2009-05-10 12:28
Spent couple of weeks playing Omniture, and here comes out with this, it should be confidential I think, particularly for CM people, ^_^.

I. Summary

1. Generally speaking, Omniture provide a more flexible, real-time and powerful system, with more metrics, data and reports, it is more suitable for large websites as the top players of the industry. While Coremetrics looks more sample, with less menus and reports, more suitable for small and medium sites.

2. For web designer, Omniture will be much more powerful for providing user behavior information, it can provide deeper analytics data and support for web projects

3. For product manager, Omniture is much more powerful than Realtime monitor, because all of it’s reports is in real-time, with better filter function, more flexibility of custom reports and dashboards. And also, Omniture can provide more accurate performance data for our internal banners and promotions with the drill down function.

4. For marketing people, Omniture has more flexible settings, but there is another thought, that really help marketers to know which campaign that bring in traffic and sales, I think Coremetrics did a lot of works here to help retailers.

5. The basic function is almost the same, like traffic, content, products sales, keywords, segmentation, etc.

II. Omniture Advantages:

1. More flexible dashboard function. Plus all of the data in real time, product manager can easily have the sales and traffic report on dashboard for their own items, subcategories and categories. However, the filter report in Cometrics cannot nail down to subcategories.

2. The cross sell function is much more powerful. Omniture can provide all the cross sell item for every products in a much more easier way, while coremetrics can only show the top 5 cross sell item for each product.

3. Excel client has direct ties to Database of Omniture. This will help us to save a lot of time to pull out the report. We can setup template for all teams that need the Omniture data, after the template done, users can simply choose the time frame and refresh the report to get a update.

4. Better path function. We can get all upstream and downstream data for every page without pre-setup (We need to setup the click stream in Coremetrics before hand currently, and CM system has report number limitation for section). This function is very useful when we analysis the navigation behavior of our visitors, and help us to improve our navigation and web pages.

5. Omniture has longer Historical Data period for some functions. For liveview, click stream, key segmentation and true path functions, Coremetrics can only provide up to 93 days historical data backward processing, while Omniture can provide life time data backward.

6. More powerful Segmentation. Currently, the Key Segment function in Coremetrics cannot apply to marketing channel data, this prohibit us to analysis the traffic source of our internal pages and promotions. For example, if we want to see what’s the traffic source for daily deal pages, like how many of visits coming from direct load, how many coming from price comparison, we cannot do that in Coremetrics, but we can do it in Omniture. And also, the criteria to create new segment in Coremetrics is less than that in Omniture. Which means Omniture can do more complicated segmentations than Coremetrics.

7. Better merchandising report. Omniture can show the product managers how visitors find and purchase their products like from Browse, Search, Wishlist, Price Alert, Marketing Campaign, Site promotion, etc, and this will help a lot to do targeted improvement.

8. Metrics more flexible for all report. In Omniture, all the available metrics can apply to all reports, and this will provide more detailed info for us.

9. Larger data process ability and faster custom reports. Omniture has larger data process abilities than Coremetrics,especially for site promotion, content category, merchandising report.

III. Coremetrics Advantages:

1. Simple and integrated presents. Coremtrics is much more simple and integrated for primary users, it has less menu, reports and metrics, more summarized reports than Omniture, users can find the info more easily. Once the dash board of Omniture was set up for every team, this advantage will be slight.

2. The priority of directload on marketing channels that help marketers to really understand which channel that lead in traffic and sales, with the logic of adopt lead in campaign on sessions, it is a good opportunity for you to think through your business and negotiate with your ad agencies.