7 Lessons My $1.8 Billion Competitor, Omniture, Taught Me Over The Last 7 Years

omniture

Over the last 7 years I’ve been in the software-as-a-service space. More specifically, I’ve been in the web analytics space. My first analytics startup, Crazy Egg, helps you understand how people interact with your website. And my second one, KISSmetrics, helps you understand your customers so you can maximize your lifetime value.

In the analytics world, the biggest player in the space, by far, is Omniture. And although they aren’t a direct competitor to either of my startups, I’ve had the privilege of watching them go from being just another analytics company to turning themselves into a 1.8 billion dollar company.

Here are 7 most important lessons I’ve learned from watching my competitor Omniture dominate the analytics space:

Lesson #1: Best Product ? Biggest Company

By no means does Omniture have the best product out there. And no, I am not just saying this because I own 2 analytics companies.

Their product is hard to use; it’s slow; they’ve had a ton of instances of data loss; and they constantly get customer complaints. If you don’t believe me, just Google Omniture Sucks.

That’s actually the main reason I got into the market. Years ago, I used to own a consulting company, and we used to help our customers use Omniture. They hated it although they kept on paying for it.

So, what did I learn exactly? Of course, you want to try to have the best product out there, but even if you don’t, that’s not a valid excuse for not making money. Before Omniture sold to Adobe, their revenues were well into the 100s of millions. In 2008 (they sold in 2009), they had $296 million in revenue. This brings me to lesson number 2.

How I applied this to my business: Although we focus heavily on product at KISSmetrics, we hired a VP of Sales a bit more than a year ago to build out our sales team. You can’t just focus on either product or sales, you have to focus on both.

Lesson #2: Sales is the quickest way to grow a software company

I’ve always had the belief that you need a finished product before you can start selling. The reality is you don’t. I didn’t learn this until I sat on a sales call from a rep at Omniture. Here are the specific things I learned from digging into their sales process:

  • PowerPoint presentations can be more effective than real product demos – if you have an incomplete product, the last thing you want to show someone is a half working product because it’s really hard to convince someone to pay for something that isn’t built. And if your product is built but has bugs, it’s also a bad idea to show someone a demo of a product that doesn’t work 100% of the time. Through PowerPoint presentations, Omniture was able to dance around all of these issues because they were able to show their customers the problem they were going to solve for them. And if you happen to close a deal before your product is done, you can always tell a company you won’t be able to start till X date as you are backlogged from customer demand.
  • Always sell with case studies – the more case studies you include in your pitch, the more validation you bring to your product. Case studies show that your product does what it is supposed to do. If you can’t use case studies, try to use data and facts to back up how your product will make a company more money or, at the very least, save them money.
  • Don’t forget to score leads – if you are an ideal candidate for Omniture, you can expect one of their sales guys to constantly hound you. If you aren’t, you’ll notice that their sales reps won’t bother you too much. It’s not because they don’t want your business, but it is because they are lead scoring. They know that if you aren’t ready to buy, it’s best to throw you back to marketing, where they can continue to educate you until you are ready to talk to a sales rep. This is smart because sales reps are really expensive and you don’t want them talking to people who aren’t ready to pay.
  • Educate first, sell second – just like in the lead scoring example above, Omniture has a tendency to educate first and then sell. It helps drive up the demand for their product, which makes the job easier for sales reps. They do this through webinars, whitepapers, conferences, booths and countless other forms of marketing. But if you look closely at all of the methods I mentioned above, you’ll notice one thing in common: all of their marketing methods involve collecting your contact information so their lead qualifiers can follow up with you later on to figure out when you are ready to buy.
  • The bigger the pitch, the bigger the money – Omniture doesn’t sell you analytics. They sell you a solution to your problem. And the bigger the problem they can solve, the more money they can charge. A good example of this is that they don’t help you with just your SEO or PPC needs; instead, they help you with your digital marketing strategy. They know large corporations are shifting their budgets towards digital marketing. If you look at Google Trends, you’ll notice that more and more people are interested in digital marketing. In essence, they are riding the wave of what’s popular as that tends to be where the big bucks are.

How I applied this to my business: Throughout the last year, we’ve been building out our sales team at KISSmetrics. We are now at the point where we are adding a new sales rep each month.

