An introduction to Omniture - Presentation Transcript

1. 2. An Introduction To Omniture Source: http://www.omniture.com/en/ About Omniture Josh James, Omniture CEO and co-founder Omniture is a publicly held online marketing and web analytics company based in Utah with offices worldwide. It serves customers in 75 countries worldwide. On September 15, 2009, Omniture agreed to be purchased by Adobe Systems. The company was founded in 1996 and was backed by venture capitalists including Hummer Winblad Venture Partners, University Venture Fund, and Scale Venture Partners. 3. Omniture Products 4. Omniture Products o SiteCatalyst , is Omniture's flagship software as a service application that offers web analytics o Test&Target offers A/B and MVT (multi-variate testing) and is derived in part from Offermatica and Touch Clarity  Test&Target 1:1 is its main behavioral targeting solution getting down to the individual level of testing o Discover is its data mining offering o SearchCenter assists with Paid Search optimization in systems like Google's AdWords, Yahoo! Search Marketing, and Microsoft Ad Center o Recommendations offers automated product and content recommendations o SiteSearch is an on-demand Enterprise Search product o DataWarehouse is a data warehouse offering o Merchandising is a search and navigation offering for online stores 5. Site Catalyst o Omniture SiteCatalyst® provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. o SiteCatalyst helps marketers quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns. o SiteCatalyst is part of the Omniture Online Marketing Suite of applications for online business optimizations. 6. Interface abc.com 7. Visitors vs Unique Visitors o A unique visitor refers to an individual who has visited a site the first time within a certain time period. o Default method for calculating unique visitors is to set a cookie on the user's browser. When the user accesses the website, the cookie uniquely identifies the visitor in SiteCatalyst. If cookies are disabled on a visitor's browser, Omniture uses a combination of the user agent string and the IP address to determine if a visitor is unique. 8. Instance vs Visits o The Instances metric is used to report on the number of times that a particular value is triggered in SiteCatalyst. o Visits refers to the number of user sessions, consisting of one or multiple page views and ending with 30 minutes of inactivity by the user, that encountered a specific value (i.e., line item) shown in your reports. 9. Instance vs Visits Example ± Internal Search Report - 50 Instances , 30 Visits Searched ³Web Analytics´ 50 Instances means 50 times searched or Page reloaded 30 Visits means 30 different user sessions 10. Return Visits o Number of visits your site received from visitors that have previously been to your site. o Refers to the entire history of individual users' experience on your site. 11. Time Spent Per Visit SiteCatalyst calculates the Time Spent Per Visit metric by summing the difference in time between each page view in a visit Page A T1 Page B T2 T2 ± T1 12. Time Spent Per Visit o By adding together the time spent on each page, SiteCatalyst calculates the Time Spent Per Visit metric. o The last page in a path is not counted as part of the Time Spent Per Visit metric because the visitor does not access a page after the last page. 13. Why Measure Return Visits? o Identify the impact of your Web site's content on your visitors. o Gain a good indication of how interested your visitors are in your site's content and how serious they are about purchasing your product or service. For example, if only a few people return to your site, you may decide to redesign its content or update it more often. 14. Tracking Code o The tracking code is an alphanumeric value that uniquely identifies each campaign element and its exact placement on the Internet that ultimately brings an end user to your website. o It is also called a query string parameter. o In the URL, the tracking code is offset by the question mark, as shown in below. o http://www.mysite.com?cid=12345 15. Referrer Report vs. Original Referring Domain Report o The Referrers report can be populated each time a visitor comes to your site from an external site, even if the visitor comes to your site multiple times during a visit.

