I honed in on an interesting thread on the Omniture Enthusiasts group on LinkedIn. The topic author, Nicholas, asks: “Has anyone has implemented a SiteCatalyst Clickstream Database solution?” The thread has turned into an interesting conversation, and another active participant has posted an R package at GitHub to faciliate this type of data movement and analysis. Turns out that it is possible to have a daily dump of clickstream data sent similar to a Data Warehouse data file for further processing. Hmmm – what an intriguing possibility.
Hopefully I covered all my bases in the title of this post. Every time I think about the confusion around Adobe renaming Omniture SiteCatalyst, I think of the pop artist Prince (a/k/a “The Artist Formerly Known As…”). But I digress.
Today I’m passing along a link to a compilation of SiteCatalyst resources you’re bound to find interesting and useful. Some call it the Ultimate Cheatsheet for Omniture.
Antti Koski has written a well-illustrated post about using SiteCatalyst processing rules to save page referrer data in an eVar for better correlation in analysis. I expect to try this using logic in my Adobe Tag Manager code in the meanwhile. I agree with Antti that using the default Referrer report in Adobe Analytics leaves much to be desired. When will it be possible to correlate everything with everything?
I confess as a Philly Steak sandwich fan, when I saw the link for this post in a recent email from VisitPhilly.com, I couldn’t resist. There’s a lot of famous steak joints mentioned, but there’s plenty of new (to me) places to check out. Enjoy the Top 10 Spots for an authentic Philadelphia Steak
This will be a hot topic, all right - apparently Google will soon begin migrating us, kicking and screaming, to Universal Analytics. Take a look at Robert Miller’s writeup at ClickZ to learn more. For those who are kicking and screaming louder than others, Robert’s part of a team who built a tool called Airlock which eases the pain of migration. Enjoy!
I’m passing this technical how-to along to those using SiteCatalyst.
It’s a great idea to have a solution document handy for your implementation. Looking forward to your comments!
This week’s Adobe Digital Marketing Blog post for Analytics offers insight into Adobe’s plans for Dynamic Tag Management (the recently acquired Satellite tool). I found it most interesting that in 2014 it will support a formal integration of Google’s Universal Analytics, as well the possibility of DTM being made available publicly, not just to Adobe customers. I only wish there were more documentation, samples and other education about this fantastic tool available now.
At last, the good articles about creating and maintaining a web analytics Data Layer for tag management are coming to light. Josh West at Web Analytics Demystified has written an article entitled “Getting the Data Layer Right” and while it does not mention any specific tag management system (TMS), it builds the case for making careful choices when setting up a data layer and reasons for using a data layer rather than relying on query strings or accessing DOM elements directly.
I became aware of Josh’s post when an email arrived from Jan Exner’s Web Analytics for Developers blog, and it contained his commentary ‘”Data Layer” Tips’ which provides additional guidance more closely related to using Adobe SiteCatalyst/Adobe Analytics. This is primarily because he mentions using Processing Rules and Context Variables and s_code.
Enjoy these articles and enjoy the benefits of implementing a data layer for your current or next web analytics project!
The LunaMetrics blog has a great writeup about the web analytics data layer aimed at non-techies. Actually, it’s perfect for techies as well. The vibe that I’m picking up so far is that many folks aren’t using a data layer in their web analytics implementations just yet. But once you master the data layer concept, it opens many new capabilities in web analytics data capture, especially when using a tag management tool.
I initially read about the data layer with regards to Google Tag Manager, and it seemed odd to me that more advanced web analytics tools such as Adobe Analytics and Webtrends weren’t using this method to facilitate data collection. Turns out that some SiteCatalyst implementations had already used this technique, but few people had written publicly about it. (Why?) Recently I used a data layer on my first Adobe Tag Manager implementation and I found it was the best decision I’d ever made since I learned how to configure a hybrid Webtrends data collection setup back in 2006.
So, take a look at the two links above, and feel free to leave a comment below and share your thoughts and questions. As for me, my next mini-project is to implement Google Tag Manager with a data layer on a VPASP ecommerce site. I will pass along my experience with this project in future posts.