Test Adding Broken Chars

Summary: 27 July 2004

·         They are anxious to get E-commerce logging up

·         Ongoing and frequent changes to Skylights for Campaigns to not appear likely

·         Segments are not logged by default – when you set a segment – you add it, you can add multiple or convert someone by removing a segment

·         Next Steps

o         Communicate Skylights integration

o         Finalize a desired configuration list (i.e. what campaigns to run) from Air Tran

§          Pre and post re-design

o         Schedule remote seminar

Error Tracking

(~track either 404 errors or user mistakes – i.e missed a required field)

We can set a variable on a specific page that tracks errors the visitor gets like "Invalid Email Address"  (hbx.pec) for when they are submitting a form.

Aaron: Have to modify the hbx.pec variable within your validation script.  You have up to 70 characters if you want to concantenate

For 404, modify the 404 handler, include the hbx.js there

We can look at what page the user was after for when they got the 404 error or who sent them there.

Campaigns

(~tag URLs from external source – like email and track)

We modify the URL driving traffic to the site so we can see if people are using and acting on.  Must set the campaign number the day before.  Would you want to track sales -- i.e. could input a Sale ID the day before as a standard (or create a mini script that auto set's that depending on the current date -- like the timer.

2 types of campaigns, static and dynamic.  Static are best - with predefined dates, costs etc.

Can run up to 1000 campaigns with 1000 attributes per campaign.

Campaigns have to be set-up through an administrator, then the URL's have to have a code added to the Query string, then the landing page (hbx.cmpn,hbx.hqsp) needs to be set.  A cookie is passed to the visitor registered to the visitor when they land on a campaign page.

Campaigns can be grouped

URL Sample:

"http://www.airtran.com/specials/netescapes/index.jsp?CMP=EMC-JulySpecials&HQS=top+of+page+link"

·         "EMC" in the variable is a HitBox Category (there are 12) meaning "Email

·Campaign"

Joe's suggestions

·         Sales

·         Hot Fares (hot fares: we'd like to go on a week by week basis – might this be a permanent campaign

(Andy: )

·         Net Escapes emailing – we have Net Escapes Email and Net Escapes Web) 

·         A+ Rewards Numbers Email Campaign

·         Like to track blue streak banner ads

·         A savers emailing

·         Air Tran vacations email (periodic)

Aron: Static campaign vs dynamic

Static – we can set our own ID

The difference between Static campaigns vs. Dynamic – Dynamic: lose the costs and values, because you didn't set them up when you started – but you can always go back in and set that up after the fact

Goal page

(~campaign is initiated and then converted by reaching a subsequent page)

hbx.gp  This is set on a page to indicate visitor has reached a page based

on a campaign

hbx.gp="LAST"; // campaign goal

hbx.hcn="A+plus+Reg"; // conversion

hbx.hcv="50"; // conversion value

Andy: yes, primary end goal is the sale

Andy: Can we check search?

Aaron: Yes through visitor segmentation, could also do that through a funnel.

Gary: Can we set campaign goals with the most minimal changes required to Skylights?

·         Aaron: Yes no problem with keeping skylights from changing – only thing that will be dynamic would be the price

·         Gary: I don't think price will be easy to do.

Kristin: Tagless campaigns, beginning of August, will work like dynamic campaigns – will have to learn more through webinare

·         Someone made it this far, we're calling the success of this "A plus Reg" and we are attributing the conversion of this as worth $50

Segments

(~grouping visitors by tagging them when they land somewhere, then analyzing)

By default, the hbx.seg="1" is set for each page and means visitor is unregistered. 

Setting the variable to 2-10 will register them.  It's recommended that a landing page (i.e. thanks for registration) be used or some type of cookie detection to set that variable.

Table 2:  Visitor segment recommendations for AirTran.com.

Joes segments

-A+ Elite (member login)

-A+ not Elite (member login or member registration)

-Travel Agent (Agent login)

-Corporate (Login)

-A2B2 Corporate (Login)

-A2B5 Corporate (Login)

-Consolidator (Login)

Andy: those segments seem correct

Aaron

o        There is no default segment setting, other than none

o        When you set a segment to a visitor, they are added to the segment

§         You can be added to multiple segments

§         To convert someone, you need to remove a segment by preceding it with a double negative (--3)

We can have 20 segments per account

Andy: Can we track first time visitor vs not returning visitor (yes, check for HBX cookie)

Conversion Funnels

(~where abandonment occurs, conversion rates that have occurred)

Max 20 active funnels at one time

Recommending:

1.      Joining A Plus rewards Booking process

2.      Member registration process

Gary: How are funnels going to work with skylights and no unique file name?

Aaron: Funnels are done tagless, as long as we know what the page names are, we can do that.

Andy: Want to track route searches  

Aaron: do that with custom metrics.

Andy: want to do it for all of our routes

Aaron: As they get defined, you need to enter all those — custom variable is 2 dimensional

Custom Metrics

"AirTran could track the date ranges that are input on the home page:"

hbx.hc1="departing+date|return+date";

Assumptions/Confirmation

·          Not worried about tracking any Flash based applications until re-design is deployed.

·          We are not worried about internal searches until the re-design

Questions

·          C-K: Are there any pages with illegal characters (‘ " & | # $ % ^ * : ! \ < > ~ ;) that you know of?

o        Gary: List of things we need to address within content tool

o        Any HitBox elements need to be added

§          Control from content tool

·          HitBox: Why should white space be converted to "+" - we are not currently doing?

o        This is due to browser issues – Netscape may truncate  (this is a minor and fading issue)

·          C-K: We are not currently implementing error code - should we?

·          Gary: I need to study funnels with respect to skylights more

Andy: Once we get the skylights code in, can we get a segment, top 5% of purchasers – want to look at the top 5 spenders and see how they use the site

Aaron: Yes as long as you can make a decision on purchase and then set a variable.

Gary: What's the difference between normal hbx.js and the SSL version

Aaron: the source file is not called, but incorporated at the bottom of the js code

Andy: Is it possible to track the path of what a certain domain referrer does?  Can we segment them out and see what they are doing?

Aaron: No

Gary: What if we looked at the referrer on the server side and then set a segment if we detect that specific referrer?

Aaron: Yes, that would work.

GARY & jOE in training —-

NEXT STEPS

·          Get commerce code logging

o        Can we move this to a priority (***set this as priority – getting questions on hard data and sales – Andy is supposed to present to the president next week  (when we first signed up with HBX, we were told 2 weeks to get everything up)

·          Final list of wants from AirTran

o        List divided out, between pre and post redesign

o        List entails

§          Campaigns

·          Goal pages defined

§          Segmentation

§          Funnels

§          Error Tracking

§          Custom Metrics

·          Rout tracking

·          Remote Training

o        Gary and Joe are invited to attend.  This will done with WebEx and conference call

o        Will last about 3 hours

o        Date will be set next week

·          Onsight training – once redesign is up