and business objectives.20.eVar18=&quot.prop3=&quot.prop variables.&quot.&quot.co.eVar15=&quot.&quot. </#if> s. the Custom Traffic Report for s. and back to Page A.hostname <#if commName?exists> s. industry.Oranges&quot.eVar30=³abc&quot. s_na. state you provided 19.s say you populate s.prop7=&quot.No ID&quot.email)!&quot.eVar9=&quot. s_na.apples&quot. s_na. s_na. s_na.&quot. then Page B. referrer in the Original Referring Domains report. <#else> s.com > yoursite. s_na. 17. <#else> s.eVar1=&quot.none&quot.}:=:${(user. this is done by checking the historical referrer data for the visitor ID of each user that visits your site. s_na. externalsite.NONE&quot. //used for 404 errors s_na.&quot. s_na.&quot. Referrer Report vs.na&quot.prop19=&quot. then the Original Referring Domains report would not be affected by this path.&quot.na&quot.eVar11=&quot.eVar34=&quot. If the user is a repeat visitor.&quot. s.externalsite. o You can use this report to: o Determine the most commonly used link on a Partner&apos.&quot. Through s.com This path would count two instances of the &quot.s page o Determine which exit link from your entire site is most frequently used o Validate the number of referrals that your partners&apos.US&quot.The Original Referring Domains report shows the very first referrer for a particular visitor and allows you to view conversion data in terms of the first referrer to bring the converting users to your site.net/b/ss/suite1.prop18=&quot.suite3/1/H.3/s54835940?AQB=1 o Global Suite o Roll up suite 20.suite3/1/H.).net/b/ss/suite1.}&quot. s_na.ID?c)!1}:=:${page. s_na.setInitValOnce(&apos.oranges&quot. s_na.pageType =&quot.pageName=cpagename1´ s_na. In this case. Then. and you populate s.3/s5325325325352?AQB=1 ndh=1 t=15/5/2010%2022%3A37%3A53%202%20-330 ce=UTF-8 ns=nanacom pageName=pagename1 g=http%3A//www. //list of products s_na.&quot.eVar2=&quot. s_na. Variables -Tags <#if page.prop6=&quot. then departs the site.prop2=&quot.zip=&quot.prop17=&quot. s_na. Referring Domains Magnifying glass allows the referring domain to be broke down to show the referrers or unique URL for that domain 18.prop5=³abs&quot. Variables -Tags s_na. Data Collection Variables o Variables o Control Variables o Automatic Variables o Direct Variables 23.com/ r=http%3A//www. as a line item with two instances. s_na.eVar4=&quot. </#if> s.&quot.NA&quot.oranges&quot.³ /* E-commerce Variables */ s_na. s_na. Original Referring Domain Report Consider the following example of a user path.prop2 would show &quot.prop15=&quot.eVar6=&quot. s_na.eVar12=&quot.ID?c)!1}:=:${commName}&quot.&quot. s_na.ABC. let&apos.US:naCOM:NONE&apos. (s. referrer in the Referrers report and one instance of the &quot. For example. with one instance.eVar7=&quot.location.channel =&quot.&quot.prop1 in the SiteCatalyst page code on Page A of your site with &quot.&quot.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a cc=USD events=event35%2Cevent36 c1=No ID v1=No ID c2=GAMEABC c3=PLAY v3=GAMEABC c4=GAMEABC c5=GAMEABC c7=GAMEABC c9=MKT c10=Home c11=NA c12=en_US c15=General Info c17=US v17=US c18=ABC v18=US v29=ABC v30=ABC c33=flash%2010 c34=silverlight%203.NoGame&quot. s_na.eVar5=&quot.&quot. s_na. <#if user?exists> s.&quot.channel=&quot.&quot.US&quot. s_na.server =window.&quot.${(user.prop11=&quot.suite2.eVar13=&quot.prop20=&quot.pageName =&quot. Exit Links Report o The SiteCatalyst Exit Links Report shows you the links that your visitors click on to leave your site and go to another site. s_na.