So yesterday there were press releases from both Omniture and WPP announcing their partnership, and the $25,000,000 common stock investment by WPP in Omniture. You can see these respective press releases here (they’re the same really): Omniture: http://www.omniture.com/press/635 WPP: http://www.tinyurl.com/wppomniture  I think that this was very big news, and that it will impact both Web analytics practitioners and other vendors alike. As I see it, here are a few (a very short, brief list) of the ways this partnership might affect us practitioners of Web analytics: With Omniture training...

One of the most simple questions asked in analytics is, “How much money are we making from our paid search campaign?” The problem is that there are many ways to answer this question, as well as many factors from the Web analytics side that can created different answers. As a Web analyst working within a team of more traditional SQL-using, data analysts, explaining how an analytics solution answers the above question can be challenging. The 3 primary variables that are a part of a revenue attribution methodology include: The order with which the campaign credited with the sell occurs...

Now that Omniture has APIs and WebTrends is doing more sophisticated things with their tools that have ODBC connections, I was thinking, should we Web analysts consider adding to our skill set? Primarily, should we begin to add programming abilities to our skill set? Things like APIs are great, but only if you have the ability to create applications that access these APIs. Should we Web analysts start learning languages like PHP, SOAP and XML so that we can create our own applications? Also, most popular Web analytics technologies are based upon JavaScript (from the implementation side anyway)....