EightBlack.

I was reviewing my notes from the Omniture Summit in Sydney last week. The Omniture folks put on a good show. Man, is this a company that’s clearly under the pump. They’ve got what everyone wants, but not enough people or resource to help sell it, install it and service it.

It’s probably a good problem to have.

Anyway, Paul Phillips, Omniture’s VP of Behavioural Targeting impressed me greatly. He obviously impressed the senior management and board at Omniture too, because they acquired his company - Touch Clarity a little while back.

One of Paul’s slides stood out more than any other.

He references this:

“There’s a large gap in off-site and on-site spending”.

Meaning, most commercial website owners invest heavily in the following -

• Email
• SEO
• SEM
• Affiliate Marketing
• Banner Ads
• Call Centre
• CRM
• etc

But what they dont spend much on at all is actually the area that needs it most - on site. For example, in the area of analytics or registration.

This line in Avinash’s book keeps ringing in my head - “No matter how much your torture you website data, all the tools will only ever tell you WHAT happened, and not WHY it happened”.

And I think thats why we find it difficult regarding the area of on-site spend. Because understanding the “why” is the most difficult. Its easy to get our heads around SEO, SEM, Affiliate marketing, banner ads etc. All we do is get our agency to fill out insertion orders and away we go.

There needs to be a better balance in what we spend off-site and what we spend on-site. Some folks have started to work this out and its those organisations who are powering the tremendous growth of business optimisation companies such as Omniture.

Paul Phillips is one clever bastard. And someone definitely worth talking to. I’ll put in a request to talk with him and we’ll see what happens.

If you get the opportunity to make it to an Omniture Summit, I strongly recommend it.

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This entry was posted on Wednesday, July 25th, 2007 at 12:03 pm and is filed under Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.