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Wednesday, May 23, 2007

Non-Profit Year 2 - New and Improved Analytics too

Last week we put the finishing touches on our updated online "store" for parents to buy school supplies for their child(ren) through Schoolhouse Supplies. This year we added 5 more Portland Elementary schools to the program. We made a few important modifications to our site to accommodate the additional schools, plus we're now offering a method for parents to donate directly to Schoolhouse Supplies if they'd like.

As I've noted previously, we are taking advantage of some great technology to pull this together. We're using .NET on the front-end, with credit cards processed directly through API's setup by AuctionPay, then each order is stored (as a closed opportunity, with account and contact records added) in Salesforce.com. Of course, Analytics and Marketing Warehouse data brought to you by WebTrends. All of these tools are provided free to our non-profit...many thanks to these companies!

We also made a few analytics changes this year. We updated our collection of WebTrends data to include:
  • Capturing form information
  • Capturing button selections to give us a better feel for usage of some of the features
  • We changed around our tracking of scenario steps for more streamlined reporting in the WebTrends Warehouse
  • Capturing the Salesforce Contact ID value we create for each customer when we add the customer into Salesforce, and collecting it
That last item is particularly slick. After a successful credit card authorization, we insert records into Salesforce, then query back out the new Contact ID and place it in a meta variable for our WebTrends javascript to pick up on the confirmation page. Now we can easily pull our WebTrends Marketing Warehouse data and Salesforce data together for some slick reporting. Cool!

More to come on this as the orders start coming in!

(side note - many thanks to Nate, Anu, Mike and Jeff for their volunteer hours on this!)

Filed in: analytics, salesforce.com, nonprofit, web+analytics

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webtrends reinvigorate analytics