The document provides an overview of omniture, a web analytics company acquired by Adobe in 2009, and discusses its analytics tools including Adobe Marketing Cloud. It outlines key features, data collection metrics, and differences in terminology used within omniture and Google Analytics. The document also covers user backgrounds and the importance of analytics in driving digital performance.

1. OMNITURE 101+
Watch out!!!

2. AGENDA
Agenda
» iP Background
» How analytics works?
» What’s Omniture?
» Tool Overview
» Under the hood!
» Questions
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3. BACKGROUND & CURRENT POSITION
• French (France), arrived in Montreal in 2006
• Been a musician (trumpet) for 14 years & studied musicology
at university
• Graduate diploma at HEC Montreal in management
• Worked in online advertising for the past 6 years
(Search Marketing, Account Director at Cossette & Digital
Analytics Advisor at Cirque du Soleil)
• Director, Digital Marketing Innovation
 Responsible for new services development, advanced client
needs, internal teams training.
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4. IP BACKGROUND IN WEB ANALYTICS
•
Among the 1st Google Analytics Certified Partners in Canada (2008)
•
Multiple Certifications:
•
20+ Google Analytics Individual Qualified analysts
•
10+ Google Adwords Individual Qualified analysts
•
Bing/Yahoo Ads accredited individuals
•
Member of the Google Partner Academy training program
•
iProspect Canada is a “Google preferred agency” (beta access, training, offers,…)
•
Google Analytics Premium authorized reseller & Google Tag Manager Partner
through iProspect Network
•
Omniture proficiency with enterprise e-tailers
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5. How analytics works?

6. HOW ANALYTICS WORKS? YES! ALL ANALYTICS TOOL!!!
Web
Server
Data
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7. DATA COLLECTION HIERARCHY
Visitor
Event
Visit
Pageview
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8. What’s Omniture?

9. ABOUT OMNITURE ADOBE ANALYTICS
Omniture (is) was a publicly held online marketing and web analytics
company based in Utah with offices worldwide. It serves customers in 75
countries worldwide. On September 15, 2009, Omniture agreed to be
purchased by Adobe Systems.
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10. ADOBE MARKETING CLOUD (QUICK) OVERVIEW
Main analytical tool
Main reporting
SEM management tool
Raw data access
Previously “Discover”;
advanced analytical tool
Excel Pluggin
A/B/N testing tool
Previously “Genesis”; tool
to connect tools together
& do Magic!
Extra advanced analytics tool
; like Google Big Query
Website content optimization
too based on users behaviors
Tool to do surveys and pools
Admin interface; i.e
setup
Pretty much like
SearchandPromote
Rich Media distribution tool
Social tool ; publish, boost,
measure social media
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11. Tool Overview

