Registration is now open for ACCELERATE 2014 in Atlanta, Georgia on September 18th. Reserve your spot today at Eventbrite — tickets are only $99 USD!

Archive for March, 2011

Omniture Announces SocialAnalytics

Omniture’s SocialAnalytics offering won’t be publicly available until summer of this year, but the early glimpses show big promise for the burgeoning field of SocialAnalytics. What makes this tool different from the many capable tools already out on the market is the tight integration of web analytics data with social brand or keyword mentions. This means that you can collect and analyze data from major social media channels like Facebook, Twitter, YouTube (45 data social media sources in total) and perform web analytics style slicing and dicing on the results.

Yet, the beauty of this solution is that users can trend and analyze social metrics against any metric within the SiteCatalyst interface. Further, the SocialAnalytics offering allows users to correlate data from social media with SiteCatalyst metrics and even offers a percentage of statistical confidence. This exceeds what I’ve seen in any other social analytics offering currently on the market. To illustrate with a hypothetical example, the Omniture SocialAnalytics capabilities will allow you to imbed traditional SiteCatalyst campaign ID codes into a your social media marketing on Twitter, YouTube and Facebook, which could all be monitored for activity within the SiteCatalyst interface. You could then trend the social data from campaigns and mentions against any metrics that you currently use within SiteCatalyst such as visitors or conversions. Thus, you could monitor the impact of your social marketing as a driver for website traffic and determine what percentage of that traffic actually purchased online as a result of the social campaign. The tool does this by making a correlation (versus actually pinning causation), but the statistical confidence will deliver assurance as to the validity of the correlation. This is magical. It actually enables users to quantify ROI from social marketing activities with a degree of statistical confidence. No one else has this that I’m aware of today.

Further, one of my pet peeves with today’s social analytics tools is the inability to create custom metrics. In most cases, you have to deal with the formulas and calculations that vendors deliver. The exception here is firms like Radian6 that allow users to weight factors for calculated metrics like Influence, whereby users do have some controls over their metrics. Yet, Omniture’s SocialAnalytics allows users carte blanche ability to create custom metrics and report on them within SiteCatalyst and even leverage in report builder and other Omniture functions. This is a revolutionary step in controlling the way that social is currently measured because it introduces a level of customization that was formerly absent.

While, it’s still early days and this was only my first glimpse at the product, you can probably tell that I’m bullish already. It’s currently in private beta for a few lucky Omniture customers who will undoubtedly bang away at it and help to shape the future of this product. However, there’s still a long way to go before this new tool is street legal, so most Omniture users will have to wait until the general release this summer. I’ll also say that this tool currently does not offer a wholesale replacement for Radian6 or other enterprise social analytics vendors on the market. The primary reason for this is that there is no engagement capability from the interface (i.e., can’t send Tweets or respond to Facebook comments directly). Additionally, there is no workflow built into the SocialAnalytics solution either. Thus, while social is about the interaction between a brand and its customers, Omniture is still leaving its clients to work that out using other means. They do however deliver some of the most robust analysis and reporting capabilities of anyone out there. If you’re looking to make sense of social media and measure the impact it has on your business operations; I suggest you give Omniture’s new SocialAnalytics tool a good look.

Published on March 9, 2011 under Social Media Measurement


Recent Blog Posts

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I’ve found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified’s longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn’t a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you’ve almost certainly grappled with "engagement." This post isn’t going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It’s not about "Big Data", it’s about the "RIGHT data"
Michele Kiss, Partner

Unless you’ve been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.








Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601

Useful Links