Learn Omniture

1. An Introduction To Omniture
Source: http://www.omniture.com/en/

2. Josh James, Omniture CEO and co-founder
About Omniture
Omniture is 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.
The company was founded in 1996 and was backed by venture
capitalists including Hummer Winblad Venture Partners, University
Venture Fund, and Scale Venture Partners.

3. Omniture Products

4. Omniture Products
• SiteCatalyst, is Omniture's flagship software as a service application that offers web
analytics
• Test&Target offers A/B and MVT (multi-variate testing) and is derived in part from
Offermatica and Touch Clarity
• Test&Target 1:1 is its main behavioral targeting solution getting down to the
individual level of testing
• Discover is its data mining offering
• SearchCenter assists with Paid Search optimization in systems like Google's AdWords,
Yahoo! Search Marketing, and Microsoft Ad Center
• Recommendations offers automated product and content recommendations
• SiteSearch is an on-demand Enterprise Search product
• DataWarehouse is a data warehouse offering
• Merchandising is a search and navigation offering for online stores

5. Site Catalyst
• Omniture SiteCatalyst® provides marketers with
actionable, real-time intelligence about online strategies
and marketing initiatives.
• SiteCatalyst helps marketers quickly identify the most
profitable paths through their Web site, determine where
visitors are navigating away from their site, and identify
critical success metrics for online marketing campaigns.
• SiteCatalyst is part of the Omniture Online Marketing
Suite of applications for online business optimizations.

6. Interface
abc.com

7. Visitors vs Unique Visitors
•A unique visitor refers to an individual who has visited a
site the first time within a certain time period.
•Default method for calculating unique visitors is to set a
cookie on the user's browser. When the user accesses the
website, the cookie uniquely identifies the visitor in
SiteCatalyst. If cookies are disabled on a visitor's browser,
Omniture uses a combination of the user agent string and
the IP address to determine if a visitor is unique.

8. Instance 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 the user, that encountered a specific value
(i.e., line item) shown in your reports.

9. Instance vs Visits
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

10. Return Visits
• Number of visits your site received from visitors that
have previously been to your site.
• Refers to the entire history of individual users' experience
on your site.

11. Time Spent Per Visit
SiteCatalyst calculates the Time Spent Per Visit metric by
summing the difference in time between each page view in
a visit
Page A
T1
Page A
T1
Page B
T2
Page B
T2
T2 – T1

12. Time Spent Per Visit
• By adding together the time spent on each page,
SiteCatalyst calculates the Time Spent Per Visit metric.
• The last page in a path is not counted as part of the Time
Spent Per Visit metric because the visitor does not access
a page after the last page.

13. Why Measure Return Visits?
• Identify the impact of your Web site's content on your
visitors.
•Gain a good indication of how interested your visitors are
in your site's content and how serious they are about
purchasing your product or service. For example, if only a
few people return to your site, you may decide to redesign
its content or update it more often.

14. Tracking Code
• The tracking code is an alphanumeric value that uniquely
identifies each campaign element and its exact
placement on the Internet that ultimately brings an end
user to your website.
• It is also called a query string parameter.
• In the URL, the tracking code is offset by the question
mark, as shown in below.
• http://www.mysite.com?cid=12345

15. Referrer Report vs. Original Referring
Domain Report
• The Referrers report can be populated each time a visitor
comes to your site from an external site, even if the
visitor comes to your site multiple times during a visit.
• The Original Referring Domains report shows the very
first referrer for a particular visitor and allows you to
view conversion data in terms of the first referrer to bring
the converting users to your site; this is done by checking
the historical referrer data for the visitor ID of each user
that visits your site.

16. Referrer Report vs. Original Referring
Domain Report
Consider the following example of a user path.
externalsite.com > yoursite.com > [back button] >
externalsite.com > yoursite.com
This path would count two instances of the
"externalsite.com" referrer in the Referrers report and one
instance of the "externalsite.com" referrer in the Original
Referring Domains report, assuming the user is a first-time
visitor. If the user is a repeat visitor, then the Original
Referring Domains report would not be affected by this path.

17. Referring Domains
Magnifying glass allows
the referring domain to
be broke down to show
the referrers or unique
URL for that domain

18. Exit Links Report
The SiteCatalyst Exit Links Report shows you the links that
your visitors click on to leave your site and go to another
site.
You can use this report to:
•Determine the most commonly used link on a Partner's
page
•Determine which exit link from your entire site is most
frequently used
•Validate the number of referrals that your partners' state
you provided

19. Multi Suite Tagging
http://nanacom.112.2o7.net/b/ss/suite1,suite2,suite3/1/H.20.3/s5483
5940?AQB=1
•Global Suite
•Roll up suite

