So what's the big deal?
I continually get to look inside the Site Catalyst implementations of various companies as they struggle to extract value from the product. Those implementations are usually done in such a way that future upgrades are extremely painful and time consuming, if not virtually impossible. Javascript page tagging is messy, but you can make it much cleaner by following the tips below.

Standard Practice and why you can do much better
Most web sites have a block of Omniture variables declared in the page code. For example, somewhere in the body, you may see something like:

s.pageName="site:some page";
s.prop12="calculator";
s.eVar14="widgets";
s.events="event2";

Lets say that prop12 is looking at tool usage and eVar14 is looking at product category affinity. The above will work fine, the variables will be populated in the scode and sent with the request as expected. But what happens when a developer comes back in 2 years time and wants to switch the usage of eVar14 or prop12? The variables are hard-coded everywhere, they appear in lots of templates, a few microsites, and are straight hard-coded on some custom pages, it's a complete nightmare.

The Solution
Call the variables something meaningful to you instead, don't use the Omniture naming convention in your HTML, this makes future changes very messy. Once you have your own variable names you can then transfer the information to the relevant site catalyst variables in the scode file.

Useful naming convention has several benefits:
1. It makes sense to the developer and hence they are less likely to screw it up
2. If you later want to make a change, that's fine, you simply make one change in the scode file and all the old usage will cease immediately as the new usage takes it's place. Switching a variable for your whole site/s can be done in minutes.

Example:
On page:
s.pageName="site:some page";
scToolUsage="calculator";
scCatAffinity="widgets";

In the scode, inside the s_doPlugins(s) function:
s.prop12=scToolUsage;
s.eVar14=scCatAffinity;

In the scode, outside the s_doPlugins(s) function (this makes sure the variables are declared in case they are not declared on the page):
scToolUsage="";
scCatAffinity="";

What about events?
Many events are page related (i.e. a registration event is triggered on the registration confirmation page). So why declare it on page in the variable section? You may want to change it later. Again this is something that can be easily dealt with in your scode file. If you use good s.pageName notation, you can trigger events specifically when certain pages are loaded. Below is an example using the s.apl plugin to append event2 to the s.events variable whenever the pageName contains "registration-thank-you". If you later decide to change the usage of event2 you can once again make a single change in the scode file and you're done, you don't have to worry about searching for code across your site/s.

Example code inside the s_doPlugins(s) function:
var scRegistration=new RegExp("registration-thank-you");
    if (scRegistration.test(s.pageName)) {
        s.events=s.apl(s.events,'event2',',',1);
    };

In short, centralise all the code maintenance you can in your scode file, this makes your developers jobs easier and also provides the freedom and flexibility to make changes quickly moving forward. Secondly, the pageName variable should be your one constant on-page declaration, use it wisely and it can be very powerful. For more tips on s.pageName convention best practice, see our earlier blog post on top 5 tips for deploying Omniture SiteCatalyst. For more information on Site Catalyst deployments, drop me a line at hogilvy@datalicious.com

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Facebook plans to add a conversion tracking tool to its suite of advertising products based on demand from the marketplace. The platform will allow marketers to track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday.

Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces.

Boland also served up advice on how to calculate a cost-per-fan metric to determine the campaigns return on investment (ROI). Not only the cost to acquire a fan, but the fan's worth. "Some businesses have looked at it as the depth in which they have the community engaged and look at the downstream effects," he says, pointing to Starbucks and Threadless as two examples.

Read the full article here.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121357#

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Update: Datalicious now Atomic Lab Pion reseller and integration partner for Australia.

Is implementing and updating Omniture page tags an issue for you? Atomic Labs's Pion Reactors provides a solution to process your website and campaign data server side and then insert it via the Omniture API. They also currently support sending data to Google Analytics and Unica.

In contrast to using a central JavaScript file to dynamically populate the Omniture variables based on page URLs, the Atomic Labs software taps into the network traffic stream and can then use any text within the transmitted data to create/modify additional variables and events via processing rules. At the same time you can also enrich your visitors click stream data from the website with profiling information from your CRM database using simple SQL queries and all in real-time, a great first step towards single customer view.

Why would you want to implement this?

