Takeaways and sound-bites from the Adobe Omniture 2011 Summit
by Jonathan Kay on Friday, 20th May, 2011
Thanks Omniture for putting on another great Summit #omtrsummit Here is a collection my thoughts and notes:
Omniture Summit 2011
Sound-bites
“Mobile is the glue which ties together our digital and organic life.”
“Brand perception today is being influenced more by customers than brands.”
“There is a shift from the wisdom of crowds to the wisdom of friends.”
“65% of companies have ‘lost’ campaign data due to implementation errors. And 86% of companies reported on having implementation issues.”
“[Implementation] audit early and often.”
“Interpretation is a living thing.”
“An attempt to lure is not a social media strategy.”
“Competing for the future is about competing for the moment.”
“[Social] brands think people want a relationship with them whereas consumers want discounts and offers.”
“There is a now a 5th ‘P’ of marketing; perhaps the newest is going to be the most important, PEOPLE”.
“The 5 ‘i’ of social marketing: Intelligence, Insight, Ideation, Interaction & Influence.”
“Successful landing pages are built by asking the right questions at the earliest planning stage.”
“You need to use tracking code to monitor clicks from social campaigns wherever possible as only 60% of visits are from a web-based app. The remaining 40% will report as ‘direct’.”
“Integrating art with science.”
More smart mobile devices were sold last qtr than PCs and the growth of mobile will continue to be far faster than PC; with many people in the world only ever experiencing online via mobile (eg India has 500m mobile vs 100m PC).
Omniture report suite specific
Adobe Tag Manager launched. Enables you to manage all your tags through a container tag.
Adobe Social Analytics is now in Beta and looks great. It will be interesting to see how Adobe price it.
SiteCatalyst V15 allows you to create a segment and push it to Test & Target.
SiteCatalyst V15 ‘normalise’ feature is something I’d missed when looking at the Beta. This will be very useful to aid quick comparison of trended data.
Focus of Omniture’s development is moving towards mobile first.
Make sure that you keep an up to date implementation document repository, including: SDR, change log, a copy of the s_code with full comments of what the code does, audit dates and actions.
Use Fiddler to map a local copy of the s_code to your site to enable better testing.
Set alerts for high traffic and KPIs.
There are publishing widgets to push data to the public; such as showing top searched items or products on to your homepage.
Adobe Tag Manager
The Adobe Tag Manager product launch (I haven’t seen a demo or any literature beyond the PR yet so my understanding is limited) should prove to be a smart move for Adobe and its customers.
The tool will allow customers to deploy tags from other vendors through the SiteCat tag. Should a customer do this, then Adobe knows that it will be a much bigger business pain for that customer to leave Adobe and switch to a competitor because it won’t just be the SiteCat tracking which would stop working when a contract ends. This should help ensure longer term contracts and revenue protection for Adobe.
The customer will benefit by having an easier mechanism to deploy tags and crucially to maintain their SiteCat 
implementation (which for many brands is a significant pain and barrier to optimisation). This will save many clients perhaps several months of wasted time whilst they are waiting for availability in a release schedule to update the code.
My feeling is that this tool should be provided free of charge to all customers and it will be a mistake if Adobe decide to charge anything more than a nominal fee. If there is a significant charge, then I suspect many companies will use an independent Tag Management system (such as the UK vendor TagMan) which will allow them to move away from Omniture in the future and all their existing tags will continue to work.
Whilst I’m taking about “free” I believe that Digital Pulse should be packaged with SiteCat for all customers to help maintain a good quality implementation. A better implementation leads to a happier client and a stronger client / supplier relationship.
#askbrett and the “Brett Error Show” was great – check out the YouTube video (link not available yet) when it’s live.
Official photographer photos are on Flickr.
Even Jonny Vegas wanted to know more
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