COPYRIGHT 2010 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.

Web Analytics Platforms

How (some of) the Main Ones Differ

2

Included Excluded

3

Included Excluded

Discover, Insight, Test&Target, SearchCenter,…

Segments (formerly Marketing Warehouse), Optimize, Apps, Social,…

Explore, Monitor, Benchmark,…

This is only a 5-minute overview!

4

General Characterization

Market leader as an enterprise tool. Incredibly flexible and powerful…but with great power comes great complexity (implementation and maintenance)

“The Original”…but lost its way for a few years; good product, but playing catch-up

Built for eCommerce – from the tag structure all the way through the reporting interface

Free, easy to deploy, easy to use, very flexible…to a point

5

Non-Considerations

SaaS vs. In-House vs. Either

API Availability and Excel

Integration

Campaign Tracking

First PartyCookie Support

All of ‘em have it

All of ‘em have it

All of ‘em have it

SaaS always an option, and in-house only makes sense in rare situations -- extreme privacy/security policies, long-term data archiving, etc.

Mobile Site Tracking

All of ‘em have it

6

Free

Paid

7

Where Majority of Configuration Occurs

Javascript on Page Builds

Image Request

Web Analytics Server Parses

Image Request

Reporting Interface Used to Extract Data

Data Stored in Web

Analytics System

Sitecatalyst

Google Analytics

Webtrends

Mechanism: props, evars, events

Pro: configuration at the point of user behavior

Con: easy to botch the implementation, and maintenance requires heavy IT support

Mechanism: profiles and filters

Pro: data still fairly “raw” and can be routed into multiple reporting areas

Con: customization at the point of data capture is limited / constrained

Sitecatalyst: VISTA rules

GA: Custom variablesWebtrends: Meta dataCoremetrics: Multiple tag types

Coremetrics

Mechanism: Segments

Pro: limited reliance on client-side tag configurations

Con: some limitations to flexibility

8

Integration with Third-Party Meta Data

Meta Data Added

Example: Campaign name and channel

Javascript on Page Builds

Image Request

Web Analytics Server Parses

Image Request

Reporting Interfaced Use to Extract Data

Data Stored in Web

Analytics System

Not an option!

Translation files

SAINT classifications

Category Definition File (CDF)

K

9

User-Level Data

Not an option and violates Terms of Service to capture in a reportable fashion

Available with Segments (formerly Marketing Warehouse): Added Cost

Available with Discover: Added Cost

Available with Explore: Added Cost

K

K

K

10

Visitor SegmentationQuick and

EasyHarder / Limited

K(ASI slots…which requires

Warehouse)(Filtered profiles…or

Segments)

Admin access required

Coremetrics – not quite as easy GA

11

Clickstream / Pathing – A Spectrum

“Previous” and “Next”

Page

Aggregated Click Paths

Page-Level Clickstream

Sitecatalyst

GoogleAnalytics

Webtrends

Any s.prop can have pathing enabled

Content groups and subgroups

K

Coremetrics

12

Conversion FunnelsStandard user can create, and they can be applied historically• Fallout Report -- pageName-

driven (no wildcards)• Conversion Funnel – events-

driven (dependent on site-side tagging)

Entered Site

Viewed Product Details

Added to Cart

Placed Order K

Scenario Analysis

Conversion Funnel

Requires administrative access to set up and is only applied going forward from the point created; steps in the funnel can be individual or groups of pages

K

TruePath Funnels – requires appropriate user access and browser plugin; “built” by navigating the site and adding pages to the funnel

K

13

Mobile App Tracking

iOS Android Blackberry

Windows Phone 7

Symbian

Webtrends* ü ü ü ü

Sitecatalyst ü ü ü ü

Coremetrics ü ü ü

Google Analytics ü ü

* Now in the mobile app development business, too, with the acquisition of Transpond

14

Social Media

Reliance on user community to develop hacks / implementation options

First seriously to market, and still investing heavily

Fast follower, and taking the space seriously

Over-reliance on “impression tag*” for social media

* Coremetrics differentiator – geared towards display ad “view through” measurement; not a panacea, though

15

16