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Sitecatalyst, Webtrends and Google Analytics
A Comparison
Aman Singh
September 2011
@sandhuaman
sg.linkedin.com/in/amansandhu
The Web Analytics Adoption Curve
Forrester’s Web Analytics Ecospace
Consideration Factors For Web Analytics Vendor Selection




                    July 2009 “The Forrester Wave™: Web Analytics, Q3 2009”
A comparison

Each tool scored across attributes
Data Collection
Ease of Implementation
                         • Integration exists with CQ5
                         • For a simpler installation and with CQ5
                           Integration, the Code to paste and Java Script File
                           can be extracted from the Admin UI in Sitecatalyst
                           and copy pasted to CQ5
                         • This can be added to each page and the variables
             8             required from within the CQ5 Interface



                         • Integration exists with CQ5
                         • Very Simple, less than 2 Minutes for a simple
                           installation
                         • After giving terms and conditions you are given

              7            tracking code
                         • Final Stage where, depending upon whether its a
                           simple site, a site across multiple domains, or
                           mobile site you are given the code




                         • No CQ5 Integration yet with WT10 yet
                         • Tag Generator exists to automate tag creation
                         • New Profiles can be created by applying filters
             5
E Commerce Integration
                         • Default Shopping Cart Variables available
                         • Funnels Analysis
                         • Custom Drop Out report Builder
                         • Ability to capture additional custom Variables via
                           evar/sprop/transaction id
                         • Breakdown revenue by source, product, custom
                           variable
             8


                         • Set Variables with Integration with Third Party
                           Shopping Carts
             7           • E Commerce Section with data available in UI




                         • Default Variables exist for E Commerce
                         • Has a default set of variables for capturing
                           revenue, product name, units sub total, tax etc
             8           • Breakdown revenue by source, product, custom
                           variable
Data Collection, Filtering and Sampling

                                          •JavaScript Tags SaaS
                                          •The product provides IP-based filtering plus custom
                                          filtering by any attribute using VISTA rules
                                          •No Sampling of data except in Discover
                                          •Tracks traditional Web pages, rich media, mobile
                                          devices and Apps
                                          •Social analytics helps integrate with
                 7                        Facebook/Twitter at extra cost
                                          •Search Center Integrated with Facebook Ads

                                          • The product offers page tags, event tracking,
                                            AdWords integration, Social (Twitter /Facebook
                                            actions on site),eCommerce tracking and Mobile
                                            Apps Tracking
                                          • Sampling occurs when there are more than
                                            200,000 visits
                 5                        • Filtering not retroactive
                                          • No Off Site integration with Facebook Ads/Twitter
                                            or Facebook Monitoring or measurement



                                          • The product offers page tags, Web server log
                                            files, Apps, Mobile Devices
                                          • Leverages tags as well as multiple log file formats,
                                            sessions can be custom defined
                                          • Does not sample at all unless explicitly requested
                 8                        • Filtering retroactive
                                          • Social Media Integration with Facebook/Twitter for
                                            both monitoring actions on site, Monitoring activity
                                            on external accounts and even Facebook ad data
Custom Variables

                          Clients may track up to 150 custom variables
                           and 75 events
                          V15 will allow context variables, which
                           essentially an unlimited number of context
                           variables with no character limits (meaning that
                           developers don’t need to worry about eVarX,
                           propX, etc.)
               9

                          5 Custom variables


                   3



                          Any Number allowed at no extra charge

               8
Data Latency and Implementation Testing/Validation


                                        • Real Time-15 Min Delay
                                        • Digital Pulse-in house solution
                                        • Automated with Maxamine /Observepoint/WASP


               9


                                        • 24 Hours delayin data as per the SLA
                                        • 3rd Party tools –WASP/ Manual
               3


                                        • Lag time between data collection and availability
                                          of reporting data is about 15 minutes
                                        • Automated with 3rd party tools like Maxamine
               9                          /Observepoint/WASP
Historical Co relations and Back Processing

                                    • Datawarehouse lets a user get data retroactively
                                      when a metric/breakdown not enabled by default
                                    • If not enabled on, data gets delayed
                                    • ASI Segments can be used to create a filtered
                                      view of the data, but as a subset of an existing
                                      report
             7

                                    •   New correlations can be viewed over any time
                                        period of data.
                                    •   Filters can be applied on data moving forward, but
                                        no way to get data not captured retroactively
              8                     •   Segments can be applied using custom reports




                                    • New reports can be applied by using filters
                                    • Any new correlation can be applied to historical
                                      data or to new data only at the user's option
                                    • There is no limit to the number of correlations that
             8                        can be created nor an extra charge for new
                                      correlations created by the user.
Support Network/Blogs/Social

