Pure Digital Since 1983 Enlighten | Choosing An Analytics Product Scott Faculak - Director, Marketing Intelligence
Born DigitalOverviewConfusionInformation about analytics tools can beconfusing, misinterpreted or altogether absent, leaving analystsand developers in the dark when trying to compare a clientsbusiness needs to an analytics products capabilities.ProductsThe industry is filled with products with very similar capabilities.This presentation will focus on the three most common to ourorganization and clients: Webtrends, Omniture and GoogleAnalytics.SelectionFamiliarity and development time should never be the decidingfactors when choosing an analytics package. The selectionprocess should consider all possible marketing initiatives andbusiness objectives first, to ensure the product will be able todeliver a holistic view of the client’s efforts.
Born Digital Confusion in the Marketplace Product vs. Solution It’s a common mistake to consider Omniture as a Web Analytics Product. Instead, it’s a suite of products, much like Microsoft Office. In other words, if someone asked for a spreadsheet program, you may suggest Microsoft Excel, but it would sound odd to suggest Microsoft Office if all they needed was a spreadsheet. This is even more critical when talking about the cost of the product, since buying a copy of Excel is a lot less than buying the entire Office suite. Web Analytics Products Web Analytics Solution • Google Analytics • Omniture • Webtrends • SiteCatalyst • SiteCatalyst • Test & Target • Many more… • Insights • Social Analytics • Genesis • Scene7 • Data Warehouse • Survey • And more…12/6/2011
Born Digital Product Comparison | Google Analytics Google Analytics • Pros • Strong segmentation • Custom variables • Multiple levels of persistence • Custom events • New social events • New enterprise version • Cons • Limited export API • No external data integration • Sampled data12/6/2011
Born Digital Product Comparison | Webtrends Webtrends • Pros • Custom variables • Multiple levels of persistence • Custom events • External data integration (lookup tables) • Excel client • Good export features • Cons • Learning curve • Log processing (and re-processing) • Limited flexibility when used as a SaaS12/6/2011
Born Digital Product Comparison | Omniture Site Catalyst • Pros • Strong segmentation • Custom variables • Multiple levels of persistence • Custom events • External data integration • Conversion deconstruction • Flexible pathing analysis • Excel client • Cons • Limited export API (without data warehouse) • Learning curve12/6/2011
Born Digital Product Comparison | Overview Segmentation Ease of Use Google Google SiteCatalyst Overall SiteCatalyst Webtrends Webtrends Google 0 2 4 0 2 4 SiteCatalyst Webtrends 0 5 10 15 20 Custom Variables Data Export Google Google SiteCatalyst SiteCatalyst Webtrends Webtrends 0 2 4 0 2 412/6/2011
Born DigitalSelection | Ease of Use in SegmentationCase – Brand SiteClient X has a brand site with informational videos and documents as well asa dealer search tool. They are interested in understanding which digitaltactic is resulting in visits in which the user watches at least onevideo, downloads a document and performs a dealer search. There is alimited budget and emphasis on reducing the cost of the platform whilemaximizing the analysis.Requirements• Advanced Segmentation• Custom Events• Campaign variables for digital tactics• Reduce on-going costsSolutionClient X would be able to leverage Google Analytics to meet all of therequirements and provide rich segmentation of events and tactics.Webtrends and Omniture could also satisfy the requirements besides thereduction of cost, but do not provide the ease of use in segmentation thatis inherent with Google Analytics.
Born DigitalSelection | Dynamic content & remarketingCase – Lead Generation With RemarketingClient Y has a lead generation site and would like to provide dynamiccontent to the visitor based on either site actions or the customer’s profile.They would also like to capture visitor survey data and automaticallyremarket to the customer in the event they fall out of the purchase funnelprior to lead submission.Requirements• Custom Events• Dynamic Content• Automated Remarketing• SurveysSolutionClient Y is looking for a digital marketing suite and would have to useOmniture to satisfy all of the requirements identified. Omniture’s full suiteof products include Survey, Test & Target, Genesis, and more to serve visitorsdynamic content, offer surveys and automatically remarket to potentiallylost visitors. In this case, Google Analytics and Webtrends would fall short ofbeing able to meet all of the requirements.
Born DigitalSelection | Data FlexibilityCase – Lead Generation Tied To CRMClient Z has a lead generation site that they would like to tie withtransactional data to compare the ROI of online and offline tactics. Client Zis trying to determine if they should increase spend for digital media ordirect print campaigns by looking at site lead submissions vs. call centeractivity down to an actual purchase.Requirements• Custom Events• Custom Variables• Advanced Segmentation• Automated Data ExtractionSolutionClient Z is looking for a solution that can export large quantities of data based onpre-defined segments and could choose either Webtrends or Omniture. With thesoftware version of Webtrends, the client would be able to access the site datathrough an ODBC connection into the CRM or BI tool. In this case, since dataflexibility is the main driver Webtrends would have an edge over Omniture andmay also be more cost effective. Google Analytics does not currently offer thesame level of access to large amounts of data in an automated fashion.