Lesson #3: The more you integrate, the higher your lifetime value

Although Omniture doesn’t have the best product, one of the main reasons companies keep on paying them is because of integrations. Their product integrates with Salesforce, Exact Target, Double Click and dozens of other large software providers.

At a quick glance, this may not seem to be a big deal, but their ideal customer uses a lot of those other services. And if their customers are reliant on those other services, they are also going to be reliant on you as your product integrates with them and goes through valuable data.

So, even if people hate your product, it’s going to be harder for them to cut you as you are deeply integrated into other software solutions they need to keep their business up and running.

Plus, if a newcomer enters the market with a better and cheaper product than yours, which also integrates with other software solutions, you are still likely to keep your customers. It’s because the cost to rip out your software solution and switch at this point will typically cost a lot more than the savings a company might generate by switching.

If you want to boost the lifetime value of your customer, integrate with all of the major software providers your customers use.

How I applied this to my business: KISSmetrics now integrates with other software providers that our customers use such as SalesForce. This has helped us boost our average selling price and our lifetime value.

Lesson #4: Mindshare = sales

The one thing Omniture did better than any other analytics company is that they got mindshare really fast. They spent more money on marketing and were much more creative with their marketing than their competitors, which helped them capture more mindshare.

For example, I was at a conference called Search Engine Strategies Chicago, which was held during the winter. Omniture was at the event, and they were handing out Omniture branded scarfs. This was very effective as most of the audience was traveling in from other destinations, and they weren’t used to the cold weather. Within hours, thousands of people were walking around wearing Omniture scarfs.

In addition to this, they also did all of the other marketing campaigns that their competitors did such as pay-per-click advertising, SEO, speaking at conferences, creating white papers and using banner advertising. But the one thing that they did better than the competitors is that they created most of their mindshare by partnering up with thousands of ad agencies in the U.S.

So if an ad agency had a customer that needed analytics, Omniture made sure they were always recommended. They did this by providing ad agencies with a referral fee on each deal they brought in.

If you want to grow your business, you have to capture as much mindshare as possible. Yes, this will require advertising. Although you may not be getting a good ROI in the short run, remember that there is value in branding as well.

How I applied this to my business: With both Crazy Egg and KISSmetrics, we try to capture mindshare through our blog. It’s worked well for us over the years, and it has been cost-effective.

Lesson #5: If you can’t beat them, buy them

Although Omniture had a ton of mindshare in the market place, they didn’t have all of it. For a long period of time, there were 3 big competitors in the space: Web Trends, WebSideStory and Omniture. There wasn’t a clear winner in the space, so what Omniture decided to do was to buy out some of the other players in the space.

Omniture ended up buying out WebSideStory, Offermatica and Mercado. Through these acquisitions, they became the leader, which was a very smart move as the value of your company drastically increases if you become the leader.

For example, a company in the analytics space may be worth 4X revenue, but if they are the leader in the space, they could be worth 7X revenue. Omniture was buying companies at a lower valuation, and by combining all of them under the Omniture brand, they were able to skyrocket the valuation of their company because they became the leader.

In the end, Adobe bought them for 1.8 billion dollars and paid a premium of 25% per share.

How I applied this to my business: With Crazy Egg, we recently acquired Hellobar to increase our market share.

Lesson #6: It’s better to have short-term pain and long-term gain than it is to have short-term gain and long-term pain

As Omniture continued to grow, they ended up with a handful of products. And although these smaller products didn’t account for the majority of their revenue, they did account for a good portion.

A good example of this is Hitbox. It was a product that they owned through their WebSideStory acquisition, which they could have continued to run as it was making good money. But they decided to cut it as well as other products so they could focus on their main Omniture suite.

By cutting these products, they were decreasing their revenue in the short run, but this allowed the whole company to focus on the big picture, which helped boost their revenue in the long run.

If you want to create a large company like Omniture, you need to focus all of your efforts on one product instead of trying to create dozens of smaller ones. Even if this hurts you in the short run, you’ll benefit from it in the long run.

How I applied this to my business: At KISSmetrics, we sold KISSinsights and Sharefeed. Both of those products were doing well financially, but we wanted to focus all of our efforts on KISSmetrics.

Lesson #7: Location matters

Where do you think a 1.8 billion dollar tech company would be located? You probably guessed San Francisco, California, but that wasn’t the case for Omniture.

