Fumbi Chima is Burberry’s newest chief information officer and will report to chief operating officer John Smith.
Extracting segment data from a warehouse can take too long; setting real-time, on-site tags doesn’t let users capture historical data on newly-defined customer segments going forward. SiteCatalyst 10 addresses both issues.
Omniture Inc.’s latest release of its analytics solution, SiteCatalyst 10, bypasses the limitations of analytics tools that require segments to be defined in advance with enhancements that allow site operators to quickly review historical customer data in newly defined segments, says John Mellor, vice president of marketing.
“Understanding customer behavior in aggregate can be helpful, but it`s not really actionable,” says Mellor. “Our customers have been talking to us about how they can continually define the most valuable segment of their visitors, and it’s customer feedback that drives our product development cycle.”
Web analytics have typically accomplished segmentation in two ways, Mellor adds. One way sets up variables on a page to tag visitors as they pass through. Once the tags are set, the segment is defined for any data capture going forward. “That requires you to put some forethought into how you want your segments defined,” says Mellor. Web analytics can also be applied to a data warehouse, when site operators define a segment query and receive a report in a day or so when the data are extracted. “But we find that one question typically leads to three or four more questions,” Mellor says. “So you could be stuck in a data warehouse query loop that could take days.”
SiteCatalyst 10 addresses both problems with a new feature called Advanced Segment Insight. It allows the site operator to define any segment within the SiteCatalyst interface, recasting all the data for that segment in arrears, which then lets the site operator apply any of SiteCatalyst`s tools to investigate that segment. As a result, site operators get a faster return and deeper insights on any activity relating to the defined segment, ranging from a read on what drives traffic for that segment, what keywords, what products it’s looking at, and more.
Another new feature, Value Allocation, lets site operators allocate values to pages, paths and campaigns in flowchart form that shows performance page to page. In addition, the new SiteCatalyst Open Data platform lets site operators integrate data from external sources within their SiteCatalyst reporting environment so as to get a single view of online marketing activity.