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Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison
 

Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison

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Difference and objective comparison between the 2 most popular Web Analytics solutions: Omniture SiteCatalyst vs. Google Analytics latest edition (2011).

Difference and objective comparison between the 2 most popular Web Analytics solutions: Omniture SiteCatalyst vs. Google Analytics latest edition (2011).

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  • This is the most detailed and specific comparison I have seen yet. I only wish there was a current version. Thanks for the thought and work that went into it.
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  • this is an outdated presentation and I think most of the powerful Omniture features is presented as negative here..If you need to get all the tracking you can have in Omniture in GA, that implementation would be even more complex. You would need to add custom JS codes..In Omniture everything is already designed so you already know JS code structure,
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  • why can not i download this file
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  • Why is there no mention of segmentation, especially segmenting on a visitor versus a visit? True conversion analysis should take place at the visitor level since a user will most likely visit your site multiple times before they convert - this also leads to a more accurate LTV. I have been searching for an objective opinion on this across WA vendors for a while and haven't found anything great. Any recommendations?
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  • @William Alvarez: This is indeed a comparison between Omniture SiteCatalyst and Google Analytics not Urchin. As for the GA Premium version you mention, it is publicly known that Google is always testing new ways to support the largest web analytics users, however there is nothing new to announce at this time.
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    Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison Presentation Transcript

    • OmnitureSiteCatalystvs. Google Analytics
      May11
      1
    • AGENDA
      2
    • AGENDA
      3
    • 4
      1. Implementation
      One (unique) tag on every page
      Optional implementation for: - CustomVar,
      - Event Tracking,
      - Virtual Pageviews,
      - E-Commerce, …
      • Basic implementation is simple (set up time ~1 day)
      • More advanced implementation is reasonably more complex.
      • Free and accessible to everyone.
      Complex implementation (evars, props, …)
      Need personalization
      Technical supervisor is required
      IT support is required for maintenance
      • Great complexity (implementation & maintenance)
      • Set-up can take weeks/months
      • Expensive solution $$$.
    • AGENDA
      5
    • 2. Input: Traffic filtering
      6
      Limited filtering options.
      Some filters can lead to additionnal cost.
      Filters can be set-up at report stage not at the profile stage.
      Pre-defined and custom filters available at the profile-level.
      Easy to set up.
      Examples: exclude IP’s, include only a site section, include geographic regions…
    • 2. Input: Tracking – Traffic sources/Campaigns
      7
      Tracking code must be implemented on all links to the website.
      Then, a classification file must be submitted to translate the tracking codes into SiteCatalyst report sections & sub-sections (SAINT classification).
       extra step/effort in tracking campaigns.
      AdWords cost-source data cannot be integrated in the tracking code.
      Integration with Google AdWords exist at an additional cost via Adobe SearchCenter.
      Full integration with Google AdWords including cost-source data (free).
      Other links (banners, newsletters,…) should also be manually tracked with utm parameters to include campaign name, source and medium.
      Option to rename or group multiple campaigns/traffic sources in the reports with the use of filters.
    • 8
      2. Input: Tracking – Goals/Events/Custom Variables
      Goals can be set up without any additional implementation (URL based).
      Funnel path and visualization report can be easily setup without any additional implementation in the code.
      Funnel report is not retroactive.
      E-commerce tracking requires one additional tag.
      Custom Variables (max. 5) and Event Tracking allow to track different segmentation or interaction type.
      Ability to track multiple variables and to breakdown the reports with any (calculated) metrics.
      Ability to track custom events, custom conversions, custom traffic (requires personalized implementation).
      Conversion funnel reports can be set up in the SiteCatalyst interface (for event metrics; do not allow calculated metrics).
      Funnel report are not pre-defined (unless bookmarked) and are retroactive.
    • AGENDA
      9
    • 10
      3. Interpretation: Metrics
      Ability to create calculated metrics.
      Calculated metrics allow to define important metrics that are not pre-defined in SiteCatalyst (e.g. bounce rate, exit rate, pageviews/visit, visits per visitors, %entry page, event conversion rate, …).
      DataWarehouse allows to store all the raw data and to perform custom/complex reports (can take up to 72 hours).
      Click-throughs and Instances often used as default metrics in reports.
      No ability to create calculated metrics.
      However, most important metrics are already defined in GA and are accessible across all reports and custom reports.
      Visit is mostly used as default metrics.
      Click-thoughs=Total number of times that visitors arrived at a page on your site through a particular campaign within the reporting period. Click-throughs are recorded on the landing page).
      Instances=The number of times a value was set for this data dimension within the reporting period).
    • 11
      3. Interpretation: Dashboards
      Built from scratch.
      Dashboard can include report for every report that can be created.
      Retains filters and segments.
      Can be shared in multiple formats.
      Up to 20 dashboards per profile with max. 12 widgets (new GA interface v5).
      Easy to customize and user-friendly.
      New: filter can be added to the dashboard reports.
      For the moment (GA v5), dashboards cannot be duplicated from one login to another.
      Can be shared in multiple formats.
       Both tools provide qualitative custom dashboard and reporting options .
    • 3. Interpretation: On-site performance reporting
      12
      More flexibility and custom reports to analyze the visitor behaviour on the website.
      Reports include page-level click stream and cumulative click paths.
      Ability to add tracking code for internal campaigns (no classification file needed).
      Can only analyze previous & next page from a given page.
      Interactions with sections of the website (e.g. header, top menu sections, …) can be measured with Event Tracking.
    • AGENDA
      13
    • 14
      4. Other Differentiating Specificities
      Raw data availability, and extensive filtering options that can be used to create multiple profile.
      Easy funnel conversion report vs. SiteCatalyst fallout report (for pages) and conversion funnel (for events).
      Automatic integration with Google AdWords (no additional tagging required).
      Easy to use & to understand.
      Easy to share access (even to only a subset of data).
      New version (v5) include multi-channel funnel
      Great customization power (user behaviour, navigability analysis, …).
      Integration with 3rd-party /external systems (SAINT classification).
      Importing data via “Data Sources” into the system (data imported cannot be removed).
      Clickstream: page-level click stream and cumulative click paths (vs. only previous & next page for GA).
      Customer support.
      Calculated metrics.
      Comparing similar reports for multiple sites.
    • Conclusions
      15
      If you change from one web analytic tool to another, no historic data would be recuperated on the new tool.
      Are the additional features worth the transition cost? And the continuous investment (SiteCatalyst)?
      Decision should be based on assessing:
      - the cost of implementation,
      - your time/resource availability to perform the input,
      - your data interpretation needs,
      - your potential link with 3rd party data (integration need),
      - and your corporate ‘need’ in terms of SLA.
    • 16
      Google Analytics & SiteCatalyst specialists at Semetis:
      Nicolas Debray
      Gabriel Goldberg
      Kelly Halfin
      Semetis | Search and Web Analytics Agency
      www.semetis.com
      Twitter: @Semetis
      44 Rue des Palais, 1030 Brussels, Belgium