What was the best part about using Omniture?
Omniture has pretty much everything you need in an Analytics tool. And more. It asks for a crazy amount of customization. You can have up to 75 traffic variables, 100 event variables, and 75 conversion variables. And, this is probably going to expand if you are able to negotiate a custom deal with Omniture. Whatever you can dream of (and whatever you don’t) - Omniture gives you everything.
Another solid advantage of Omniture is that it also offers data in real-time, making possible immediate data-informed responses to developing situations.
Adobe Omniture is now a part of Adobe Marketing Cloud Platform. You can use the analytics to not only power the analysis but also power your campaigns, advertising, reports and more. You really do get the most powerful marketing tool in industry.
What would you change about your experience with Omniture?
Omniture does not come cheap. It is expensive and if you are a small to medium enterprise or one with only a few users (less than 100,000), Adobe Omniture tool does not make sense at all economically.
The support has to be bought. You get some hours but given the wide complexity, you need to learn a lot. A new user can’t just find his way through the maze that is Adobe Analytics. In fact, there are certifications available for the tool (which a lot of analytics vendors pitched to us). You will need several people working on Analytics to make sense of the tremendous amount of data before you can automate it.
Adobe Omniture is not trivial. There are several theories on how you can best integrate Omniture with reporting being completely Adobe side to some intelligence being on the client sending events too. Integration and instrumentation will take time.
Omniture is for you if you are a big company with large budgets (millions of dollars) and you have a knowledgeable and a large staff who can handle digital marketing and analytics for you. For smaller and medium enterprises, this may not work out at all economically. You can look at solutions like Mixpanel, Flurry, Localytics or Google Analytics. However, once you have experienced Adobe Omniture and how extensive it is, nothing else even comes close.