12. OVERALL INTERFACE (GOOGLE ANALYTICS)
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13. OVERALL INTERFACE (OMNITURE)
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14. A BIT OF CONFUSION TERMINOLOGY!
Instances Vs Visits
The Instances metric is used to report on the number of times that a particular value is triggered in SiteCatalyst.
Visits refers to the number of user sessions, consisting of one or multiple page views and ending with 30 minutes of inactivity by t he
user, that encountered a specific value (i.e., line item) shown in your reports.
Example:
Internal Search Report - 50 Instances , 30 Visits
Searched “Web Analytics”
50 Instances means 50 times searched or Page reloaded
30 Visits means 30 different user sessions
Searches Vs Visits
Officially, from Omniture’s word: “The number of times a value was set for this data dimension within the reporting period.”
Or, in a more detailled way: “The recommended default metric for search engines and keywords. This metric represents instances of a
click-through, and shows the page that is associated with a specific engine or keyword. Searches metric data can be reported retroactively
to the beginning of the data set.”
In summary:
It’s pretty much like instance. It’s a number of time an element has been triggered (aka a search result). A visit can have m ultiple searches
as Omniture doesn’t define user sessions the same way as Google does.
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15. A BIT OF CONFUSION TERMINOLOGY!
Instances Vs Visits
The Instances metric is used to report on the number of times that a particular value is triggered in SiteCatalyst.
Visits refers to the number of user sessions, consisting of one or multiple page views and ending with 30 minutes of inactivity by t he
user, that encountered a specific value (i.e., line item) shown in your reports.
Example:
Internal Search Report - 50 Instances , 30 Visits
Searched “Web Analytics”
50 Instances means 50 times searched or Page reloaded
30 Visits means 30 different user sessions
Searches Vs Visits
Officially, from Omniture’s word: “The number of times a value was set for this data dimension within the reporting period.”
Or, in a more detailled way: “The recommended default metric for search engines and keywords. This metric represents instances of a
click-through, and shows the page that is associated with a specific engine or keyword. Searches metric data can be reported retroactively
to the beginning of the data set.”
In summary:
It’s pretty much like instance. It’s a number of time an element has been triggered (aka a search result). A visit can have m ultiple searches
as Omniture doesn’t define user sessions the same way as Google does.
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16. EASY VIEW OF TRAFFIC IN GOOGLE ANALYTICS
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17. …SLOWLY GOING AWAY…
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18. TRAFFIC VIEWS IN ADOBE ANALYTICS
By default, only available
report to view traffic sources &
types!
Sometimes, we’re lucky and
this one is also available. BUT,
use it only when instructed by
client!
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19. SUITES, SEGMENTS, FILTERS
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20. REPORT – ADVANCED OPTIONS
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21. EXCEL CLIENT | REPORT BUILDER
SiteCatalyst's Excel Client or Report Builder allows you to build customized data
blocks containing SiteCatalyst data directly in Excel worksheets.
• Access is limited (# of license per client)
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22. DATA WAREHOUSE
Data Warehouse allows you to create
complex data queries (several dimensions &
metrics, advanced segments).
You setup reports and receive them by email.
Data Warehouse includes:
•
•
•
Historical traffic data
Advanced queries on un-sampled data
Advanced segment builder with a
powerful "drag & drop" query builder
•
•
Access is on “client-by-client” basis
/! Can take several hours/days for
extremely complex reports
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23. Under the hood!

24. CAMPAIGN TRACKING CODE 101
www.coolwebsite.com?cid=ubercoolcampaign
www.coolwebsite.com?xcid=ubercoolcampaign
www.coolwebsite.com?test=ubercoolcampaign
www.coolwebsite.com?what=ubercoolcampaign
www.coolwebsite.com?iprospect=ubercoolcampaign
www.coolwebsite.com
Data
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25. DEBUG OMNITURE??
Magical code?
Nope…just JavaScript
www.coolwebsite.com
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26. JAVASCRIPT ???
• Want to know more?
http://en.wikipedia.org/wiki/JavaScript
• All Web Analytics tools are working with JavaScript
• JavaScript is part of what we consider front-end in the
DEV world
• JavaScript is executable and can use/find/work with
information from user’s browser and computer
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27. DATA COLLECTION VARIABLES
• In Google Analytics, you have things like:
• Pageview (page hit)
• Event (page hit)
• Custom Variables (page|session|visitor hit)
• In Adobe Analytics, you have same type of things but not same name:
• Page attributes (s.pagename, s.channel, s.prop…)
• Event (s.event,…)
• Custom Variables (eVar)
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28. 2 WAY(S) TO GO
1.
Use Firefox
• Install httpfox plugin
• Or, install Fiddler
2.
Install DigitalPulse Debugger
• Copy/Paste this code in Firefox and
make it a bookmark
javascript:void(window.open(%22%22,%22dp_debugger%22,%2
2width=600,height=600,location=0,menubar=0,status=1,too
lbar=0,resizable=1,scrollbars=1%22).document.write(%22%
3Cscript%20language=%22JavaScript%22%20id=dbg%20src=
%22https://www.adobetag.com/d1/digitalpulsedebugger/liv
e/DPD.js%22%3E%3C/%22+%22script%3E%22));
Website content
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29. QUESTIONS
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