Google Analytics

vs
Adobe/Omniture SiteCatalyst
vs
In-house Web analytics system
Roman Zykov, Head of analytics at Wikimart.ru
11.11.2011
Content
Background
General comparison
Wikimarts system overview
Online advertising analysis
Product analysis
Direct profit of web analytics data (data feeds)
Implementation and support
Conclusion

Background
2004 2009 Head of analytics at Ozon.ru
2010 - . Head of analytics at Wikimart.ru
Business intelligence
Web analytics
Data science

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
Wikimart system: JS Counter
Wikimart system: Data flow
Team
Product analytics manager
Web analyst
ETL developer
OLAP developer
2 junior analysts

Wikimart system: Users
Excel (OLAP)
E-mail
Interactive Web
Online advertising analysis
Google Analytics:
utm tags - standart de-facto

Omniture SiteCatalyst:
s.campaign standart campaign variable
Custom independent commerce variables
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

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
Merchandising analysis
Merchandising - clicks
Merchandising - Commerce
Omniture Discover
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



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
Wikimarts JS debugger
Best choice
Google Analytics:
The 1
st
web-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



Thank you

E-mail: rzykov@gmail.com

Blog: KPIs.ru

http://www.webmetric.org/start_download.php