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Basis Omniture

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  • Transcript

    • 1. Omniture Overview
    • 2. What is Omniture?
      • ASP solution that powers analytics for e-bay, HP, AOL and many others
      • Check it out at : www.omniture.com
    • 3. How is it different from webtrends?
      • More accurate visitor analysis (not log based)
      • Ability to count documents AND page views
      • Better path analysis – how users flow through the site?
      • Better geo segmentation - where are users located?
      • Ability to see stats for arbitrary durations
      • Understandable page identification (breadcrumb)
      • Close to “real time” stats
      • Ability to compare metrics across sites
      • Ability to aggregate site stats in various ways (VPU, themes etc)
    • 4. At first
      • Your site traffic will appear to go down
        • Omniture is much more accurate at filtering out non-users (robots and spiders)
        • Interpreting request for pages are different
    • 5. Where are we now?
      • Stats now available for ISP sites
      • Stats avail for entire external web and intranet as a whole
      • Stats broken down by “institutional” hierarchy (VPU – Site Name – Page name)
      • Passing content metadata (title, type, topic, country / region etc…)
      • Correlations (top press release in HIV AIDS)
    • 6. What’s next
      • Work with metadata harmonization
      • Revise content input templates
      • Standardize reporting across the institution (creation of dashboards)
    • 7. Key features - brief overview
        • Reports available today provide you with:
        • Accurate counts of uniques, pages views, sessions for any date range
        • Audience profile in terms of geographic location, technology used
        • Comprehensive path analysis
        • Usage indicators such visitor loyalty
        • “ Web landscape” information: links in, search engine info
    • 8.  
    • 9.  
    • 10.  
    • 11.  
    • 12.  
    • 13.  
    • 14. Disseminating information
      • Users have the ability to:
        • Create and automatically distribute dashboards and reports
          • Aggregate several indicators into one comprehensive screen
          • Create different ones for management, editors, communications staff etc…
        • Create alerts
          • When traffic goes up or down on site
          • Or on a specific page
    • 15.  
    • 16.  
    • 17. Bottom line
      • The software is a powerful solution able to provide “everything you want to know” about your site
      • It already offers a lot of information but it will take some time to fully benefit from its capabilities, so be patient
      • Also note:
        • Relatively steep learning curve
        • “ Analysis paralysis”
        • The customization “death spiral”
    • 18. The analytics market place
      • Coremetrics
      • Omniture
      • Hit Box
      • Web Trends 7
      • Urchin
      • Nettracker
      • Clicktracks
      • Deepmetrix
      • Visitor Ville
      • and many others…
      Mid Market Mix of page embedding & logs Medium-to-large sites Price: volume based Minimum investment: $6-15k / year High end Page embedding Cross domain tracking Comprehensive metrics For large enterprises / sites Price: volume based Minimum investment: $20+k / year Low end Mix of page embedding & logs Small-to-medium sites Price: volume based Minimum investment: $0-3k / year
    • 19.
        • Do’s:
        • Align your reporting with your organization’s goals
        • Engage key stakeholders early
        • Balance between web jargon and simple language
        • Start small, show progress in line with objectives
        • Train a lot, communicate and report often
      Embarking on a web analytics project
    • 20.
      • Don’t:
      • Fall into the customization death spiral
      • Be a victim of analysis paralysis (faster is better than better)
      • Report on information that is meaningless (HITS)
      • Report unless 100% sure of accuracy
      • Produce 100+ pages reports
      Embarking on a web analytics project
    • 21. The Conversion Funnel 100 35 20 10 2 First time visitor Repeat visitor Newsletter subscriber Active member Donor Etc.. Registered member micro micro micro micro macro
    • 22.
      • Editorial management – Content level
    • 23. Editorial management – Content groups
    • 24. Editorial management – Keywords
    • 25. Editorial management – keywords
    • 26. Inform architecture / navigation
    • 27. Inform design
    • 28. Inform marketing - Cross linking
    • 29. Inform marketing - Campaigns
    • 30. Inform marketing - Keywords
    • 31. Inform marketing - Internal campaigns
    • 32. Inform partners / donors
    • 33. Inform management

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