Thoughts on Adobe + Omniture

Published by Eric T. Peterson on September 15, 2009 All posts from Eric T. Peterson

Wow, I have to admit that I was surprised mid-day today at a new client meeting in Chicago when, at the same moment, my phone, my SMS, and my email all went off at the same time. When we got to a break I quickly glanced down and the SMS message said “Adobe buys OMTR for $1.8B!!!!!!”

Wow.

I didn’t get to talk to the press (John got the honors, congrats) and am just not getting a chance to cogitate a little on what Adobe’s entrance to the web analytics market means after non-stop phone calls for the past five hours.  A lot of interesting comments have already been published so I will try and reference the stuff I think is insightful in an effort to avoid repetition.

  • In general, the more I think about the deal the more it makes sense, at least for Omniture. Given increasing pressure from lower-cost (and free) solutions, the economy, and a customer base that is more and more prone to complain about service issues and the high cost of doing business with the company, exiting now makes good sense.  Why fight the sea change in the analytics market when you can saddle someone else with the responsibility?
  • Like others, I don’t really see the synergy in the deal, but I admit that I love Adobe and so I’m willing to be surprised. I think of Adobe as a software company for creative types; Omniture sells software-as-a-service to analytical types; these are different business models and very different customers. The idea that somehow this acquisition bolsters Adobe’s position in content management or as a global delivery platform just doesn’t resonate with me.
  • Similarly, I don’t see this acquisition as creating anything new regarding measurement being embedded into rich media applications. Thanks, perhaps ironically, to Macromedia (owned by Adobe) we have been embedding tracking codes into Flash, Flex, Silverlight, AJAX, etc. for years … and while the integration is botched as often as not, I don’t see how adding a “Click here to Omniture-ize” button into Dreamweaver and Adobe’s RIA development suite will solve that problem.
  • I do agree with Alex Yoder’s general thesis that this acquisition increases the overall visibility of the sector and that this is a good thing. I also agree that this acquisition is likely not the last — both WebTrends and Coremetrics are owned by investors and you know how those guys are. His citation of Microsoft and Oracle is interesting given both companies historical interest in the sector (although neither has had the chutzpa to actually pull the trigger — at least in a substantial way.)
  • I also agree with Gary who is somewhat skeptical about acquisitions, especially out-of-sector ones like this (anyone remember NetIQ? How about you Deepmetrics customers?) and since the Instadia, HBX, and Visual Sciences acquisitions that Omniture made didn’t really generate the benefits promised. However, where Gary favored IBM (who I didn’t realize wanted back into the sector after selling SurfAid to Coremetrics) I liked the idea of WPP increasing their $25M investment by, well, I guess about $1775M or so. Given my position on how companies will deploy web analytics in the future, WPP adding a premium measurement brand to their analytics tools and giving them the ability to pass world-class analytics along to their best customers made sense to me. Oh well.

Regarding Omniture customers … I am getting feedback from across the spectrum. Some customers are encouraged by the news, largely because they believe that Adobe will bring a new level of rigor to product development, integration, and customer support.  Others (including those customers still on HBX) are somewhat discouraged by the news, given that they’ve been hearing a lot of promises lately and they’re not sure what a new owner will mean.  Still others have expressed that they really liked what the company had been doing this past year and so are bummed that things might slow down while the deal and integration are completed.

Prospects are a different question. Since I am working with a number of companies currently evaluating Omniture products … the best guidance I can give is “wait and see.” Again, I think Adobe is an awesome company and every interaction I have ever had with them has been positive. Hopefully this acquisition will be mostly painless and largely transparent to outsiders. We’ll know soon enough if Omniture’s recent aggressive pricing and willingness to cut deals to close business differs from Adobe’s business practices. And while competitors will almost certainly claim “Omniture is out of the game,” I am personally encouraging my clients to think carefully about what Omniture and Adobe have been able to do independently before writing the combined company off.

