Congratulations! You’ve installed Omniture! Now What?

Omniture’s sales and marketing department are simply world class.  Not only are they beating the pants off of CoreMetrics, but they’ve sold a vision of complete information awareness that online retailers are eagerly buying into.  Almost every single one of our customers has bought Omniture or is about to.  And every single one of them has asked the same question.  Now what?

Omniture is a fire hose of new data.  Data that can be turned into money if you know how to synthesize and act upon it.  The problem is that the human brain is simply not designed to look at dozens of dimensions of raw data and turn it into a total picture.  It takes years of training and experience to learn how to make sense of it all.

The average retailer does not have the kind of analysis experience needed to get full value from their Omniture investment.  As a result, there are four typical paths companies generally take after installing Omniture (listed with the rough likelihood of happening):

1) Hire a marketing consulting company at $5000-10000 a month to make sense of the data and recommend actions (10%)

2) Hire a full-time analyst at $100,000+ a year to make sense of the data and recommend actions (5%)

3) Invest in analysis and best practices training for current employees to make sense of the data and recommend actions (5%)

4) Use the software daily for the first few weeks after installation and discover trivia like “click-through rate on the left of the page is slightly greater than the right side”.  Then watch the software gradually turn into shelfware because the shine has worn off and you’re still not seeing the ROI that was expected (80%)

So if you’re considering an Omniture purchase, be sure to factor in the additional costs of the new hiring or training required to get value from the investment.  Of course, if you want to use your new Omniture data to produce targeted email or understand your customers’ purchasing behavior, we’re your guys.

Tags: Coremetrics, Omniture, Web Analytics

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This entry was posted on Wednesday, August 27th, 2008 at 7:01 am and is filed under Omniture, Web Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.