&quot.&quot.2o7.prop The s.ANONYMOUS&quot.0 v34=PLAY s=1366x768 c=32 j=1.com&quot. != page.eVar16=&quot.&quot.visitorID =&quot.server=³ABC³ s_na.prop variable enables you to relate custom data to specific traffic-related events.prop1=&quot. //section of website s_na.title?trim> s.com > yoursite.state=&quot. Multi Suite Tagging o http://nanacom.username)!&quot. s_na. o .Apples&quot. s_na. and the Custom Traffic Report for s.³ s_na. s_na.&quot.com&quot.).com > [back button] > externalsite. Tags http://abc.&quot. s_na. SiteCatalyst allows you to crnate custom reports. s_na. unique to your organization. s_na.en_US&quot.NoEmail&quot.No ID&quot. s.prop2 in the SiteCatalyst page code on Page B with &quot. the site repnatedly in distinct visits.eVar3=³abc&quot. s_na.${(commObj. s_na.112.prop1 would show &quot. s_na. (s.google.na&quot. s_na.prop4=&quot. 16. Prop 1 to 50 Evar 1 to 50 24. s_na. <#else 25.eVar20=&quot.prop1=&quot.${(commObj.prop variables are embedded in the SiteCatalyst code on nach page of your website.externalsite.prop2=&quot.prop8=&quot.General Info&quot.NONE&quot. //events occurred on given page s_na. s_na.purchaseID=&quot.eVar8=&quot. Calculated Metrics 21.suit2. s_na.products=&quot.NA&quot. s_na.&quot.prop12=&quot. assuming the user is a first-time visitor. a visitor comes to your site (one instance of a visit) and goes to Page A.title?exists && &quot.7 v=N k=Y bw=1366 bh=582 p=Adobe%20Acrobat%3BMozilla%20Default%20Plugin%3BShockwave%20Flash%3BSilverlight%20Plug-In%3BGoogle%20Update%3B AQE=1 22.US&quot. s_na. s_na.apples&quot.NONE&quot.eVar10=&quot.eVar17=&quot.prop10=&quot. s_na.events=&quot.prop9=³abc&quot.).&quot.title?trim}&quot.eVar29=s_na. s_na.pageName =&quot.in/search%3Fq%3DGAMEABC%2B3%26ie%3Dutf-8%26oe%3Dutf8%26aq%3Dt%26rls%3Dorg.channel =&quot.&quot.eVar19=&quot. s_na.eVar14=&quot.pageType=&quot.Home&quot.20.

suite3/1/H. Custom Report 33.r esizable=1.ABC. receive the option to open URL in a new window Page Names 32. o Omniture Data Warehouse includes: o A historical archive of all Web traffic data. Dashboard vs.scrollbars=1%22).google.co.Tags http://abc.drag and drop&quot. and the URL associated with that friendly name will display in the status bar at the bottom of the browser.s Excel Client allows you to build customized data blocks containing SiteCatalyst data that you can then insert into your Excel worksheets.status=1. Automatic Variables . Tool To Check Omniture Tags Omniture Javascript Debugger .suite2.html\%22></%22+%22script>%22 + %22<script language=\%22JavaScript\%22>window.7 v=N k=Y bw=1366 bh=582 p=Adobe%20Acrobat%3BMozilla%20Default%20Plug-in% 3BShockwave% 20Flash% 3BSilverlight%20Plug-In%3BGoogle% 20Update%3B AQE=1 27.s DirectAccess feature allows you to view bookmarks and dashboards directly from your Windows Start Menu.suite2. Therefore. 37.0 v34=PLAY s=1366x768 // Screen Size c=32 //Monitor Depth. Omniture Data Warehouse also gives you the flexibility to generate targeted re-marketing lists based on specific segments of visitors&apos.focus().document. Data Warehouse http://www.webanalyticsindia. Direct Access SiteCatalyst&apos.ABC. Friendly Page Names If you are in a report that displays the friendly page names.height=600.com/ //link r=http%3A//www.Refresh Worksheet&quot. o Creation of remarketing lists to unique visitor IDs.It display the variables being populated into SiteCatalyst and the values that are being passed in to Omniture javascript:void(window.