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.

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.

Omniture Uses the Adobe system to monitor webpage traffic and to comprehend complex data. An excellent feature is a way Omniture takes difficult to understand information and turns it into a report, which, saves tons of time and helps to present and understand information. Information given is genuinely helpful; for instance, monitoring how many people have visited a webpage and from where.

Omniture Is best for larger organizations because of the higher cost of the program. However, the program has a lot to offer. For instance, the program is dedicated to calculating consumer's actions to help businesses gain valuable information that can excel the company's profits. Also, Omniture states that they continuously make updates to the program to ensure the most current and useful information is given now and in the future.

Overall, Omniture is a very helpful tool for businesses to use. The information given can help professionals understand where their customers are coming from and what they are looking for within the companies products or services. Knowing information on a company's website, like whether a customer bought something, where the consumer was looking, where the person exited, and more can help a business thrive.

Omniture makes it easy for an organization to track a larger number of events, metrics, segments, etc. The data accessibility via the API and UI is very good, provided that you know where to look (see comments below). The Alerts and Report Scheduling functionality is flexible and reliable, albeit sometimes slow.

Omniture is not very clear about accounting for certain types of illegitimate or bot traffic. The documentation for its standard metrics is not very clear. The Reporting UI is so complex and lacking documentation that internal users typically become frustrated and non-compliant with using it. Much effort is spent to extract and reformat data out of the system for analysis and presentation of insights.

Omniture is a good product for robust tracking when internal tracking is not an option. There is great potential for tracking very nuanced slices of web traffic that you might care about. Adoption across the enterprise can be a hurdle if there are questions on the data and accessibility is limited.