An Introduction To Omniture

Source: http://www.omniture.com/en/

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.

Omniture Products

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

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.

Interface

abc.com

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.

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.

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

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.

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

T2T2 – T1T2 – T1

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.

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.

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

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.

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.

Referring Domains

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

Exit Links ReportThe 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

Multi Suite Tagging

http://nanacom.112.2o7.net/b/ss/suite1,suite2,suite3/1/H.20.3/s54835940?AQB=1

•Global Suite

•Roll up suite

Calculated Metrics

Tagshttp://abc.net/b/ss/suite1,suit2,suite3/1/H.20.3/s5325325325352?AQB=1ndh=1t=15/5/2010%2022%3A37%3A53%202%20-330ce=UTF-8ns=nanacompageName=pagename1g=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-acc=USDevents=event35%2Cevent36c1=No IDv1=No IDc2=GAMEABCc3=PLAYv3=GAMEABCc4=GAMEABCc5=GAMEABCc7=GAMEABCc9=MKTc10=Homec11=NAc12=en_US

c15=General Info c17=USv17=USc18=ABCv18=USv29=ABCv30=ABCc33=flash%2010c34=silverlight%203.0v34=PLAYs=1366x768c=32j=1.7v=Nk=Ybw=1366bh=582p=Adobe%20Acrobat%3BMozilla%20Default%20Plug-in%3BShockwave%20Flash%3BSilverlight%20Plug-In%3BGoogle%20Update%3BAQE=1

Data Collection Variables• Variables

• Control Variables

• Automatic Variables

• Direct Variables

Variables -Tagss_na.pageName=cpagename1” s_na.server=“ABC“ s_na.channel="na" //section of websites_na.pageType="" //used for 404 errorss_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 pages_na.products="" //list of productss_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:NONE'); s_na.eVar30=“abc" s_na.eVar34="na"

Prop 1 to 50Evar 1 to 50

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

s.propThe 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.

Control Variables - Tagshttp://abc.net/b/ss/suite1,suite2,suite3/1/H.20.3/s54833111725940?AQB=1ndh=1t=15/5/2010%2022%3A37%3A53%202%20-330 ce=UTF-8ns=server1pageName=pagename1g=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 codeevents=event35%2Cevent36c1=No%20IDv1=No%20IDc2=GAMEABCc3=PLAYv3=GAMEABCc4=GAMEABCc5=GAMEABCc7=GAMEABCc9=ABCc10=Homec11=NAc12=en_US

c15=General%20Info c17=USv17=USc18=US%3AGAMEABCv18=NAv29=US%3AGAMEABC%3AGAMEABCv30=US%3AGAMEABC%3AGAMEABCc33=flash%2010c34=silverlight%203.0v34=PLAYs=1366x768 c=32 j=1.7 v=N k=Ybw=1366 bh=582 p=Adobe%20Acrobat%3BMozilla%20Default%20Plug-in% 3BShockwave% 20Flash% 3BSilverlight%20Plug-In%3BGoogle% 20Update%3B AQE=1

Automatic Variables - Tagshttp://abc.net/b/ss/suite1,suite2,suite3/1/H.20.3/s54833111725940?AQB=1ndh=1t=15/5/2010%2022%3A37%3A53%202%20-330 //timece=UTF-8ns=server1pageName=pagename1g=http%3A//www.ABC.com/ //linkr=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 //referrercc=USDevents=event35%2Cevent36c1=No%20IDv1=No%20IDc2=GAMEABCc3=PLAYv3=GAMEABCc4=GAMEABCc5=GAMEABCc7=GAMEABCc9=c10=Homec11=NAc12=en_US

c15=General%20Info c17=USv17=USc18=US%3AGAMEABCv18=NAv29=US%3AGAMEABC%3AGAMEABCv30=US%3AGAMEABC%3AGAMEABCc33=flash%2010c34=silverlight%203.0v34=PLAYs=1366x768 // Screen Sizec=32 //Monitor Depth, available colorsj=1.7 // version of javascript supp. by browserv=N // Java enabledk=Y //cookies enabledbw=1366 //width of browser windowbh=582 //height of browser windowp=Adobe%20Acrobat%3BMozilla%20Default%20Plug-in% 3BShockwave% 20Flash% 3BSilverlight%20Plug-In%3BGoogle% 20Update%3B //netscape pluginsAQE=1

Direct Variables• IP Address

• Domain

• User agent string

• Language

• Cookies

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).

Tool To Check Omniture TagsOmniture 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,toolbar=0,resizable=1,scrollbars=1%22).document.write(%22<script 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));

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

Dashboard vs. Bookmarks vs. Custom Report

Path Finder

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.

Direct Access

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

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.