Individual Visibility in Record Time
Pion for Unica NetInsight delivers deep individual user visibility in record time through our unique combination of passive capture and page tags. The point and click simplicity of our integration gives more power to marketing organizations who care about the quality of their data.
How Pion “Turbo Charges” Unica NetInsight
- Faster time to value: Because Pion doesn't require page tags, customers are able to get broader coverage of web sites much faster. In one recent deployment, 18 major websites were feeding data directly into NetInsight OnDemand in less than a day with over a dozen custom variables. This would have taken months with a traditional javascript tagging approach, but Unica SoftTag and Pion combined to provide a fast and flexible alternative and give our customer the data they need, when they need it.
- Greater flexibility: Because Pion only very rarely requires page code changes or deployment authorization, marketers are free to experiment. New variables can be captured in moments as they're needed or even searched for in past data without having to go through any external development or IT process.
- Page tags if you need them: Page tags are necessary to do things like form abandonment tracking, cookie replication and looking at browser history internals. This is why Pion is able to use them on an as needed basis to provide additional data when only a tag will work.
- Increased visibility: Pion's passive capture gives increased visibility so you can see more users and advanced technologies that are hard or impossible for page tags to capture. Technologies such as streaming media, document files, content on other web sites or content delivery networks, flash applications, browsers with spyware blockers, Ajax, RSS, mobile devices and email clients are all visible to Pion. This typically gives our customers visibility into at least 12% more visitor sessions.
- Tight integration with NetInsight: Pion is able to work with on-site and OnDemand deployments and can be implemented very quickly to drive better visibility in less time.
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A Prescription for Success: Pion and NetInsight
Big challenges call for new solutions
Like any large organization, pharmaceutical companies have challenges with web analytics arising from the organizational dance that has to occur between marketing, IT and development to get new tags on pages. This relationship ensures that all of the right people are involved, but even doing something simple can take weeks or even months because of the scheduling, meetings and testing that have to occur to ensure that marketers get the data they need. Pharmaceutical companies have an additional hurdle that most others don't have, the FDA and the lawyers that come with them. As you might imagine this can add even more time and effort to proper tag deployment.
Atomic Labs and Unica recently got the chance to help one such major pharmaceutical company. In addition to the usual challenges, this particular company wanted to get more information and more flexibility that their free analytics solution just couldn't offer. They needed an enterprise grade tool from Unica to deliver the deeper insights that they needed to drive their business forward. The biggest challenge standing in the way to these insights was data collection. Traditional JavaScript tagging would have taken months or years to configure. Even with Unica's fast and simple SoftTag the effort would have been significant due to this customer's extremely complex network of sites and number of customer variables. After the initial switch, the additional data NetInsight could gather would still need to be deployed and maintained as the sites changed. Maintaining tags had proven to be very challenging and time-consuming for this client with their previous vendor. They needed to change the rules of the game to win.
Our customer discovered the game changer they needed in Pion. Pion enabled them to capture data from 18 major web sites and send that data into NetInsight OnDemand in less than a day. In addition, it enabled them to capture internal searches using complex Ajax interfaces, media file access, Adobe Document downloads and more – all of which had previously been impossible. Pion also captures both web and non-web content as well as performance metrics into an internal data warehouse – all without having to integrate or write a single line of code. Pion and NetInsight are delivering the flexibility and insight that our customer wanted in a time frame they never thought possible.
18 major web sites configured for web analytics in less than a day
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