At the end of the day I’m really happy for the bright folks I know who have been plugging away at Omniture all these years in a variety of their companies. The teams at Omniture, HBX and Visual Sciences, Offermatica, and hell even Matt Belkin (remember that guy!) who hopefully get to participate in the largess that Omniture has created should all get credit for the thousands of hours they spent on the road, fighting for the big green machine, never willing to concede until they’d finally lost (and sometimes even after they’d been asked to go home!)

Congratulations to Josh, Chris, Brett, John, Kristi, and the entire senior management team at Omniture! Also, best of luck to the management team at Adobe with your new acquisition; your new customers are among the best in the business and will look to you to make a good thing even better.

Share this blog post ...
Twitter0LinkedIn0Facebook3Google+0Email
  • http://www.solutionanlytics.com Ryan

    I’ve read a lot of different thoughts on the acquisition and I tend to agree more with yours. Time will tell the success of this move, but a squeeze of some kind may have played a part. I’m concerned for the morale of previously fellow omniture employees. Josh was certainly shooting for the moon, but now it seems they’ve had to jump on a different rocket ship. I’m still puzzled at why.

  • Trinadh

    Interesting move. As Eric mentioned Adobe is a software company and Omniture is a SAAS, I am really looking forward to see how it will be positioned in future…

  • Pingback: Adobe hat Omniture für 1,8 Billionen US-Dollar gekauft - BlogZwoNull

  • Pingback: Omniture geht für $1,8 Milliarden an Adobe | Webcontrolling & Web Analytics Blog von luna-park | eControlling.de

  • http://www.johnlewis.com/Default.aspx Richard

    Hi Eric

    Certainly didn’t see this coming over the other side of the pond. As with a lot of people, I do find this a strange takeover. I’ve seen Omniture make an effort to expand vertically (Visual Workstation) & horizontally (Offermatica & Mercado) over the past few years & also creating their own marketing solutions, but at least these are all in the web analysis/behavioural/merchandising/marketing space & all acquistions & new builds offered a SaaS product which ran on essentially quantified data, but it’s come a little out of the blue that a software company, known first & foremost for its creative software would snap them up.

    I’m sure it offers more stability in a time of unease, but it still baffles me. I suppose a plus point is that they may fix the formatting of the pdf reports…

  • Pingback: Adobe compra Omniture por 1.800 millones de dólares | Trucos Optimización

  • Pingback: OMNITURE OPKØBT AF ADOBE at CreunaBlog

  • Pingback:   Adobe koopt Omniture voor $1,8 Mrd | Webanalisten.nl

  • http://www.morevisibility.com/ Joe Teixeira

    Thank you for your thoughts, Eric. Your blog was the first one that popped up in my feed reader program and you have a very good breakdown of what it all means for our industry. I still don’t even know what to think yet but it’s going to make for some excitement in the coming months, that’s for sure!

  • Pingback: Digital Media Buzz - Thoughts on Adobe + Omniture | Digital Media Buzz

  • http://www.IceHouseConsulting.com Dave Greenberg

    Eric,
    Your thoughts are salient and concise. I do agree that it seems a little strange to have two software companies, one creative and one analytical joining forces, but I have to assume that these folks really know what they are in for. I know that Josh is a very smart guy and built Omniture from the ground up very quickly. I also assume that Adobe is a sharp company knowing their history and past acquisitions. Again, I am assuming that their is some brilliant plan behind all of this that is over the heads of all of us ‘mere mortals’. I’m sure Adobe had big plans for Omniture when they signed the papers and vetted all of the pros/cons. Let’s just wait and see what they pull off. But wait, didn’t we say that when eBay bought Skype? Hmmmmm.

  • Elizabeth Magill

    Hi Eric,

    This shocked the heck out of me. Did not see it coming, but I’m kinda dumb that way (either that or I’ve been out of the WA space for 6 months).

