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Pure Digital Since 1983
Enlighten | Choosing An Analytics ProductScott Faculak - Director, Marketing Intelligence
Born Digital
Overview
ConfusionInformation about analytics tools can be confusing, misinterpreted or altogether absent, leaving analysts and developers in the dark when trying to compare a clients business needs to an analytics products capabilities.
ProductsThe industry is filled with products with very similar capabilities. This presentation will focus on the three most common to our organization and clients: Webtrends, Omniture and Google Analytics.
SelectionFamiliarity and development time should never be the deciding factors when choosing an analytics package. The selection process should consider all possible marketing initiatives and business objectives first, to ensure the product will be able to deliver a holistic view of the client’s efforts.
Born Digital
04/10/2023 3
Confusion in the Marketplace
Web Analytics Products• Google Analytics• Webtrends• SiteCatalyst• Many more…
Web Analytics Solution• Omniture
• SiteCatalyst• Test & Target• Insights• Social Analytics• Genesis• Scene7• Data Warehouse• Survey• And more…
Product vs. SolutionIt’s a common mistake to consider Omniture as a Web Analytics Product. Instead, it’s a suite of products, much like Microsoft Office. In other words, if someone asked for a spreadsheet program, you may suggest Microsoft Excel, but it would sound odd to suggest Microsoft Office if all they needed was a spreadsheet. This is even more critical when talking about the cost of the product, since buying a copy of Excel is a lot less than buying the entire Office suite.
Born Digital
04/10/2023 4
Product Comparison | Google Analytics
Google Analytics
• Pros• Strong segmentation
• Custom variables
• Multiple levels of persistence • Custom events
• New social events
• New enterprise version
• Cons• Limited export API
• No external data integration
• Sampled data
Born Digital
04/10/2023 5
Product Comparison | Webtrends
Webtrends
• Pros• Custom variables
• Multiple levels of persistence • Custom events
• External data integration (lookup tables)
• Excel client
• Good export features
• Cons• Learning curve
• Log processing (and re-processing)
• Limited flexibility when used as a SaaS
Born Digital
04/10/2023 6
Product Comparison | Omniture
Site Catalyst
• Pros• Strong segmentation
• Custom variables
• Multiple levels of persistence • Custom events
• External data integration
• Conversion deconstruction
• Flexible pathing analysis
• Excel client
• Cons• Limited export API (without data warehouse)
• Learning curve
Born Digital
04/10/2023 7
Webtrends
SiteCatalyst
0 1 2 3 4 5
Data Export
Product Comparison | Overview
Webtrends
SiteCatalyst
0 1 2 3 4 5
Segmentation
Webtrends
SiteCatalyst
0 1 2 3 4 5
Custom Variables
Webtrends
SiteCatalyst
0 1 2 3 4 5
Ease of Use
Webtrends
SiteCatalyst
0 2 4 6 8 10 12 14 16 18 20
Overall
Born Digital
Selection | Ease of Use in Segmentation
Case – Brand SiteClient X has a brand site with informational videos and documents as well as a dealer search tool. They are interested in understanding which digital tactic is resulting in visits in which the user watches at least one video, downloads a document and performs a dealer search. There is a limited budget and emphasis on reducing the cost of the platform while maximizing the analysis.
Requirements• Advanced Segmentation• Custom Events• Campaign variables for digital tactics• Reduce on-going costs
SolutionClient X would be able to leverage Google Analytics to meet all of the requirements and provide rich segmentation of events and tactics. Webtrends and Omniture could also satisfy the requirements besides the reduction of cost, but do not provide the ease of use in segmentation that is inherent with Google Analytics.
Born Digital
Selection | Dynamic content & remarketing
Case – Lead Generation With RemarketingClient Y has a lead generation site and would like to provide dynamic content to the visitor based on either site actions or the customer’s profile. They would also like to capture visitor survey data and automatically remarket to the customer in the event they fall out of the purchase funnel prior to lead submission.
Requirements• Custom Events• Dynamic Content• Automated Remarketing• Surveys
SolutionClient Y is looking for a digital marketing suite and would have to use Omniture to satisfy all of the requirements identified. Omniture’s full suite of products include Survey, Test & Target, Genesis, and more to serve visitors dynamic content, offer surveys and automatically remarket to potentially lost visitors. In this case, Google Analytics and Webtrends would fall short of being able to meet all of the requirements.
Born Digital
Selection | Data Flexibility
Case – Lead Generation Tied To CRMClient Z has a lead generation site that they would like to tie with transactional data to compare the ROI of online and offline tactics. Client Z is trying to determine if they should increase spend for digital media or direct print campaigns by looking at site lead submissions vs. call center activity down to an actual purchase.
Requirements• Custom Events• Custom Variables• Advanced Segmentation• Automated Data Extraction
SolutionClient Z is looking for a solution that can export large quantities of data based on pre-defined segments and could choose either Webtrends or Omniture. With the software version of Webtrends, the client would be able to access the site data through an ODBC connection into the CRM or BI tool. In this case, since data flexibility is the main driver Webtrends would have an edge over Omniture and may also be more cost effective. Google Analytics does not currently offer the same level of access to large amounts of data in an automated fashion.
