Analytics Solutions- Omniture vs Google

  google analytics omniture logo
Reporting Speed Lapse in data - Data batch processed about hourly About real-time tracking
Customer
Support
Forums 24-5, Dedicated account manager, live support, online tutorials, Omniture University
User Interface

Intuitive, easy for new users

Advanced customizable but takes some training

Instant
Segmentation
Yes no (available with purchase of Discover)
Classifications

Not available

One of the most powerful features of the solution

Security Google owns the data Data belongs to you
Cookies 30 days You can set any length for conversion
Campaign Tracking

Only 4 variables

Unlimited through classifications

Mobile
Analytics
Basic Much deeper breakdowns (device, screen size etc)
Events

Conversion event - purchase

20 Custom events on top of e-commerece events

Pathing

A few limited pathing reports

22 different Pathing reports

Unique Visitor

Only daily uniques at site level

Reports available at site, category, product, and page level for day, week, month, quarter and year

Data Integration API API as well as pre-built integration with industry leaders, and Open Data Sources architecture for importing offline metrics
Excel Integration Reporting Reporting and Excel Client- allows manipulation and interaction with data in Excel
SEM Integration

Adwords synchronization

No (Search Center product at additional cost)

Dashboards

Prebuilt dashboard

Customizable unlimited dashboards with sharing and scheduled delivery

Multi-Media Tracking

No

Track video views, files, duration etc.

 

Google Analytics and Omniture's SiteCatalyst are both distinguished solutions for web analytics insight.  They can provide organizations business intelligence to determine return on investment and employ powerful optimization strategies.  Each solution has strengths and weaknesses.

Google has an intuitive user interface, instant segmentation, and SEM integration.  The user interface is easy to use.  New users and those that are new to analytics in general can easily begin using the platform.  It is apparent there is UI and UX expertise.  The instant segmentation provides rapid data break downs that make segmented reporting available and efficient.  Omniture customers must purchase a separate product, Discover, to attain this functionality.  

Omniture excels with customization, data classification, reporting accuracy, customer support, and integration.  Rich customization sets designed to fit any set of requirements allow SiteCatalyst to achieve superior levels of robust functionality.  Classifications allow relational data points for exponential reporting options that can be changed retroactively.  Omniture offers several methods of improving data accuracy.  Image pixels to circumvent the reliance upon JavaScript, as well as several development libraries to pass data server side.  The customer support is top notch through account managers and support reps that are all very helpful.  Integration is another point of affliction.  Data manipulation through API integration, access to raw data through Data Warehouse (additional cost), and importing data through Data sources.

Conclusion

Before making a choice of analytics packages one must look into the resources available to dedicate to the solution as well as have requirements well defined up front. The most important question to ask is, "Do I have enough resources dedicated to assessing and improving my site(s)?"  This is where money can be wasted on an underutilized resource.  An internal resource or external contractor/agency is needed for SiteCatalyst to truly be effective, ideally a dedicated web analyst. 

A blend of both reporting platforms is ideal for arming an enterprise with the insight needed to most effectively optimize.

Sources:

http://www.haiensheng.com/blog/analyzethis/2009/jan/omniture-sitecatalyst-vs-google-analytics
http://www.trendingupward.net/2008/11/omniture-google-analytics/
http://actionable-analytics.com/2009/05/google-analytics-vs-omniture-site-catalyst/
http://chasesagum.com/6-reasons-i-prefer-google-analytics-over-omniture
http://www.thesearchenginepros.com/Omniture-Vs.-Google-Analytics.html

Note* both products continually update their feature sets.  I look to ensure this is up to date.

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Urchin is still available...

One of the biggest bullets in this list is that Google owns the data versus I own the data.  A bit of investigation shows that - for $3000 you can still purchase the latest version of Urchin (the engine behind google analytics) - and still own the data - even while being fully compatible (page params) with Google Analytics...

Custom Events and SearchCenter

SiteCatalyst actually has up to 80 custom events on top of e-commerce events.Although SearchCenter is an extra cost, it should be noted that it allows you to integrate with much more than AdWords, including Yahoo, Bing, MIVA, LookSmart, Ask, Baidu, etc. A new integration with Facebook was released as well just last week.

A few more items to consider...

Here are a few more items to consider: Unlimited PathingAnother important thing to note is that SiteCatalyst allows you to enable all pathing reports on any variable, not just pages.  This can be very powerful. UniquesGA can to "Absolute Uniques" which SiteCatalyst cannot.  SiteCatalyst can show "Uniques" on any variable which GA cannot. 3rd Party IntegrationsThis may be another category to compare the two solutions.  GA has an App Gallery, while SiteCatalyst has many Genesis integrations. Offline DataOne of the cool features that SiteCatalyst has that GA does not (to my knowledge) is the abiilty to connect offline data to onlien data (Transaction ID - http://blogs.omniture.com/2009/01/28/transaction-id-inside-omniture-site...).  This can be very important to businesses that do not sell online. AlertsI would give the edge to GA in the area of proactive alerts via the Intelligence feature, but SiteCatalyst alerts can be powerful in different ways...

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