20. Calculated Metrics

21. Tags
http://abc.net/b/ss/suite1,suit2,suite3/1/H.20.3/s532532532
5352?AQB=1
ndh=1
t=15/5/2010%2022%3A37%3A53%202%20-330
ce=UTF-8
ns=nanacom
pageName=pagename1
g=http%3A//www.ABC.com/
r=http%3A//www.google.co.in/search%3Fq%3DGAMEABC
%2B3%26ie%3Dutf-8%26oe%3Dutf-8%26aq%3Dt%26rls
%3Dorg.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a
cc=USD
events=event35%2Cevent36
c1=No ID
v1=No ID
c2=GAMEABC
c3=PLAY
v3=GAMEABC
c4=GAMEABC
c5=GAMEABC
c7=GAMEABC
c9=MKT
c10=Home
c11=NA
c12=en_US
c15=General Info
c17=US
v17=US
c18=ABC
v18=US
v29=ABC
v30=ABC
c33=flash%2010
c34=silverlight%203.0
v34=PLAY
s=1366x768
c=32
j=1.7
v=N
k=Y
bw=1366
bh=582
p=Adobe%20Acrobat%3BMozilla%20Default
%20Plug-in%3BShockwave%20Flash
%3BSilverlight%20Plug-In%3BGoogle%20Update
%3B
AQE=1

22. Data Collection Variables
• Variables
• Control Variables
• Automatic Variables
• Direct Variables

23. Variables -Tags
s_na.pageName=cpagename1”
s_na.server=“ABC“
s_na.channel="na" //section of website
s_na.pageType="" //used for 404 errors
s_na.prop1="No ID"
s_na.prop2="NONE"
s_na.prop3="na"
s_na.prop4="NONE"
s_na.prop5=“abs"
s_na.prop6="none"
s_na.prop7="NONE"
s_na.prop8=""
s_na.prop9=“abc"
s_na.prop10="Home"
s_na.prop11="NA"
s_na.prop12="en_US"
s_na.prop15="General Info"
s_na.prop17="US"
s_na.prop18="US"
s_na.prop19=""
s_na.prop20="“
/* E-commerce Variables */
s_na.state="" s_na.zip="“
s_na.events="" //events occurred on given
page
s_na.products="" //list of products
s_na.purchaseID=""
s_na.eVar1="No ID"
s_na.eVar2=""
s_na.eVar3=“abc"
s_na.eVar4=""
s_na.eVar5=""
s_na.eVar6=""
s_na.eVar7=""
s_na.eVar8=""
s_na.eVar9=""
s_na.eVar10=""
s_na.eVar11=""
s_na.eVar12=""
s_na.eVar13=""
s_na.eVar14=""
s_na.eVar15=""
s_na.eVar16=""
s_na.eVar17="US"
s_na.eVar18="NA"
s_na.eVar19=""
s_na.eVar20=""
s_na.eVar29=s_na.setInitValOnce('US:naCOM:N
ONE');
s_na.eVar30=“abc" s_na.eVar34="na"
Prop 1 to 50
Evar 1 to 50

24. Variables -Tags
<#if page.title?exists && "" != page.title?trim>
s.pageName="${(commObj.ID?c)!1}:=:${page.title?trim}"
<#else>
s.pageName=""
</#if>
s.server=window.location.hostname
<#if commName?exists>
s.channel="${(commObj.ID?c)!1}:=:${commName}"
<#else>
s.channel="NoGame"
</#if>
s.pageType=""
<#if user?exists>
s.visitorID="${(user.username)!"ANONYMOUS"}:=:$
{(user.email)!"NoEmail"}"
<#else

25. s.prop
The s.prop variable enables you to relate custom data to specific traffic-related events. s.prop
variables are embedded in the SiteCatalyst code on nach page of your website. Through s.prop
variables, SiteCatalyst allows you to crnate custom reports, unique to your organization, industry,
and business objectives.
For example, let's say you populate s.prop1 in the SiteCatalyst page code on Page A of your site
with "apples" (s.prop1="apples"), and you populate s.prop2 in the SiteCatalyst page code on Page
B with "oranges" (s.prop2="oranges"). Then, a visitor comes to your site (one instance of a visit)
and goes to Page A, then Page B, and back to Page A, then departs the site. In this case, the
Custom Traffic Report for s.prop1 would show "Apples" as a line item with two instances, and the
Custom Traffic Report for s.prop2 would show "Oranges" with one instance. the site repnatedly in
distinct visits.

26. Control Variables - Tags
http://abc.net/b/ss/suite1,suite2,suite3/1/H.20.3/s54833111
725940?AQB=1
ndh=1
t=15/5/2010%2022%3A37%3A53%202%20-330
ce=UTF-8
ns=server1
pageName=pagename1
g=http%3A//www.ABC.com/
r=http%3A//www.google.co.in/search%3Fq%3DGAMEABC
%2B3%26ie%3Dutf-8%26oe%3Dutf-8%26aq%3Dt%26rls
%3Dorg.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a
cc=USD //currency code
events=event35%2Cevent36
c1=No%20ID
v1=No%20ID
c2=GAMEABC
c3=PLAY
v3=GAMEABC
c4=GAMEABC
c5=GAMEABC
c7=GAMEABC
c9=ABC
c10=Home
c11=NA
c12=en_US
c15=General%20Info
c17=US
v17=US
c18=US%3AGAMEABC
v18=NA
v29=US%3AGAMEABC%3AGAMEABC
v30=US%3AGAMEABC%3AGAMEABC
c33=flash%2010
c34=silverlight%203.0
v34=PLAY
s=1366x768
c=32
j=1.7
v=N
k=Y
bw=1366
bh=582
p=Adobe%20Acrobat%3BMozilla%20Default
%20Plug-in% 3BShockwave% 20Flash%
3BSilverlight%20Plug-In%3BGoogle% 20Update
%3B
AQE=1

