Web analysis: Best practices and use cases

Less effort

thanks to automated external system connection

Greater business success

thanks to optimal TV ad placement
 

High completion rates

thanks to usability optimisation
 

Optimise allocation of online budget

Netmind Core for cross-device tracking

Improve internal collaboration

Optimise intranets with Netmind Core

Increase digital sales with the same budget

Netmind Core with 100% tracking data


Netmind Core with open interfacesLess effort thanks to automated external system connection

Initial situation

The management board of a major German online insurance company is looking for a company-wide dashboard to enable them to regularly monitor the success of all business units. The various internal applications in a business intelligence solution need to be combined together for this. This also includes the analytics results of websites and mobile applications.

Solution with Netmind Core

With the introduction of the Netmind Core digital analytics solution, Mindlab’s consultants also establish a connection to the existing business intelligence solution. All business-related analytics results are thus transmitted to a central BI dashboard on an ad-hoc basis.

Added value for customers

As an integrated component of the business intelligence solution, Netmind Core provides the company-wide dashboard with daily reports. The management board of the company thus maintains an overview of all business-related reports. Company-wide success monitoring can now be carried out in an automated, centralised fashion, based on an individual dashboard.


Netmind Core with integrated media planGreater business success thanks to optimised TV ad placement

Initial situation

Mindlab customers have been using TV ads for many years. Mindlab’s consultants were asked for their advice on how to make the success of these TV ads measurable using digital analytics. In particular, placement on different television channels is to be examined in the future along with the right time to show the ad.

Solution with Netmind Core

After the introduction of Netmind Core, Mindlab’s consultants integrated the customer’s media plan into their reporting. The customer now receives the traffic and user data from their website and mobile applications within an established time period before and after the TV ad is broadcast.

Added value for customers

The comparison of user data before and after the advertisement is broadcast clearly identifies the most profitable channels and times of day for the ads, as well as when they are least effective. Using these findings, the customer can then reduce the costs of their TV ads by almost 20% by the next period without experiencing any impact on their sales figures.


Netmind Core with audience reportingHigher completion rates thanks to usability optimisation

Initial situation

All new processes introduced by one of the leading German online insurance companies are always thoroughly tested prior to release. However, these test cycles are time-consuming and it is not feasible to test the new processes on all devices (e.g. smartphones, desktop and tablets) and browsers. Netmind is already in operation and will help to analyse these special problem cases more quickly in the future.

Solution with Netmind Core

Netmind Core process tracking identifies all new problem cases on an ad-hoc basis and reports these automatically to the website manager. Mindlab’s consultants helped the customer to evaluate the new problem cases using the existing process tracking, which includes comprehensive audience reporting in Netmind as standard. For each problem reported, this directly provides all user-specific information, such as the browser version and operating system used.

Added value for customers

Using the detailed audience reporting, unusual cancellation rates can be identified and the problems resolved at an early stage. Here, the customer identifies a striking correlation between the high cancellation rates and particular browser and device versions. Process optimisation in relation to these special cases succeeded in reducing cancellation rates by almost 25%.


Netmind Core for intranetImprove internal collaboration

Initial situation

The content managers at one of the leading German insurance groups recognised two problems when analysing their intranet. The number of internal search requests and the number of intranet users were both at almost 100% of the number of employees. Based on these unrealistic figures, they were unable to make any reliable conclusions about the potential for optimisation of their intranet.

Solution with Netmind Core

High number of search queries: use the search button to confirm

Mindlab's consultants identified that the high internal search volume was due to the peculiarities of the existing tracking tool, where each letter entered was treated as an individual search query. Using Netmind Core, now only search queries entered using the search button are tracked.

 

High number of intranet users: only count active users

The intranet homepage is set as the default browser homepage for all users. Consequently, they were regarded as active users by the existing tracking tool. After implementing Netmind Core, an additional click in the intranet is required in order to be counted as an active user.

Added value for customers

By using Netmind Core, use of the articles and on-site elements offered could be tracked and adapted to the needs of the workforce. Error pages and other hard-to-find documents were identified and optimised to be more easily found. The actions taken ensured the improved dissemination of information and also enhanced internal communication.


Netmind Core for cross-device trackingOptimise allocation of online budget

Initial situation

Opening a bank account without the Postident procedure: this is often started on the desktop, while the final step has to be carried out via video identification in the app. The challenge for one of the most successful German online banks is to track the entire process across devices in order to optimise its online campaigns in accordance with the actual account finalisations.

Solution with Netmind Core

The telephone number initially entered on the desktop or mobile by the interested user is entered into Netmind Core in hashed form. When the user then registers via the app, the hashed number is mapped to the telephone number that is then re-entered, and tracking continues. This enables the registration process to be analysed across devices.

Added value for customers

Netmind Core enables customers to identify the most successful online campaigns on desktop and evaluate these in the app in relation to account finalisations. This enables the number of account finalisations to be almost doubled using the same budget compared to the three-month reference period (without Netmind Core tracking). In accordance with the anticipated ROI per account opening, the costs for two years of Netmind Core usage had already paid off within three months.


Netmind Core with 100% tracking dataIncrease digital sales with the same budget

Initial situation

A leading German multichannel retailer invests a significant marketing budget into various online channels each month. However, comparison between the existing digital analytics reporting and the ERP system shows that its tracking tool has over 30% fewer orders. The marketing manager is therefore doubtful about the evaluation of the success of the channels and the subsequent budget allocation.

Solution with Netmind Core

Thanks to the server-side tracking procedure specially developed by Mindlab, the implementation of Netmind Core ensures a precise database. The reporting therefore now reveals a discrepancy of less than 1% compared to the ERP system. The campaign results are consequently re-evaluated. Here, it is shown that the current figures deviate from the previous results by an average of 18%.

Added value for customers

In light of the re-evaluation of the campaigns, the multichannel retailer then reallocates its marketing budget. In the following quarter, the company achieves an increase in turnover of 14% on average across all paid channels with the same budget. The initial investments in Netmind Core have therefore paid off within less than three months.