Omniture SiteCatalystREVIEWER: Michael S. Kahn, senior director of consumer and trade marketing for Socrates Media, LLC.
BACKGROUND: Headquartered in Chicago, Socrates Media, LLC, is the leading brand of needed know-how solutions for individuals and small businesses. The Socrates brand offers thousands of relevant, compliant, comprehensive and lower cost do-it-yourself alternatives to high-cost legal and professional services. These forms, kits, software, guides, books, downloads and completion services help consumers solve everyday legal, finance and business management matters themselves. Socrates offers its value-priced products through retailers, marketing partners and direct online.
PLATFORMS: Windows Server 2003 and IIS 6.
PROBLEM SOLVED: Prior to adopting use of the Omniture SiteCatalyst product, Socrates was using multiple reporting systems to gather data in the areas of Socrates.com visitors, unique visitors, source of visits (natural search versus PPC versus advertising versus e-mail versus affiliates), conversion of visits by source and usage of the site's feature/functionality. The result was inaccurate data and an incomplete view of Web site marketing and sell-through performance. Adoption of Omniture SiteCatalyst began in December 2004. Through use of the product, Socrates has one system for generating accurate traffic, marketing effectiveness and site conversion reports. This has streamlined our reporting and given us more accurate, actionable data.
PRODUCT FUNCTIONALITY: Socrates uses the Omniture SiteCatalyst Web analytics tool to track visits, visitors, source of visits, source of sales, sales conversion rates by source and Web site clickstream analysis including where people click and which clicks convert to a sale. The benefits realized include greater efficiency through a consolidated reporting module, one source comparison data for accurate comparisons and visits/site click data that leads to better marketing and usability decisions.
STRENGTHS: The main strengths of the Omniture SiteCatalyst Web analytics tool are the breadth of data it delivers, the user-friendliness of the reporting interface and the steady release of new features.
WEAKNESSES: As of today, Omniture SiteCatalyst does not have a tool for serving, tracking and optimizing PPC advertising which is a dominant area of Web advertising for Socrates.com. Further, Socrates generates the majority of its revenue through retail stores, and it is not apparent how the tool could be used to integrate data from retail sales.
SELECTION CRITERIA: Socrates evaluated Web Trends and other traffic/click analysis tools, but none matched up to deliver the comprehensiveness that Omniture did.
DELIVERABLES: The product delivers monthly visit, visitor, source of visit, visit conversion, site clicks, site click conversion and promotion usage reports.
VENDOR SUPPORT: Omniture provided extensive initial online and phone support. In addition, the company has Omniture University for ongoing training on existing and new features.
DOCUMENTATION: All documentation was easy to understand and use. You could work directly and solely from the documentation if needed.
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