Google Analytics Premium versus Adobe Analytics (Omniture) Part 3 – Segmentation

This is my third article about Google Analytics Premium and Adobe Analytics (Omniture Site Catalyst) comparison. Please find my other articles below. http://webanalyticspower.com/2013/01/13/google-analytics-premium-versus-adobe-omniture-site-catalyst/ http://webanalyticspower.com/2013/10/04/google-analytics-premium-versus-adobe-omniture-site-catalyst-part-2-path-analytics/ In this article I want to talk about segmentation analysis. I am sure you heard it already, it is being called  by analytics experts all the time. crowd Most of the consumer businesses have different variety of customers: Women, men, young, old, rich, middle class, world traveler, TV lover, mobile phone user, CEO, analyst, Indian, muslim, urban residents and etc..These are example of some demographic segmentation that classical marketers always use when they develop new products or improve performance of their  existing products. Online marketing world created a need for new type of segmentation , I call it immediate segmentation which forces immediate personalizaton and targeting. Your product are: your mobile apps and your website. You have sub-products such as features, offers and content on your digital products. Some of the sub products are created at a particular instant and need to find the target segmentation at that instant. There is no time for a marketer to develop communication plan to meet that sub-product with its target market, it has to be automatic. For example 15% hotel discount for NYC only for 24 hours because you did not sell enough is a kind of immediate sub-product. Yes you might put banners on your site, you can email everybody but that’s really not  marketing, it is more of a mass communication. That’s where you actually need to design your digital channels to reflect this kind of marketing if you really want to target to your customers. The easiest way to do this is to use segmentation analysis. As I said above online marketing created immediate segments such as:

  • People who searched for NYC hotels for next week and did not buy
  • People who suddenly started to look at smart phone telephone news on your content site
  • People who came from Google, came until purchase page but did not complete sales

As an analytics expert our first job is to discover these immediate valuable segments. There is no certain segmentation here like women, christian, urban resident, these segmentation are hidden and you are the one who needs to discover them by looking at data. In order to do that Adobe Analytics (Omniture ) gives you great tools with Site Catalyst and Discover (new name:Ad Hoc Analysis) Discover is a tool to fall in love if you are a data junkie. Segmentation capabilities here are so detailed and fast. For example I can create a segments like:

  • People who came to my homepage, spent 30 seconds and moved to smart phone page
  • People who looked at business content in June-2013
  • People who came to my homepage from Google, continued to my account page, added “clothing” type of products to her cart, went to checkout but did not complete

Sequential and time based segmentation is really new and advanced. It makes me so powerful as an analyst. For more information go and read Brian Au’s great blog posts about the subject. http://blogs.adobe.com/digitalmarketing/analytics/ad-hoc-analysis-release-highlights-new-chart-views-statistics/ http://blogs.adobe.com/digitalmarketing/digital-marketing/discover-3-2-sequential-segmentation-primer/ When it comes to Google Analytics Premium, segmentation analysis capabilities are very limited.First of all you can’t segment your funnels which is so limiting.. I never look at my shopping funnels without segmentation because they are extremely different depending on the segment. You can’t apply one segment onto another, with an unlimited breakdowns.You can’t create sequential and time based segmentation which carries your view to another level. You might say all these things are very  advanced for you since you don’t even do basic analysis. This is an excuse I keep hearing all the time. I never employed that kind of thinking, and  all I can say: “Be hurry, train is going to leave soon and somebody else might get on it while you are loitering in the entrance of the trance station.” peace sibel akcekaya

Türkiye’deki E-ticaret Gerçeği: Ebebek.com Örneği

Bundan 2 ay kadar önce bir arkadaşımın bebek partisi için hediyemi http://www.ebebek.com sitesinden aldım. Partiye daha 1 hafta vardı ve sitede gösterilen kargo süresi 2-3 gün’dü. Siparişten sonra yoğun işlerimin arasında 5 günün dolduğunu ama kargomun daha gelmediğini farkettim. Kargo ile ilgili ne bir email, telefon, kapıma gelmiş bir kargo bildirisi yoktu. Ama bu 5 gün içerisinde ebebek hergün bana yeni bir ürün satmak için birden fazla email atmaya başlamıştı. İlk sipariş ettiğim ürün daha elime varmamışken beni ilgilendirmeyen bu emailler yerine benim asıl ihtiyacım olan konu ile ilgili hiçbir iletişim tarafıma ulaşmamıştı.

