Does anyone recommend Omniture web analytics for a small private university? We have about 1200 students and some think Omniture will help us increase that number significantly. I have also heard that Google Analytics can be extended with scripting to make up some of what it lacks.
I would ask the question what will Omniture provide that Google won't and how will that information increase enrollment. I'd be really interested to hear the answer to that question. Is Omniture a superior tool - it depends... If you have the time and talent to effectively use it AND can use the additional information to drive strategic decisions, it may just be worth it.
Our campus used Omniture when I first arrived. It is certainly a powerful tool but I eventually found all of the information I needed (or had time to make use of), I could obtain using Google. After running both tools in tandem for a year, I canceled Omniture.
I'll cite Avinash Kaushik's (http://www.kaushik.net/avinash/) 90/10 rule. Spend 90% of your analytics budget on the people to run, interpret and utilize the data and 10% on the tool itself. And while GA is "free", a good consultant can really bring a lot to the implementation (and help convincing those who want a more expensive tool that the free solution is enough).
Omniture is certainly an amazing tool that can be completely worth the money if you can put the people and processes behind it.
Ed, your experience is very helpful advice. I found Avinash Kaushik's article about this at http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-... and also recommend many of the comments on it as well.
I used Omniture's tools extensively at my previous job at an online marketing agency. We did a lot of multivariate testing and content targeting. Coming into the higher ed world, I was really excited to see if I could arrange to use Omniture here, got pretty far along in the process. Then a lightbulb hit me and I realized that we weren't using Google Analytics to it's fullest extent, for the tracking part. And there are, albiet hard to find and not at extensive, services out there that are much, much cheaper for the content targeting.
Once we are pushing GA to its extents and need a tool to further it, then I'm confident that Omniture will be the tool to turn to. Until then, it doesn't have the payoff that we need. At least that's what I've found in our experience.