1. Pure Digital Since 1983
Enlighten | Choosing An Analytics Product
Scott Faculak - Director, Marketing Intelligence

2. Born Digital
Overview
Confusion
Information about analytics tools can be
confusing, misinterpreted or altogether absent, leaving analysts
and developers in the dark when trying to compare a clients
business needs to an analytics products capabilities.
Products
The industry is filled with products with very similar capabilities.
This presentation will focus on the three most common to our
organization and clients: Webtrends, Omniture and Google
Analytics.
Selection
Familiarity and development time should never be the deciding
factors when choosing an analytics package. The selection
process should consider all possible marketing initiatives and
business objectives first, to ensure the product will be able to
deliver a holistic view of the client’s efforts.

3. Born Digital
Confusion in the Marketplace
Product vs. Solution
It’s a common mistake to consider Omniture as a Web Analytics Product. Instead, it’s a suite of
products, much like Microsoft Office. In other words, if someone asked for a spreadsheet
program, you may suggest Microsoft Excel, but it would sound odd to suggest Microsoft Office if all
they needed was a spreadsheet. This is even more critical when talking about the cost of the
product, since buying a copy of Excel is a lot less than buying the entire Office suite.
Web Analytics Products Web Analytics Solution
• Google Analytics • Omniture
• Webtrends • SiteCatalyst
• SiteCatalyst • Test & Target
• Many more… • Insights
• Social Analytics
• Genesis
• Scene7
• Data Warehouse
• Survey
• And more…
12/6/2011

4. Born Digital
Product Comparison | Google Analytics
Google Analytics
• Pros
• Strong segmentation
• Custom variables
• Multiple levels of persistence
• Custom events
• New social events
• New enterprise version
• Cons
• Limited export API
• No external data integration
• Sampled data
12/6/2011

5. Born Digital
Product Comparison | Webtrends
Webtrends
• Pros
• Custom variables
• Multiple levels of persistence
• Custom events
• External data integration (lookup tables)
• Excel client
• Good export features
• Cons
• Learning curve
• Log processing (and re-processing)
• Limited flexibility when used as a SaaS
12/6/2011

6. Born Digital
Product Comparison | Omniture
Site Catalyst
• Pros
• Strong segmentation
• Custom variables
• Multiple levels of persistence
• Custom events
• External data integration
• Conversion deconstruction
• Flexible pathing analysis
• Excel client
• Cons
• Limited export API (without data warehouse)
• Learning curve
12/6/2011

7. Born Digital
Product Comparison | Overview
Segmentation Ease of Use
Google Google
SiteCatalyst Overall SiteCatalyst
Webtrends Webtrends
Google
0 2 4 0 2 4
SiteCatalyst
Webtrends
0 5 10 15 20
Custom Variables Data Export
Google Google
SiteCatalyst SiteCatalyst
Webtrends Webtrends
0 2 4 0 2 4
12/6/2011

8. Born Digital
Selection | Ease of Use in Segmentation
Case – Brand Site
Client X has a brand site with informational videos and documents as well as
a dealer search tool. They are interested in understanding which digital
tactic is resulting in visits in which the user watches at least one
video, downloads a document and performs a dealer search. There is a
limited budget and emphasis on reducing the cost of the platform while
maximizing the analysis.
Requirements
• Advanced Segmentation
• Custom Events
• Campaign variables for digital tactics
• Reduce on-going costs
Solution
Client X would be able to leverage Google Analytics to meet all of the
requirements and provide rich segmentation of events and tactics.
Webtrends and Omniture could also satisfy the requirements besides the
reduction of cost, but do not provide the ease of use in segmentation that
is inherent with Google Analytics.

9. Born Digital
Selection | Dynamic content & remarketing
Case – Lead Generation With Remarketing
Client Y has a lead generation site and would like to provide dynamic
content to the visitor based on either site actions or the customer’s profile.
They would also like to capture visitor survey data and automatically
remarket to the customer in the event they fall out of the purchase funnel
prior to lead submission.
Requirements
• Custom Events
• Dynamic Content
• Automated Remarketing
• Surveys
Solution
Client Y is looking for a digital marketing suite and would have to use
Omniture to satisfy all of the requirements identified. Omniture’s full suite
of products include Survey, Test & Target, Genesis, and more to serve visitors
dynamic content, offer surveys and automatically remarket to potentially
lost visitors. In this case, Google Analytics and Webtrends would fall short of
being able to meet all of the requirements.

10. Born Digital
Selection | Data Flexibility
Case – Lead Generation Tied To CRM
Client Z has a lead generation site that they would like to tie with
transactional data to compare the ROI of online and offline tactics. Client Z
is trying to determine if they should increase spend for digital media or
direct print campaigns by looking at site lead submissions vs. call center
activity down to an actual purchase.
Requirements
• Custom Events
• Custom Variables
• Advanced Segmentation
• Automated Data Extraction
Solution
Client Z is looking for a solution that can export large quantities of data based on
pre-defined segments and could choose either Webtrends or Omniture. With the
software version of Webtrends, the client would be able to access the site data
through an ODBC connection into the CRM or BI tool. In this case, since data
flexibility is the main driver Webtrends would have an edge over Omniture and
may also be more cost effective. Google Analytics does not currently offer the
same level of access to large amounts of data in an automated fashion.