                               • Omniture can be used to extract Facebook/Twitter
                                 data via the API and copied into an sprop/evar for
                                 co relation with site data
                               • Social Analytics is a new service offering has been
                                 launched which allows Social Monitoring for
                                 Facebook and twitter
             8

                               •   Google Analytics has a Social Component that
                                   has been introduced that tracks Social
                                   Engagement on the site(Likes/Tweets) from within
             3                 •
                                   the site
                                   Can not be used to Monitor Campaigns




                               • Webtrends10 has introduced Social Tracking and
                                 Monitoring in a big way
                               • Sites, Facebook Pages, Facebook Apps, Androids
                                 Apps, BlackBerry Apps, iOS Apps,Windows
                                 Phone Apps., Other mobile apps in one place
             9                 • Custom Dashboards for Social Media
                                 Management, Monitoring and Reporting
                                 campaigns and Social Performance
Reporting And Analysis
Default/Custom Dashboard
                           • Customizable Dashboards with the ability to add
                             new metrics and reports
                           • Shipped with a default dashboard
                           • Add custom metrics and view dashboard by
                             applying a segment on the fly
                           • Customize the layout by dragging and dropping
                             the widget
            7

                           •   Customize Multiple Dashboards for multiple
                               analysis
                           •   Its widget-based and highly customizable. There
                               are four types of widgets: Metric, Pie Chart,
            7              •
                               Timeline, and Table.
                               Customize the layout by dragging and dropping
                               the widgets




                           • Dashboards available for Spaces, Space(Profile),
                             page and campaigns
            9              • Ability to add metrics and customize
Reporting Structure
                      • Reporting Structure similar to current Omniture version
                      • Ability to add new segments and apply existing
                        segments to reports on the fly
                      • Reports can be scheduled, bookmarked, added to
                        dashboards and exported as csv, pdf, excel and word
                      • Reports can have direct access permalinks that can be
                        shared
                      • Omniture provides vertical-specific reports, which are
             8          set up based on industry and vertical best practices as
                        part of its Fusion implementation methodology.




                      • Simple Navigation Bucketed into 5 main Sections and a
                        custom Reports
                      • Each Section has a Summary landing page from which
                        more reports can be accessed
              7       • 4 Segments can be added to any report
                      • Report Drilldown options available, but limited to a single
                        dimension, except in table view
                      • Industry benchmarking available


                      • Reports Divided across Bookmarks, Overview and
                        Dashboards, and detailed reports appear under
                        Marketing, Commerce and Content in v9
                      • V10 has a new interface
                      • Reports can be scheduled, exported and Bookmarked
                      • Report Display can be edited to show/hide graphs and
             8          tables
                      • Custom report creation is limited to 200 reports
                      • Industry Specific reports available
Report Sharing/Saving/Distribution

                                     • Ability to Share reports, Save reportlets and add
                                       to dashboards and share as CSV, Word, PDF or
                                       Excel
                                     • Reports can be scheduled to delivered at pre
                                       determined granularity
             8

                                     •   Ability to Share reports, Save reportlets and add
                                         to dashboards and share as CSV, Word, PDF or
                                         Excel
                                     •   Reports can be scheduled to delivered at pre
              7                          determined granularity




                                     •   Ability to Share reports, Save reportlets and add
                                         to dashboards and share as CSV, Word, PDF or
             7                           Excel
Campaign Attribution
                       • Last and First Touch attribution available as
                         default
                       • Every Touch can be customized via a simple code
                         change
                       • Channel manager rules allow for extensive
                         customization
                       • The tool also allows users to import offline data for
                         true multicampaign impact analysis.
             9

                       • Multiple channels enabled by default in Late
                         August
                       • Default template available which can be edited

             7

                       • The product offers attribution across multiple
                         channels, provided that offline campaign data has
                         been uploaded via its lookup table interface
                       • Channel Attribution not available as native in
                         Webtrends
             6         • Required custom set up
                       • Will require clean up and some excel analysis to
                         make sense of the data
n-Dimensional Segmentation for ad hoc queries
                                  • Omniture v15 promises to have the ability to have all
                                    metrics available
                                  • Forgiving when it comes to breakdowns that have not
                                    been made available
                                  • Discover has the ability to have any segmentation for
                                    any metric available on the fly
                                  • Any type of variable or data stored (i.e., classification
                                    data, appended data, cross-session data) can be used
             9                      to create a segment.


