Omniture 101 - Digital Analytics - iProspect Canada

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Part of the iProspect School Lunch & Learn series at iProspect Canada, this presentation's goal is to demystify Omniture. This presentation will help people that never had the opportunity to have …

Part of the iProspect School Lunch & Learn series at iProspect Canada, this presentation's goal is to demystify Omniture. This presentation will help people that never had the opportunity to have access to Omniture.

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  • 1. OMNITURE 101+ Watch out!!!
  • 2. AGENDA Agenda » iP Background » How analytics works? » What’s Omniture? » Tool Overview » Under the hood! » Questions Driving Digital Performance 2
  • 3. BACKGROUND & CURRENT POSITION • French (France), arrived in Montreal in 2006 • Been a musician (trumpet) for 14 years & studied musicology at university • Graduate diploma at HEC Montreal in management • Worked in online advertising for the past 6 years (Search Marketing, Account Director at Cossette & Digital Analytics Advisor at Cirque du Soleil) • Director, Digital Marketing Innovation  Responsible for new services development, advanced client needs, internal teams training. Driving Digital Performance
  • 4. IP BACKGROUND IN WEB ANALYTICS • Among the 1st Google Analytics Certified Partners in Canada (2008) • Multiple Certifications: • 20+ Google Analytics Individual Qualified analysts • 10+ Google Adwords Individual Qualified analysts • Bing/Yahoo Ads accredited individuals • Member of the Google Partner Academy training program • iProspect Canada is a “Google preferred agency” (beta access, training, offers,…) • Google Analytics Premium authorized reseller & Google Tag Manager Partner through iProspect Network • Omniture proficiency with enterprise e-tailers Driving Digital Performance
  • 5. How analytics works?
  • 6. HOW ANALYTICS WORKS? YES! ALL ANALYTICS TOOL!!! Web Server Data Driving Digital Performance 6
  • 7. DATA COLLECTION HIERARCHY Visitor Event Visit Pageview Driving Digital Performance
  • 8. What’s Omniture?
  • 9. ABOUT OMNITURE ADOBE ANALYTICS Omniture (is) was a publicly held online marketing and web analytics company based in Utah with offices worldwide. It serves customers in 75 countries worldwide. On September 15, 2009, Omniture agreed to be purchased by Adobe Systems. Driving Digital Performance 9
  • 10. ADOBE MARKETING CLOUD (QUICK) OVERVIEW Main analytical tool Main reporting SEM management tool Raw data access Previously “Discover”; advanced analytical tool Excel Pluggin A/B/N testing tool Previously “Genesis”; tool to connect tools together & do Magic! Extra advanced analytics tool ; like Google Big Query Website content optimization too based on users behaviors Tool to do surveys and pools Admin interface; i.e setup Pretty much like SearchandPromote Rich Media distribution tool Social tool ; publish, boost, measure social media Driving Digital Performance 10
  • 11. Tool Overview
  • 12. OVERALL INTERFACE (GOOGLE ANALYTICS) Driving Digital Performance 12
  • 13. OVERALL INTERFACE (OMNITURE) Driving Digital Performance 13
  • 14. A BIT OF CONFUSION TERMINOLOGY! Instances Vs Visits The Instances metric is used to report on the number of times that a particular value is triggered in SiteCatalyst. Visits refers to the number of user sessions, consisting of one or multiple page views and ending with 30 minutes of inactivity by t he user, that encountered a specific value (i.e., line item) shown in your reports. Example: Internal Search Report - 50 Instances , 30 Visits Searched “Web Analytics” 50 Instances means 50 times searched or Page reloaded 30 Visits means 30 different user sessions Searches Vs Visits Officially, from Omniture’s word: “The number of times a value was set for this data dimension within the reporting period.” Or, in a more detailled way: “The recommended default metric for search engines and keywords. This metric represents instances of a click-through, and shows the page that is associated with a specific engine or keyword. Searches metric data can be reported retroactively to the beginning of the data set.” In summary: It’s pretty much like instance. It’s a number of time an element has been triggered (aka a search result). A visit can have m ultiple searches as Omniture doesn’t define user sessions the same way as Google does. Driving Digital Performance 14