27. Automatic Variables - Tags
http://abc.net/b/ss/suite1,suite2,suite3/1/H.20.3/s54833111
725940?AQB=1
ndh=1
t=15/5/2010%2022%3A37%3A53%202%20-330 //time
ce=UTF-8
ns=server1
pageName=pagename1
g=http%3A//www.ABC.com/ //link
r=http%3A//www.google.co.in/search%3Fq%3DGAMEABC
%2B3%26ie%3Dutf-8%26oe%3Dutf-8%26aq%3Dt%26rls
%3Dorg.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a
//referrer
cc=USD
events=event35%2Cevent36
c1=No%20ID
v1=No%20ID
c2=GAMEABC
c3=PLAY
v3=GAMEABC
c4=GAMEABC
c5=GAMEABC
c7=GAMEABC
c9=
c10=Home
c11=NA
c12=en_US
c15=General%20Info
c17=US
v17=US
c18=US%3AGAMEABC
v18=NA
v29=US%3AGAMEABC%3AGAMEABC
v30=US%3AGAMEABC%3AGAMEABC
c33=flash%2010
c34=silverlight%203.0
v34=PLAY
s=1366x768 // Screen Size
c=32 //Monitor Depth, available colors
j=1.7 // version of javascript supp. by browser
v=N // Java enabled
k=Y //cookies enabled
bw=1366 //width of browser window
bh=582 //height of browser window
p=Adobe%20Acrobat%3BMozilla%20Default
%20Plug-in% 3BShockwave% 20Flash%
3BSilverlight%20Plug-In%3BGoogle% 20Update
%3B //netscape plugins
AQE=1

28. Direct Variables
• IP Address
• Domain
• User agent string
• Language
• Cookies

29. Custom Events
Most Web analytics systems can track standard site commerce events such as
cart opens, checkouts, and orders, but none of them can possibly track every
type of success event that occurs on every web site in the world with only their
out-of-the-box reports. Therefore, Omniture offers custom success events to
enable you to define and track events that are unique to your site. In addition,
once your custom success events are properly set up, you can use Custom
Event Reports in SiteCatalyst to report the data collected from your custom
event(s).

30. Tool To Check Omniture Tags
Omniture Javascript Debugger -
It display the variables being populated into SiteCatalyst
and the values that are being passed in to Omniture
javascript:void(window.open(%22%22,%22stats_debugger
%22,%22width=600,height=600,location=0,menubar=0,status=1,to
olbar=0,resizable=1,scrollbars=1%22).document.write(%22<scri
pt language=%22JavaScript%22 src=
%22https://sitecatalyst.omniture.com/sc_tools/stats_debugger
.html%22></%22+%22script>%22 + %22<script language=
%22JavaScript%22>window.focus();</script>%22));

31. Friendly Page Names
If you are in a report that displays the friendly page names, you can mouse-
over the friendly name, and the URL associated with that friendly name will
display in the status bar at the bottom
of the browser. Additionally, you may right-click the friendly name, and if
available, receive the option to open URL in a new window
Page Names

32. Dashboard vs. Bookmarks vs.
Custom Report

33. Path Finder

34. Excel Client and Report Builder
SiteCatalyst's Excel Client allows you to build customized data blocks
containing SiteCatalyst data that you can then insert into your Excel
worksheets. The data blocks can dynamically reference cells within
your worksheet, providing an incredible level of flexibility and
customization. These data blocks can be updated with real-time data
from SiteCatalyst with the easy click of the "Refresh Worksheet" button
in the Excel Client toolbar.

35. Direct Access
SiteCatalyst's DirectAccess feature allows you to view bookmarks and
dashboards directly from your Windows Start Menu.

36. Data Warehouse
http://www.webanalyticsindia.com/tag/omniture-data-warehouse
Omniture Data Warehouse allows you to perform complex data mining
queries on historical click-stream data and integrate detailed click-stream
data feeds with internal data systems. Omniture Data Warehouse also gives
you the flexibility to generate targeted re-marketing lists based on specific
segments of visitors' online behavior.
Omniture Data Warehouse includes:
•A historical archive of all Web traffic data.
•Advanced queries on un-sampled click-stream data.
•Data feeds which import click-stream data into your own.
•An advanced segment builder using a powerful "drag and drop" query
builder.
•Creation of remarketing lists to unique visitor IDs.