                                  •   Has pre built segments and can have upto 100
                                      segments
                                  •   Pre built variables upto two dimensions
                                  •   Allows limited breakdown for pre fixed metrics
                                  •   Custom Reports need to be built for multiple
                                      segmentation
             7                    •
                                  •
                                      Segments can be shared using permalinks
                                      Pivoting and Secondary Dimension shows cross tabular
                                      view
                                  •   Can be used on historical data



                                  • Report Drill down can be used to determine more
                                    detailed dimensions for a report
                                  • Any combination of parameter values and/or fields
                                    appended to the data (via lookup table) can be used to
                                    identify segments.
                                  • Any segment can be created for one-time/temporary or
             7                      persistent use, and in either case, it can be used
                                    immediately.
                                  • Segments can not be applied to historical data
                                  • Segments can be shared
n-Dimensional Segmentation for ad hoc queries-Contd.

                                  • Omniture's Web analytics capabilities are built around
                                    providing robust ad hoc analysis. Capabilities include
                                    custom correlations and drill-throughs, ad hoc data
                                    queries and correlations, and unlimited drilldown by
                                    dimension to individual transactions and data elements.
                                    In addition, Omniture also provides reporting APIs that
                                    allow programmatic access to all data and metrics for
             9                      analysis by other tools.



                                  •   Offers ad hoc analysis by accessing any variable within
                                      Google Analytics and simply dragging and dropping it
                                      into an ad hoc, custom-made report
                                  •   Users have access to dozens of dimensions (rows) and
                                      metrics (rows) to create reports
                                      pivoting and secondary dimensions that allow inline
             7                        cross-tabular analysis of data to do in-depth, on-the-fly
                                      analysis.




                                  • The standard Webtrends analytics UI permits ad hoc
                                    queries, drilldown to up to 20 levels of dimension data
                                    (consisting of standard, custom, or segment-based
                                    dimensions), drill across to related reports ad hoc
                                    filtering based on dimensional and/or metric values, ad
             7                      hoc searches, and visualized drilldowns
                                  • The Visitor Intelligence UI (available for an additional
                                    fee) provides advanced multidimensional OLAP
                                    analysis,
Data Visualization
                     • Ability to change view from Line to Scatter,
                       Bubble, Pie, Bar as applicable and required
                     • API exists that can be used to extract data and
                       create custom reports/view
                     • Charts and graphs can be broken down by day
                       Month Week Quarter and year
                     • Comparative time period View Available
              7

                     • Motion Charts available
                     • API exists that can be used to extract data
                     • Multiple tools via app library available for various
                       options
              8

                     • WT10 has a visually rich interface
                     • Search term word clouds, Geo-visualization maps
                       Heatmaps in reports, Click to drill down further
                       Intelligent and campaign discovery
                     • Webtrends custom dashboards and scorecards
              9        compile the data and metrics from multiple
                       sources distributed in a format as required ,
                       whether via web or excel via SmartReports
Click Overlay


                    • Exists in Omniture as click overlay
                    • Available via a Browser Plugin
                    • May Requires custom tagging in certain instaces


                7   • Google as a Click overlay feature


                    • In beta, constantly updated
                    • Buggy as does not work sometimes and is
                      dependant on URL, so may not work in case of
                      static URL serving different pages

                5


                    • SmartView overlay exists for Webtrends
                    • Gives Additional information like next flow from
                      the same Interface
                9
Path Scenario/Funnel Analysis and Conversion/Goal Tracking

                                  • Omniture provides path, funnel and custom flow
                                    builder report
                                  • Path Finder and Full Page Analysis for each page
                                  • Conversion Events can be used to build funnels


             9

                                  •   Conversion Can be Page URL, Time Spent or or
                                      Goal based funnels can be created
                                  •   Segments cant be applied to Funnels
             5                    •   Custom Funnels cant be built unless Goals are
                                      pre defined
                                  •   Padi Code enables URL based funnels –External
                                      Product




                                  • 5-Point Scenario Analysis provides the unique
                                    ability to view the entire scenario process in an
                                    easy-to-understand funnel-like format.
             8                    • Visual Path Analysis -Transform complex path
                                    analysis into easy to interpret visual diagrams
Calendar Events and Alerts

                             • Calendar Events can be added for tracking
                               historical trends
                             • Alerts can be set up to inform of any outages, rise
                               or fall in traffic or sales

             8
                             • New feature allows for calendar events to be
                               appended
                             • They can be shared amontg users


             8




             8               • Has an alert set up to email, sms or Twitter DM
Integration
Data Import/Export
                     • Through Genesis Integration exists with various partners
                       including salesforce, eloqua etc
                     • The Data Insertion API allows Web analytics data to be
                       inserted programmatically for reporting within the
                       SiteCatalyst interface, SAINT API allows for additional
                       data dimensions to be imported
                     • Export data with multiple methods including: APIs,
                       scheduled raw data feeds and scheduled report
             9         delivery..




