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