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Chasjo Mitch's List: Analytics

    • To be fair, report integration can get difficult other analytics vendor offerings   as well. My colleague Phil   Kemelor points out that WebTrends   and other commercial web analytics vendors can also be rigid in this regard.   He's right, although I've seen WebTrends report or data integrations across   various CMS packages, but have never seen anything similar with Omniture reports.
    • As our Web Analytics research   subscribers know, Omniture has a reputation for being particularly closed when   it comes to exporting data or reports. It wants to become your web data warehouse   and central analytics hub

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    • Conversion Variable
    • As previously discussed, Traffic Variables allow you to segment or breakdown Page Views, Visits and Unique Visitors, while Success Events capture metrics around conversion actions taken by site visitors.

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    • When the newspaper division of Gannett transitioned from WT log file analysis to Omniture beacon tracking, we experienced a drop in metrics such as uniques, visitors and page views.
    • Were you using WT's log file product or beacon product?

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    • We have finally completed our WRC to OM transition, and visit numbers  decreased by half! What we are looking at is a long and tedious number  reconciliation (if this is even possible).  We were using Webtrends 6.1b, log version of course. We had filters to  block spiders and bots, and I honestly have no idea why the visits  would decrease so much.  Has anybody seen a similar drop? Any advice?   Explaining this to the client will not be pleasant. I am concerned  that they will force us to go back to Webtrends for the sake of keeping  their "good" numbers.
    • Like any software product you use, there are a few key elements that you need to understand to be successful.  In working with clients I have found that many do not have a good understanding of the three fundamental building blocks of SiteCatalyst: sProps, eVars and Success Events.
    • However, over time, I came to understand that these variables are the foundation of all SiteCatalyst reporting, so if I wanted to use Omniture reports to measure my website success and/or justify my re-design theories, I had better suck it up and learn about these three variable types. 

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    • What are Classifications?
       
      So what exactly is a Classification?  Technically speaking, when you “classify” a SiteCatalyst variable you are establishing a relationship between a variable and meta-data related to that variable.
    • lassifications are most frequently used in the Campaigns area so I will use that as a way to explain them.  Most clients send campaign traffic to their site using a tracking code.  This tracking code is an identifier that may represent a specific keyword purchased on Google, such as “goog123.”  This identifier is passed into the s.campaigns variable so you can see what site success events take place after visitors come to your site from that campaign code.

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    • In this case, if the SiteCatalyst user clicked on the report highlighted above, they would see a report that shows the Page Names that were viewed by visitors having a Browser Height between 750 and 759 and their associated percentages:
    • However, when you create a Traffic Data Correlation, you get the ability to see two new reports, not one.  This concept confuses many of my clients.  In the example shown above, we see a report showing Page Names for a specific Browser Height, but with the same Traffic Data Correlation, we can also see the converse, which in this case, is a report that shows all Browser Heights for a specific Page Name:

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    • Chatter is building on the interwebs about Omniture’s recent (and ongoing) latency woes. Looks like both SiteCatalyst and Discover are days behind in processing data (according to messages on Twitter, up to around 5 – 7 days in some cases)
    • But do these problems tells us something more about Omniture’s (or any other web analytics company’s) ability to run a viable business? Infrastructure costs are a big part of a web analytics firm’s cost base (at least, those with a hosted offering, which is all of them). And unfortunately, these costs don’t really scale linearly with the charging method that most Enterprise vendors use – charging by page views captured. Factors like the amount a tool is used, and the complexity of the reports that are being called upon, have a big impact on the load placed on a web analytics system, and the resulting infrastructure cost. It’s tricky for a vendor to recoup this cost without seeming avaricious.

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    • Web logs are only a small part of the story. What is important is how do customers interact with a site to produce profitable outcomes. It is the customer experience that should be measured, not how well the web site works as a piece of technology.
    • At the heart of web analytics is a need to uniquely and correctly recognise visitors. This requires persistence in the item used for identification, and requires that barriers to that accuracy be understood and eliminated.

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    • it’s a bit of a departure from the intricately granular management platform Omniture Search Center provides, but might be a welcome change for SEMs looking for a more high-level strategic solution.
    • This approach differs substantially from industry-leader Omniture, as WebTrends aims for that group of search marketers that don’t necessarily want to waste time on delving deeper into statistics and management options. 

