Google Analytics vs Omniture SiteCatalyst vs In-ouse Webanalytics at iMetrics
1. Google Analytics
vs
Adobe/Omniture SiteCatalyst
vs
In-house Web analytics system
Roman Zykov, Head of analytics at Wikimart.ru
11.11.2011
2. 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
3. Background
2004 – 2009 Head of analytics at Ozon.ru
2010 - …. Head of analytics at Wikimart.ru
• Business intelligence
• Web analytics
• Data science
4. 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
14. Data export & feeds
Google Analytics:
• Google data API (aggregated)
• Non-native excel client (excellentanlytics.com)
Omniture SiteCatalyst:
• Recommendation engine
• Automated FTP export (semi-aggregated)
• Native Excel client
In-house webanalytics:
• XML feeds
• Recommendation engine (Hadoop)
• OLAP (Excel) & Web client
15. Implementation & Support
Google Analytics:
• ga_debug.js
• Outsource consultant
• Non-flexible user access
Omniture SiteCatalyst:
• 24x7 support (phone, chat, e-mail)
• Account manager
• Business consulting group
• Excellent debugging tools
• Flexible user access
Inhouse webanalytics:
• JS debugging tool
• Data access to raw data
• Flexible user access
17. Best choice
Google Analytics:
• The 1st web-analytics system on site
• Debugging data for other counters
Omniture SiteCatalyst (& Discover):
• Deep product analysis
• Manage more than 100 000 marketing campaigns
In-house webanalytics:
• Deep product analysis
• Data feeds
• Integration with offline data
18. Thank you
E-mail: rzykov@gmail.com
Blog: KPIs.ru
http://www.webmetric.org/start_download.php