New offering from Omniture, Speedera blends analytics with content delivery
Content delivery services manage web site performance, availability and system security; analytics track customers` online behavior. Now, a new combined technology offering has joined a short list of products that not only give e-retailers a window on both through a single portal, but also track the effect of one function on the other. Content delivery services provider Speedera Networks Inc. and analytics provider Omniture Inc. have announced a partnership under which Speedera will offer Omniture’s SiteCatalyst analytics product as an extension of its own product suite.
Under the combined offering, Speedera and Omniture will integrate their products` technology to give retailers and other site operators the ability to view from a single interface the effect each type of activity has on the other, correlating site performance and availability with metrics for actual visitor behavior on the site, such as order placement.
Being able to see the correlation in a single view rather than attempting to make the correlation manually will provide marketers with a new level of data about the elements of overall site productivity, says Gordon Smith, vice president of marketing at Speedera.
“It’s been very difficult to correlate customer behavior on one hand with what’s happening on the web site on the other hand, in terms of site performance and up time. If you want to see how they interrelate, for example; how improving the quality of the user experience by making sure the site is faster or making sure it’s always available, with effect of that on factors such as whether the visitor actually converts, you need to have integrated monitoring,” he says. The blended offering will let marketers correlate day by day, hour by hour and in some cases even more frequently what their conversion rate is with site performance metrics such as page loading time, error rate and site availability, for the same time periods.
“You could see, for example, if your site’s average response time slows down to four seconds, what that did to the conversion ratio, and as it improved by one second, what that did to conversions,” says Smith. With that information, site operators can take whatever steps are needed to improve site performance, and then measure the effect of those improvements on sales and marketing metrics for a comprehensive view of the site’s overall productivity.
Many companies have been using both analytics and content delivery services, but operating them independently, says Mike Montrose, vice president of business development at Omniture. “There have been two camps in e-retail environments, IT and marketers. For web marketers, it’s an advantage to have this kind of a dashboard to see what is happening on the network and understand how it`s coordinating with the metrics that they’re measured on.”
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