2. What is Omniture?
- ASP solution that powers analytics for e-bay, HP, AOL and many
others
- Check it out at :www.omniture.com
3. 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)
- Ability to compare metrics across sites
- Ability to aggregate site stats in various ways (VPU, themes
etc)
4. At first
- Your site traffic will appear to go down
-
- Omniture is much more accurate at filtering out non-users
(robots and spiders)
-
- Interpreting request for pages are different
5. 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)
6. Whats next
- Work with metadata harmonization
- Revise content input templates
- Standardize reporting across the institution (creation of
dashboards)
7. 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
8. 9. 10. 11. 12. 13. 14. 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
-
-
- When traffic goes up or down on site
15. 16. 17. 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
-
- Relatively steep learning curve
-
- The customization death spiral
18. The analytics market place
Mid Market Mix of page embedding & logs Medium-to-large
sites Price: volume based Minimum investment: $6-15k / year High
end Page embedding Cross domain tracking Comprehensive metrics For
large enterprises / sites Price: volumebased Minimum investment:
$20+k / year Low end Mix of page embedding & logs
Small-to-medium sites Price: volume based Minimum investment: $0-3k
/ year 19.
-
- Align your reporting with your organizations 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 20.
- 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 21. The Conversion Funnel
100 35 20 10 2 First time visitor Repeat visitor Newsletter
subscriber Active member Donor Etc.. Registered member micro micro
micro micro macro 22.
- Editorial management Content level
23. Editorial management Content groups 24. Editorial management
Keywords 25. Editorial management keywords 26. Inform architecture
/ navigation 27. Inform design 28. Inform marketing-Cross linking
29. Inform marketing-Campaigns 30. Inform marketing-Keywords 31.
Inform marketing-Internal campaigns 32. Inform partners / donors
33. Inform management