This document compares Google Analytics, Adobe/Omniture SiteCatalyst, and an in-house web analytics system. It provides an overview of Wikimart's custom system, including its data collection, storage, and users. Key areas of comparison include commerce metrics, campaign management, data export/import, product analytics, and support. The document concludes that for a large e-commerce site like Wikimart, SiteCatalyst is best for deep product analysis and managing a large number of marketing campaigns, while an in-house system enables deep analytics and integration with offline data.

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

5. Wikimart system: JS Counter

6. Wikimart system: Data flow
Team
• Product analytics manager
• Web analyst
• ETL developer
• OLAP developer
• 2 junior analysts

7. Wikimart system: Users
Excel (OLAP)
E-mail
Interactive Web

8. Online advertising analysis
Google Analytics:
• utm tags - standart de-facto
Omniture SiteCatalyst:
• s.campaign – standart campaign variable
• Custom independent commerce variables
• Campaign manager interface (costs, groups, timings)
• Excel export/import (Site, FTP, …)
• Easy regrouping
• Disadvantage: Paid/Non-paid traffic reports
In-house webanalytics:
• Utm tags
• Easy regrouping

9. Product analysis
Google Analytics:
• Events
• Custom variables
Omniture SiteCatalyst:
• Events
• Custom Pathing variable
• Custom independent commerce variables
• Merchandising analysis
• Discover
• Form analysis plugins, etc
• Customizable ClickMap
In-house webanalytics:
• Events
• Merchandising analysis
• Row SQL analysis

10. Merchandising analysis

11. Merchandising - clicks

12. Merchandising - Commerce

13. Omniture Discover

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

16. Wikimart’s JS debugger

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