                     • The product allows import of AdWords and Adsense
                       click, impression, and cost data that can be co related to
                       Transactions Purchase cost etc

             5       • Date can be exported via API and Tools from the App
                       gallery




                     •   The product allows data to be imported via FTP or
                         Web service API calls with any join key
                        Export data or gain access via Ad hoc excel extracts,
                         Scheduled data feeds sent in file format or in XML,

             8           ODBC driver, SOAP-based Web services, REST-
                         based Web services, Direct database access via any
                         BI tool, ETL for S/W Install
Campaign Management


                      • Search Centre Allows for campaign Management for
                        Search Engines and Now Facebook



           7


                      • No Direct integration, have to access via Adwords UI, No
                        integration with Yahoo/Bing/Yandex/Baidu
           3



                      •
                          Webtrends Search provides similar features as
                          searchcenter for Automating bidding and other
           8          •
                          optimization
                          Also Offers Dynamic Landing page generation
Service and Support
Clientcare/Tech Support
                          • Accessible 24X7 Via Email/Chat/Twitter, Phone or
                            Online community (TheLink)
                          • Technical support is offered in multiple languages
                          • Omniture Training offered globally
                          • Escalate to Account Manager if query not returned
                          • Omniture includes implementation services applying
                            Fusion Methodology for all SiteCatalyst customers to
                            ensure correct measuring and tracking of key
             8              performance indicators (KPIs) that are most important to
                            their business.




                          • No Support from Google except for Adwords clients
                          • Hire a Authorized Partner from network for questions
                          • Videos, Partner resources for Support
             4


                          • Live support is provided 24x7x365 as standard
                          • Worldwide technical support is provided via a centralized
                            model based out of one support center in Portland, Ore.

             8              (home office).
                          • Webtrends operates multiple shifts to provide direct
                            support to the super regions of the Americas, EMEA,
                            and Asia Pacific. This is done with a support staff of 44*.
Cost, Company, Innovation and Installed Base
Cost, Company, Innovation and Installed Base
                                   • The SiteCatalyst product is priced on a subscription basis, with a tiered
                                     pricing structure based on Web server calls.
                                   • Small-traffic site — $5,000 to $10,000, list, per year.
                                     Medium-traffic site — $120,000 to $240,000, list, per year.Large-traffic site
                                     — $240,000 and higher, list, per year.
                                   • Omniture Consulting Services Extra
                                   • Discover/Searchcenter at additional cost
                                   • Adobe Acquired –changes include integration with day Software(Cq5)
                                     ,Social Analytics, Searchcenter revamp and Sitecatalyst v15 architecture

             7                       update




                                   • Free
                                   • Cost of Implementation and Maintenance via partners
                                   • Google Owned, steady addition of features including custom variables,

             5                       multichannel attribution, Custom Dashboard, Event based Funnels




                                   •     Webtrends offers a tiered pricing structure based on server calls per
                                         month. Fees are as follows:
                                         * Small-traffic site —start at about $5,000 per year. Medium-traffic site —
                                         $50,000 and $120,000. A larger site starting at approximately $125,000,
                                         depending on the amount of traffic and reporting needs.
                                   •     On premise Costs different

             8                     •
                                   •
                                         Consulting Costs additional
                                           rd
                                         3 largest customer base after Omniture and Coremetrics with 7,000+
                                         customer base
                                   •     Webtrendsv10 including social integration and a new way to present data
Summary
Overall Score

                       • The Site Catalyst Product has accompanying products like Search Center,

                           Discover, Test and Target, Genesis, Digital Pulse and now Social Analytics

                           which make it the most comprehensive set of tools for success
                       • The Omniture client care support and consulting services make the product
                       • V15 promises huge improvement in the back end architecture

                7.9

                       • The fact that the cost of ownership is free is misunderstood as the cost of
                         implementation and maintenance is equivalent for a complex custom
                         implementation
                       • Offers Website Optimizer which is a free tool, integration with adwords and
                         Google Admin Tool

                 6     • Third party Products can be used for Behavioral Targeting which integrate
                         with Google Analytics, but that would require in house technical expertise




                       •      Webtrendsv10 including social integration and the concept of spaces as a
                              new way to present data

                7.85
Feature                Omniture       Google Analytics               Webtrends

Excel Reporting Tool
API
Tag Builder
n Dimensional Segmentation
Custom Metrics
Additional Variables                    225              5                      Unlimited

Click Overlay
Campaign Attribution
Geographic Reporting
On-site Advertising
BI Integration (ODBC access)


Pre-defined Segments
Custom Audience Segmentation
CMS (CQ5) Integration
Data Import
Data Export
Mobile Support
iOS/Android
Facebook Integration
Twitter Integration
Adwords/Yahoo/Bing/Baidu/Facebook ads
Integration
Custom Reports
Custom Metrics
Campaign Attribution