Do you know where they are based? In Orem, Utah.

Most people try to start companies where everything is happening, and in most cases that is San Francisco. What was smart about Omniture is that they started where their ideal employees were located: Utah.

Utah has a large population of Mormons. Many of them are missionaries. They travel the world and go door to door convincing people to switch to Mormonism. Because Omniture is a sales-driven organization, being based out of Utah was perfect for them. They were able to recruit a ton of these missionaries and turn them into sales reps as they already had the basic sales skills. This allowed them to grow their sales team at a rapid pace and at an affordable rate as the cost of living is lower in Utah.

In an ideal world, your potential employee pool would be located in San Francisco, but that’s not always the reality. So, if you want to set up a company, don’t just go to where everything is happening. Instead, look for where all of your potential employees are located and set up shop there.

How I applied this to my business: We ran Crazy Egg as a virtual company, but with KISSmetrics, we set up shop in San Francisco because that is where a large portion of our talent pool is located. We do have some virtual employees, but most of the team is located in San Francisco.

Conclusion

Just because someone is your competitor doesn’t mean you can’t learn from them. Although Omniture isn’t my direct competitor, we do share some of the same clients and, every once in a while, fight for the same deals.

If you want to create a successful business, don’t ignore your competitors. Whether you think they are dumb or smart, it doesn’t mean you can’t learn a thing or two from them.

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Comments

  1. Although I don’t have a software company, these are really great helpful lessons! I read an interview of the founder and I was pretty surprised that the company was based out of a Mormon heavy state, but like you said, I guess that’s why they had a great sales team :D

    -Amir

    • Thanks Amir,

      There location is certainly a factor to their powerful sales team.

      • You are right Neil, Locations always affects your business a lot. I think facebook owners has read your this article. Thats’ why they bought Whatsapp. They were not about to beat this tool, they decided to buy the application.lolz

  2. Cool, just think what you can do if you apply these lessons AND have a product that doesn’t suck! :) In the long run companies also need to listen to customers and constantly improve, since even the best sales and marketing won’t work forever without substance. Pretty sure Omniture is starting to feel the heat from GA…

  3. Some great lessons to learn here. I specific like the idea to buy out your competitors! Of course, if you have enough funding to do so.

  4. Really great article Neil. What I liked most about it is showing how you integrated the learning lessons into your own business!

  5. Firas Kadhum :

    As someone who spent 17 years as senior infrastructure solutions architect in a previous life, I can tell you with certainty that I detested salespeople using smoke and mirror tactics to sell vapor ware.
    The integration part you mentioned above is a great selling point, so is the concept of JV marketing in increasing clients.
    Great article. I wish you write another one discussing “Lead Scoring.”

  6. Yup. Great Compilation. Enterprise software is difficult. I learnt some of the above lessons after losing money.

  7. Incomplete product means a product that does not have all of the features you want it to have. Your customers can be happy with necessary features that makes their life better. You can always upgrade your product in future.

    Good idea to sell an incomplete product. Beta releases are worth using, and yes, PowerPoint presentations are the way to go when you don’t have a working demo of your product.

  8. Neil, as always, LOVE-LOVE-LOVE everything you produce! HUGE THANKS for sharing your wisdom with us! You are so young and bright, you’ll outpace Omniture in no time!

    Competitive intelligence is indeed crucial!

    Another great strategy, in addition to learning from competitors, would be learning from other industries, especially the ones known to be really good at something. E.g., timeshare and pharmaceutical industries are without doubt great at selling, pricing, etc.

    E.g., in the pharmaceutical selling (at least in the company I used to work at), a sales person would treat his doctors in his territory as a deck of cards and rank them just as a deck of cards does, based on the doctor’s prescription potential. Then for the highest ranking cards, doctors that is, a sales person would go there almost every day. For the low-ranking cards – doctors that is (e.g., semi-retired, no high standing in the community) – a sales person would visit once in a blue moon.

    Or as another ex., I go to timeshare presentations and car dealerships periodically (with no interest whatsoever to buy) – just to marvel at and learn from their sales techniques. Free sales lessons right there! It’s amazing!

