30274Re: How to get started analyzing with Omniture
- Jun 6, 2013Hi Raj,
I think you're asking a few different questions:
1) Is OMTR standard reporting better than the same BI reporting you create?
Yes, it probably will be but it will likely have limitations that will
irritate you as a BI person. Without knowing your business requirements
its hard for me to guide you, but I have watched many BI people fail to
replicate accurately even the most basic, simple reporting in Omniture.
That said, it can be done, and in some cases you can create using BI
better analysis by freeing yourself from the limitations of the way web
analytics tools process collected data and allow for customizations on the
reports from their data.
2) Are you seeing "all data" from Omniture?
That, of course, depends on your definition of "all data." If you mean are
you counting all the people and related derivatives, like unique visitors
and visits, and so on. The answer is No you are absolutely not collecting
"all data" with OMTR. The data you collect in OMTR depends on your data
like browser settings and proxies and so on. The big piece of missing data,
for an engineer, is that OMTR is missing robotic traffic and non-js
executing bots, browsers with JS turned off, lots of mobile traffic (why
OMTR has an API for mobile), and other traffic for a number of reasons
(from proxies to security software to plugins) and so on. It's beyond the
scope of this response though to list all the reasons for missing traffic,
but you can find reasons online or in books.
That said, these facts are endemic to all web analytics tools more or less.
Thus it's likely what you have in your OMTR logs if you are using
SaaS, but not exactly since they filter and post process their raw data
after collected (but will charge you for js-executing bot traffic since
it's executed server calls, lol).
So even if you process the raw logs in Hadoop using Pentaho, you aren't
suddenly going to find all this missing traffic. After all ,it's in
Omniture's best financial interest to charge you for all traffic, so they
aren't hiding any traffic. Instead what shows up in Omniture is limited by
what the product does and does not do by design. It is what it is.
It sounds like some manager is saying "the data is wrong," which can be
true if you've poorly implemented or configured the tool or you have too
many tools and too many people looking at too much data with too little
perspective and too many reports and too little business alignment, but in
reality the "data is different." So which data is right, your old data or
the OMTR data? The answer is "yes" which is another way of advising you to
concentrate on your business goals/questions based on the data you know to
be accurate to your definitions. Do your best to use the data to guide
decision-making instead of wasting a bunch of time and money trying to
describe the origins of some manager's opinion about what the data "should"
look like unless you are presented with hard data that shows your OMTR data
is wrong - or you have lots of free time to spend not doing actual analysis.
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