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Web Analytics Platforms,[object Object],How (some of) the Main Ones Differ,[object Object]
Included,[object Object],Excluded,[object Object]
Included,[object Object],Excluded,[object Object],Segments (formerly Marketing Warehouse), Optimize, Apps, Social,…,[object Object],Discover, Insight, Test&Target, SearchCenter,…,[object Object],Explore, Monitor, Benchmark,…,[object Object],This is only a 5-minute overview!,[object Object]
General Characterization,[object Object],Free, easy to deploy, easy to use, very flexible…to a point,[object Object],Market leader as an enterprise tool. Incredibly flexible and powerful…but with great power comes great complexity (implementation and maintenance) ,[object Object],Built for eCommerce – from the tag structure all the way through the reporting interface,[object Object],“The Original”…but lost its way for a few years; good product, but playing catch-up,[object Object]
Non-Considerations,[object Object],First Party,[object Object],Cookie Support,[object Object],All of ‘em have it,[object Object],Campaign Tracking,[object Object],All of ‘em have it,[object Object],Mobile Site Tracking,[object Object],All of ‘em have it,[object Object],API Availability and Excel Integration,[object Object],All of ‘em have it,[object Object],SaaS always an option, and in-house only makes sense in rare situations -- extreme privacy/security policies, long-term data archiving, etc.,[object Object],SaaS vs. In-House vs. Either,[object Object]
Free,[object Object],Paid,[object Object]
Where Majority of Configuration Occurs,[object Object],Mechanism: props, evars, events,[object Object],Pro: configuration at the point of user behavior,[object Object],Con: easy to botch the implementation, and maintenance requires heavy IT support,[object Object],Sitecatalyst,[object Object],Javascript on Page Builds Image Request,[object Object],GA:  Custom variables,[object Object],Webtrends: Meta data,[object Object],Coremetrics: Multiple tag types,[object Object],Web Analytics Server Parses Image Request,[object Object],Mechanism: profiles and filters,[object Object],Pro: data still fairly “raw” and can be routed into multiple reporting areas,[object Object],Con: customization at the point of data capture is limited / constrained,[object Object],Google Analytics,[object Object],Webtrends,[object Object],Sitecatalyst: VISTA rules,[object Object],Data Stored in Web Analytics System,[object Object],Mechanism: Segments,[object Object],Pro: limited reliance on client-side tag configurations,[object Object],Con: some limitations to flexibility,[object Object],Reporting Interface Used to Extract Data,[object Object],Coremetrics,[object Object]
Integration with Third-Party Meta Data,[object Object],Javascript on Page Builds Image Request,[object Object],,[object Object],Translation files,[object Object],Web Analytics Server Parses Image Request,[object Object],,[object Object],SAINT classifications,[object Object],Example: Campaign name and channel,[object Object],Data Stored in Web Analytics System,[object Object],Meta Data Added,[object Object],Category Definition File (CDF),[object Object],K,[object Object],Reporting Interfaced Use to Extract Data,[object Object],,[object Object],Not an option!,[object Object]
User-Level Data,[object Object],Available with Segments (formerly Marketing Warehouse): Added Cost,[object Object],K,[object Object],K,[object Object],Available with Discover: Added Cost,[object Object],K,[object Object],Available with Explore: Added Cost,[object Object],,[object Object],Not an option and violates Terms of Service to capture in a reportable fashion,[object Object]
Visitor Segmentation,[object Object],Quick and Easy,[object Object],Harder / Limited,[object Object],,[object Object],K,[object Object],,[object Object],(ASI slots…which requires Warehouse),[object Object],(Filtered profiles…or Segments),[object Object],Coremetrics – not quite as easy GA,[object Object],Admin access required,[object Object]
Clickstream / Pathing – A Spectrum,[object Object],“Previous” and “Next” Page,[object Object],Aggregated Click Paths,[object Object],Page-Level Clickstream,[object Object],,[object Object],Any s.prop can have pathing enabled,[object Object],Sitecatalyst,[object Object],K,[object Object],Content groups and subgroups,[object Object],Webtrends,[object Object],,[object Object],Coremetrics,[object Object],,[object Object],GoogleAnalytics,[object Object]
Conversion Funnels,[object Object],Standard user can create, and they can be applied historically,[object Object],[object Object]
Conversion Funnel – events-driven (dependent on site-side tagging)Entered Site,[object Object],K,[object Object],Viewed Product Details,[object Object],Scenario Analysis ,[object Object],Conversion Funnel ,[object Object],Requires administrative access to set up and is only applied going forward from the point created; steps in the funnel can be individual or groups of pages,[object Object],K,[object Object],Added to Cart,[object Object],TruePath Funnels – requires appropriate user access and browser plugin; “built” by navigating the site and adding pages to the funnel,[object Object],Placed Order,[object Object],K,[object Object]
Mobile App Tracking,[object Object],* Now in the mobile app developmentbusiness, too, with the acquisition of Transpond,[object Object]
Social Media,[object Object],First seriously to market, and still investing heavily,[object Object],Fast follower, and taking  the space seriously,[object Object],Over-reliance on “impression tag*” for social media,[object Object],Reliance on user community to develop hacks / implementation options,[object Object],* Coremetrics differentiator – geared towards display ad “view through” measurement; not a panacea, though,[object Object]
Web Analytics Tools Comparison