1. Bypass your developers, staging, testing, etc. Increase your speed to new insights
2. Deploy new analytics without risking errors on your web site
3. Hide your tracking data from prying eyes
4. Modify your CRM in real time. Create targeting algorithms to better serve your customer as well as lead queues for call center staff, all on the fly.
5. Enrich your analytics with data you would not allow in javascript, such as "profit on a sale transaction".
6. You won't lose data because of analytics request delays

Check out the Atomic Labs website below or email Hamish at hogilvy@datalicious.com for more information and implementation help.

http://www.atomiclabs.com/

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Google has just added a function in Google Webmaster Tools that let’s you flag parameters you wish Google to ignore when crawling your site.

These can include things like session IDs, additional parameters and tracking ids. This is great way of handling the problem rather than forcing the webmaster to implement expensive work-around’s to be found in Google which has historically been the case.

Traditionally, sites that use session IDs as a way of tracking users or e-commerce, will have a disadvantage in search engine optimisation for a few reasons:

• Duplicate content
• Dispersion of page credit
• Potential for bot to get tied up on these additional pages and not crawl other important pages as often

On the tracking front, and speaking from personal experience, flagging removal of tracking IDs is a big boost to data integrity. A recent campaign I worked on saw several blog and news site pick up a unique tracking URL to refer back to the clients site, a tracking ID that was meant to be unique for an email campaign. Google then decided to pick this URL up as it crawled through the sites and it ranked it well in search. The result was most of the search visitors appeared to the analytics system that they came from the email campaign and the collected data were significantly impacted.

Great news and makes life a lot easier for web masters and marketers stuck with this problem.

http://googlewebmastercentral.blogspot.com/2009/10/new-parameter-handling-tool-helps-with.html

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Interesting survey (details below), paints a completely different picture to the previous research I've seen on eMarketer. Would be nice to see some Australian results on this topic. 

"ABOUT two-thirds of Americans object to online tracking by advertisers — and that number rises once they learn the different ways marketers are following their online movements, according to a new survey from professors at the University of Pennsylvania and the University of California, Berkeley."

Original article
http://www.nytimes.com/2009/09/30/business/media/30adco.html?_r=3&ref=technology

Click here to download:

20090929-Tailored_Advertising.pdf (410 KB)

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Many online businesses don't really need the complex capabilities of Omniture Site Catalyst, Google Analytics is good enough to meet their requirements, or almost good enough. Omniture's custom variables are very powerful, but i would think the average utilisation that i observe (when we're not setting it up!) is less than 10%, which is interesting considering the cost. I've experienced the frustration of Google Analytics limitations, but I can also appreciate that for free it is a pretty nice piece of software. Both have their rightful place, so I thought it would be appropriate to illustrate the differences you need to consider before deciding which to deploy.

One of the interesting features of Google Analytics is the custom variable, which can be set to any value and then later used for custom segmentation. The functionality of this variable is different to Omniture though and unlike with Omniture's variables, it is not configurable. The key difference is is the way the value sticks. With Google, although it can be changed during a session, the value associated with reports does not change for the rest of that session, so it can effectively only be one value per session. If it's changed again during that session, subsequent sessions will reflect this new value, but the current session will not. For some things this is ok, but for other applications it is quite frustrating.

Summary of key characteristics

Omniture Variables
- Can be related to pageviews (i.e. they don't have to stick). These are called props
- Can be related to success events, like purchases, registrations. These are called eVars
- Can change during the session (or not if you prefer, first or last setting can be configured)
- Can be made to expire
- Can be configured to be stacked (this stores a sequence of values)
- Many variables available, so you can customise lots of different things at the same time

Google Analytics Variable
- Cannot change during a session (can change between sessions)
- Can be stacked using javascript
- Has nice custom segmentation tools which are easy and instant, unlike Omniture ASI segments

Which to choose?

If you have the cash and the resources to use Site Catalyst properly, their custom variables are far beyond Google Analytics, the two aren't even close. If you also consider many variables are important to your business, then Google will probably not get you where you need to go. But if you just want standard usage information and possibly only require one variable to perform some basic segmentation, then Google Analytics is for you. You can also stack the custom variable, which will buy you a little extra capability, but it's pretty clunky. If you need some advice, drop Hamish a line at hogilvy@datalicious.com.