Report Sharing/Saving/Distribution
Client Care
Cost                                            High               Low                       Medium

Per Module Access Permissions
Report         Omniture   Google Analytics   Webtrends

Onsite Advertising Reports

Referrer and Domain Reports

Search Engine Reports

Visitors Reports

Geography Reports

Onsite Search Reports

Pages and Files Reports

Navigation and Path Reports

Content Analysis

Parameter Analysis Reports

Browser and Systems Reports

Mobile/Video

Campaign Reports

Campaign Segment Reports

Email Campaign Reports

Custom Content Analysis

Custom Campaign Reports

Merchandising Reports

Product Campaign Reports

Facebook App reports

Facebook page

Performance Dashboard
Visual Path and Content Analysis


Basic Search Engine Reporting

Campaign Performance Dashboard
What does it mean for Your Company
   The real cost of Analytics is

             Tools- Cost of Ownership

             Process-Alignment with UX, Marketing, Technology Teams for implementation, testing, reporting

              and optimization

             People-Training, Getting teams aligned with roles and responsibilities vis-a-vis a new tool



   Omniture’s primary advantage in addition to tool features is a fusion document describing best practices

   For a new tool training, getting up-to speed and value will take 3-6 months

   A new tool is not the solution, a web analytics process is

   Optimization via testing and targeting needs to take precedence as action items

   Evaluate not just web analytics but web optimization (testing and targeting offering from vendor as well),

    and other tools being used/plan to use

   Google Analytics has a limited set of custom variables slots(5) which can be used per profile which is the

    biggest limitation
Fin

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Web Analytics Comparison -Sitecatalyst vs Google Analytics vs Webtrends

