Company Profile:

SFBallet.org is the official Website for the renowned San Francisco Ballet. Through their Website, they offer a great variety of information on their organization, dance education, performances, and supporting the ballet. They also sell merchandise and tickets online.

Objective:

To better understand their site users, capture information needs for their performances, to increase their e-commerce potential, and get more from their restricted advertising budget.

Solution:

Page Popularity and detailed click path information has provided needed insight into their visitors habits once on the Website. The reports have been especially useful for learning interest levels of various performances and site areas.

Use of the AdCaM® advertising manager has made a noticeable difference in tracking of their e-mail and online marketing efforts.

According to Ruth Egherman, Associate Director of Marketing and Communications, "I have set [AdCaM] up for both email marketing campaigns as well as online advertising buys. We are new to online advertising so the more information I have regarding its success the better I will be able to make decisions regarding online advertising in the future."

VisiStat® Analysis:

By using VisiStat services, SFBallet.org was able to get more advertising for their budget, and learned what their visitors were looking for on their site. With VisiStat's detailed and visual reports, they found...

• click path reports made them more aware of how their visitors used their Website;
  
  
• page popularity data helped to profile their users' interests for enhanced online focus;
  
  
• AdCaM helped them efficiently plan and track all their online advertising and marketing, eliminating waste and getting more exposure for the money.
  
  

Before VisiStat, SFBallet.org was unfamiliar with Web analytics and the value the reports have. Since signing up, they have discovered that the data supplied through VisiStat opens up room for improving the site, eliminates "hit and miss" marketing and enhances their visitor focus.

Conclusion:

VisiStat provided vital information for improving the marketing of this non-profit organization. The ease of use and up-to-the-minute data helped them to identify their visitors' preferences, habits and interests, thus allowing them to begin optimizing key areas of their site, and focus visitors on their growing e-commerce areas. SFBallet.org continues to implement VisiStat's reporting and utilize AdCaM® advertising management.