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Web Analytics Tools Comparison

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.

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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 />