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Omniture: Industry Insights

Thought leaders share insights on the direction of web analytics and online marketing.

Social Media Acquisition Reporting Basics [Advanced Solutions]
As the title of this blog suggests I write about advanced topics. However, sometimes even the more “basic” versions of what I talk about are still advanced. So when I refer to basics in this post I don’t mean it is as sophomoric or something you should assign to an intern. Recently, I wrote about Facebook [...]
Five Times to Test: 3 - Testing Entire Conversion Funnels
Don't stop at just testing alternate pages against each other -- test entire conversion funnels.
Taking SiteCatalyst Menus to the Masses - Part II
In the first part of this article series, I mentioned how some people are critical of SiteCatalyst’s menu structure that it has too many reports or options. The good news is that your company has the ability to modify and tailor its SiteCatalyst menu layout to its unique business needs. A customized SiteCatalyst menu can [...]
Taking SiteCatalyst Menus to the Masses – Part I
One complaint I occasionally hear about the SiteCatalyst interface is that there are just too many reports or options. If you’re new to SiteCatalyst or even web analytics, logging into SiteCatalyst for the first time can be a daunting experience. Without any training or guidance from a more experienced user, novice users may struggle to [...]
Youtube - Yup, We Track That! [Advanced Solutions]
As most people are looking at Facebook few are looking at Youtube. If we were to compare Facebook and Youtube, Facebook would be a sports car and Youtube would be a luxury SUV. Facebook is growing fast and everyone loves to look at sports cars. However, YouTube can easily be more valuable, and when truly [...]
Mobile Campaign Tracking
Some time ago I was on a call with a customer who had recently launched several mobile campaigns and wanted me to help analyze how those campaigns were performing. Not long into the discussion, it became evident the campaigns had launched without an optimization strategy and were actually not being measured. Even worse, organizational and [...]
Behavioral Targeting: Does the internet need to be “creepy” to be free?
Are you being cyber-stalked by ads? Is some machine following you around with evil urges? Or do you actually enjoy that rare occasion when you notice that moving banner ad is actually about something you’re interested in? The debate over behavioral targeting (BT) was stoked this week by the FTC Chairman who threatened to regulate an [...]
Switching to a Data-Driven Culture
Change can strike fear into the hearts of anyone who has grown accustomed to doing things a certain way, and this apprehension frequently results in resistance to new ideas. Analytics and optimization efforts can run into this challenge. Shifting a corporate culture from its subjective, intuition-driven approach to an objective, data-driven approach can be a [...]

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