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

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

  • Google Analytics vsAdobe/Omniture SiteCatalyst vsIn-house Web analytics system Roman Zykov, Head of analytics at Wikimart.ru 11.11.2011
  • 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
  • Background2004 – 2009 Head of analytics at Ozon.ru2010 - …. Head of analytics at Wikimart.ru• Business intelligence• Web analytics• Data science
  • 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
  • Wikimart system: JS Counter
  • Wikimart system: Data flow Team • Product analytics manager • Web analyst • ETL developer • OLAP developer • 2 junior analysts
  • Wikimart system: UsersExcel (OLAP) E-mail Interactive Web
  • 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
  • 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
  • Merchandising analysis
  • Merchandising - clicks
  • Merchandising - Commerce
  • Omniture Discover
  • 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
  • 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
  • Wikimart’s JS debugger
  • 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
  • Thank you E-mail: rzykov@gmail.com Blog: KPIs.ruhttp://www.webmetric.org/start_download.php