Almost nine months into the Omni­ture acqui­si­tion, I thought it was time to start shar­ing some insights into HBX migra­tions to Site­Cat­a­lyst. In my role as team lead for the enter­prise HBX migra­tion team, I’ve had the oppor­tu­nity to inter­face with many clients as they con­tem­plate if and when they want to move to the Site­Cat­a­lyst plat­form. Dur­ing these nine months we’ve solid­i­fied our migra­tion pro­gram and learned a lot along the way, both from our new col­leagues at Omni­ture as well as from those clients that were eager to be early adopters of the migra­tion program.

Over the com­ing weeks and months I plan to cover top­ics that, based on expe­ri­ence to date, seem to be top of mind for most clients con­sid­er­ing the move to Site­Cat­a­lyst. Some of these top­ics include:

  • What are some top con­sid­er­a­tions when plan­ning for the HBX migration?
  • Omni­ture Report Builder — Trend­ing reports with HBX and Omni­ture Report Builder
  • Seg­men­ta­tion — I use HBX Active Seg­men­ta­tion today, what will I use in SiteCatalyst?
  • Cus­tom Vari­ables — I use HBX Cus­tom Met­rics, what will I use in SiteCatalyst?
  • Cam­paigns — What are the dif­fer­ences in HBX and Site­Cat­a­lyst cam­paign tracking?
  • Client Ser­vices — What sup­port is avail­able to me as I migrate and beyond?

For this post, I’m going to recap what I see as the top rea­sons why you want to con­sider migrat­ing to the Site­Cat­a­lyst plat­form. For those of you that haven’t had a chance to review the mate­r­ial on the pre­vi­ously pub­lished on our site, I encour­age you to review it.
While there are many new or enhanced fea­tures in Site­Cat­a­lyst, based on feed­back from migrated HBX clients, top fea­tures include:

Cus­tomiz­able Dash­boards & Reports
We con­sis­tently hear from HBX migrated clients that the cus­tomiz­able dash­boards and reports are a tremen­dous improve­ment over HBX and it allows the casual user to more effec­tively con­sume the infor­ma­tion. Increas­ing user adop­tion of ana­lyt­ics is a com­mon goal for many orga­ni­za­tions and hav­ing a web ana­lyt­ics tool that helps facil­i­tate this adop­tion is key to suc­cess. In addi­tion to being able to build cus­tom reports and dash­boards right within the user inter­face, you can also have them sched­uled for deliv­ery. In the past, many of our HBX clients relied on Report Builder to build cus­tom reports and sched­ule them for dis­tri­b­u­tion. Much of this can now be accom­plished right within the UI (for those Report Builder fans, we now have Site­Cat­a­lyst Report Builder avail­able, which I will address in a future post).

Cal­cu­lated Met­rics
In addi­tion to the flex­i­bil­ity of the cus­tom dash­boards and report­ing, you also have the abil­ity to cre­ate cal­cu­lated met­rics on the fly right within the user inter­face. While Omni­ture includes many of the key base­line met­rics within the plat­form, there are often met­rics that are spe­cific to each orga­ni­za­tion. Within HBX, in order to cre­ate any cal­cu­lated met­rics, you would need to do the cal­cu­la­tions in Excel often using Report Builder to access the web data. In Site­Cat­a­lyst, you can use the expres­sion builder to build the cal­cu­lated met­rics and then use them in your cus­tom reports.

Video Report­ing & Mobile Track­ing
I’ve grouped these two impor­tant fea­tures into one topic as they both rep­re­sent newer func­tion­al­ity that are clients are begin­ning to lever­age. With a recent release, the mobile track­ing in Site­Cat­a­lyst is robust and we are already find­ing migrated clients tak­ing action on ana­lyt­ics gleaned from their mobile vis­i­tors. While HBX has some video track­ing, the video report­ing in Site­Cat­a­lyst is exten­sive with native sup­port for Flash and Flex, along with Win­dows Media Player, Quick­Time and RealPlayer. In addi­tion, Video engage­ment or mile­stone track­ing is built into reports, enabling orga­ni­za­tions to find sweet-spots for ad place­ment by see­ing the most viewed sec­tions of video.

Site­Cat­a­lyst Plat­form
I’ve referred to Site­Cat­a­lyst as the “Site­Cat­a­lyst Plat­form” ear­lier in this post. The rea­son for this is that Site­Cat­a­lyst is the under­ly­ing plat­form for many solu­tions that are built using the Site­Cat­a­lyst data. In addi­tion to Site­Cat­a­lyst, we have Dis­cover (Insight & Advanced Seg­men­ta­tion), Search Cen­ter (Key­word Per­for­mance), Test and Tar­get (AB/MVT Test­ing & Behav­ioral Tar­get­ing), Sur­vey (Real-Time Cus­tomer Feed­back), newly launched Site­Search (inter­nal search) and finally Gen­e­sis (Plug & Play Appli­ca­tion Inte­gra­tion).
We’ve seen many HBX clients express strong inter­est in Gen­e­sis as it allows them to eas­ily inte­grate Site­Cat­a­lyst with other online-marketing appli­ca­tions (cur­rently over 100 cer­ti­fied Gen­e­sis part­ners), which they may have strug­gled to do with HBX. With, your orga­ni­za­tion can gain a uni­fied view of mar­ket­ing activity.