    I do see the fit, although one that will have to be “grown” into. While the user is quite different, both Omni and Adobe sell to the marketing department. Bundle the technologies and get a larger, more strategic sale and relationship. Build in integration and you add actual value. Add more capabilities through add’l acquisitions and you have a full-fledged marketing suite (coming at it from a different direction than we see w/ Unica, but still a set of technology aimed at marketing).

    Seems to me that this will further commoditizes the WA market. Will be interesting to see what this does to the remaining players. As you said, you know how investors are.

    E

  • Pingback: Adobe enters the web analytics market via Omniture acquisition « ActiveMetrics

  • Joy

    Great post, Eric! Thanks for bringing the other Big Dogs’ thoughts to the post as well.
    I am excited at this opportunity. We are still distinguishing between software and SaaS, but I think we can see applications merging together in the near future. Having a creative company and an analytical company can be a really cool thing.
    Lately, I have been touting that a good web analyst has some inherent creativity and good creatives have that twinge of logic in their heads. If Adobe can increase Omniture’s UI, customer service, and product enhancements and integrations, I think Adobe can benefit from having a tool for measuring how users like their existing and new tools.
    I agree that it also helps the web analytics field in general, and I can’t wait to see what happens next with the other tools out there. Thanks again for a great post!

  • Pingback: Blackbeaks Blog….All things Analytics - » Adobiture - Brave and measured or foolish?

  • http://www.blackbeak.com Steve Jackson

    Hi Eric,

    As you can see from my post earlier I don’t think Adobe and Omniture will have much problem integrating but I do think they will have the same problems getting the tools adopted. As we both know it’s not a technical problem its a cultural one. Still, I admire Adobe’s boldness.

    Cheers
    Steve

  • http://metatheory.wordpress.com Andrew Rickard

    I wonder what this means with regard to intgrating web analytics data into the enterprise data warehouse. Adobe doesn’t seem like the type of infrastructure company with the skills to push this vision through. I guess we’ll have to wait and see though.

  • Pingback: New Developments in Search, Analytics and Social Media | Web Analytics Blog | Web analytics

  • http://www.webanalyticsdemystified.com eric

    Bleh, I have been so busy this week I am just now getting to people’s comments, sorry about that! Thanks to everyone participating in the conversation here, via email, and in Twitter.

    Ryan and Richard: You are certainly not alone pondering where synergies exist between these two companies. Increasingly it looks like an opportunity for Omniture to cash out and Adobe to pick up some recurring revenue — neither of which provide value to Omniture customers.

    Dave: Agreed. Josh James is one of the smartest, most aggressive CEOs I have ever met. I don’t know Adobe’s CEO but I assume he is similarly brilliant. And I very much hope you are correct in your assumption that there is a “brilliant plan” behind all this that will become more clear to us mortals as time passes.

    Elizabeth: Great to hear from you again! While I agree with you in spirit (both companies sell to marketing) I see a huge gap between Adobe’s “tactical” sell and Omniture’s more strategic, quasi-Enterprise approach. I say quasi-Enterprise because, and we’ve been through this before, I just don’t think that the way many companies in our sector have sold historically was really “Enterprise” sales a la Accenture and big iron (but perhaps that sales model is a thing of the past, who knows!?)

    In terms of increasing the commodity nature of the market, it certainly has that potential. While I very much doubt we will ever see “free SiteCatalyst” if Adobe does this right they do have the potential to increase Omniture’s footprint and effectively reduce the total number of competitors/choices in the market. I’m sure your old bosses are thinking that over … ;-)

    Joy: Agreed, Adobe has a great opportunity to improve the SiteCatalyst UI, customer support, and integration framework. Fantastic opportunity, really. And yes, any change this substantial will impact the market forever.

  • http://www.webanalyticsdemystified.com eric

    Andrew: Yeah, a fair number of folks I have talked to have expressed disappointment that Oracle, SAS, SAP, or one of the true “Enterprise software” vendors didn’t step up when Omniture put themselves out there. Perhaps the economy, perhaps the price, perhaps the teams — who knows — but the Adobe acquisition doesn’t really appear to do much in terms of driving the vision of a single, analytical culture within the Enterprise.