    It always appalls me how some companies don’t even seem to try to learn from competitors’ successes. E.g., look at Shopbop.com, one of Amazon’s companies. Not only they put excellent pictures of the clothes they sell, but they would also provide the size and specific measurements (hip, bust, height etc measurements) of the model in the picture. They also put videos for many of the items. This is invaluable as it helps gauge the size and fit, which minimizes the guess work and subsequent returns for online shopping for clothes. That’s because Amazon is smart! Then look at jcrew.com – it is beyond pathetic. From their pictures and descriptions, it is impossible to figure out anything. Or neimanmarcus.com – also beyond useless – glamorous pics but of no use whatsoever.

    • Thank you Olga,

      I really appreciate your added input. Definitely some nice examples. I like the idea about attending timeshare presentations and going to a dealership and learning from their slaes techniques.

  9. So what I got from this is just make things happen NOW and that learning from others is super important.

    This should be common knowledge, but most people don’t have a sales background. I was trained in car sales and mobile phone sales to actually go to other dealers and stores to see how other people did things to learn from that.

    It actually helped me become the second highest paid sales rep in our store next to the manager, since I actually took action even if I didn’t know everything about every phone.

    As far as online business goes, I just started reaching out and creating content, even if my site wasn’t done. On top of that, I read all of my competitors sites as often as possible to learn from them.

    Great stuff!

    Thanks a bunch,
    -Gabe

  10. One of the best articles I’ve read on this blog. You just gave business owners A TON of valuable information. Thanks Neil. The tip about Omniture being located in Utah was especially encouraging. I’m in a small town that doesn’t necessarily scream “SEO startup” but, if Omniture can do it…

  11. Great reading, its very interesting to learn about or to hear about your business relations and hard learned experience. This is the blog that i enjoy returning to the most, and every morning when i have my cup of coffee served, i know its time for Quicksprout.

    Thanks Neil

  12. So, when are you going to buy them out?

  13. Very interesting blog. A few comments on your points from my experience with Adobe/Omniture sales.
    (1&4) The company had its phenomenal growth on the old WordPerfect campus. WP was a superior product that was out-marketed by Microsoft, ultimately leading to its demise. Every day, their campus ghosts remind us that the product must be good, but it also must be well marketed to survive.
    (3) The power of the Adobe Digital Marketing Suite is just that, a suite a products that drive your marketing. Can you find specific point solutions that have desirable functionality? Sure. But there is not a better suite in the marketplace today. And the comment on ease of use, any solution can give you pageviews, but a flexible reporting tool like SiteCatalyst (one of the many products in the suite) requires work to get the reporting flexibility that can drive your business. If all you need is rudimentary numbers and you don’t care who else has access to your data, there are plenty of options out there.
    (2) In the 7+ years I’ve been with the company, I haven’t seen a PPT-only demo. I agree if you can’t see the product in action, you should be cautious before signing a contract. Sometimes a PPT can drive a point home, but you should always demand to see the product in action.
    (7) Mormon returned missionaries also uplevel the work ethic and integrity in the office. And don’t forget the multiple languages spoken by them when considering sales/support. Utah has a lot of business benefits outside of good salespeople. :^)

    • Thanks for sharing your insight and personal experience.

      It is always helpful to have readers share their thoughts and tips with everyone. You never know what information will help. :)

  14. Ok Neil, I actually think some of this information should be paid for because it is very good stuff.
    I think I can apply most points almost immediately in my business.
    I really look forward to seeing your companies get to multi-billion dollar size soon because you actually deserve to get there with all the info you provide many business people:)
    As for me its time to integrate my business.
    Thanks for sharing this lessons with us.

  15. Neil, thank you. Excellent post so many of my thoughts have been touched upon by the folks above – so, just posting to say thanks.

  16. Great post Neil! the lesson you have listed here in the article are awesome and I like the most of short term pain and long term gain concept that was awesome.

    Thanks for sharing worthy content :-)

  17. Mindshare is definitely a big one for me. It probably deserves its own post actually. Competing with a big company is basically all that is. Your mindshare vs. their mindshare.

  18. Utah has a large population of Mormons and allowed them to grow out their sales team – but you also might add that the founder is a Mormon himself and went to BYU.

