© 2009 eyeblaster. all rights reserved current and future integrations presented by: geoffrey king...

© 2009 Eyeblaster. All rights reserved

Current and Future IntegrationsPresented by: Geoffrey King ● Sales Engineer ● 3rd February 2009

Eyeblaster and Omniture Integration


Agenda

• Introduction to Omniture

• Eyeblaster Involvement

• Integration Technical Discussion

• Costs and Timelines


Introduction to Omniture


Introduction to Omniture

• Leading provider of online business optimisation software, enabling customers to manage and enhance online, offline and multi-channel business initiatives

• Founded in 1996 and listed on the NASDAQ in

2006

• Omniture's approximately 5,000 customers include big names such as eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony, Vodafone, CBA and HP

• There tools enables customers to capture, store and analyse information generated by their Web sites and other sources and gain insights into the performance and efficiency


Introduction to Omniture• Most famous tool is SiteCatalyst that provides detailed web analytics.

• Other products include; Genesis™: integration of all your digital marketing tools into one central location (for example

Eyeblaster Analytics)

SearchCenter®: forecasting and optimizing SEM results, automating keyword bidding and combining multiple search engines into one interface

Discover OnPremise: real-time, visual analysis of customer interactions across multiple channels

Test&Target: quickly test different Web site design, content, navigation and campaigns

• Omniture offers professional services that complement its online services, including; Implementation + consulting services, best practices and customer support + user training


SiteCatalyst - Channel Data Flows

SEARCH

MOBILE

DISPLAYTraditional

Media

Omniture SiteCatalyst


Tracking Campaigns in Omniture• As part of SiteCatalyst advertisers get access to a JavaScript file that

is placed on every page of the website

• During the setup process important pages are defined and named. For example the Homepage, Signup start page. The most important pages and actions are called “success events” and are also defined.

• Tracking codes are then appended to all links that refer traffic to the advertisers website. Each tracking code should be unique.

http://www.mysite.com.au?cid=1122334cxe2

B: “Tracking code”, uniquely identifies the referrer

A: Prefix starts the query


Tracking Campaigns in Omniture (Con’t)


Tracking Campaigns in Omniture (Con’t)• Each tracking code is then defined within the Omniture system by

classifications (also known by the acronym SAINT for SiteCatalst Attribute Importing and Naming Tool)

• Generally this is done offline using Excel and then importing

• In this example the link would be www.mysite.com.au?cid=goog123

http://www.mysite.com.au/?cid=goog123


Challengers for Advertisers1) Unified Reporting: Advertisers need one “true” source of analytics and de-

duplicated conversion reporting to accurately analysis campaigns. In the case of display, Omniture is unable to track post-impression conversions

2) Manual Work: to have granular analytics they are required to put as much detail as possible into the SAINT classifications file. For this to work many parties are involved. For example in Display Advertising;1) Media Agency: need to provide information about the campaigns (placement names, booked

media costs, delivered media value, campaign delivery).

2) Omniture Trafficker: needs to setup the SAINT file, generate the tracking code and import based on the campaign information.

3) Creative Agency: need to implement the correct tracking code into each ad/flight/campaign (depending on level of tracking).

3) Change Management: As campaigns evolve and change over time (for example new placements get bought) they need to update the campaign to include these changes.


Eyeblaster Involvement


Eyeblaster Involvement - Channel Data Flows

SEARCH

MOBILE

DISPLAYTraditional

Media

Omniture SiteCatalyst

Eyeblaster Served


Integration Technical Discussion


Eyeblaster Working Toward Gensis™• Eyeblaster has joined and is working to complete the integration with

the Genesis™ project. This integration allows Eyeblaster to automate a large portion of the information sharing process and provide additional information.

• The steps involved in an integration are;

1. Integration wizard

2. Collecting conversion data on runtime

3. Importing data to the Omniture System


1. Integration Wizard• Each advertiser to be integrated will be required to run the integration

wizard once from within the Omniture Platform.

• The user will provide a login and password to the Eyeblaster platform, this will enable an API connection by Omniture to Eyeblaster for authentication.

• Within in the integration wizard, the user will also provide the relevant Advertiser ID and Conversion Tag ID(s).


2. Collecting Conversion Data• On each webpage considered a conversion, the Omniture tag will call

the Eyeblaster activity server. This enables Omniture and Eyeblaster to collect post impressions and post click conversions

note this process will replace the need for an Eyeblaster conversion tag to be physically inserted onto the advertisers website

• This enables Omniture and Eyeblaster to collect post impressions and post click conversions

Metric Example

Advertiser ID 5001

Conversion ID 22311

Metric Example

Last Impression ID 346612

Last Impression Time 02/02/2009 21:34:22

Last Click ID 54323

Last Click Time 22/01/2009 12:12:22

Omniture Data

Eyeblaster Data


3. Importing Data to Omniture• Once a day Eyeblaster will generate a text file and upload it to

Omniture.

Metric Example

Ad ID (Tracking Code) 1023469

Site Name Ninemsn

Placement Name Homepage

Section Details News Performance

Campaign Name Retail – Feb

Start Date 10/02/2009

End Date 17/02/2009

Ad NameUndertone - 160x600 - Memetrics - Seg03 - Opt08

Creative Type Polite Banner

Metric Example

Impressions 42,119

Clicks 241

CTR 0.05%

Interactions 394

Interactions Rate (IR) 0.5%

Total Conversions / Rate 102 / 0.24%

Post Click Conversions / Rate

85 / 0.20%

Post Imp Conversions / Rate

17 / 0.04%

Average User Dwell Time 32 sec

Dwell Rate 0.45%

Daily Media Cost $20.59


Summary


Current Eyeblaster / Omniture Integration

• We currently have an integration in Australia with Vodafone.

The integration is different to Genesis in a couple of ways;

Each Eyeblaster ad includes a click-through URL that contains the AD ID. This can be implemented easily by using the token (a.k.a macro) “[%tp_adid%]”. For example;

http://www.mysite.com.au?cid=[%tp_adid%]

When the ad is displayed/clicked the token is replaced with the actual Ad ID (a.k.a Expanding the macro).

http://www.mysite.com.au?cid=1122334

The Ad ID serves as the “tracking code” and provides the unique ID enabling Eyeblaster and Omniture to match information.

Eyeblaster conversion tag exists on relevant pages and a custom development enabled it to communicate post-impression conversions with Omniture


Costs + Timelines


Integration Costs and TimelinesCosts

• Official amounts are still to be confirmed

• Approximately; $10,000 USD for initial integration

10% Uplift their SiteCatalyst contract (minimum of $500 USD per month)

Timelines

• Integration is still under development

• First Beta to start on 24th of February


Thank you

© 2009 eyeblaster. all rights reserved current and future integrations presented by: geoffrey king...

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