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Web Analytics Tools Comparison

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Editor's Notes

  1. There are lots of tools out there, but I focused on the major ones in the market. I don’t have enough depth of experience with Coremetrics to cover it on all fronts, so it is selectively included.
  2. All of the paid tools have a range of available add-ons. The main one is that they all have a “warehouse”-type tool that allows for deeper ad hoc analysis of data. This presentation is limited to the base packages and what they can do.
  3. There are a number of considerations that used to be relevant but really no longer are.
  4. Price – this is an easy one, in that Google Analytics is a free service and the other tools are not. As for which of the paid tools is “cheaper?” They all are negotiated contracts, and it’s going to come down to how good your procurement team is at negotiating deals as to what the final cost winds up being.
  5. This is the biggest fundamental difference that sets Sitecatalyst apart from other tools. Unfortunately, it’s also difficult to articulate succinctly. This gives Sitecatalyst a lot of its power and flexibility, in that it involves the highest amount of control right at the point where the user action occurs. The downside is that it requires a lot of up-front thought and planning to implement the tool in a way that makes use of that control, and it’s easy for an implementation to degrade quickly if someone who understands the rationale behind the eVar, prop, and events configuration isn’t available to keep an eye on things. In my experience, the staunchest supporters of Sitecatalyst are the first ones to point out that most implementations of the tool aren’t up to their standards, and, thus, aren’t delivering the value that they could.
  6. Campaign data is the most common example of “adding meta data.” In the case of Coremetrics and Google Analytics, some level of campaign data is embedded in the tracking parameters themselves, which has both its pros and cons. But, adding cost data, “roll-up” data, and other information can be very handy, and it’s simply not something that is available within Google Analytics (it can be done using the API, but this still means matching up data external to the tool itself).
  7. This is most useful if you are looking to feed site behavior for users into a CRM, marketing automation, or targeting engine. It’s forbidden with Google Analytics, and there is an added cost for doing this with any of the other tools – requires an add-on to the base package.
  8. Google Analytics absolutely shines at segmentation. A number of segments are available standard – new visitors, returning visitors, paid search visitors, organic search visitors, etc. – and can be applied to almost all of the reports in the tool. Creating advanced segments is fast and easy and can be performed by someone who only has user access to the tool. When a new segment is created, data is available historically – it’s not just data available from that point forward.With Webtrends, new profiles can be set up that only include traffic that meets certain criteria. But, to set these up requires admin access (and that a profile be available – this may or may not be the case depending on the terms of the contract), and the data is only available from that point forward unless historical data gets reprocessed.Sitecatalyst also has this capability using ASI slots, but that requires admin access and that the warehouse functionality is added to the base product (this can also be done using Discover, which sits on top of the warehouse and has an added cost)
  9. All tools have “previous/next” page functionality: “Where did visitors come to this page from?” and “Where did visitors go to immediately after this page?” Sitecatalyst and Webtrends have page-level clickstreams, but this really is seldom useful, as the most popular path through any site is typically only a fraction of a percent of all of the paths. Users all behave differently at the individual page level. Google Analytics does not offer this capability at all.Aggregated clickpaths can be very useful, in that they enable a “roll-up” of the content. Sitecatalyst has tremendous power in this area…assuming the s.props on the page are configured in a way that enable the desired aggregation.
  10. My time is up!