Google Analytics vs Omniture SiteCatalyst vs In-ouse Webanalytics at iMetrics

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Google Analytics vs Omniture SiteCatalyst vs In-ouse Webanalytics at iMetrics

  1. 1. Google Analytics vsAdobe/Omniture SiteCatalyst vsIn-house Web analytics system Roman Zykov, Head of analytics at Wikimart.ru 11.11.2011
  2. 2. Content• Background• General comparison• Wikimart’s system overview• Online advertising analysis• Product analysis• Direct profit of web analytics data (data feeds)• Implementation and support• Conclusion
  3. 3. Background2004 – 2009 Head of analytics at Ozon.ru2010 - …. Head of analytics at Wikimart.ru• Business intelligence• Web analytics• Data science
  4. 4. General comparison* Field GA SiteCatalyst & Inhouse Discover Commerce metrics 1 4 5 Campaign management 2 5 3 Excel integration 2 4 5 Product analytics 2 5 4 Ad-hoc analytics 2 4 5 Data export 1 3 5 Data import 0 2 5* For large e-commerce sites
  5. 5. Wikimart system: JS Counter
  6. 6. Wikimart system: Data flow Team • Product analytics manager • Web analyst • ETL developer • OLAP developer • 2 junior analysts
  7. 7. Wikimart system: UsersExcel (OLAP) E-mail Interactive Web
  8. 8. Online advertising analysisGoogle Analytics:• utm tags - standart de-factoOmniture SiteCatalyst:• s.campaign – standart campaign variable• Custom independent commerce variables• Campaign manager interface (costs, groups, timings)• Excel export/import (Site, FTP, …)• Easy regrouping• Disadvantage: Paid/Non-paid traffic reportsIn-house webanalytics:• Utm tags• Easy regrouping
  9. 9. Product analysisGoogle Analytics:• Events• Custom variablesOmniture SiteCatalyst:• Events• Custom Pathing variable• Custom independent commerce variables• Merchandising analysis• Discover• Form analysis plugins, etc• Customizable ClickMapIn-house webanalytics:• Events• Merchandising analysis• Row SQL analysis
  10. 10. Merchandising analysis
  11. 11. Merchandising - clicks
  12. 12. Merchandising - Commerce
  13. 13. Omniture Discover
  14. 14. Data export & feedsGoogle Analytics:• Google data API (aggregated)• Non-native excel client (excellentanlytics.com)Omniture SiteCatalyst:• Recommendation engine• Automated FTP export (semi-aggregated)• Native Excel clientIn-house webanalytics:• XML feeds• Recommendation engine (Hadoop)• OLAP (Excel) & Web client
  15. 15. Implementation & SupportGoogle Analytics:• ga_debug.js• Outsource consultant• Non-flexible user accessOmniture SiteCatalyst:• 24x7 support (phone, chat, e-mail)• Account manager• Business consulting group• Excellent debugging tools• Flexible user accessInhouse webanalytics:• JS debugging tool• Data access to raw data• Flexible user access
  16. 16. Wikimart’s JS debugger
  17. 17. Best choiceGoogle Analytics:• The 1st web-analytics system on site• Debugging data for other countersOmniture SiteCatalyst (& Discover):• Deep product analysis• Manage more than 100 000 marketing campaignsIn-house webanalytics:• Deep product analysis• Data feeds• Integration with offline data
  18. 18. Thank you E-mail: rzykov@gmail.com Blog: KPIs.ruhttp://www.webmetric.org/start_download.php

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