google analytics vs omniture sitecatalyst vs in-ouse webanalytics at imetrics
DESCRIPTION
TRANSCRIPT
Google Analytics vs
Adobe/Omniture SiteCatalyst vs
In-house Web analytics system
Roman Zykov, Head of analytics at Wikimart.ru
11.11.2011
Content
• Background
• General comparison
• Wikimart’s system overview
• Online advertising analysis
• Product analysis
• Direct profit of web analytics data (data feeds)
• Implementation and support
• Conclusion
Background
2004 – 2009 Head of analytics at Ozon.ru
2010 - …. Head of analytics at Wikimart.ru • Business intelligence
• Web analytics
• Data science
General comparison*
Field GA SiteCatalyst &
Discover
Inhouse
Commerce metrics 1 4 5
Campaign management 2 5 3
Excel integration 2 4 5
Product analytics 2 5 4
Ad-hoc analytics 2 4 5
Data export 1 3 5
Data import 0 2 5
* For large e-commerce sites
Wikimart system: JS Counter
Wikimart system: Data flow
Team • Product analytics manager
• Web analyst
• ETL developer
• OLAP developer
• 2 junior analysts
Wikimart system: Users
Excel (OLAP)
Interactive Web
Online advertising analysis
Google Analytics:
• utm tags - standart de-facto
Omniture SiteCatalyst:
• s.campaign – standart campaign variable
• Custom independent commerce variables
• Campaign manager interface (costs, groups, timings)
• Excel export/import (Site, FTP, …)
• Easy regrouping
• Disadvantage: Paid/Non-paid traffic reports
In-house webanalytics:
• Utm tags
• Easy regrouping
Product analysis
Google Analytics:
• Events
• Custom variables
Omniture SiteCatalyst:
• Events
• Custom Pathing variable
• Custom independent commerce variables
• Merchandising analysis
• Discover
• Form analysis plugins, etc
• Customizable ClickMap
In-house webanalytics:
• Events
• Merchandising analysis
• Row SQL analysis
Merchandising analysis
Merchandising - clicks
Merchandising - Commerce
Omniture Discover
Data export & feeds
Google Analytics:
• Google data API (aggregated)
• Non-native excel client (excellentanlytics.com)
Omniture SiteCatalyst:
• Recommendation engine
• Automated FTP export (semi-aggregated)
• Native Excel client
In-house webanalytics:
• XML feeds
• Recommendation engine (Hadoop)
• OLAP (Excel) & Web client
Implementation & Support
Google Analytics:
• ga_debug.js
• Outsource consultant
• Non-flexible user access
Omniture SiteCatalyst:
• 24x7 support (phone, chat, e-mail)
• Account manager
• Business consulting group
• Excellent debugging tools
• Flexible user access
Inhouse webanalytics:
• JS debugging tool
• Data access to raw data
• Flexible user access
Wikimart’s JS debugger
Best choice
Google Analytics:
• The 1st web-analytics system on site
• Debugging data for other counters
Omniture SiteCatalyst (& Discover):
• Deep product analysis
• Manage more than 100 000 marketing campaigns
In-house webanalytics:
• Deep product analysis
• Data feeds
• Integration with offline data