EPIC FAILURE 1: Amaçsız, hedefsiz yaratılmış kampanyalar

Bir tane bebek ürünü alınca benim kimliğimi bilmeden anlamadan emailler atmaya başlamak Türkiye’de yapılan en büyük online pazarlama hatası. Hedefsiz kampanyalar boşa ok atmaktan başka birşey değildir. Hem siz kaynaklarınızı gereksiz yere harcarsınız, hem de karşı taraf sizin anlamsız iletişimlerinizden dolayı sizi anlayamaz, zaten o iletişimleri bir daha açmaz.

missing-the-target-200x200

Ürünün nerede olduğunu öğrenmek için ebebek müşteri hizmetlerini aradım. Ürünümün kargo ile  getirildiğini ancak evde bulunmadığım için ürünün ebebek’e geri götürüldüğünü öğrendim.

EPIC FAILURE 2: Sitenize gelip parasını verip ürün almiş müşterinize ürünü  ulaştıramamak ve ürünü kendinize geri iade etmek

Money

Müşteri ilişkileri temsilcisi ürünü tekrar isteyip istemediğimi söyledi. Parti yarın olduğu için zamanım kalmamiştı ve tabi ki ürünü istemediğimi söyledim.

Bundan 1 hafta sonra başka bir ebebek müsterisi temsilcisi beni aradı ve bana ürünü neden iade ettiğimi sordu.

EPIC FAILURE 3: Müşteriyi dinlememek, anlamamak ve YANLIŞ geri bildirimde bulunmak

musteri

Müşteri temsilcisine ürünü iade etmediğimi ve ürünü ebebek’in bana hiçbir zaman ulaştırmadığını anlattım. Bu arada halen ebebek konusunda ümitliydim, olur arada bir böyle hatalar. Büyütmemek gerek diyerek ebebek Trump mağazasına gidip istediğim ürünü oradan aldım. Ama partiye elim boş gitmek zorunda kaldım, hediyeyi 1 hafta sonra alabildim.

1 ay kadar sonra kredi kartı ekstremi kontrol ettiğimde ebebek’in paramı 3-4 lira eksik iade ettiğini gördüm. Email atarak problemi anlattım, ebebek sadakat merkezi adlı sadakati çok iyi anlayan bu departmandan bir email aldım. Ürünü benim iade ettiğimi iddia ederek kargo ücretinin bana ait olduğunu söylediler. Yukaridaki hikayeyi anlatmama rağmen hiçbirşey değişmedi.

dont listen

Sonuçta ne mi oldu?

1-Arkadaşımın partisine elim boş gittim.

2-Ebebek’in beni ilgilendirmeyen spam emailleri, saçma telefon konuşmaları ile uğraşmak zorunda kaldım.

3-DOLANDIRILDIM

Dolandırıldığıma mı yanayım yoksa gereksiz zaman harcadığıma mı? Pazarlama açısından en büyük başarısızlık ise BEBEVEYN Sadakat Merkezi’nin mağazadan ürünü aldığımı bilmeyip, beni SADIK yapma şansını kaybetmesiydi. Tabi bu hikayeyi bloguma yazıp, etrafımdakilere anlattığımı da düşünürsek, bu SADAKAT başarısızlığı sadece benimle kalmayacak.

Türkiye’de e-ticaret ve online pazarlama ilgili birçok konferans düzenleniyor. Genelde söylenen şu: Turkiye’de insanlar e-ticaret’e sıcak bakmıyor. Çok doğru ama bunun nedeni hep yanlış lanse ediliyor: Türk insanının karakteristik özelliklerine  ve toplum yaşamına bağlanıyor. Bir düşünün yukarıdaki problemleri yaşamış bir insan nasıl bir daha güvenerek bir siteden ürün alabilir. Ben yıllarca Amerika’da yaşayıp alışverişimin çoğunu online yapmış birisi olarak Türkiye’de online alışveriş cok nadir yapıyorum.

Bu sektörde calışan arkadaşlara önerim şu:

Konferanslara gidip e-ticareti oralarda geliştireceğinize, biraz müşterilerinizi dinleyin, onlarla konuşun. Çok sey bilmenize, analiz yapmanıza, saatler süren toplantılar yapmanıza, sosyal medyada çoşmanıza ,silikon vadisine uçmanıza  gerek yok.

