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Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison

Difference and objective comparison between the 2 most popular Web Analytics solutions: Omniture SiteCatalyst vs. Google Analytics latest edition (2011).

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Omniture SiteCatalyst vs. Google Analytics - An Objective Comparison

  1. 1. OmnitureSiteCatalystvs. Google Analytics<br />May11<br />1<br />
  2. 2. AGENDA<br />2<br />
  3. 3. AGENDA<br />3<br />
  4. 4. 4<br />1. Implementation<br />One (unique) tag on every page<br />Optional implementation for: - CustomVar,<br /> - Event Tracking,<br /> - Virtual Pageviews, <br /> - E-Commerce, …<br /><ul><li>Basic implementation is simple (set up time ~1 day)
  5. 5. More advanced implementation is reasonably more complex.
  6. 6. Free and accessible to everyone.</li></ul>Complex implementation (evars, props, …)<br />Need personalization<br />Technical supervisor is required<br />IT support is required for maintenance<br /><ul><li>Great complexity (implementation & maintenance)
  7. 7. Set-up can take weeks/months
  8. 8. Expensive solution $$$.</li></li></ul><li>AGENDA<br />5<br />
  9. 9. 2. Input: Traffic filtering<br />6<br />Limited filtering options.<br />Some filters can lead to additionnal cost.<br />Filters can be set-up at report stage not at the profile stage.<br />Pre-defined and custom filters available at the profile-level.<br />Easy to set up.<br />Examples: exclude IP’s, include only a site section, include geographic regions…<br />
  10. 10. 2. Input: Tracking – Traffic sources/Campaigns<br />7<br />Tracking code must be implemented on all links to the website.<br />Then, a classification file must be submitted to translate the tracking codes into SiteCatalyst report sections & sub-sections (SAINT classification).<br /> extra step/effort in tracking campaigns.<br />AdWords cost-source data cannot be integrated in the tracking code.<br />Integration with Google AdWords exist at an additional cost via Adobe SearchCenter.<br />Full integration with Google AdWords including cost-source data (free).<br />Other links (banners, newsletters,…) should also be manually tracked with utm parameters to include campaign name, source and medium.<br />Option to rename or group multiple campaigns/traffic sources in the reports with the use of filters.<br />
  11. 11. 8<br />2. Input: Tracking – Goals/Events/Custom Variables<br />Goals can be set up without any additional implementation (URL based).<br />Funnel path and visualization report can be easily setup without any additional implementation in the code.<br />Funnel report is not retroactive.<br />E-commerce tracking requires one additional tag.<br />Custom Variables (max. 5) and Event Tracking allow to track different segmentation or interaction type.<br />Ability to track multiple variables and to breakdown the reports with any (calculated) metrics.<br />Ability to track custom events, custom conversions, custom traffic (requires personalized implementation).<br />Conversion funnel reports can be set up in the SiteCatalyst interface (for event metrics; do not allow calculated metrics).<br />Funnel report are not pre-defined (unless bookmarked) and are retroactive.<br />
  12. 12. AGENDA<br />9<br />
  13. 13. 10<br />3. Interpretation: Metrics<br />Ability to create calculated metrics.<br /> Calculated metrics allow to define important metrics that are not pre-defined in SiteCatalyst (e.g. bounce rate, exit rate, pageviews/visit, visits per visitors, %entry page, event conversion rate, …).<br />DataWarehouse allows to store all the raw data and to perform custom/complex reports (can take up to 72 hours).<br />Click-throughs and Instances often used as default metrics in reports.<br />No ability to create calculated metrics.<br />However, most important metrics are already defined in GA and are accessible across all reports and custom reports.<br />Visit is mostly used as default metrics.<br />Click-thoughs=Total number of times that visitors arrived at a page on your site through a particular campaign within the reporting period. Click-throughs are recorded on the landing page).<br />Instances=The number of times a value was set for this data dimension within the reporting period).<br />
  14. 14. 11<br />3. Interpretation: Dashboards<br />Built from scratch.<br />Dashboard can include report for every report that can be created.<br />Retains filters and segments.<br />Can be shared in multiple formats.<br />Up to 20 dashboards per profile with max. 12 widgets (new GA interface v5).<br />Easy to customize and user-friendly.<br />New: filter can be added to the dashboard reports.<br />For the moment (GA v5), dashboards cannot be duplicated from one login to another.<br />Can be shared in multiple formats.<br /> Both tools provide qualitative custom dashboard and reporting options .<br />
  15. 15. 3. Interpretation: On-site performance reporting<br />12<br />More flexibility and custom reports to analyze the visitor behaviour on the website.<br />Reports include page-level click stream and cumulative click paths.<br />Ability to add tracking code for internal campaigns (no classification file needed).<br />Can only analyze previous & next page from a given page.<br />Interactions with sections of the website (e.g. header, top menu sections, …) can be measured with Event Tracking.<br />
  16. 16. AGENDA<br />13<br />
  17. 17. 14<br />4. Other Differentiating Specificities<br />Raw data availability, and extensive filtering options that can be used to create multiple profile.<br />Easy funnel conversion report vs. SiteCatalyst fallout report (for pages) and conversion funnel (for events).<br />Automatic integration with Google AdWords (no additional tagging required).<br />Easy to use & to understand.<br />Easy to share access (even to only a subset of data).<br />New version (v5) include multi-channel funnel<br />Great customization power (user behaviour, navigability analysis, …).<br />Integration with 3rd-party /external systems (SAINT classification).<br />Importing data via “Data Sources” into the system (data imported cannot be removed).<br />Clickstream: page-level click stream and cumulative click paths (vs. only previous & next page for GA).<br />Customer support.<br />Calculated metrics.<br />Comparing similar reports for multiple sites.<br />
  18. 18. Conclusions<br />15<br />If you change from one web analytic tool to another, no historic data would be recuperated on the new tool.<br />Are the additional features worth the transition cost? And the continuous investment (SiteCatalyst)?<br />Decision should be based on assessing:<br /> - the cost of implementation, <br /> - your time/resource availability to perform the input, <br /> - your data interpretation needs,<br /> - your potential link with 3rd party data (integration need),<br /> - and your corporate ‘need’ in terms of SLA.<br />
  19. 19. 16<br />Google Analytics & SiteCatalyst specialists at Semetis:<br />Nicolas Debray<br />Gabriel Goldberg<br />Kelly Halfin<br />Semetis | Search and Web Analytics Agency<br /><br />Twitter: @Semetis<br />44 Rue des Palais, 1030 Brussels, Belgium<br />
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Difference and objective comparison between the 2 most popular Web Analytics solutions: Omniture SiteCatalyst vs. Google Analytics latest edition (2011).


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