  • 1. Sitecatalyst, Webtrends and Google Analytics A Comparison Aman Singh September 2011 @sandhuaman sg.linkedin.com/in/amansandhu
  • 2. The Web Analytics Adoption Curve
  • 4. Consideration Factors For Web Analytics Vendor Selection July 2009 “The Forrester Wave™: Web Analytics, Q3 2009”
  • 5. A comparison Each tool scored across attributes
  • 7. Ease of Implementation • Integration exists with CQ5 • For a simpler installation and with CQ5 Integration, the Code to paste and Java Script File can be extracted from the Admin UI in Sitecatalyst and copy pasted to CQ5 • This can be added to each page and the variables 8 required from within the CQ5 Interface • Integration exists with CQ5 • Very Simple, less than 2 Minutes for a simple installation • After giving terms and conditions you are given 7 tracking code • Final Stage where, depending upon whether its a simple site, a site across multiple domains, or mobile site you are given the code • No CQ5 Integration yet with WT10 yet • Tag Generator exists to automate tag creation • New Profiles can be created by applying filters 5
  • 8. E Commerce Integration • Default Shopping Cart Variables available • Funnels Analysis • Custom Drop Out report Builder • Ability to capture additional custom Variables via evar/sprop/transaction id • Breakdown revenue by source, product, custom variable 8 • Set Variables with Integration with Third Party Shopping Carts 7 • E Commerce Section with data available in UI • Default Variables exist for E Commerce • Has a default set of variables for capturing revenue, product name, units sub total, tax etc 8 • Breakdown revenue by source, product, custom variable
  • 9. Data Collection, Filtering and Sampling •JavaScript Tags SaaS •The product provides IP-based filtering plus custom filtering by any attribute using VISTA rules •No Sampling of data except in Discover •Tracks traditional Web pages, rich media, mobile devices and Apps •Social analytics helps integrate with 7 Facebook/Twitter at extra cost •Search Center Integrated with Facebook Ads • The product offers page tags, event tracking, AdWords integration, Social (Twitter /Facebook actions on site),eCommerce tracking and Mobile Apps Tracking • Sampling occurs when there are more than 200,000 visits 5 • Filtering not retroactive • No Off Site integration with Facebook Ads/Twitter or Facebook Monitoring or measurement • The product offers page tags, Web server log files, Apps, Mobile Devices • Leverages tags as well as multiple log file formats, sessions can be custom defined • Does not sample at all unless explicitly requested 8 • Filtering retroactive • Social Media Integration with Facebook/Twitter for both monitoring actions on site, Monitoring activity on external accounts and even Facebook ad data
  • 10. Custom Variables  Clients may track up to 150 custom variables and 75 events  V15 will allow context variables, which essentially an unlimited number of context variables with no character limits (meaning that developers don’t need to worry about eVarX, propX, etc.) 9  5 Custom variables 3  Any Number allowed at no extra charge 8
  • 11. Data Latency and Implementation Testing/Validation • Real Time-15 Min Delay • Digital Pulse-in house solution • Automated with Maxamine /Observepoint/WASP 9 • 24 Hours delayin data as per the SLA • 3rd Party tools –WASP/ Manual 3 • Lag time between data collection and availability of reporting data is about 15 minutes • Automated with 3rd party tools like Maxamine 9 /Observepoint/WASP
  • 12. Historical Co relations and Back Processing • Datawarehouse lets a user get data retroactively when a metric/breakdown not enabled by default • If not enabled on, data gets delayed • ASI Segments can be used to create a filtered view of the data, but as a subset of an existing report 7 • New correlations can be viewed over any time period of data. • Filters can be applied on data moving forward, but no way to get data not captured retroactively 8 • Segments can be applied using custom reports • New reports can be applied by using filters • Any new correlation can be applied to historical data or to new data only at the user's option • There is no limit to the number of correlations that 8 can be created nor an extra charge for new correlations created by the user.
  • 13. Support Network/Blogs/Social • Omniture can be used to extract Facebook/Twitter data via the API and copied into an sprop/evar for co relation with site data • Social Analytics is a new service offering has been launched which allows Social Monitoring for Facebook and twitter 8 • Google Analytics has a Social Component that has been introduced that tracks Social Engagement on the site(Likes/Tweets) from within 3 • the site Can not be used to Monitor Campaigns • Webtrends10 has introduced Social Tracking and Monitoring in a big way • Sites, Facebook Pages, Facebook Apps, Androids Apps, BlackBerry Apps, iOS Apps,Windows Phone Apps., Other mobile apps in one place 9 • Custom Dashboards for Social Media Management, Monitoring and Reporting campaigns and Social Performance
  • 15. Default/Custom Dashboard • Customizable Dashboards with the ability to add new metrics and reports • Shipped with a default dashboard • Add custom metrics and view dashboard by applying a segment on the fly • Customize the layout by dragging and dropping the widget 7 • Customize Multiple Dashboards for multiple analysis • Its widget-based and highly customizable. There are four types of widgets: Metric, Pie Chart, 7 • Timeline, and Table. Customize the layout by dragging and dropping the widgets • Dashboards available for Spaces, Space(Profile), page and campaigns 9 • Ability to add metrics and customize
  • 16. Reporting Structure • Reporting Structure similar to current Omniture version • Ability to add new segments and apply existing segments to reports on the fly • Reports can be scheduled, bookmarked, added to dashboards and exported as csv, pdf, excel and word • Reports can have direct access permalinks that can be shared • Omniture provides vertical-specific reports, which are 8 set up based on industry and vertical best practices as part of its Fusion implementation methodology. • Simple Navigation Bucketed into 5 main Sections and a custom Reports • Each Section has a Summary landing page from which more reports can be accessed 7 • 4 Segments can be added to any report • Report Drilldown options available, but limited to a single dimension, except in table view • Industry benchmarking available • Reports Divided across Bookmarks, Overview and Dashboards, and detailed reports appear under Marketing, Commerce and Content in v9 • V10 has a new interface • Reports can be scheduled, exported and Bookmarked • Report Display can be edited to show/hide graphs and 8 tables • Custom report creation is limited to 200 reports • Industry Specific reports available
