SiteCatalyst White Paper by Omniture

SiteCatalyst Implementation Process Overview

Part of the Rapid Deploy Process

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SiteCatalyst Implementation Process Overview

Part of the Rapid Deploy Process
WHITE PAPER OVERVIEW: This Implementation Process white paper provides an overview of the process required to add SiteCatalyst analytics to a web site. It also describes the Omniture resources available to the client to assist in this process.

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Account Management (Customer Service)

An account manager is assigned to each client at the conclusion of the sales process. The account manager is a resource dedicated to the clients success. The account manager is the primary contact for site implementation (getting the page tags on the clients site), training and future support for SiteCatalyst. The account manager is assigned an implementation engineer to assist with this client. This forms the implementation team. Other members are added to the team at various stages in the implementation, training and support phases. To begin the implementation process, the implementation team reviews the information provided by the client during the sales process. This includes the Implementation Planning document. The information provided in the planning document is used to create a Rapid Deployment Guide which is customized for each client. The information is also used to verify the implementation and to complete the business objectives analysis. These documents and implementation processes are discussed below. Upon completion of the implementation process, the account manager provides on-going training and support. The account manager will help verify that SiteCatalyst is properly recording site statistics. Omniture account managers speak with their clients on a regular basis to ensure that the clients expectations are continually understood and met. This account management process helps us develop lasting client relationships.

SiteCatalyst Setup
The implementation team helps with the planning and setup of SiteCatalyst tagging code on the clients web site. The first step in the process is for the implementation engineer to review the goals and requirements outlined in the implementation planning document with the client. This is typically a 30 to 60 minute phone call. After the call the implementation engineer creates the Rapid Deployment Guide ("RDG") and the actual SiteCatalyst JavaScript for the client site. The RDG guides the client in the simple process of adding SiteCatalyst to their web site. It contains a generic section for a "base code push" and customized sections for each defined business requirement. We view our relationship with our customers as a partnership and want to help our clients quickly see measurable ROI from SiteCatalyst. Typical installations occur in one to two weeks. A phased approach to implementation is a good approach. Phase one is a base code push. A base code push may only take a few hours. The base code push enables a new client to immediately gain a high degree of functionality. One to two additional phases are used to tailor SiteCatalyst to deliver the information specified in the client's business requirements.

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The SiteCatalyst code is sent along with the RDG to the client. The code consists of a few lines of JavaScript that need to be placed on every page of the web site where tracking is desired. It also contains one "include" file that is placed on a public portion of the site. The implementation engineer helps the clients developers to understand how and where to place the code tags to enable SiteCatalyst to provide answers to the business questions identified in the Implementation Planning Questions document. This is a very simple process that does not require the installation of any additional servers or software. There are very few limitations with SiteCatalyst. Simply answer the questions in the Implementation Planning Questions document and the implementation engineer will help to quickly setup SiteCatalyst to provide the answers.

Implementation Process
1. Goals and Objectives The customers goals and objectives have been identified by the Implementation Team and the Client. Determining the business goals and objectives is very important. In fact, it is typically more time consuming that the actual implementation. Topics include: Client Contacts (including code recipient, SiteCatalyst administrator, project manager and help desk associate) Client Metrics & Expectations Site Map(s) Site Traffic Estimates Commerce Tracking Requirements Campaign Tracking Requirements

2.

Planning and Requirements Review The Implementation team reviews the information with the client to ensure a sound understand of the client's business requirements.

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3.

Create the Rapid Deployment Guide & Generate SiteCatalyst Code The implementation team creates the plan and generates the SiteCatalyst code to meet the client's business & technical requirements.

4.

First Implementation Session The Implementation Engineer and client's technical manager review the Implementation RDG document and establish project timelines. A typical agenda includes the following items: Review client project resources (including code recipient, SiteCatalyst administrator, project manager, etc.) Set timeline/expectations Site review (layout, sections, categories, etc.) Identify dev/live environment needs Assign client action items Schedule additional implementation review calls

Client post session activities: Start execution of plan by adding image page tags to the site

5.

Additional Implementation Calls The Implementation Engineer reviews plan progress and answers implementation questions. These calls are scheduled as needed.

6.

Implementation Review & Acceptance The implementation team completes the SiteCatalyst site verification process. Upon completion, the verification is sent to the client for acceptance. Delivery of work items listed and agreed to in the Statement of Work constitutes Acceptance under the Omniture agreement.

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7.

Business Objectives Analysis The implementation team now includes an Omniture analyst. The analyst performs a business objective analysis. The business objectives are gathered from the original planning document and rapid deployment guide. The analysis is gathered into a "Business Objective Analysis" document. The document contains each requirement and the reports in SiteCatalyst that the client can use to gain the answers to their business questions. The analyst may optionally create site recommendations for the client. The Business Objective Analysis document is used during the post-implementation training session. See the section below with example reports and dashboards.

Post-Implementation Training and Support

Upon verification of the SiteCatalyst implementation, the implementation team receives a trainer as a new member. The trainer provides the training sessions as identified in the service order. The training is designed to present the analyst review and to provide an understanding of how to use the SiteCatalyst user interface. The clients SiteCatalyst administrator is also trained on how to add, delete, and edit users and permissions in SiteCatalyst. Customer Support is available to the designated client contacts through email or by telephone. Omniture is working on a new customer support portal that will add additional support options. Omniture also offers full and part-time analysts and additional training available through our professional services group. Please refer to the professional services section for complete details.

Omnitures Professional Services Group

Being a next-generation technology leader means more than just providing a great product. At Omniture, it means extending a full range of services from implementation and education to custom development and analytics. It's about providing the technology and the talent to continually answer customers questions. Omnitures Professional Services Group (PSG) is divided into four areas of specialty: 1. Implementation Our on-site consultants provide needs analysis, custom metrics planning and solution implementation.