    Oh well. ;-)

  • Pingback: webanalytics.cl » Why Adobe bought Omniture? Making sense where it no seems to be none.

  • Pingback: VisualRevenue | the Adobe Omniture marriage is a pipe dream

  • Pingback: the Adobe Omniture marriage is a pipe dream | Web Analytics Blog | Web analytics

  • http://www.Hiconversion.net CJ Boguszewski

    Hi everyone,

    Good blog, and good comments. The space is certainly in need of innovation to come together and find new markets.

    We have our own view of events in the space at http://bit.ly/ArFqc if you’d like to take a look (don’t want to re-publish wholesale).

    Best, CJ

  • Pingback: AdobeがOmnitureを買収した狙いとは | ログマニアックス

  • http://blog.eyeviewdigital.com Daniel Sevitt

    I think we’re all waiting to see how this one plays out, but the consensus seems to be that it’s good for the world of analytics and represents a part of the world sitting up and taking notice. Our CEO, Oren Harnevo, blogged about it here and we even mocked up a new logo for the company!

    http://blog.eyeviewdigital.com/2009/09/adobe-and-omniture-visions-of-the-future.html

  • Thomas Molitor

    The sellers of competing vendors of Omniture have told me for years “Omniture” buys business. Now, I believe them. Omniture lost $47 million on $295 million sales last report. You can’t be profitable on $295 million of sales I ask? Adobe paid $1.8 billion for Omniture, a 6 x price on unprofitable sales? Justified on the vision that content developers can now embed tagging from the start? You bet it’s a good deal for Josh and Omniture. Financially. I just don’t see the integration – either in product and sales orgs – to will create a higher business value that will attain the ROI on the part of Adobe to justify the price it paid.

  • Pingback: Experts puzzled over Adobe’s surprise purchase of Omniture | Richard Hartley

 


Recent Blog Posts

Slack Demystified
Adam Greco, Senior Partner

Those of you who follow my blog have come to know that when I learn a product (like Adobe SiteCatalyst), I really get to know it and evangelize it. Back in the 90′s I learned the Lotus Notes enterprise collaboration software and soon became one of the most proficient Lotus Notes developers in the world, building most of Arthur Andersen’s global internal Lotus Notes apps. In the 2000′s, I came across Omniture SiteCatalyst, and after a while had published hundreds of blog posts on Omniture’s (Adobe’s) website and my own and eventually a book! One of my favorite pastimes is finding creative ways to apply a technology to solve everyday problems or to make life easier.

Continue reading this article ... ... more from Adam Greco

Profile Website Visitors via Campaign Codes and More
Adam Greco, Senior Partner

One of the things customers ask me about is the ability to profile website visitors. Unfortunately, most visitors to websites are anonymous, so you don't know if they are young, old, rich, poor, etc. If you are lucky enough to have authentication or a login on your website, you may have some of this information, but for most of my clients the "known" percentage is relatively low. In this post, I'll share some things you can do to increase your visitor profiling by using advertising campaigns and other tools.

Continue reading this article ... ... more from Adam Greco

A Primer on Cookies in Web Analytics
Josh West, Partner

Some of you may have noticed that I don't blog as much as some of my colleagues (not to mention any names, but this one, this one, or this one). The main reason is that I'm a total nerd (just ask my wife), but in a way that is different from most analytics professionals. I don't spend all day in the data - I spend all data writing code. And it's often hard to translate code into entertaining blog posts, especially for the folks that tend to spend a lot of time reading what my partners have to say.

Continue reading this article ... ... more from Josh West

Excel Dropdowns Done Right
Tim Wilson, Partner

Do you used in-cell dropdowns in your spreadsheets? I used them all the time. It's both an ease-of-use and a data quality maneuver: clicking a dropdown is faster than typing a value, and it's really hard to mis-type a value when you're not actually typing!

