While Google Analytics is a wonderful tool for the price, this presentation outlines why a marketer would look to use a more robust web analytics package such as Omniture.

1. GOOGLE ANALYTICS
Why Use Anything Else?
22 September 2008

2. WHY DO ANYTHING ELSE BUT GOOGLE ANALYTICS?
• Customer Support
• Calculated Metrics
• Tracking and Cookies
• Segmentation
• Industry Integration
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3. ADVANCED FEATURES: Customer Support
• GA does not have technical support
• Omniture has 24/5 phone support plus:
Online customer service chat
–
Knowledge base
–
Forums
–
On Demand video training
–
Detailed manuals
–
Regional classes/certification
–
• As well, Omniture’s team can perform advanced dives

4. ADVANCED FEATURES: Calculated Metrics
• Ability to build custom metrics using over 120 data points

5. ADVANCED FEATURES: Tracking & Cookies
• Tracking goals is one of the biggest differences
– GA allows 4 goals
– Omniture has literally hundreds of measurement opportunities
 Conversions
 Events
 Variables
• GA has a 30 day cookie
– Omniture has a 15 year cookie
– Cookie windows
– First party cookie availability

6. ADVANCED FEATURES: Segmentation
• Crucial to fast and flexible data analysis is advanced segmentation
– Example: “I want to see all users from Florida from the last month
who have visited the site at least three times and have performed at
least two doctor lookups”
– Create personas by using Behavioral, Demographic, and
Psychographic segmentation

7. ADVANCED FEATURES: Industry Integration

8. ADVANCED FEATURES: Mobile Analytics
• Mobile reporting is now available to all SiteCatalyst
customers.
• Reports Include:
– Mobile Devices
– Device Manufacturer
– Screen Size
– Cookie Support
– Video Format Support
– Audio Format Support
• Allows reporting on display ads, click-throughs,
conversions, path fallout, A/B compare and more.

9. ADVANCED FEATURES: Mobile Analytics

10. AND FINALLY…
• With GA, Google sees your data
• Leading the charge for measuring Web 2.0 such as Flash, Video, Blogs,
etc.
• Real time data (vs. GA next day view)
• With Omniture’s Data Warehouse we can go back and analyze past
data with new filters applied
• Optimum Path technology allows us to visualize and understand the
flow of traffic through the site
• Set Calendar Events, Alerts, etc.
• Excel Integration's robust API allows us to access all SiteCatalyst data
in an Excel environment
• Fuor Digital’s Omniture partnership brings best-of-class analytics
package at significantly reduced cost