Ok, I’ve had it. Too many Multi-National companies that I have consulted for use Omniture. That “extremely expensive enterprise edition” of Web Analytics that only Fortune 500 companies can afford to pay for… and ironically, also afford to be held back by.
Omniture… my old friend, your old argument that I don’t quite understand your capabilities will not work. As a professional web analyst, and having consulted on some of the biggest North American websites, Oggy is calling you out on your bullshit.
Top 10 Reasons your Web Analytics packages are useless:
- The company’s IT department has to get involved and “brainstorm” how they are going to implement that “new company metric” instead of copy/pasting a code provided by a marketing geek on any page/link/action on the site.
- “Visits” are called “Searches” when they come from Search Engines, “Instances” when they come from Referral Sites and “Visits” when they are Direct Traffic. Oh no, “instances” are for Direct Traffic, no wait!…. sigh
- You can only segment data if marketing contacted their Omniture “account manager” and informed him what they want to segment. This has to be at least 3 weeks in advance so the “installation” of that “customization” can be applied. *Additional fees not included.
- Getting around the dashboards and navigation is difficult because the “analyst” in the Marketing Department has just come back from two a week vacation and the “new” 14th Beta release came out. “Did we mention that your code no longer works properly? *cough cough*, trust us it will do soooo much more when you update it.” (see #1)
- The Company’s CEO tells Marketing that he wants a new report, and when they say it’s not possible, he reminds them that they pay top dollar for their Web Analytics solution. If Marketing can’t produce it, it must be due to the department’s incompetence.
- The Company’s CEO is still telling the Marketing Department what the reports should look like?! Tsk, tsk….
- Marketing cannot access reports because an update to the Omniture servers is being done. Additionally, for the past week, the application has taken so long to load that Marketing pretended the printer was broken. Consequently, the IT guy wasted 2 hours to notice the printer was just fine.
- The company invested in 2 employees’ flight to Utah with a 2 week stay for an “installation course” (one guy from IT and one from Marketing). When they came back they knew what Evars and Sprops were, but forgot the company site’s KPIs.
- The tool costs more than the 2 full time employees that are trying to install that new, “complicated” metric the company wants, yet still cannot provide one insightful, business changing actionable item.
- Reports that look like speedometers:
And the Number 1 reason Why Omniture is useless…..
@Omniturecare Why is it, that whenever I have convinced any of these companies to install Google Analytics, every one of these 10 problems ceased to exist? IMHA (In My Humble Analysis), they were simply looking at reports and dashboards that kept them too busy making changes to improve their site….
What a concept. Analytics for insights?!!!
What are your thoughts on Omniture? If you like it or not, please provide a a reason and/or example. Now let’s bring it on