Continue reading this article ... ... more from Tim Wilson

The Downfall of Tesco and the Omniscience of Analytics
Michele Kiss, Partner

Yesterday, an article in the Harvard Business Review provided food for thought for the analytics industry. In Tesco's Downfall Is a Warning to Data-Driven Retailers, author Michael Schrage ponders how a darling of the "analytics as a competitive advantage" stories, British retailer Tesco, failed so spectacularly - despite a wealth of data and customer insight.

Continue reading this article ... ... more from Michele Kiss

Creating Conversion Funnels via Segmentation
Adam Greco, Senior Partner

Regardless of what type of website you manage, it is bound to have some sort of conversion funnel. If you are an online retailer, your funnel may consist of people looking at products, selecting products, and then buying products. If you are a B2B company, your funnel may be higher-level like acquisition, research, trial and then form completion.

Continue reading this article ... ... more from Adam Greco

10 Tips for Building a Dashboard in Excel
Tim Wilson, Partner

This post has an unintentionally link bait-y post title, I realize. But, I did a quick thought experiment a few weeks ago after walking a client through the structure of a dashboard I'd built for them to see if I could come up with ten discrete tips that I'd put to use when I built it. Turns out…I can!

Continue reading this article ... ... more from Tim Wilson

Exploring Optimal Post Timing ... Redux
Tim Wilson, Partner

Back in 2012, I developed an Excel worksheet that would take post-level data exported from Facebook Insights and do a little pivot tabling on it to generate some simple heat maps that would provide a visual way to explore when, for a given page, the optimal times of day and days of the week are for posting.

Continue reading this article ... ... more from Tim Wilson

What I Love: Adobe and Google Analytics*
Tim Wilson, Partner

While in Atlanta last week for ACCELERATE, I got into the age-old discussion of "Adobe Analytics vs. Google Analytics." I'm up to my elbows in both of them, and they're both gunning for each other, so this list is a lot shorter than it would have been a couple of years ago.

Continue reading this article ... ... more from Tim Wilson

Top 5 Metrics You're Measuring Incorrectly ... or Not
Eric T. Peterson, Senior Partner

Last night as I was casually perusing the days digital analytics news - yes, yes I really do that - I came across a headline and article that got my attention. While the article's title ("Top 5 Metrics You're Measuring Incorrectly") is the sort I am used to seeing in our Buzzfeed-ified world of pithy "made you click" headlines, it was the article's author that got my attention.

Continue reading this article ... ... more from Eric T. Peterson

Bulletproof Business Requirements
John Lovett, Senior Partner

As a digital analytics professional, you've probably been tasked with collecting business requirements for measuring a new website/app/feature/etc. This seems like a task that's easy enough, but all too often people get wrapped around the axle and fail to capture what's truly important from a business users' perspective. The result is typically a great deal of wasted time, frustrated business users, and a deep-seated distrust for analytics data.

Continue reading this article ... ... more from John Lovett

Welcome to Team Demystified: Nancy Koons and Elizabeth Eckels!
Eric T. Peterson, Senior Partner

I am delighted to announce that our Team Demystified business unit is continuing to expand with the addition of Nancy Koons and Elizabeth "Smalls" Eckels. Our Team Demystified efforts are exceeding all expectation and are allowing Web Analytics Demystified to provide truly world-class services to our Enterprise-class clients at an entirely new scale.

Continue reading this article ... ... more from Eric T. Peterson

When to Use Variables vs SAINT in Adobe Analytics
Adam Greco, Senior Partner

In one of my recent Adobe SiteCatalyst (Analytics) "Top Gun" training classes, a student asked me the following question: When should you use a variable (i.e. eVar or sProp) vs. using SAINT Classifications? This is an interesting question that comes up often, so I thought I would share my thoughts on this and my rules of thumb on the topic.

