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

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

Consideration Factors For Web Analytics Vendor Selection

A comparison Each tool scored across attributes

Data Collection

Ease of Implementation

• No CQ5 Integration yet with WT10 yet • Tag Generator exists to automate tag creation • New Profiles can be created by applying filters

• Integration exists with CQ5 • Very Simple, less than 2 Minutes for a simple

installation • After giving terms and conditions you are given

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

• 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 required from within the CQ5 Interface 8

7

5

E Commerce Integration

• Default Variables exist for E Commerce • Has a default set of variables for capturing

revenue, product name, units sub total, tax etc • Breakdown revenue by source, product, custom

variable

• Set Variables with Integration with Third Party Shopping Carts

• E Commerce Section with data available in UI

• 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

7

8

Data Collection, Filtering and Sampling

• 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 • Filtering retroactive • Social Media Integration with Facebook/Twitter for

both monitoring actions on site, Monitoring activity on external accounts and even Facebook ad data

• 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

• Filtering not retroactive • No Off Site integration with Facebook Ads/Twitter

or Facebook Monitoring or measurement

•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 Facebook/Twitter at extra cost •Search Center Integrated with Facebook Ads 7

5

8

Custom Variables

Any Number allowed at no extra charge

5 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

3

8

Data Latency and Implementation Testing/Validation

• Lag time between data collection and availability of reporting data is about 15 minutes

• Automated with 3rd party tools like Maxamine /Observepoint/WASP

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

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

9

3

9

Historical Co relations and Back Processing

• 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

can be created nor an extra charge for new correlations created by the user.

• 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

• Segments can be applied using custom reports

• 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

8

8

Support Network/Blogs/Social

• 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

• Custom Dashboards for Social Media Management, Monitoring and Reporting campaigns and Social Performance

• Google Analytics has a Social Component that has been introduced that tracks Social Engagement on the site(Likes/Tweets) from within the site

• Can not be used to Monitor Campaigns

• 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

3

9

Reporting And Analysis

Default/Custom Dashboard

• Dashboards available for Spaces, Space(Profile), page and campaigns

• Ability to add metrics and customize

• Customize Multiple Dashboards for multiple analysis

• Its widget-based and highly customizable. There are four types of widgets: Metric, Pie Chart, Timeline, and Table.

• Customize the layout by dragging and dropping the widgets

• 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

7

9

Reporting Structure

• 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

tables • Custom report creation is limited to 200 reports • Industry Specific reports available

• 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

• 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

• 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

set up based on industry and vertical best practices as part of its Fusion implementation methodology. 8

7

8

Report Sharing/Saving/Distribution

• Ability to Share reports, Save reportlets and add to dashboards and share as CSV, Word, PDF or Excel

• 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

• 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

7

7

Campaign Attribution

• 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

• Required custom set up • Will require clean up and some excel analysis to

make sense of the data

• Multiple channels enabled by default in Late August

• Default template available which can be edited

• 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

7

6

n-Dimensional Segmentation for ad hoc queries

• 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 persistent use, and in either case, it can be used immediately.

• Segments can not be applied to historical data • Segments can be shared

• 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 • Segments can be shared using permalinks • Pivoting and Secondary Dimension shows cross tabular

view • Can be used on historical data

• 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 to create a segment. 9

7

7

n-Dimensional Segmentation for ad hoc queries-Contd.

• 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 hoc searches, and visualized drilldowns

• The Visitor Intelligence UI (available for an additional fee) provides advanced multidimensional OLAP analysis,

• 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 cross-tabular analysis of data to do in-depth, on-the-fly analysis.

• 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 analysis by other tools. 9

7

7

Data Visualization

• 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 compile the data and metrics from multiple sources distributed in a format as required , whether via web or excel via SmartReports

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

options

• 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

8

9

Click Overlay

• SmartView overlay exists for Webtrends • Gives Additional information like next flow from

the same Interface

• 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

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

7

5

9

Path Scenario/Funnel Analysis and Conversion/Goal Tracking

• 5-Point Scenario Analysis provides the unique ability to view the entire scenario process in an easy-to-understand funnel-like format.

• Visual Path Analysis -Transform complex path analysis into easy to interpret visual diagrams

• Conversion Can be Page URL, Time Spent or or Goal based funnels can be created

• Segments cant be applied to Funnels • Custom Funnels cant be built unless Goals are

pre defined • Padi Code enables URL based funnels –External

Product

• 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

5

8

Calendar Events and Alerts

• Has an alert set up to email, sms or Twitter DM

• New feature allows for calendar events to be appended

• They can be shared amontg users

• 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

8

8

Integration

Data Import/Export

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

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

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

• 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 delivery.. 9

5

8

Campaign Management

•

Webtrends Search provides similar features as searchcenter for Automating bidding and other optimization

• Also Offers Dynamic Landing page generation

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

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

7

3

8

Service and Support

Clientcare/Tech Support

• 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. (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*.

• No Support from Google except for Adwords clients • Hire a Authorized Partner from network for questions • Videos, Partner resources for 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 performance indicators (KPIs) that are most important to their business. 8

4

8

Cost, Company, Innovation and Installed Base

Cost, Company, Innovation and Installed Base

• 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 • Consulting Costs additional • 3rd largest customer base after Omniture and Coremetrics with 7,000+

customer base • Webtrendsv10 including social integration and a new way to present data

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

multichannel attribution, Custom Dashboard, Event based Funnels

• 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 update 7

5

8

Summary

Overall Score

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

• 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

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

• 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

6

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

Funnel Visualization

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