Online, offline, 100 sene önce, 100 sene sonra, burada Amerika’da ticaret  ve marka geliştirmek hep aynıdır.

Başarılı ve karlı bir marka yaratmanın yolu müşteriyi tanıyıp, onun ihtiyaçlarını anlayıp, onu memnun edip sadık etmekten  geçer. Bu kural hiçbir zaman değişmez, monopol bir iş yapmadığınız sürece.

sibel akcekaya

Even They Fail Once In a While: How Amazon can’t find the product you’re looking for

Professionals in my field want to optimize user experience for our visitors. If you are not working in big Internet companies like Amazon, Netflix or Google you always look at them for an inspiration. They are usually very good examples. But nobody is perfect, indeed.
When you catch some of their failures, then you realize its OK to make mistakes.
You also realize that there is always some room for optimization, there is no limitation whatsoever..
I want to show one good example I caught recently.
AMAZON CAN’T FIND THE PRODUCT YOU ARE LOOKING FOR
I’ve got to admit, this is pretty advanced. I have been using Amazon for more than 9 years and I have witnessed their great improvement with its product search engine over the years. Most e-commerce companies can not even come close to Amazon’s product. But as you can see  from this example they can still do more optimization and hence make more money. Let’s see my example.
I started search for “Hemp Seeds” product  and I got my search results.
Then I clicked the first result and added this product to my cart. Then category next to the SEARCH button changed from “All” to “Grocery and Gourmet”. No I did not do that and I was not aware of that change during that time.

 Ten minutes later I remembered that I also had to buy new headphones as my old ones were almost dying. I went  back to my browser and decided to search for “headphones”. This was my result..VOILA!
I did not understand what was going on? No real headphones on Amazon? Or was there a new cool headphone product I was not aware of it..Shame on me..
Apparently Amazon brought me headphone items in the Grocery search category which was not selected by me.
As a customer I was confused , distracted and of course moved onto some other task. We all know famous STEVE KRUG’s motto: Don’t Make me Think. Most of our shopping is impulsive and if something distracts us, we are most likely stop shopping.
This example is a pure user experience failure for an e-commerce site  because it actually fails to find what customer is looking for. It is not an user error, since user was not the one who changed the category in the SEARCH.
I am sure Amazon has a good reason to change the category based on search, but as you can see it can fail very bad in some cases. 
Happy Optimization
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Google Analytics Premium versus Adobe Omniture Site Catalyst Part 2 – Path Analytics

In my previous post I blogged about differences between Adobe Analytics (Omniture Site Catalyst) and Google Analytics Premium. Please go to below link if you want to get more info about these tools.

http://www.webanalyticspower.com/2013/01/google-analytics-premium-versus-adobe.html

In this post I want to go into more detail about path analytics. I have this client with many pages and complicated transactions on their site but they happen to use Google Analytics . When I needed to do the path analysis on the site my only way was to set up funnel visualization which was not retrospective. It meant I had to wait sometime to collect certain amount of data. Then of course I can only have certain amount of them, I can’t keep setting up funnel visualization reports as much as I can.This frustrated me a lot. Can you imagine all the paths that can occur on a big site? How 25 goals can be enough for this job?

Path analytics will show you how your visitors navigating on your site or on your mobile apps.

You might want to see what kind of paths are happening on your site..

You might want to look at certain path that is interest to you.

When I say path I just don’t mean page flow, I mean everything..

What people searched? Links they clicked?

Let’s say 100 people searched for sport shoes, then 60 of them searched for running shoes and maybe 30 of them searched for hiking shoes in one visit.

Of course I also want to see where people go if they back out on something on my site.But I want to see their whole journey, not just one page before or after.

If you use Omniture and of course if you tagged your pages properly with s.pagename , then you can see it all. You can see FULL PATHS, you can filter these paths with the pages you want, you can create FALLOUT (similar to funnel visualization) and you will see historical data too.

With this feature I would know how people navigate on my site which is such a useful information for product managers, interaction designers and user experience professionals.

I can also segment this path data. For instance your path data will be always different if you compare one traffic source to another. Then you will understand what kind of people you acquire with your marketing channels.

All good stuff.