Continue reading this article ... ... more from Adam Greco

5 Tips for #ACCELERATE Exceptionalism
Tim Wilson, Partner

Next month's ACCELERATE conference in Atlanta on September 18th will be the fifth - FIFTH!!! - one. I wish I could say I'd attended every one, but, sadly, I missed Boston due to a recent job change at the time. I was there in San Francisco in 2010, I made a day trip to Chicago in 2011, and I personally scheduled fantastic weather for Columbus in 2013.

Continue reading this article ... ... more from Tim Wilson

I've Become Aware that Awareness Is a #measure Bugaboo
Tim Wilson, Partner

A Big Question that social and digital media marketers grapple with constantly, whether they realize it or not: Is "awareness" a valid objective for marketing activity?

I've gotten into more than a few heated debates that, at their core, center around this question. Some of those debates have been with myself (those are the ones where I most need a skilled moderator!).

Continue reading this article ... ... more from Tim Wilson

Advanced Conversion Syntax Merchandising
Adam Greco, Senior Partner

As I have mentioned in the past, one of the Adobe SiteCatalyst (Analytics) topics I loathe talking about is Product Merchandising. Product Merchandising is complicated and often leaves people scratching their heads in my "Top Gun" training classes. However, many people have mentioned to me that my previous post on Product Merchandising eVars helped them a lot so I am going to continue sharing information on this topic.

Continue reading this article ... ... more from Adam Greco

Team Demystified Update from Wendy Greco
Eric T. Peterson, Senior Partner

When Eric Peterson asked me to lead Team Demystified a year ago, I couldn't say no! Having seen how hard all of the Web Analytics Demystified partners work and that they are still not able to keep up with the demand of clients for their services, it made sense for Web Analytics Demystified to find another way to scale their services. Since the Demystified team knows all of the best people in our industry and has tons of great clients, it is not surprising that our new Team Demystified venture has taken off as quickly as it has.

Continue reading this article ... ... more from Eric T. Peterson

SiteCatalyst Unannounced Features
Adam Greco, Senior Partner

Lately, Adobe has been sneaking in some cool new features into the SiteCatalyst product and doing it without much fanfare. While I am sure these are buried somewhere in release notes, I thought I'd call out two of them that I really like, so you know that they are there.

Continue reading this article ... ... more from Adam Greco

Hello. I'm a Radical Analytics Pragmatist
Tim Wilson, Partner

I was reading a post last week by one of the Big Names in web analytics…and it royally pissed me off. I started to comment and then thought, "Why pick a fight?" We've had more than enough of those for our little industry over the past few years. So I let it go.

Except I didn't let it go.

Continue reading this article ... ... more from Tim Wilson

Competitor Pricing Analysis
Adam Greco, Senior Partner

One of my newest clients is in a highly competitive business in which they sell similar products as other retailers. These days, many online retailers have a hunch that they are being "Amazon-ed," which they define as visitors finding products on their website and then going to see if they can get it cheaper/faster on Amazon.com. This client was attempting to use time spent on page as a way to tell if/when visitors were leaving their site to go price shopping.

Continue reading this article ... ... more from Adam Greco

How to Deliver Better Recommendations: Forecast the Impact!
Michele Kiss, Partner

One of the most valuable ways to be sure your recommendations are heard is to forecast the impact of your proposal. Consider what is more likely to be heard: "I think we should do X ..." vs "I think we should do X, and with a 2% increase in conversion, that would drive a $1MM increase in revenue ..."

Continue reading this article ... ... more from Michele Kiss

ACCELERATE 2014 "Advanced Analytics Education" Classes Posted
Eric T. Peterson, Senior Partner

I am delighted to share the news that our 2014 "Advanced Analytics Education" classes have been posted and are available for registration. We expanded our offering this year and will be offering four concurrent analytics and optimization training sessions from all of the Web Analytics Demystified Partners and Senior Partners on September 16th and 17th at the Cobb Galaria in Atlanta, Georgia.

