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Other areas include embracing a wide variety of business models with our out-ofthe-box practices across our eight industry verticals. Each vertical has distinct reporting and data collection needs. We can get our customers set up with an appropriate and tailored configuration. The data needs to be meaningful to that company. Many companies made a decision based on price three years ago. They learned price should not be the main decision factor and now they come to us. Q: Who are the ideal users of Omniture A: Our customers have changed. We have been growing up rapidly. We have been moving beyond web analytics where our point of entry used to be more IT-oriented. It was the web analyst who was being asked by other business groups, What s going on with the website Then over the last few years, we saw the more innovative top-tier brands moving more of their advertising spend into the online channel to chase the audience that had already moved there. Because their customers had moved there, they had to rush to fill the gap. They started to recognize that there wasn t a media channel as measurable as the Web. This shifted our focus from the web analyst to seeing a lot more collaboration between the online marketing manager or interactive marketing manager and the web analyst. They needed to understand the behavioral nuances of visitors on the website and how to improve and plug the leaks in the conversion funnel. They also needed to look at the different areas they re investing in, in terms of the marketing mix, to make sure the right audience is driven to the website and that the number of those who convert is maximized. The online marketing manager takes on a more strategic role within the company. They move from being the data jockey to having compelling information that enables them to make valuable business decisions. They are competing for marketing budgets against the other channels whether it be tradeshows, direct marketing, etc. Analytics enables the marketing manager to illustrate a much better opportunity for optimizing their budget much more quickly than the other channels. The VPs of marketing and CMOs then drove us to start integrating a lot of information across many channels and marketing applications. That way, they could see everything in one central place to make informed decisions regarding their investment dollars. The online marketing manager has become a mini-CMO without the title, of course. Q: What is Omniture s approach with its customers A: We have been working for the last two years on packaging up our industry and domain expertise across a wide variety of industry verticals. Now when we sign up a customer whether they are a mid-market customer or an enterprise-level customer we apply what we refer to as the Fusion methodology to their business. We get in and implement their solution, or we guide them through the implementation process to ensure the metrics we deliver are directly aligned with what we know to be
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CHAPTER 3: Analytics
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best practices in their specific industry. In addition to that, we teach them about the specific reports we enable for them as part of the Fusion implementation and provide them with prescriptive guidance on the quick wins they can achieve by taking specific actions on the data they are looking at. We tailor the views into the information, help them achieve a stable set of information so they can drive greater democratization of the data, get people on board with the information they are looking at, understand how it applies to the business and why, and what they should do with respect to seeing variances in the business. Currently, we support eight different industry verticals using the Fusion methodology. Q: How big should a company be to use Omniture What is the threshold A: We ve got some very small companies who recognize the value of competing on the Web. Many of our customers have identified smaller market niches where they can compete against larger traditional catalog and mail-order companies. They dedicate the time and resources to improve their customer s online experience and purchase volume. Because they do this, they often run up against the limits of less sophisticated analytics tools very quickly. They find the data analysis comes short of answering their key critical questions. This is often the point that they become aware that they need to switch. Our pricing starts at around $1000 per month for these smaller sites. That covers 500,000 unique visitors per month. Q: Many people say I have Google Analytics and it s free. Why should I pay for analytics A: Google generates a large number of leads for our sales force! Google has been very good for the market in terms of driving awareness around the importance of using web analytics to understand where to invest, what works, and what doesn t. As soon as people get in and look at it, the cylinders start firing. They start to recognize some success in their business by being able to measure what s happening, stop doing things that don t work, and do more of the things that do work. As the business grows, they see a need for better tools and they quickly see the limitations of Google Analytics. They also find they need customer service and a customized business strategy. Free isn t really free. You need to evaluate the quality of the software as well as the level of customer service and customization to your business model. Q: How do I get started with Omniture A: It s easy. We have a lot of experience in helping customers migrate from one platform to ours. We can put a lens on the other system s data stream and start redirecting information onto our servers in a matter of hours. A lot of larger companies can t just turn off their analytics and start over with another vendor. For many of them, we take a phased approach that graduates them off the old system.
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