Robust Online Train­ing Videos, Knowl­edge Base, and Online Com­mu­nity
As you con­sider migrat­ing to Site­Cat­a­lyst, train­ing for your user base is cer­tainly a key com­po­nent to a suc­cess­ful roll-out. In addi­tion to the live train­ings offered by our train­ing team, there are dozens of train­ing videos avail­able from right within the user inter­face. Top­ics include “Intro­duc­tion to Site­Cat­a­lyst for HBX Users” to more advanced top­ics such as “Path Analy­sis”. Sup­ple­ment­ing the train­ing videos is the Knowl­edge base, which allows you to search the online help and sup­port­ing white papers. Finally, there is the online Com­mu­nity, which con­nects Site­Cat­a­lyst users to an online forum to ask ques­tions and share best prac­tices amongst their peers.

If you have not yet had an oppor­tu­nity to see this func­tion­al­ity in Site­Cat­a­lyst, I encour­age you to engage your account team or con­sider attend­ing one of our upcom­ing Omni­ture Café’s . For those of you on the west coast, there will be a Café event in San Diego on Sep­tem­ber 30th, fol­lowed by an event on Octo­ber 1st in Los Ange­les. You can find details on these events as well as reg­is­ter here. Stay tuned as we’ll be announc­ing our next Café in New York shortly.

If you have ques­tions on the HBX Migra­tion Pro­gram, please con­tact your account team or feel free to send me an email at cridge at omni­ture dot com. Also, let me know if there are any top­ics you’d like me to cover in future postings.

5 comments
Christian Ridge
Christian Ridge

Hi Darren, Great question and I'm pleased to hear your experience with SiteCatalyst to date has been positive. In my first post I mentioned the wealth of online resources within SiteCatalyst including the online training videos, Knowledge Base and Community Forum. I believe the Community Forum is exactly what you’re looking for as it is a forum for posting questions and answers from the Omniture online community of users. You can access the Omniture Forum from within SiteCatalyst and navigating to the Help>Community>Omniture Forum. From there you will find about a dozen different forum topics ranging from Omniture SiteCatalyst - General Questions, Implementation, and Advanced Tools and Analysis. You are able to post questions and receive answers as well as search previous posts. In addition, most likely of interest for larger organizations, you have access to a private forum that is available for all internal SiteCatalyst users at your company. I'm sure you'll find the Omniture Forum a valuable resource.

Loan Market Home Finance
Loan Market Home Finance

We have a heap of sites that we intend to move over from HBX. I attended the implementation trainging with James George here in MELBOURNE Australia this week, and I am encouraged by the gloabal view that SiteCAtalyst offers in relation to HBX. After testing the suite I can see the interfaces are simpler and way better response times, and can be fully customised using the eVars and sProps. My question is:: IS There a forum zone for posting q's and finding simple answers from other users? Darren

Christian Ridge
Christian Ridge

Jeremy, I agree that it's important that you do commit time and resources to your migration to SiteCatalyst. As with any successful analytics implementation, it's important to spend time defining your business requirements that will complement the Omniture Fusion Deployment Methodology. As part of the definition process, the Omniture Fusion approach with HBX migrations incorporates industry best practices along with any customization of your existing implementation that you wish to persist in your SiteCatalyst implementation. The deliverable from this Fusion process is a playbook that can be used by your technical team as a customized guide to the implementation. Depending on the complexity of your implementation and the resources you have available, we find it can take an average of 4 to 6 weeks for small to midsize sites and longer for larger, more complex sites. We encourage clients participate in the Omniture training courses as they’re planning for migration. The Implementation Training course can be helpful for your technical and business team members as it provides a fundamental understanding of the SiteCatalyst implementation. SiteCatalyst does allow for more customization and flexibility than the HBX platform. If you choose to take advantage of this enhanced flexibility, it does result in a more complex implementation than HBX, but the Fusion playbook deliverable should simplify this for your development team. I’ll speak in further detail regarding considerations when planning your migration in future posts.

John Stansbury
John Stansbury

We migrated soon after the VS acquisition and couldn't be happier with the decision. We got to stay with our established account team and got greatly expanded data and functionality to boot. My biggest concern at the time was the "loss" of Report Builder, but now that's available and works extremely well with SC data. Interestingly, I find myself using ReportBuilder a bit less frequently (with HBX it was pretty much the _only_ way I worked with the data) and am able to conduct more of the analysis within the SC UI.

Jeremy B
Jeremy B

Be aware, the transition is incredibly time intensive. Make sure you have available staff and time to go through all the training materials before implementation. Omniture is sooooo much more complicated to implement than HBX was. After transitioning, I really miss the simplicity of HBX. I wish Omniture staff had to go through this transition personally on a large site, I think they would come up with a different approach if they did.