Continue reading this article ... ... more from Eric T. Peterson

Product Cart Addition Sequence
Adam Greco, Senior Partner

In working with a client recently, an interesting question arose around cart additions. This client wanted to know the order in which visitors were adding products to the shopping cart. Which products tended to be added first, second third, etc.? They also wanted to know which products were added after a specific product was added to the cart (i.e. if a visitor adds product A, what is the next product they tend to add?). Finally, they wondered which cart add product combinations most often lead to orders.

Continue reading this article ... ... more from Adam Greco

7 Tips For Delivering Better Analytics Recommendations
Michele Kiss, Partner

As an analyst, your value is not just in the data you deliver, but in the insight and recommendations you can provide. But what is an analyst to do when those recommendations seem to fall on deaf ears?

Continue reading this article ... ... more from Michele Kiss

Overcoming The Analyst Curse: DON'T Show Your Math!
Michele Kiss, Partner

If I could give one piece of advice to an aspiring analyst, it would be this: Stop showing your "math". A tendency towards "TMI deliverables" is common, especially in newer analysts. However, while analysts typically do this in an attempt to demonstrate credibility ("See? I used all the right data and methods!") they do so at the expense of actually being heard.

Continue reading this article ... ... more from Michele Kiss

Making Tables of Numbers Comprehensible
Tim Wilson, Partner

I'm always amazed (read: dismayed) when I see the results of an analysis presented with a key set of the results delivered as a raw table of numbers. It is impossible to instantly comprehend a data table that has more than 3 or 4 rows and 3 or 4 columns. And, "instant comprehension" should be the goal of any presentation of information - it's the hook that gets your audience's brain wrapped around the material and ready to ponder it more deeply.

Continue reading this article ... ... more from Tim Wilson

Automating the Cleanup of Facebook Insights Exports
Tim Wilson, Partner

This post (the download, really - it's not much of a post) is about dealing with exports from Facebook Insights. If that's not something you do, skip it. Go back to Facebook and watch some cat videos. If you are in a situation where you get data about your Facebook page by exporting .csv or .xls files from the Facebook Insights web interface, then you probably sometimes think you need a 52" monitor to manage the horizontal scrolling.

Continue reading this article ... ... more from Tim Wilson

The Recent Forrester Wave on Web Analytics ... is Wrong
Eric T. Peterson, Senior Partner

Having worked as an industry analyst back in the day I still find myself interested in what the analyst community has to say about web analytics, especially when it comes to vendor evaluation. The evaluations are interesting because of the sheer amount of work that goes into them in an attempt to distill entire companies down into simple infographics, tables, and single paragraph summaries.

Continue reading this article ... ... more from Eric T. Peterson

Funnel Visualizations That Make Sense
Tim Wilson, Partner

Funnels, as a concept, make some sense (although someone once made a good argument that they make no sense, since, when the concept is applied by marketers, the funnel is really more a "very, very leaky funnel," which would be a worthless funnel - real-world funnels get all of a liquid from a wide opening through a smaller spout; but, let's not quibble).

Continue reading this article ... ... more from Tim Wilson

Reenergizing Your Web Analytics Program & Implementation
Adam Greco, Senior Partner

Those of you who have read my blog posts (and book) over the years, know that I have lots of opinions when it comes to web analytics, web analytics implementations and especially those using Adobe Analytics. Whenever possible, I try to impart lessons I have learned during my web analytics career so you can improve things at your organization.

Continue reading this article ... ... more from Adam Greco

Registration for ACCELERATE 2014 is now open
Eric T. Peterson, Senior Partner

I am excited to announce that registration for ACCELERATE 2014 on September 18th in Atlanta, Georgia is now open. You can learn more about the event and our unique "Ten Tips in Twenty Minutes" format on our ACCELERATE mini-site, and we plan to have registration open for our Advanced Analytics Education pre-ACCELERATE training sessions in the coming weeks.