  • 17. Report Sharing/Saving/Distribution • Ability to Share reports, Save reportlets and add to dashboards and share as CSV, Word, PDF or Excel • Reports can be scheduled to delivered at pre determined granularity 8 • Ability to Share reports, Save reportlets and add to dashboards and share as CSV, Word, PDF or Excel • Reports can be scheduled to delivered at pre 7 determined granularity • Ability to Share reports, Save reportlets and add to dashboards and share as CSV, Word, PDF or 7 Excel
  • 18. Campaign Attribution • Last and First Touch attribution available as default • Every Touch can be customized via a simple code change • Channel manager rules allow for extensive customization • The tool also allows users to import offline data for true multicampaign impact analysis. 9 • Multiple channels enabled by default in Late August • Default template available which can be edited 7 • The product offers attribution across multiple channels, provided that offline campaign data has been uploaded via its lookup table interface • Channel Attribution not available as native in Webtrends 6 • Required custom set up • Will require clean up and some excel analysis to make sense of the data
  • 19. n-Dimensional Segmentation for ad hoc queries • Omniture v15 promises to have the ability to have all metrics available • Forgiving when it comes to breakdowns that have not been made available • Discover has the ability to have any segmentation for any metric available on the fly • Any type of variable or data stored (i.e., classification data, appended data, cross-session data) can be used 9 to create a segment. • Has pre built segments and can have upto 100 segments • Pre built variables upto two dimensions • Allows limited breakdown for pre fixed metrics • Custom Reports need to be built for multiple segmentation 7 • • Segments can be shared using permalinks Pivoting and Secondary Dimension shows cross tabular view • Can be used on historical data • Report Drill down can be used to determine more detailed dimensions for a report • Any combination of parameter values and/or fields appended to the data (via lookup table) can be used to identify segments. • Any segment can be created for one-time/temporary or 7 persistent use, and in either case, it can be used immediately. • Segments can not be applied to historical data • Segments can be shared
  • 20. n-Dimensional Segmentation for ad hoc queries-Contd. • Omniture's Web analytics capabilities are built around providing robust ad hoc analysis. Capabilities include custom correlations and drill-throughs, ad hoc data queries and correlations, and unlimited drilldown by dimension to individual transactions and data elements. In addition, Omniture also provides reporting APIs that allow programmatic access to all data and metrics for 9 analysis by other tools. • Offers ad hoc analysis by accessing any variable within Google Analytics and simply dragging and dropping it into an ad hoc, custom-made report • Users have access to dozens of dimensions (rows) and metrics (rows) to create reports pivoting and secondary dimensions that allow inline 7 cross-tabular analysis of data to do in-depth, on-the-fly analysis. • The standard Webtrends analytics UI permits ad hoc queries, drilldown to up to 20 levels of dimension data (consisting of standard, custom, or segment-based dimensions), drill across to related reports ad hoc filtering based on dimensional and/or metric values, ad 7 hoc searches, and visualized drilldowns • The Visitor Intelligence UI (available for an additional fee) provides advanced multidimensional OLAP analysis,
  • 21. Data Visualization • Ability to change view from Line to Scatter, Bubble, Pie, Bar as applicable and required • API exists that can be used to extract data and create custom reports/view • Charts and graphs can be broken down by day Month Week Quarter and year • Comparative time period View Available 7 • Motion Charts available • API exists that can be used to extract data • Multiple tools via app library available for various options 8 • WT10 has a visually rich interface • Search term word clouds, Geo-visualization maps Heatmaps in reports, Click to drill down further Intelligent and campaign discovery • Webtrends custom dashboards and scorecards 9 compile the data and metrics from multiple sources distributed in a format as required , whether via web or excel via SmartReports
  • 22. Click Overlay • Exists in Omniture as click overlay • Available via a Browser Plugin • May Requires custom tagging in certain instaces 7 • Google as a Click overlay feature • In beta, constantly updated • Buggy as does not work sometimes and is dependant on URL, so may not work in case of static URL serving different pages 5 • SmartView overlay exists for Webtrends • Gives Additional information like next flow from the same Interface 9
  • 23. Path Scenario/Funnel Analysis and Conversion/Goal Tracking • Omniture provides path, funnel and custom flow builder report • Path Finder and Full Page Analysis for each page • Conversion Events can be used to build funnels 9 • Conversion Can be Page URL, Time Spent or or Goal based funnels can be created • Segments cant be applied to Funnels 5 • Custom Funnels cant be built unless Goals are pre defined • Padi Code enables URL based funnels –External Product • 5-Point Scenario Analysis provides the unique ability to view the entire scenario process in an easy-to-understand funnel-like format. 8 • Visual Path Analysis -Transform complex path analysis into easy to interpret visual diagrams
  • 24. Calendar Events and Alerts • Calendar Events can be added for tracking historical trends • Alerts can be set up to inform of any outages, rise or fall in traffic or sales 8 • New feature allows for calendar events to be appended • They can be shared amontg users 8 8 • Has an alert set up to email, sms or Twitter DM