With this in mind, I promise to write something good about Google Analytics next

cheers and loves
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Ayrılmaz İkili: Online Pazarlama ve Landing Sayfaları

Online pazarlamanın offline’a göre en büyük avantajı ziyaretçileri direk aksiyon almaya yönlendirebilmenizdir.Mesela  retargeting bannerları ile ziyaretçilerini ürün sayfasına yönlendirip onların bu ürünü kolayca almasını sağlayabilirsiniz.

Geçenlerde Emirates havayollarının bir banner’ını gördüm ve halen bu tür uygulamalar yapıldığını görünce bu kısa yazıyı yazmaya karar verdim.

Aşağıda iki tane Emirates banneri var. İlki Avustralya’daki sörf heyecanından bahsediyor. İkincisi ise daha aytıntıya girip bilet fiyatlarını listeliyor. Buraya kadar herşey güzel.

Emirates banner
Emirates banner

Bir kullancı olarak buradan sonra ne beklersiniz? Şahsen ben ilk banner’a tıkladığımda Avustralya sörf ile ilgili ayrıntılı bilgi ve ikinci banner’a tıkladığımda ise bilet fiyatlarını ve zamanlarını daha açıkça görebileceğim bir sayfaya ulaşmak isterdim.

Peki gerçekte ne oldu? Ne yazık ki bu banneri tıkladığımda Emirates’in anasayfasına ulaştım.
Online pazarlama ve landing sayfaları yapışık ikizler gibidir onları ayıramazsınız. Reklam yaptığınızda o reklamın aksiyonuna yönelik landing sayfaları yapmanız gerekir. Bu yazıda anlattığım durum pazarlama ve conversion arasındaki zayıf bağın bir örneğidir. Ne yazık ki sadece reklam yapmakla conversion oluşturamıyoruz. Bu reklamların gittiği sayfanın tasarımı ve kullanıcı deneyimi reklamdan daha da büyük özen gerektiriyor.
Sevgilerimle
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Web/Mobile Musteri Deneyimini TEALEAF ile Izleyin

Ben kariyerim boyunca cok analytics urunu kullandim ve bunlardan en sevdiklerimden biri Tealeaf’dir. Iyi bir analytics uzmani olmaniz icin caliskanlik, sebat ve arastirmacilik gerekiyor. Ama elinizin altinda eger Tealeaf gibi urunler de var ise, o zaman yapabileceklerinizin siniri yoktur.  Ben Tealeaf’i 2007 senesinden beri kullaniyorum. US Airways, Hotwire.com ve Expedia.com sirketlerinde hem admin hem de kullanici olarak kullandim. IBM’in satin almasi ile beraber Tealeaf simdi Turkiye pazarina da girmis bulunmaktadir. Peki Tealeaf ne yapar?Tealeaf herseyden once tam rakibi olmayan bir urun. Tealeaf’in sagladigi faydalarin bazilarina rakip olan sirketler var ama rekabetleri sadece bir iki ozellikten oteye gecemiyor.

Tealeaf on-premise bir cozum olarak sirketin firewall’inin icinde kurulur ve pasif bir sekilde web sunucunuz ve client arasindaki trafigi dinleyerek TCP/IP paketleri kopyalar. Bu kopyalanmis paketler Tealeaf yazilimi ile ilk once request ve response olarak kaydedilir, bu R R’lar hit’e, sonra da session’a donusur. Bu sayede siz istediginiz bir session’i  izleyebilirsiniz. Burada gercekten video replay’den bahsediyorum. Hem aktif olan hem de bitmis olan session’lari izleyebilirsiniz.

Tealeaf sayesinde KPI’larinizi surekli denetim altinda tutabilirsiniz. Burada bahsettigim KPI’lar Omniture ve Google Analytics gibi araclarin sagladigi KPI’lardan daha farkli ve kapsamli. Teknik performans ve form doldurma basarisi gibi daha farkli bir cercevede bir gorus saglamaktadir. Tum bu metriklerin en onemli odak noktasi musteri deneyimini izlemek ve kontrol altinda tutmak..

Musterilerimiz hangi sayfalarda veye sureclerde problemler yasiyor? Peki neden? Klasik web analytics urunleri size funnel raporlari ile size nerelerde problem oldugunu gosterebilir ama cogu kez neden oldugunu gosteremez. Tealeaf sayesinde problemli oturumlari izleyerek problemin neden olustugunu anlayabilirsiniz.