  • 15. A BIT OF CONFUSION TERMINOLOGY! Instances Vs Visits The Instances metric is used to report on the number of times that a particular value is triggered in SiteCatalyst. Visits refers to the number of user sessions, consisting of one or multiple page views and ending with 30 minutes of inactivity by t he user, that encountered a specific value (i.e., line item) shown in your reports. Example: Internal Search Report - 50 Instances , 30 Visits Searched “Web Analytics” 50 Instances means 50 times searched or Page reloaded 30 Visits means 30 different user sessions Searches Vs Visits Officially, from Omniture’s word: “The number of times a value was set for this data dimension within the reporting period.” Or, in a more detailled way: “The recommended default metric for search engines and keywords. This metric represents instances of a click-through, and shows the page that is associated with a specific engine or keyword. Searches metric data can be reported retroactively to the beginning of the data set.” In summary: It’s pretty much like instance. It’s a number of time an element has been triggered (aka a search result). A visit can have m ultiple searches as Omniture doesn’t define user sessions the same way as Google does. Driving Digital Performance 15
  • 16. EASY VIEW OF TRAFFIC IN GOOGLE ANALYTICS Driving Digital Performance 16
  • 17. …SLOWLY GOING AWAY… Driving Digital Performance 17
  • 18. TRAFFIC VIEWS IN ADOBE ANALYTICS By default, only available report to view traffic sources & types! Sometimes, we’re lucky and this one is also available. BUT, use it only when instructed by client! Driving Digital Performance 18
  • 19. SUITES, SEGMENTS, FILTERS Driving Digital Performance 19
  • 20. REPORT – ADVANCED OPTIONS Driving Digital Performance 20
  • 21. EXCEL CLIENT | REPORT BUILDER SiteCatalyst's Excel Client or Report Builder allows you to build customized data blocks containing SiteCatalyst data directly in Excel worksheets. • Access is limited (# of license per client) Driving Digital Performance 21
  • 22. DATA WAREHOUSE Data Warehouse allows you to create complex data queries (several dimensions & metrics, advanced segments). You setup reports and receive them by email. Data Warehouse includes: • • • Historical traffic data Advanced queries on un-sampled data Advanced segment builder with a powerful "drag & drop" query builder • • Access is on “client-by-client” basis /! Can take several hours/days for extremely complex reports Driving Digital Performance 22
  • 23. Under the hood!
  • 24. CAMPAIGN TRACKING CODE 101 www.coolwebsite.com?cid=ubercoolcampaign www.coolwebsite.com?xcid=ubercoolcampaign www.coolwebsite.com?test=ubercoolcampaign www.coolwebsite.com?what=ubercoolcampaign www.coolwebsite.com?iprospect=ubercoolcampaign www.coolwebsite.com Data Driving Digital Performance 24
  • 25. DEBUG OMNITURE?? Magical code? Nope…just JavaScript www.coolwebsite.com Driving Digital Performance 25
  • 26. JAVASCRIPT ??? • Want to know more? http://en.wikipedia.org/wiki/JavaScript • All Web Analytics tools are working with JavaScript • JavaScript is part of what we consider front-end in the DEV world • JavaScript is executable and can use/find/work with information from user’s browser and computer Driving Digital Performance 26
  • 27. DATA COLLECTION VARIABLES • In Google Analytics, you have things like: • Pageview (page hit) • Event (page hit) • Custom Variables (page|session|visitor hit) • In Adobe Analytics, you have same type of things but not same name: • Page attributes (s.pagename, s.channel, s.prop…) • Event (s.event,…) • Custom Variables (eVar) Driving Digital Performance 27
  • 28. 2 WAY(S) TO GO 1. Use Firefox • Install httpfox plugin • Or, install Fiddler 2. Install DigitalPulse Debugger • Copy/Paste this code in Firefox and make it a bookmark javascript:void(window.open(%22%22,%22dp_debugger%22,%2 2width=600,height=600,location=0,menubar=0,status=1,too lbar=0,resizable=1,scrollbars=1%22).document.write(%22% 3Cscript%20language=%22JavaScript%22%20id=dbg%20src= %22https://www.adobetag.com/d1/digitalpulsedebugger/liv e/DPD.js%22%3E%3C/%22+%22script%3E%22)); Website content Driving Digital Performance 28
  • 29. QUESTIONS Driving Digital Performance 29