.
- Upload the CDF file into IBM Analytics and submit the updated file for processing.
Volume of server calls
Server call volume represents the number of server requests that you send to your web analytics provider. Specifically, analytics integration generates additional server call volume because Bazaarvoice sends interaction-related information to your web analytics provider each time a visitor interacts with Bazaarvoice-hosted UGC.
Most web analytics vendors typically charge their customers according to a system that is based on the number of server calls that they generate every month. If their customers exceed the contracted amount, then they pay significantly more for additional server calls.
Create and view report
Bazaarvoice interaction activity can be found in the following IBM Analytics reports:
- Page Categories report: Provides metrics about visitor interaction and page ID.
- Top Line Metrics report: Highlights changes in the measurements that drive your site’s business results.
To verify that the reports are set up correctly, follow these steps:
- Navigate to the Content » Page Categories » By Category report.
- Verify that a Bazaarvoice content category exists and that it is populated with data.
Note: If you do not see the Bazaarvoice category, either Bazaarvoice is failing to send data to IBM Analytics or the CDF was uploaded improperly.
- Navigate to the Site Metrics » Top Line Metrics report.
- Select the Period B check box. Change the date to yesterday.
- Change the segment drop-down for Period A to Used Bazaarvoice and the drop-down for Period B to Did Not Use Bazaarvoice.
- Ensure that data is being populated in both segments for metrics in this report.