  • 26. Data Import/Export • Through Genesis Integration exists with various partners including salesforce, eloqua etc • The Data Insertion API allows Web analytics data to be inserted programmatically for reporting within the SiteCatalyst interface, SAINT API allows for additional data dimensions to be imported • Export data with multiple methods including: APIs, scheduled raw data feeds and scheduled report 9 delivery.. • The product allows import of AdWords and Adsense click, impression, and cost data that can be co related to Transactions Purchase cost etc 5 • Date can be exported via API and Tools from the App gallery • The product allows data to be imported via FTP or Web service API calls with any join key  Export data or gain access via Ad hoc excel extracts, Scheduled data feeds sent in file format or in XML, 8 ODBC driver, SOAP-based Web services, REST- based Web services, Direct database access via any BI tool, ETL for S/W Install
  • 27. Campaign Management • Search Centre Allows for campaign Management for Search Engines and Now Facebook 7 • No Direct integration, have to access via Adwords UI, No integration with Yahoo/Bing/Yandex/Baidu 3 • Webtrends Search provides similar features as searchcenter for Automating bidding and other 8 • optimization Also Offers Dynamic Landing page generation
  • 29. Clientcare/Tech Support • Accessible 24X7 Via Email/Chat/Twitter, Phone or Online community (TheLink) • Technical support is offered in multiple languages • Omniture Training offered globally • Escalate to Account Manager if query not returned • Omniture includes implementation services applying Fusion Methodology for all SiteCatalyst customers to ensure correct measuring and tracking of key 8 performance indicators (KPIs) that are most important to their business. • No Support from Google except for Adwords clients • Hire a Authorized Partner from network for questions • Videos, Partner resources for Support 4 • Live support is provided 24x7x365 as standard • Worldwide technical support is provided via a centralized model based out of one support center in Portland, Ore. 8 (home office). • Webtrends operates multiple shifts to provide direct support to the super regions of the Americas, EMEA, and Asia Pacific. This is done with a support staff of 44*.
  • 30. Cost, Company, Innovation and Installed Base
  • 31. Cost, Company, Innovation and Installed Base • The SiteCatalyst product is priced on a subscription basis, with a tiered pricing structure based on Web server calls. • Small-traffic site — $5,000 to $10,000, list, per year. Medium-traffic site — $120,000 to $240,000, list, per year.Large-traffic site — $240,000 and higher, list, per year. • Omniture Consulting Services Extra • Discover/Searchcenter at additional cost • Adobe Acquired –changes include integration with day Software(Cq5) ,Social Analytics, Searchcenter revamp and Sitecatalyst v15 architecture 7 update • Free • Cost of Implementation and Maintenance via partners • Google Owned, steady addition of features including custom variables, 5 multichannel attribution, Custom Dashboard, Event based Funnels • Webtrends offers a tiered pricing structure based on server calls per month. Fees are as follows: * Small-traffic site —start at about $5,000 per year. Medium-traffic site — $50,000 and $120,000. A larger site starting at approximately $125,000, depending on the amount of traffic and reporting needs. • On premise Costs different 8 • • Consulting Costs additional rd 3 largest customer base after Omniture and Coremetrics with 7,000+ customer base • Webtrendsv10 including social integration and a new way to present data
  • 33. Overall Score • The Site Catalyst Product has accompanying products like Search Center, Discover, Test and Target, Genesis, Digital Pulse and now Social Analytics which make it the most comprehensive set of tools for success • The Omniture client care support and consulting services make the product • V15 promises huge improvement in the back end architecture 7.9 • The fact that the cost of ownership is free is misunderstood as the cost of implementation and maintenance is equivalent for a complex custom implementation • Offers Website Optimizer which is a free tool, integration with adwords and Google Admin Tool 6 • Third party Products can be used for Behavioral Targeting which integrate with Google Analytics, but that would require in house technical expertise • Webtrendsv10 including social integration and the concept of spaces as a new way to present data 7.85
  • 34. Feature Omniture Google Analytics Webtrends Excel Reporting Tool API Tag Builder n Dimensional Segmentation Custom Metrics Additional Variables 225 5 Unlimited Click Overlay Campaign Attribution Geographic Reporting On-site Advertising BI Integration (ODBC access) Pre-defined Segments Custom Audience Segmentation CMS (CQ5) Integration Data Import Data Export Mobile Support iOS/Android Facebook Integration Twitter Integration Adwords/Yahoo/Bing/Baidu/Facebook ads Integration Custom Reports Custom Metrics Campaign Attribution Report Sharing/Saving/Distribution Client Care Cost High Low Medium Per Module Access Permissions
  • 35. Report Omniture Google Analytics Webtrends Onsite Advertising Reports Referrer and Domain Reports Search Engine Reports Visitors Reports Geography Reports Onsite Search Reports Pages and Files Reports Navigation and Path Reports Content Analysis Parameter Analysis Reports Browser and Systems Reports Mobile/Video Campaign Reports Campaign Segment Reports Email Campaign Reports Custom Content Analysis Custom Campaign Reports Merchandising Reports Product Campaign Reports Facebook App reports Facebook page Performance Dashboard Visual Path and Content Analysis Basic Search Engine Reporting Campaign Performance Dashboard
  • 36. What does it mean for Your Company
  • 37. The real cost of Analytics is  Tools- Cost of Ownership  Process-Alignment with UX, Marketing, Technology Teams for implementation, testing, reporting and optimization  People-Training, Getting teams aligned with roles and responsibilities vis-a-vis a new tool  Omniture’s primary advantage in addition to tool features is a fusion document describing best practices  For a new tool training, getting up-to speed and value will take 3-6 months  A new tool is not the solution, a web analytics process is  Optimization via testing and targeting needs to take precedence as action items  Evaluate not just web analytics but web optimization (testing and targeting offering from vendor as well), and other tools being used/plan to use  Google Analytics has a limited set of custom variables slots(5) which can be used per profile which is the biggest limitation
  • 38. Fin