  19. Well, if can tell people with a straight face that Native Americans are a lost tribe of Israel, and that God is a 6’2” flesh and blood man – I could probably spout some good BS about software being a lot better than it actually is. Niel I think the key learning here is for you to make your sales force composed of Scientologists – they are even crazier than Mormons! KISSMetrics sales will go through the rough, guaranteed

    • Ron – Really? McCarthyism went away in the 1960s. You should get better informed before making false allegations. And even if your buffoonery were accurate, as a society we don’t tolerate racism or sexism…what makes religious-ism fair in your opinion? Not cool. BTW, “through the rough?” You might want to have someone read through your posts before exposing yourself to the world – poor grammar sends me through the roof. ;-)

      Neil – To maintain your credibility, you should remove disrespectful posts like this. Religiously charged negativism has no place here, especially when the writer is clearly misinformed and perpetuating more misinformation.

  20. Thanks for the great tips Neil.Having a brand really works out for any company specially if a company is starting out new.

  21. Excellent Neil, learning from competitors is easy and also doesn’t cost a dime.

  22. Neil, can you give us a status, case study on your pop up and your new design promoting your free course?

    I am curious to know how thats going.

  23. What an insightful read – I think us small guys looking to make a break into an internet based business can spend too much time chasing dreams and not enough time analysing our results or the actions we take, plus it shows you that Location,Location,Location is very important for your business but your team are a major factor, just how those Mormons played a big part for Omniture.

  24. Hey Neil,

    Loved your insights…Esp..the lesson#5 …”If you cant beat them ..buy them..”
    But..
    What if you cant beat them….and not big enough to buy them…
    My product is a Social networking Platform for travelers..
    for us, like most startups….the biggest constraint is money and turn around times for our products…. the biggies can create them in much less time and have the financial muscle to market the product on a larger scale… Any head on collision would be suicidal…
    Any tips in this regards..

    Thanks
    Praveen

  25. Good article to go viral and get Adobe to seriously consider buying you out.

    Congrats in advance.

  26. Another brilliantly informative post, Neil. Very helpful and insightful, thank you.

    Also, as you’ve now moved from drug dealers to Mormons, I’m sure a lot of your subscribers ( and their Moms ) have calmed down ! ” Thank heavens, Neil is back on the straight and narrow !!! “

  27. Great insights Neil , as always. Selling with case study works for sure. The problem is knowing where to stop ! you dont want to give out all your secrets in a case study.
    Cheers

  28. Great tips. It’s always a good wakeup call to look at your competitors and see what they’re doing and you’re not…. and what you’re doing amazingly and they’re just… crap at.

  29. I think brand name gives you some value. I have used both, KissMetrics and Omniture, and found KM a bit better. But as Omniture is owned by Adobe, they have much larger chances to success, at least to get a good start. Their biggest benefit is that they don’t have to make a brand name, for which I know you have worked very hard.

  30. Really insightful stuff Neil. The mindshare stuff was ingenious and can’t wait until I can try that out. I loved this article! I need to read more of your stuff.

  31. Haven’t used either of the products. But looking through Adobe/Omniture website, it looks like they are going after “individual” users, in this case companies, corporations etc.

    Why not focus on “gatekeepers.” E.g., Amazon is a huge “gatekeeper” – they have loads of other companies/sellers under their wing. So through Amazon, one can get access to those companies, both for their operations through Amazon and through their own websites. Plus, of course, Amazon has a direct vested interest to see all these companies to succeed and help them succeed, as it benefits Amazon itself as well. So Amazon can be (a) a gatekeeper to provide access to all those companies to offer the product (such as KISSMetrics) to them, (b) to recommend the product to those companies, and (c) even better, the product can actually be customized so that it is integrated with the Amazon environment.

    Obviously, I have no idea what Amazon does :) I am just using them as an example of what could be a great “gatekeeper” to provide access to many potential customers for a product such as KISSMetrics :)

    Or Etsy: they, too, are a “gatekeeper” with loads of sellers who could benefit from the product. Etsy has lots of “small-fish” sellers and actually provides lots of “hand-holding” to help these sellers (e.g., just read Etsy newsletters to its sellers, pretty basic advice). Meanwhile, a lot of these “small-fish” sellers through Etsy have never heard of Omniture, have no intent to research and try such things on their own, and will gladly rely on the recommendation of Etsy. Plus, many of these sellers, small as they are, are actually aspiring to grow and become “big-fish” one day.

    Or Ebay, another big “gatekeeper” to lots of sellers.

