Omniture Summit 2011

Omniture Summit 2011

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Omniture Summit 2011 was, so far, the best Summit I’ve attended yet (this is my 5th one I’ve attended in the last 6 years). Each year they keep improving the Summit and I think they really do listen to the feedback people give them about the sessions, the keynotes and the overall experience.

Announcements

Omniture made a number of product announcements. I wasn’t able to attend all breakout sessions they had so I wasn’t able to get all the details of everything, but here are some highlights:

SiteCatalyst 15

One of the first announcements was SiteCatalyst 15. I was expecting this as SiteCatalyst 14.9 was launched a few months ago and it was getting time for another upgrade. With SiteCatalyst 15 there will be some significant (and long overdue) changes:

  • Segmentation will be a part of SiteCatalyst now (finally!), and be shared across the Adobe Online Marketing Suite.
  • Bounce rate, albeit not a useful metric, will finally be a default metric (instead of having to struggle with creating it in Calculated Metrics).
  • They added a new search functionality to be able to search for specific report types (for those “navigationally challenged”).
  • Video reports are no longer in a separate “silo”, but incorporated into the standard reports.
  • Much more …

For a visual overview of the changes in SiteCatalyst 15, Web Analytics TV posted an overview video.

Social Analytics

Omniture will be adding a new tool to the Adobe Online Marketing Suite arsenal – Social Analytics. It will focus on measuring things like sentiment across various social media, along with plugging into the new SiteCatalyst segmentation functionality (and therefore share data between both tools if you buy both).

For more information, read the official press release from Adobe/Omniture.

Keynotes

Michael Eisner Key Take-Aways

Michael Eisner was a really engaging speaker and his keynote centered around the concept of a communications time-line he named “From Gutenberg to Zuckerberg.” The advances we have made in mass communications from the time Johannes Gutenberg published his first book (The Gutenberg Bible in 1455), to the launching of Facebook by Mark Zuckerberg in 2004.

One of the other take-aways I got from his keynote was “to punish failure, is to encourage mediocrity.” His point being that everyone makes mistakes (he personally pointed out the failure of Disney’s Go.com to jump on the paid search bandwagon far too late to rescue that effort against Google), but if you don’t take risks (and risk making errors), you end up wallowing in mediocrity and never have the chance to achieve something potentially great.

John Gerzema Key Take-Aways

  • Consumers are moving from “mindless spending to mindful spending”
  • Consumers are migrating towards brands that share similar values to their own
  • Trust declined across all industries between 2005 – 2010, not just in the financial and automotive sectors
  • New expectations from brands. No longer do consumers want mysterious, confident, sensuous, trendy or glamorous brands. Now they seek out brands that value kindness, quality, friendliness, and social responsibility.

Thanks to John Gerzema for also providing his presentation online for everyone to download!

Breakout Sessions

Besides the keynotes I attended several breakout sessions. Here are the key take-aways I got from each:

Dude, Where’s my App?

  • Correlate your crash to return rate on your apps. Apps that crash too often will drive away users.
  • Segmentation is key – make sure you understand and target the correct audience segments with your apps.
  • Determine how often users should be engaging with your app in order to determine a successful engagement rate.
  • Make sure you focus on your business goals when developing and measuring mobile apps.
  • Include all online channels in your reports to help determine success and ROI.

Take Testing to the Next Level

  • Segmentation should be used whenever possible within A/B and MVT testing. If you push the “winner” across all segments you may win in some channels but lose in others.
  • Tracking and testing across channels (search, email, affiliates, web, mobile) can show you the true ROI of your campaigns.
  • Setting up behavior based profiles (Retail, Media, Financial Services, B2B, Offline) can help with tracking, testing and analysis.

Video isn’t a Game

  • To increase video consumption, place your most popular videos on your top pages.
  • As with any measurement strategy, it’s key to understand your target audience.
  • Video performance is important – avoid video buffering for your users if at all possible. Set up real-time alerts when performance suffers in order to get technicians to fix ASAP.
  • Quality of Service (QoS) has a direct impact on audience behavior.
  • Monetizing videos is done best through ads:
    • Where in the video the ads appear can influence completion rates:
      • Pre-roll ads (54% completion rate)
      • Mid-roll ads (90% completion rate)
      • Post-roll ads (49% completion rate).
    • Other Factors that influence completion rates:
      • How compelling the creative is
      • Type of video creative (recycled from TV or unique?)
      • Site where it’s placed – right demographics for both is key
      • The video content it’s streamed with.

Best Mobile Marketing Strategies for 2011

  • By the end of 2011 there will be 70 million smart phones in use across the US (33% of the mobile audience).
  • US mobile market spend is projected to be $1 billion for 2011 (out of a total of $30 billion).
  • Top objectives: Increase customer engagement and improve customer satisfaction.
  • Mobile apps show a 26% lift in conversion rates over mobile optimized sites.
  • Mobile search has an 8x better click-thru rate vs. desktop search.
  • Emerging tactics in mobile marketing:
    • Barcode/2D code marketing (scan the code with your mobile device w/ an app to market/give deals, etc.
    • Other apps can allow you “earn points” for deals/etc. just by walking into a store.
    • Geo-location to help find local stores/deals.

Entertainment

Entertainment is always a big part of the Omniture Summit, and this year was no exception. Lenny Kravitz was the highlight of the week (I even managed to take a brief video of his performance before the convention center security came through the crowd to stop the sea of people filming. Omniture should have known if they are going to give 2500+ digital marketers a digital camcorder, they are going to use it!).

Every night there were receptions, parties, after-parties and the infamous after-after parties. Thursday night I even attended one of those elusive after-after parties when a friend of mine disclosed it’s location on Twitter. I also managed to record 1-2 minutes of nearly every karaoke performance at the karaoke after-party. You can view all the videos on my YouTube channel. I had to break it up into 4 parts because I ended up with 48 minutes of footage.

All in all, for me this was one of the best Omniture Summit’s I have attended. The breakout sessions were much better than in years past, and everything else I felt was done most excellently. Good job Adobe and Omniture!

About the author:

Gabriele has been doing "Web Stuff" since the mid-1990s, and Web Analytics since 2005. She began with Omniture SiteCatalyst (now known as Adobe Analytics) and is now also well versed in Google Analytics. She has been building a team of professional analysts who have expertise in all the major analytics platforms, including Adobe Analytics, Google Analytics, IBM Coremetrics and WebTrends.

  • http://twitter.com/benjamingaines Ben Gaines

    Great summary, Gabi. It was great to see you, as always. Hanging out in the Gibson Girl was definitely a highlight! :)

  • Kamyhra

    Great summary and thanks for sharing it!!!

  • Anonymous

    Thanks Ben! Hanging out with all the #OmniTweeps was definitely the highlight of my trip! :)

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