By Fernando Martinez (@fermart19)
When you launch an advertising campaign, whether it’s print, radio, or television, measuring the success of your efforts is crucial to the business and marketing decisions that you make. Equally as important is how you measure these numbers. The feedback on traditional campaigns may not be 100% accurate, but the information does provide insight into who you are communicating with and how they are responding.
Digital campaigns pose a slightly different challenge in that it requires complete accuracy and data collection in real time. Fortunately, there are plenty of great tools and software that can help businesses manage their online campaigns, but beginning to understand the metrics can be a little daunting for people with limited knowledge of web analytics.
I work in Zemoga’s Intelligence Bureau, where we help our clients create successful digital experiences for their customers by identifying Key Performance Indicators (KPI), measuring Return on Investment (ROI), and making suggestions on how to optimize their digital strategy. We’re always striving to strengthen our expertise in this field, and so I traveled to the Adobe Omniture offices last week to learn more about their incredible product.
The Omniture building is in beautiful Orem, Utah, which is better known by its nickname, “Family City USA.” One of the first things I noticed about Orem were the beautiful mountains to one side of the city, which reminded me of Bogota – I felt right at home. While in Orem, I had the opportunity to wine and dine at the Sundance Ski Resort, owned by Robert Redford!
This was an inspiring setting for Omniture University, part of Adobe’s extensive suite of training services. I took two 2-day intensive courses on the basic functions of Omniture’s SiteCatalyst, as well as SiteCatalyst’s advanced features and tools. On the company’s website, Adobe describes SiteCatalyst as “the industry-leading product that provides marketers with one place to measure, analyze, and optimize integrated data from all online initiatives across multiple marketing channels.”
SiteCatalyst is a powerful and highly customizable tool that provides more accurate and more robust metrics than other similar analytics tools. There are a plethora of criteria by which you can sort and represent data, resulting in compelling visualizations that clearly identify the strengths, weaknesses, and opportunities of any digital campaign.
We’re excited to add Adobe Omniture to Zemoga’s service offerings under the Intelligence Bureau. It not only helps us build better websites, but it helps you make smarter decisions about your marketing strategy. If you’re interested in seeing how Omniture can improve your business, don’t hesitate to drop us a line – we promise you’ll be impressed!
For more pictures from my trip, visit my Flickr album.