I joined Omni­ture amidst the TouchClar­ity acqui­si­tion in early 2007, though not in time to get the t-shirt.  Since that time, I’ve been help­ing clients cre­ate mea­sure­ment strate­gies to focus on their busi­ness objec­tives, ana­lyz­ing and min­ing data to uncover opti­miza­tion oppor­tu­ni­ties, and help­ing clients use Omni­ture tools to man­age their ana­lyt­ics pro­grams.  Accord­ing to the  10,000 hour rule (Out­liers is a fan­tas­tic book) that qual­i­fies me to be pretty good at what I do.

Now I get to take all that expe­ri­ence and inter­nal­ize it, because I’ve just moved into a new posi­tion at Omni­ture.  For the pur­poses of this blog, I’ve got two main responsibilities.

Going Green

First, I’ve inher­ited — and now own — the Omni­ture imple­men­ta­tion inside of the Omni­ture Suite, mea­sur­ing how our cus­tomers are actu­ally using our appli­ca­tions (very much like an Omni­ture cus­tomer would mea­sure how their users are inter­act­ing with the web­site).  The cur­rent design was cre­ated dur­ing a time when Omniture’s prod­ucts were very web-based.  It’s been extended a bit and we’ve got more mileage out of it than was ever intended, but it’s time to rethink a few things in an Omni­ture world that’s expand­ing beyond the web.  In effect, I’ve moved from the con­sult­ing role into the practioner/analyst role.  Let it not be said that Omni­ture won’t eat its own dog food.

Just like any imple­men­ta­tion that many of you have under­gone (or are per­haps work­ing on now), this one can be com­plex.  There are mul­ti­ple appli­ca­tions to mea­sure (ten at last count), some are sim­i­lar some are very dif­fer­ent.  Some are web-based, some are not.  Some are man­aged from Omni­ture HQ, oth­ers are scat­tered around the world.  Beyond the appli­ca­tions, a few of them have add-ons.  Some of them have APIs.  Some of them allow you to sched­ule deliv­er­ies that occur at all times of the night with­out any inter­ac­tion on the part of a vis­i­tor.  We need to mea­sure all these things before we can truly under­stand how our prod­ucts are being used.

Behav­ioral Metrics

Sec­ond, Omni­ture is the largest tech­nol­ogy com­pany focused on CMOs and mar­keters.  We’ve made a busi­ness out of get­ting the impor­tant infor­ma­tion to deci­sion mak­ers.  I’ll be work­ing to define behav­ioral met­rics and inte­grate them with the flow of infor­ma­tion.  By ana­lyz­ing the way that Omni­ture cus­tomers are actu­ally using our prod­ucts, we’ll be able to improve those prod­ucts.  Per­haps more impor­tantly, we can help those cus­tomers to improve their usage of the prod­ucts, help­ing them real­ize more value from the invest­ments they’ve already made.

What This Blog Is

Some of the chal­lenges we face are com­mon to every­one while some are fairly unique to us.  On this blog, I’ll share with you some of the chal­lenges we’re fac­ing with imple­men­ta­tion, report­ing, analy­sis, and dis­tri­b­u­tion.  I’ll dis­cuss how we approach them and the solu­tions that we come up with in the hopes that my expe­ri­ences can help you run your own ana­lyt­ics pro­gram.  There are many Site­Cat­a­lyst vet­er­ans out there and I hope that you will con­tribute your expe­ri­ences, opin­ions, and exper­tise to the dis­cus­sions as well.

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