Post on 18-Nov-2014
description
Omniture Overview
What is Omniture?
ASP solution that powers analytics for e-bay, HP, AOL and many others
Check it out at : www.omniture.com
How is it different from webtrends?
More accurate visitor analysis (not log based) Ability to count documents AND page views Better path analysis – how users flow through the site? Better geo segmentation - where are users located? Ability to see stats for arbitrary durations Understandable page identification (breadcrumb) Close to “real time” stats Ability to compare metrics across sites Ability to aggregate site stats in various ways (VPU,
themes etc)
At first
Your site traffic will appear to go downOmniture is much more accurate at
filtering out non-users (robots and spiders)
Interpreting request for pages are different
Where are we now?
Stats now available for ISP sites Stats avail for entire external web and intranet
as a whole Stats broken down by “institutional” hierarchy
(VPU – Site Name – Page name) Passing content metadata (title, type, topic,
country / region etc…) Correlations (top press release in HIV AIDS)
What’s next
Work with metadata harmonization Revise content input templates Standardize reporting across the institution
(creation of dashboards)
Key features - brief overview
Reports available today provide you with:
Accurate counts of uniques, pages views, sessions for any date range
Audience profile in terms of geographic location, technology used
Comprehensive path analysis Usage indicators such visitor loyalty “Web landscape” information: links in, search engine
info
Disseminating information
Users have the ability to:Create and automatically distribute
dashboards and reports• Aggregate several indicators into one
comprehensive screen• Create different ones for management,
editors, communications staff etc…
Create alerts• When traffic goes up or down on site• Or on a specific page
Bottom line The software is a powerful solution able to provide
“everything you want to know” about your site
It already offers a lot of information but it will take some time to fully benefit from its capabilities, so be patient
Also note:Relatively steep learning curve
“Analysis paralysis”
The customization “death spiral”
The analytics market place
•Coremetrics
•Omniture
•Hit Box
•Web Trends 7
•Urchin
•Nettracker
•Clicktracks
•Deepmetrix
•Visitor Ville
•and many others…
Mid MarketMix of page embedding & logs
Medium-to-large sitesPrice: volume based
Minimum investment: $6-15k / year
High end
Page embeddingCross domain trackingComprehensive metrics
For large enterprises / sitesPrice: volume based
Minimum investment: $20+k / year
Low endMix of page embedding & logs
Small-to-medium sitesPrice: volume based
Minimum investment: $0-3k / year
Do’s:
Align your reporting with your organization’s goals
Engage key stakeholders early
Balance between web jargon and simple language
Start small, show progress in line with objectives
Train a lot, communicate and report often
Embarking on a web analytics project
Don’t:
Fall into the customization death spiral
Be a victim of analysis paralysis (faster is better than better)
Report on information that is meaningless (HITS)
Report unless 100% sure of accuracy
Produce 100+ pages reports
Embarking on a web analytics project
The Conversion Funnel
10035
20
10
2
First time visitor
Repeat visitor
Newsletter subscriber
Active memberDonorEtc..
Registered member
micro
micro
micro
micro
macro
Editorial management – Content level
Editorial management – Content groups
Editorial management – Keywords
Editorial management – keywords
Inform architecture / navigation
Inform design
Inform marketing - Cross linking
Inform marketing - Campaigns
Inform marketing - Keywords
Inform marketing - Internal campaigns
Inform partners / donors
Inform management