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If you haven't read part 1, you should probably start there! http://blog.datalicious.com/call-center-tracking-using-omniture-site-cata

Where to begin setting this up? As with all analytics and tracking, there are many ways to approach the problem, but below is our preferred solution as it fits so easily with the existing online architecture. If call centre staff are indeed able to use a modified version of the online store, the steps below will slash wasted time, improve call to sale conversion as well as bring your phone and online tracking together into a single reporting view.

Step 1 - The basic link
Configure your call center software such that an answered phone call will trigger the opening of a URL. To avoid opening lots of new windows, you should give the window a name, if the name is the same, each call will trigger in the same window.

Step 2 - Where the magic happens
Call center software has access to lots of information, the number dialed, the callers number, who answered the call, the time the user has waited in the queue, any menu selections, the calls unique ID, etc. There is no limit to what is available. You need to look at all the information and decide what is relevant (both for tracking and sales optimisation). Once you've decided what is relevant, you need to pass this information in the URL triggered when a call is answered. Example below:

http://callcentre.example.com/redirect.php?cc=yes&caller=5551231234&dialed=1800123123&id=1234567890&queue=350&agent=samsmith

Step 3 - Now what?
So you've completed the most important step, you've passed all the key information seamlessly between two previously independent systems. Now it's time to use it. The redirect.php is a script written to deal with the information passed. This is not only for capture in Site Catalyst, but also for directing the Agent straight to the right product or content to save time. This happens effectively instantaneously.

Examples:
- Take the sales agent straight to the product page associated with the number dialed.
- Apply appropriate discounts based on known customer information
- Populate fields with customer information to save time

Step 4 - What about the tracking?
The redirect script will send the agent to the appropriate page with all the appropriate site catalyst data as URL parameters. You can then use the getQueryParam plugin to extract these parameters and direct them into the correct Site Catalyst variables.

Typically an Agent will sit on their computer all day, that's no good as the one session will stay alive. To start a new one in Omniture for each call, set the visitor ID to be equal to the unique ID of the call. This will ensure each call appears as a visit in your reports. Usually you would put this ID into an eVar as well, so you can use classifications to import additional data later.

To differentiate call centre traffic to the online traffic, set an eVar and persist it (you must have the get and persist plugin installed), this will allow you to break out call centre traffic with a vista rule later if required. All your Agents traffic will be marked.

Some information you'll want in eVars: Typically i would put the Agents name, the number dialed and any customer ID as a first start. Products, Events on the modified call center interface should follow the logic of online where possible, so they can be easily compared, ie checkout, order, registration, etc.

Before you know it, you'll have some very rich information on your call center. This is only the beginning though, some more advanced segmentation and targeting techniques will be discussed in part 3, along with data imports to close the information loop.

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Firstly you may be thinking, why track a call center with Site Catalyst? Initially it seems like a strange thing to do, hopefully after reading this article it won't seem as strange!

The motivation...

1. The invisible connection
Many businesses generate sales through both online and phone based transactions, most would think these two methods are relatively disconnected, but this is not always the case. Lots of customers struggle with the online payment process and happily pick up the phone if they see the option is available, some never get that far as they would never pay over the internet, but you may have already collected useful information online that could accelerate or potentially close a sale over the phone.

2. Apples and Apples
For compatibility with online sales systems, many call center staff applications are now built using web based (or compatible) technology. Conveniently this allows web based tracking techniques to work much like they do online. Seeing phone based purchases in the column next to online purchases for a given product makes sense, especially when campaigns have both online and phone based calls to action.

3. End to end reporting
The final key reason is that most call center analytics are disconnected from the actual sale data, so the rich information on which products were viewed and purchased is sadly lacking (unlike online purchase data in Site Catalyst). This is particularly frustrating if you want to relate product information and conversion ratios to each campaign phone number to calculate your ROI, or you want to know how John's "call to sale" ratio changes between 8-11am compared to 2-5pm.

All this may not sound like much, but in reality small tweaks make big differences. Being able to truly understand the link between online and offline transactions, along with being able to report them together in the same report, in almost real time can only be advantageous.

This post has tried to justify the reasons why you would want to try an integrate call center data into Site Catalyst, but it doesn't go into the details of how you would actually do so. That will follow in part 2. See part 2 here: http://blog.datalicious.com/call-center-tracking-using-omniture-site-cata-0

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