Tealeaf ile ilgili bilgi almak isterseniz bana ulasabilirsiniz.

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Google Analytics Premium versus Adobe Omniture Site Catalyst

I love Google.I can search anything for free and can access all the world’s information through Google.I love Gmail, it is one of the best e-mail platforms out there. I love Google Maps, I can find my way around anywhere in the world. I love Google Analytics. Internet businesses can start to track their websites clickstream data by just adding 1 line of JS code to their pages. I don’t know what would happen if there was no free Google Analytics. I want to say thousand THANKS to the Google Analytics creators in Google.

Yes Google Analytics  is awesome and free but do we know what it actually does? Can it be used instead of enterprise solutions such as Adobe Omniture Site Catalyst? My answer is to that would be it really depends..

Google Analytics free version is not definitely for enterprises or even medium companies since it is a sample of data and you really can’t depend on that data to make critical business decisions.

Let’s also make distinction between web analytics and online marketing analytics to make sure we don’t think they are the same thing. Web analytics is more about measuring your product performance, clickstream data and measuring your site optimization efforts. Online marketing analytics measures your online campaigns such as adwords, email etc along with SEO..They are not same but they are connected.

For me the biggest difference between Omniture and Google Analytics is this: Google Analytics’ main skill is online marketing analytics and Omniture’s main skill is web analytics and optimization. I mean in Google Analytics you can see both Adwords and SEO performance together which is very vital for your acquisition efforts.

But when it comes to real web analytics that will help you to understand your product performance, Omniture is the best tool out there. All the customizations you can create with evars, props and events can’t easily be done by Google Analytics.

OMNITURE HELPS YOU TO MAINTAIN LESS JAVA SCRIPT CODE ON THE PAGE
For me this is one of the big advantages of Omniture. You host your own JS library and you can add some code to that library so that you don’t have to add custom tagging on the page. Unfortunately Google Analytics requires page level JS code for every customization.

I also happen to love Omniture’s new solution “Processing Rules” which helps me to create new variables without any tagging at all. I can simply create some variables by using existing ones. Unfortunately this feature doesn’t cover complex cases so I just hope Omniture can improve this product more along the way.

Omniture VISTA is also another way to create variables without tagging. This is done by Omniture engineers at the database right after your data is sent and right befoire data shows up in the interface. This is more advanced than processing rules, but of course this one has a cost.

OMNITURE CAN TRACK CUSTOMER INFORMATION 
This one is so important. I want to be able to track my customers on the site at an individual level to target them later. In Omniture I can do that but Google Analytics doesn’t still allow that. I think not to be able to track your members, or logged in users closely, is a big issue with GA.

OMNITURE PATHING REPORTS CAN BE CUSTOMIZED AND SEGMENTED
This is also one of my important tools. I stopped looking at pathing at a global level as it really doesn’t tell me any story. I look at pathing report by segments. I can look at my funnel by many segments you can imagine:

  • Campaigns to understand the point in the funnel where I have issue or opportunity. Then I can alter my ad campaigns to address that specific issue or opportunity.
  • How my loyal customer move through funnel?
  • What about users from Germany? Should I design my product different for people from Germany
As you can see this list can go on and on..Segmentation is the most essential tool for us and funnel segmentation is the top priority. 

OMNITURE ADMIN CONSOLE AND ITS MUSINGS
Omniture admin console is pretty sophisticated and it is a must for enterprises, let me give couple examples:
  • I can share segments, dashboards or reports with anybody or with any group very easily
  • I can limit who can see what report at many levels
  • I can include/exclude IP addresses
  • I can customize menu and display most important items
  • I can create calculated metrics for my users
  • I can define when and how my conversion variables are expired, something that Google Analytics custom variables does not have
As you can see I have my own reasons why I prefer Omniture over Google Analytics. I am mainly focused on web analytics and optimization and unfortunately Google Analytics can’t provide all the tools I need for my optimization efforts. I talked to Google about analytics premium product and asked them If I could do all these things that I can do now. I was told that it is a beta program and I would be working with Google consultants try to realize all my objectives. There is an issue here. Why will I pay 100,000 USD for the product with unclear results. I just hope Google makes this product cheaper so that more customers can try it out. That way they can build a better product that can compete with other products in the market.
I am strong a believer for competition. Competition makes companies work more and create better products at a cheaper price :) That’s what society needs..
LOVES
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