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    • Autonomy Interwoven is the first software provider to offer a WCM solution that includes MVT and closed-loop analytics within a single process and view for online marketers. Leveraging Autonomy Optimost’s website testing capabilities in a self-service model within TeamSite, the new solution combines the intelligence of web A/B and multivariable testing and analysis with the ease and power of the industry’s leading WCM solution. The solution enables businesses to dramatically improve online results, by accelerating the time-to-web and creating a compelling online experience that engages visitors.  “Analytics, content and testing have made the Web what it is today – rich, interactive, and more intuitive for visitors – yet these essential tools have never been tightly linked,” said Michele Vivona, Senior Vice President Global Web Strategy at LexisNexis. “I am thrilled to see that Autonomy Interwoven has coupled web analytics and multivariable testing with their web content management system. This combination aims to make the process of optimizing web content faster and easier for marketers, which will mean a better online experience for visitors.”
      • By combining multivariable testing and web analytics within the TeamSite web content management solution, businesses can intelligently optimize websites to enrich the visitor experience and drive online conversions. Marketers can easily review analytics data on the business performance of their site, quickly create and run tests to determine the optimal site experience, and then deliver the most effective content, all within Interwoven TeamSite. This results in several benefits:

         
           
        • Increase conversions and online business performance through testing rather than guesswork
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        • Make analytics actionable by putting data directly in front of content owners and reducing dependency on IT
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        • Accelerate time-to-market to quickly take advantage of new and emerging opportunities that are identified as a result of analytics and testing.
    • extensive partner support for the Interwoven Open Analytics Framework. The framework is a key component of Interwoven Segmentation and Analytics, a recently introduced solution that gives marketers a powerful platform to deliver more compelling and relevant online experiences that result in increased conversions, greater competitive differentiation, and more interactive dialogues with customers.
    • The Interwoven Open Analytics Framework includes pre-built connectivity with Web analytics technologies
      through a component-based page tagging framework. This framework greatly reduces manual processes required for tracking and analyzing customer behavior.

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    • The good thing about Omniture is it can do whatever you want. The bad thing about Omniture is it can do whatever you want. It can be a very complex system
    • Taking a page out of the Google Analytics book
       Omniture should take a page out of the Google Analytics book and check out the report designs, navigation, and general user interface of this free product. Omniture is a complex interface for the average business user. Google seems to master the ability to create interfaces that most users can figure out without any knowledgebases, tech support, or training. There is power in this and it’s why Google is good at what they do. If Omniture could start adopting some of this thinking their SiteCatalyst UI, it’d be a great start.
    • No disrespect to Omniture’s fine product team, but Visual Workstation is unparalleled for sheer analyst-class power, and I’m fairly sure that without modification Visual Workstaion can leverage whatever format Omniture stores visitor-level data to get up and running quickly. This may cause problems from a pure SaaS-perspective, and I could be wrong, but I suspect that most analysts wouldn’t actually mind having to run the software locally in exchange for having the robust data manipulation capabilities that Workstation provides.
    • I believe, at least from a software perspective, that WebTrends is finally getting back on track. I really do believe that WebTrends Score is one of the few true innovations we’ve seen in the web analytics marketplace recently, and learned WebTrends users far and wide have commented that they really like the stuff in the MarketingLab2 release.

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    • I’m certain that Internet marketing has become crucial to this industry however as an SEO, I consider myself more of a technologist than a marketer. Search, at its core, is simply a conduit for people looking for specific information. My job is simply to know how search engines access data so that whenever we have information, it can surface on relevant queries. Beyond that, the feedback loop of search data provides us with a lovely little window into the heads of our audience, what they’re thinking about and what words they use to express this in a search box.
    • Duplicate content was one of the first and most challenging problems to address when I came to WSJ. It was like a Hydra…every time I cut off one head, another would grow in its place. We implemented the CLE tag immediately after Google announced it, and so far it has been a huge blessing to me in this regard. It’s still a little buggy here and there, but for the most part I’ve been able to reallocate a significant amount of my time away from dupe content issues.

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    • There are three free tools available to anyone: Compete.com, Alexa.com and Quantcast.com.
    • Compete.com is a panel-based measurement service. This means they take a sample of Internet use statistics (called click streams) from users that have opted in to volunteer that information. Their data sample is from over 2 million U.S. consumers. This includes click stream data from a number of Internet Service Providers (ISPs)

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    •  Compete.com offers a (third party) Site Analytics service similar to Alexa, where you could view traffic readings for competitor sites.
       
       Unlike Alexa, Compete.com does not rely on a tool-bar. Compete.com partners with major ISPs and calculates most of its readings based on aggregate traffic data as reported by the ISPs.
    • WTF happened to Alexa? Remember them, we use to clamor over those #s for our sites and others to prove that we are worth some valuation .
    • Their traffic was more accurate and reliable than Alexa. Their data comes partially from ISPs which is actual traffic of sites and not as skewed where Alexa’s came from browser and toolbar installs. Which tend to favor IE users.
    • Drupal.org is the official website of Drupal, an open source content management platform.

       

      Equipped with a powerful blend of features, Drupal supports a variety of websites ranging from personal weblogs to large community-driven websites.

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