Analyzing Web Behavior Over Time
If you are into Web Analytics, check out the analyst commentary on how Quantivo makes it possible to conduct “second generation” behavior analytics on large scale web data.
Hung LeHong, research vice president at Gartner, is hitting the nail on the head when he says “To analyze behavior, over time, of a repeat customer is something that SiteCatalyst can’t do very easily. There are some things that Quantivo can do that SiteCatalyst cannot, [and] there are some areas of overlap but Quantivo just does [those] significantly faster.”
Indeed, what Omniture customers are telling us - and by the way we are not singling out Omniture, they just happen to be the first Web analytics vendor we support - is that analyzing web behavior over time and multiple visits is incredibly hard. The reason is that your analytics engine needs to uncover patterns across many separate interactions, something that is hard to do with a traditional relational or column based database.
So how do we do it? The secret sauce is our “affinity database” technology, specifically designed for this purpose. More info is on our web site but the beauty of the Software-as-a-Service delivery is that instead of going through a long evaluation and justification, you can try it out on your actual web data with zero (0) investment.
Tags: behavior analytics, Omniture, SaaS, SiteCatalyst, web analytics