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2. 3. 4.

Training Understand the full potential of your online business and the technology that tracks it with help from our certified SiteCatalyst Trainers. Custom Development Work hand in hand with a professional services group member to customize SiteCatalyst to meet your unique needs and unique requirements. Analytics Our analysts help your company answer complex questions and customize SiteCatalyst to meet your exact needs.

Team Profile
Professional Services Group members are experts in the field of web analytics and have been consulting on e-business and e-commerce strategy since early days of the Internet. The group assists customers in increasing web site performance and productivity and has managed projects for companies that have since realized an increase in site traffic resulting in millions of e-commerce transactions. They are also highly trained SiteCatalyst specialists intimately familiar with its capabilities and able to direct Omniture resources to work on your specific and unique questions. With over 60 years cumulative experience in the hosted web analytics space and an average tenure of five years, Omniture's engineers have more experience on average than most of the companies in this industry have been in business. Additionally, Omniture employees speak over 20 different languages and have lived and worked in over 30 different countries. We welcome the opportunity to flex our worldwide muscles in providing global perspective to the global enterprise.

Additional Implementation Consulting

In some instances, clients will determine additional uses for SiteCatalyst. In such cases additional implementation consulting can be provided on a project, time and materials basis upon client request.

Education & Training

SiteCatalyst is designed for those who are beginning analytics user as well as those who are advanced analysts well versed in analytics. Within the interface, we have included several navigational aides, such as the report navigators, usage preferences for bookmarks and create custom dashboards, so training can be minimal. Omniture offers the following training courses: SiteCatalyst Orientation Training - To give each attendee a basic understanding of how SiteCatalyst works. With this training, users should be able to run the reports in most scenarios to answer their questions. Three web-based Orientation Training sessions are typically included with a signed contract. SiteCatalyst User Training - To give each attendee an in-depth understanding of how SiteCatalyst can be used to answer their business questions. This is a 2-day class held at Omniture.

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SiteCatalyst Administrator Training - To give each administrator detailed information on how the SiteCatalyst code functions. SiteCatalyst On-Site User & Administrator Training - To get an entire company up and running less than two days with an in-depth understanding of how SiteCatalyst can be used to answer their business questions.

SiteCatalyst Advanced Analyst Training - To learn how to take advantage of real-time reports by gathering information about visitor behavior, identify specific goals on the site, and measure those goals to improve marketing efforts.

Sample Reports and Dashboards

The sample reports below are an example of dashboards available in SiteCatalyst.

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Electronics Plus Analyst Report (Sample)

September 1, 2002 to September 7, 2002 Site: Electronics Plus

Traffic Summary Key Traffic Metrics

Page Views Visits Daily Unique Visitors Average Visit Number Average page views per visit Visits per unique visitor Average time spent per visit Percent of traffic that leaves after 1 page 27,647,621 1,312,032 1,048,182 12.3 21.1 1.3 23.8 33.6%
4,400,000 4,200,000 4,000,000 3,800,000 3,600,000 3,400,000 Sun Mon Tue Wed Thu Fri Sat

Page Views

Visits
250,000 200,000 150,000 100,000 50,000 0 Sun Mon Tue Wed Thu Fri Sat
200,000 150,000 100,000 50,000 Sun

Daily Unique Visitors

Mon

Tue

Wed

Thu

Fri

Sat

Top Referring Domains

Database Name 1 Google.com 2 yahoo.com 3 vitalrec.com 4 msn.com 5 AOL.com 6 All other referrers Page Views 137,268 65,597 60,933 51,952 45,134 762,943 Percent 12.2% 5.8% 5.4% 4.6% 4.0% 67.9%
68%

Referring Domains
12% Google.com 6% 5% 5% 4% yahoo.com vitalrec.com msn.com AOL.com All other referrers

Most Popular Categories

14%

Clickstream from the Home Page

PDAs Games Desktops

4% 2%

11%

69%

Notebooks All Other Cateogories

Most Popular Pages

Page Name 1 Home Page 2 Search Results 3 PDA Cateogry Page 4 Games Cateogry Page 5 DVD Category Page 6 All other pages Page Views 14,066,575 3,417,305 2,030,624 939,183 565,872 6,628,062 Percent 50.9% 12.4% 7.3% 3.4% 2.0% 24.0%

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Electronics Plus Analyst Report (Sample)

September 1, 2002 to September 7, 2002 Site: Electronics Plus

Commerce Summary Key Metrics

Cash Collected Orders Daily Unique Customers for the week $ 237,113 3,259 3,154 Visits to Orders Average Revenue Per Visit Average Orders per Daily Unique Customer $ 0.2% 0.18 1.03

Orders 600 500 400 300 200 100 0 9/1/2002 9/2/2002 9/3/2002 9/4/2002 9/5/2002 9/6/2002 9/7/2002

Top Products by Cash Collected

21% 29%

18% 8%

Sony CLIE NR70V Handheld Sony VAIO RX670 Minitower Star Wars Jedi Knight II: Jedi Outcast Apple Power Mac G4/933 Dungeon Siege with T-

10%

14%

Revenue 50000 40000 30000 20000 10000 0 Sun Mon Tue Wed Thu Fri Sat 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%
Same Day 1 Day

Time from first visit to order

2 Days

3 Days

4 Days

5 Days

6-10 Days

11-15 Days

16-20 Days

21 or More Days

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OMNITURE HEADQUARTERS

1358 W. Business Park Drive Orem, UT 84058 801 722 7000 TEL 801 722 7001 FAX 877 722 7088 SALES www.omniture.com Omniture is the leader in providing adaptable, next-generation web analytics to large, complex web sites. Omniture, Inc. Confidential & Proprietary

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