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Google Analyticsvs
Adobe/Omniture SiteCatalystvs
In-house Web analytics system
Roman Zykov, Head of analytics at Wikimart.ru
11.11.2011
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Content
Background
General comparison
Wikimartssystem overview
Online advertising analysis
Product analysis
Direct profit of web analytics data (data feeds)
Implementation and support Conclusion
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Background
20042009 Head of analytics at Ozon.ru
2010 - . Head of analytics at Wikimart.ru
Business intelligence
Web analytics
Data science
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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
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Wikimart system: JS Counter
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Wikimart system: Data flow
Team Product analytics manager Web analyst
ETL developer
OLAP developer
2 junior analysts
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Wikimart system: Users
Excel (OLAP)
E-mail
Interactive Web
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Online advertising analysis
Google Analytics:
utm tags - standart de-facto
Omniture SiteCatalyst:
s.campaignstandart campaign variable Custom independent
commercevariables
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
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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
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Merchandising analysis
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Merchandising - clicks
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Merchandising - Commerce
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Omniture Discover
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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
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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
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WikimartsJS debugger
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Best choice
Google Analytics:
The 1stweb-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
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Thank you
E-mail: [email protected]
Blog: KPIs.ru
http://www.webmetric.org/start_download.php
mailto:[email protected]://kpis.ru/http://www.webmetric.org/start_download.phphttp://www.webmetric.org/start_download.phphttp://kpis.ru/mailto:[email protected]
