Basis Omniture


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  • Basis Omniture

    1. 1. Omniture Overview
    2. 2. What is Omniture? <ul><li>ASP solution that powers analytics for e-bay, HP, AOL and many others </li></ul><ul><li>Check it out at : </li></ul>
    3. 3. How is it different from webtrends? <ul><li>More accurate visitor analysis (not log based) </li></ul><ul><li>Ability to count documents AND page views </li></ul><ul><li>Better path analysis – how users flow through the site? </li></ul><ul><li>Better geo segmentation - where are users located? </li></ul><ul><li>Ability to see stats for arbitrary durations </li></ul><ul><li>Understandable page identification (breadcrumb) </li></ul><ul><li>Close to “real time” stats </li></ul><ul><li>Ability to compare metrics across sites </li></ul><ul><li>Ability to aggregate site stats in various ways (VPU, themes etc) </li></ul>
    4. 4. At first <ul><li>Your site traffic will appear to go down </li></ul><ul><ul><li>Omniture is much more accurate at filtering out non-users (robots and spiders) </li></ul></ul><ul><ul><li>Interpreting request for pages are different </li></ul></ul>
    5. 5. Where are we now? <ul><li>Stats now available for ISP sites </li></ul><ul><li>Stats avail for entire external web and intranet as a whole </li></ul><ul><li>Stats broken down by “institutional” hierarchy (VPU – Site Name – Page name) </li></ul><ul><li>Passing content metadata (title, type, topic, country / region etc…) </li></ul><ul><li>Correlations (top press release in HIV AIDS) </li></ul>
    6. 6. What’s next <ul><li>Work with metadata harmonization </li></ul><ul><li>Revise content input templates </li></ul><ul><li>Standardize reporting across the institution (creation of dashboards) </li></ul>
    7. 7. Key features - brief overview <ul><ul><li>Reports available today provide you with: </li></ul></ul><ul><ul><li>Accurate counts of uniques, pages views, sessions for any date range </li></ul></ul><ul><ul><li>Audience profile in terms of geographic location, technology used </li></ul></ul><ul><ul><li>Comprehensive path analysis </li></ul></ul><ul><ul><li>Usage indicators such visitor loyalty </li></ul></ul><ul><ul><li>“ Web landscape” information: links in, search engine info </li></ul></ul>
    8. 14. Disseminating information <ul><li>Users have the ability to: </li></ul><ul><ul><li>Create and automatically distribute dashboards and reports </li></ul></ul><ul><ul><ul><li>Aggregate several indicators into one comprehensive screen </li></ul></ul></ul><ul><ul><ul><li>Create different ones for management, editors, communications staff etc… </li></ul></ul></ul><ul><ul><li>Create alerts </li></ul></ul><ul><ul><ul><li>When traffic goes up or down on site </li></ul></ul></ul><ul><ul><ul><li>Or on a specific page </li></ul></ul></ul>
    9. 17. Bottom line <ul><li>The software is a powerful solution able to provide “everything you want to know” about your site </li></ul><ul><li>It already offers a lot of information but it will take some time to fully benefit from its capabilities, so be patient </li></ul><ul><li>Also note: </li></ul><ul><ul><li>Relatively steep learning curve </li></ul></ul><ul><ul><li>“ Analysis paralysis” </li></ul></ul><ul><ul><li>The customization “death spiral” </li></ul></ul>
    10. 18. The analytics market place <ul><li>Coremetrics </li></ul><ul><li>Omniture </li></ul><ul><li>Hit Box </li></ul><ul><li>Web Trends 7 </li></ul><ul><li>Urchin </li></ul><ul><li>Nettracker </li></ul><ul><li>Clicktracks </li></ul><ul><li>Deepmetrix </li></ul><ul><li>Visitor Ville </li></ul><ul><li>and many others… </li></ul>Mid Market Mix of page embedding & logs Medium-to-large sites Price: volume based Minimum investment: $6-15k / year High end Page embedding Cross domain tracking Comprehensive metrics For large enterprises / sites Price: volume based Minimum investment: $20+k / year Low end Mix of page embedding & logs Small-to-medium sites Price: volume based Minimum investment: $0-3k / year
    11. 19. <ul><ul><li>Do’s: </li></ul></ul><ul><ul><li>Align your reporting with your organization’s goals </li></ul></ul><ul><ul><li>Engage key stakeholders early </li></ul></ul><ul><ul><li>Balance between web jargon and simple language </li></ul></ul><ul><ul><li>Start small, show progress in line with objectives </li></ul></ul><ul><ul><li>Train a lot, communicate and report often </li></ul></ul>Embarking on a web analytics project
    12. 20. <ul><li>Don’t: </li></ul><ul><li>Fall into the customization death spiral </li></ul><ul><li>Be a victim of analysis paralysis (faster is better than better) </li></ul><ul><li>Report on information that is meaningless (HITS) </li></ul><ul><li>Report unless 100% sure of accuracy </li></ul><ul><li>Produce 100+ pages reports </li></ul>Embarking on a web analytics project
    13. 21. The Conversion Funnel 100 35 20 10 2 First time visitor Repeat visitor Newsletter subscriber Active member Donor Etc.. Registered member micro micro micro micro macro
    14. 22. <ul><li>Editorial management – Content level </li></ul>
    15. 23. Editorial management – Content groups
    16. 24. Editorial management – Keywords
    17. 25. Editorial management – keywords
    18. 26. Inform architecture / navigation
    19. 27. Inform design
    20. 28. Inform marketing - Cross linking
    21. 29. Inform marketing - Campaigns
    22. 30. Inform marketing - Keywords
    23. 31. Inform marketing - Internal campaigns
    24. 32. Inform partners / donors
    25. 33. Inform management