Omniture Summit 2010 - Part 4 - New Omniture tricks learned
In addition to the great speakers at the Omniture Summit, some of the breakout sessions teach me things about Sitecatalyst and web analytics in general that I hadn't considered previously.
This year was no different. I took some notes on a few of the sessions and what I learned. First up was the Advanced Power Strategies.
SiteCatalyst : Advanced Power Strategies - hosted by Ben Gaines
Quick note on Ben - I've been communicating with him for years through Twitter as he's helped me with numerous Omniture issues and this was the first time I met him in person. Really good guy and always helpful. Loves his job, its obvious. His session was one of the best I've seen in 3 years of going to this Summit. Here are a few he uncovered during the breakout session:
1) Measuring engagement - while the topic of measuring engagement is controversial (another post on this later in the week), Ben and crew had some tangible ways on computing an engagement score. First off, you need to decide which events on the site qualify as 'engagement' activities. Each one of those events would get a value. You would capture that value in a counter eVar (conversion variable).
Example: Say you have 4 things on your site you to show someone is engaged with your site and assign values accordingly
Email a Friend - 5
Subscribe to a newsletter - 8
Upload a video - 2
Write a review - 4
If someone came to your site and subscribed to the newsletter and emailed a friend, their engagement score would be 13. The values need to be thought through to determine which activities are more valuable. Now that you have that engagement score, you can relate it to campaigns, keywords, anything to use as a criteria for success. Really clever way to use eVars to create the scoring.
Additionally you could classify the scores into ranges with names such as 'Low Engagement', 'High Engagement', etc.
You could also use an incrementor event to score it so you could create calculated metrics, such as enagement per visit, etc.
Check out the Omniture blog for a ton more on this.
2) Use a new plugin called GetPercentPageViewed to figure out if visitors are scrolling vertically to see content. ClickMap is useful to a point but doesn't tell you how many visitors scroll to the bottom of the page to see everything. You can capture the percentage as an eVar and then classify them into ranges to see what percentage makes it all the way down. Very useful in designing pages and to understand if your content is even visible to visitors.
Again, Ben can talk more eloquently on this on the Omniture blog .
3) Participation is a different way of attributing credit to web site activities. Typically, credit for pages is split it up amongst the pages encountered. Participation gives full credit to a page or activity so that you can figure out which content is the most valuable in driving conversion.
Example - say you have 10 pages involved with a $100 order. In the normal way attribution occurs for a page, each page would have a value of $10 (100/10).
With Participation you would give $100 to each of the 10 pages involved. That way you can determine the relative value of pages in generating conversions (or revenue). You can do similar things with other events such as a lead or subscribing for an email to understand which parts of your sites are a part of the conversion.
I've been using this one for the past few years, but wanted to share in case you weren't aware it was there.
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