Continue reading this article ... ... more from Eric T. Peterson

Current Order Value
Adam Greco, Senior Partner

I recently had a client pose an interesting question related to their shopping cart. They wanted to know the distribution of money its visitors were bringing with them to each step of the shopping cart funnel.

Continue reading this article ... ... more from Adam Greco

A Guide to Segment Sharing in Adobe Analytics
Tim Wilson, Partner

Over the past year, I've run into situations multiple times where I wanted an Adobe Analytics segment to be available in multiple Adobe Analytics platforms. It turns out…that's not as easy as it sounds. I actually went multiple rounds with Client Care once trying to get it figured out. And, I've found "the answer" on more than one occasion, only to later realize that that answer was a bit misguided.

Continue reading this article ... ... more from Tim Wilson

Currencies & Exchange Rates
Adam Greco, Senior Partner

If your web analytics work covers websites or apps that span different countries, there are some important aspects of Adobe SiteCatalyst (Analytics) that you must know. In this post, I will share some of the things I have learned over the years related to currencies and exchange rates in SiteCatalyst.

Continue reading this article ... ... more from Adam Greco

Linking Authenticated Visitors Across Devices
Adam Greco, Senior Partner

In the last few years, people have become accustomed to using multiple digital devices simultaneously. While watching the recent winter Olympics, consumers might be on the Olympics website, while also using native mobile or tablet apps. As a result, some of my clients have asked me whether it is possible to link visits and paths across these devices so they can see cross-device paths and other behaviors.

Continue reading this article ... ... more from Adam Greco

The 80/20 Rule for Analytics Teams
Eric T. Peterson, Senior Partner

I had the pleasure last week of visiting with one of Web Analytics Demystified's longest-standing and, at least from a digital analytical perspective, most successful clients. The team has grown tremendously over the years in terms of size and, more importantly, stature within the broader multi-channel business and has become one of the most productive and mature digital analytics groups that I personally am aware of across the industry.

Continue reading this article ... ... more from Eric T. Peterson

Ten Things You Should ALWAYS Do (or Not Do) in Excel
Tim Wilson, Partner

Last week I was surprised by the Twitter conversation a fairly innocuous vent-via-Twitter tweet started, with several people noting that they had no idea you could simple turn off the gridlines.

Continue reading this article ... ... more from Tim Wilson

Omni Man (and Team Demystified) Needs You!
Adam Greco, Senior Partner

As someone in the web analytics field, you probably hear how lucky you are due to the fact that there are always web analytics jobs available. When the rest of the country is looking for work and you get daily calls from recruiters, it isn't a bad position to be in! At Web Analytics Demystified, we have more than doubled in the past year and still cannot keep up with the demand, so I am reaching out to you ...

Continue reading this article ... ... more from Adam Greco

A Useful Framework for Social Media "Engagements"
Tim Wilson, Partner

Whether you have a single toe dipped in the waters of social media analytics or are fully submerged and drowning, you've almost certainly grappled with "engagement." This post isn't going to answer the question "Is engagement ROI?" ...

Continue reading this article ... ... more from Tim Wilson

It's not about "Big Data", it's about the "RIGHT data"
Michele Kiss, Partner

Unless you've been living under a rock, you have heard (and perhaps grown tired) of the buzzword "big data." But in attempts to chase the "next shiny thing", companies may focus too much on "big data" rather than the "right data."

Continue reading this article ... ... more from Michele Kiss

Eric T.
Peterson

John
Lovett

Adam
Greco

Brian
Hawkins

Kevin
Willeitner

Michele
Kiss

Josh
West

Tim
Wilson

Contact Us

You can contact Web Analytics Demystified day or night via email or by reaching out to one of our Partners directly.

» Contact Information

Web Analytics Demystified, Inc.
P.O. Box 13303
Portland, OR 97213
(503) 282-2601


Useful Links