</script>%22)).toolbar=0.google. available colors j=1.com/sc_tools/stats_debugger. query builder.%22stats_debugger%22. 36. 35. you may right-click the friendly name. Omniture offers custom success events to enable you to define and track events that are unique to your site. In addition. once your custom success events are properly set up.26. Custom Events Most Web analytics systems can track standard site commerce events such as cart opens.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a //referrer cc=USD events=event35%2Cevent36 c1=No%20ID v1=No%20ID c2=GAMEABC c3=PLAY v3=GAMEABC c4=GAMEABC c5=GAMEABC c7=GAMEABC c9= c10=Home c11=NA c12=en_US c15=General%20Info c17=US v17=US c18=US%3AGAMEABC v18=NA v29=US%3AGAMEABC%3AGAMEABC v30=US%3AGAMEABC%3AGAMEABC c33=flash%2010 c34=silverlight%203. Bookmarks vs.menubar=0. These data blocks can be updated with real-time data from SiteCatalyst with the easy click of the &quot. o Data feeds which import click-stream data into your own.3/s54833111725940?AQB=1 ndh=1 t=15/5/2010%2022%3A37%3A53%202%20-330 ce=UTF-8 ns=server1 pageName=pagename1 g=http%3A//www.3/s54833111725940?AQB=1 ndh=1 t=15/5/2010%2022%3A37%3A53%202%20-330 //time ce=UTF-8 ns=server1 pageName=pagename1 g=http%3A//www.net/b/ss/suite1.suite3/1/H. Excel Client and Report Builder SiteCatalyst&apos.in/search%3Fq%3DGAMEABC%2B3%26ie%3Dutf-8%26oe%3Dutf8%26aq%3Dt%26rls%3Dorg. you can use Custom Event Reports in SiteCatalyst to report the data collected from your custom event(s).location=0.omniture. and if available.20. and orders. Additionally. Direct Variables o IP Address o Domain o User agent string o Language o Cookies 29. Path Finder 34. by browser v=N // Java enabled k=Y //cookies enabled bw=1366 //width of browser window bh=582 //height of browser window p=Adobe%20Acrobat%3BMozilla%20Default%20Plug-in% 3BShockwave% 20Flash% 3BSilverlight%20Plug-In%3BGoogle% 20Update%3B //netscape plugins AQE=1 28. button in the Excel Client toolbar.co.0 v34=PLAY s=1366x768 c=32 j=1. 31. o Advanced queries on un-sampled click-stream data. . The data blocks can dynamically reference cells within your worksheet.Tags http://abc. you can mouse-over the friendly name.com/tag/omniture-data-warehouse o Omniture Data Warehouse allows you to perform complex data mining queries on historical click-stream data and integrate detailed click-stream data feeds with internal data systems. 30. online behavior.write(%22<script language=\%22JavaScript\%22 src=\%22https://sitecatalyst.net/b/ss/suite1.open(%22%22.mozilla%3Aen-US%3Aofficial%26client%3Dfirefox-a cc=USD //currency code events=event35%2Cevent36 c1=No%20ID v1=No%20ID c2=GAMEABC c3=PLAY v3=GAMEABC c4=GAMEABC c5=GAMEABC c7=GAMEABC c9=ABC c10=Home c11=NA c12=en_US c15=General%20Info c17=US v17=US c18=US%3AGAMEABC v18=NA v29=US%3AGAMEABC%3AGAMEABC v30=US%3AGAMEABC%3AGAMEABC c33=flash%2010 c34=silverlight%203.%22width=600.7 // version of javascript supp. o An advanced segment builder using a powerful &quot. checkouts.in/search%3Fq%3DGAMEABC%2B3%26ie%3Dutf-8%26oe%3Dutf8%26aq%3Dt%26rls%3Dorg.20. but none of them can possibly track every type of success event that occurs on every web site in the world with only their out-of-thebox reports. Control Variables .com/ r=http%3A//www. providing an incredible level of flexibility and customization.

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