Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Web Analytics Tools Comparison


Published on

A 5-minute blitz presentation from the February 2011 Columbus Web Analytics Wednesday. This was a comparison of the major web analytics platforms -- Google Analytics, Adobe Omniture Sitecatalyst, Webtrends, and Coremetrics. The comparison was limited to the base tools -- not the various add-ons available.

Published in: Business, Technology
  • Be the first to comment

Web Analytics Tools Comparison

  1. 1. Web Analytics Platforms<br />How (some of) the Main Ones Differ<br />
  2. 2. Included<br />Excluded<br />Yeah…I know<br />
  3. 3. Included<br />Excluded<br />Segments (formerly Marketing Warehouse), Optimize, Apps, Social,…<br />Discover, Insight, Test&Target, SearchCenter,…<br />Explore, Monitor, Benchmark,…<br />This is only a 5-minute overview!<br />
  4. 4. Non-Considerations<br />First Party Cookie Support<br />All of ‘em have it<br />Mobile Site Tracking<br />All of ‘em have it<br />API Availability and Excel Integration<br />All of ‘em have it<br />SaaS always an option, and in-house only makes sense in rare situations -- extreme privacy/security policies, long-term data archiving, etc.<br />SaaS vs. In-House vs. Either<br />
  5. 5. Free<br />Paid<br />
  6. 6. Where Majority of Configuration Occurs<br />Mechanism: props, evars, events<br />Pro: configuration at the point of user behavior<br />Con: easy to botch the implementation, and maintenance requires heavy IT support<br />Javascript on Page Builds Image Request<br />Sitecatalyst<br />GA: Custom variables<br />Webtrends: Meta data<br />Web Analytics Server Parses Image Request<br />Mechanism: profiles and filters<br />Pro: data still fairly “raw” and can be routed into multiple reporting areas<br />Con: customization at the point of data capture is limited / constrained<br />Google Analytics<br />Webtrends<br />Sitecatalyst: VISTA rules<br />Data Stored in Web Analytics System<br />Reporting Interface Used to Extract Data<br />
  7. 7. Integration with Third-Party Meta Data<br />Javascript on Page Builds Image Request<br /><br />Translation files<br />Web Analytics Server Parses Image Request<br /><br />SAINT classifications<br />Example: Campaign name and channel<br />Data Stored in Web Analytics System<br />Meta Data Added<br />Category Definition File (CDF)<br />K<br />Reporting Interfaced Use to Extract Data<br /><br />Not an option!<br />
  8. 8. User-Level Data<br />Available with Segments (formerly Marketing Warehouse): Added Cost<br />K<br />K<br />Available with Discover: Added Cost<br />K<br />Available with Explore: Added Cost<br /><br />Not an option and violates Terms of Service to capture in a reportable fashion<br />
  9. 9. Visitor Segmentation<br />Quick and Easy<br />Harder / Limited<br /><br />K<br /><br />(ASI slots…which requires Warehouse)<br />(Filtered profiles…or Segments)<br />Admin access required<br />
  10. 10. Clickstream / Pathing – A Spectrum<br />“Previous” and “Next” Page<br />Aggregated Click Paths<br />Page-Level Clickstream<br /><br />Any s.prop can have pathing enabled<br />Sitecatalyst<br />K<br />Content groups and subgroups<br />Webtrends<br /><br />GoogleAnalytics<br />
  11. 11. Mobile App Tracking<br />* Now in the mobile app developmentbusiness, too, with the acquisition of Transpond<br />
  12. 12. Social Media<br />First seriously to market, and still investing heavily<br />Fast follower, and taking the space seriously<br />Over-reliance on “impression tag*” for social media<br />Reliance on user community to develop hacks / implementation options<br />* Coremetrics differentiator – geared towards display ad “view through” measurement; not a panacea, though<br />