    As another comment: just reading the promotional materials on the Adobe/Omniture website gives headache. It reminds me of the days when I worked in a big corporation. You know, the Dilbert-type environment. All these big words so typical for big corporations that don’t mean much.

    Neal, we want you to do great! :)

    • They actually go after execs within a company who can make purchasing decisions and buy a multiple user license.

      For Omniture their gatekeeper would be an ad agency, which they go after. That is one of their models… we are also trying to replicate that model at KISSmetrics.

  32. Neil, solid material and a great all-in-one summary of some of the most important key variables regarding growth. Good stuff… I will start following you. I will be at DreamForce as a new employee of Alfresco. Alfresco is sponsoring the event and we are launching a new product. Sincerely, Ben

  33. neal randolph-sherrod :

    I really like #1. Sometimes we think bigger is always better, but sometimes small can be stealthy and move quickly. The big guys just can’t always respond like smaller companies.

    –neal randolph-sherrod

  34. At such a young age you have achieved so much and still sound as if you are a student. Hard to see such humility.

  35. Wow, what a great read. Plan on putting #2 to work specifically NOW! Thanks so much Neil!

  36. i do like ur location parameter…its a standard to go to silicon vally to get more success but then it depends on the perticular company’s vision also…nyways one more gr8 post

  37. Thank you Neil for your lesson.
    Focus on ONE product is something that various big companies do.
    Example: on smartphone industry Apple (Iphone) and Samsung (Galaxy) focused efforts on one top and expensive product. The ex-leader Nokia fails on this.
    Evene lesson #5 applies to many big companies nowadays!

  38. Hello Neil,
    I must say, I admire your courage in doing big numbers in a business and not breaking a sweat (I assume).

    I especially like the Lesson #7, choosing a location for your company where most productive and efficient workers will be available for recruitment! Definitely a good strategy, and you have a big pool of already skilled sales agents, just adapt them to your business!

  39. Thanks for the inspiration :) This post has inspired me to look towards my competitors to find out what and or who is giving them that winning edge. I’m a jewelry style blogger, but the message struck me as being universal.

  40. Always so much good information Neil!!! What an expert you are :-)… I really liked the tip about if you can’t beat them..buy them!
    ihihh Good advice!

  41. I totally agree with the important of mind sharing and brain storms with all the workers on a small company. To me that always brought me very good results and sales.

  42. HEHE the power point explanation is quite good. Let´s show something flashy, visually to our customer instead of the real product to minimize the chances of failure and too much questions because we know our product sucks at the moment…win 98!

  43. Some learning from the competition such as a large company like Omniture is key, but even more important I think is building upon that and improving upon what they’re doing…understanding what they’re doing and innovating and improving upon them is key to success :-)

  44. What a Classic post this is Neil. I was just concentrating on some of the competitor aspects for my startup. But your post made me realize what i need to think of more for building a good product

    Five stars for this blog post :)

  45. Nice article… I found it after doing a google search for “Omniture Sucks” ironically.

  46. What a great perception about using Mormon missionaries as sales people! I guess Utah is fairly unique in that respect but the concept is a good one that can apply everywhere.

  47. hey neil, once again a great article posted by you. i really liked this strategy “Educate first, sell second “.

    thank you for sharing this information.

    Matt

  48. Great post Neil.

    The importance of having a sales infrastructure cannot be overstated. It’s like Chet Holmes says, you need to spend 3 hours per day strictly on sales. It’s pushed to the back burner too often in our industry.

  49. Handing out scarfs during winter in Chicago – absolutely brilliant. Very smart focusing on blogging. One of the best pieces of advice I’ve heard about blogging – “If you’re not blogging, start. If you’re blogging, blog more.”

  50. Wonderful. Good info!!

  51. It is said that a smart man learns from his own mistakes, but a genius learns from other people’s mistakes. I bet Neil is from this 2nd league, so his competitors must have taught him a lot in time, indirectly :)

  52. Hello!,,,,,,

    Neil, thank you. Excellent post so many of my thoughts have been touched upon by the folks above – so, just posting to say thanks so much!,,,,

  53. I find Neil’s point of view insightful, yet somewhat jealous. Omniture was(is) actually rated as the #1 option for analytics several years in a row by Jupiter, Frost & Sullivan, and Forrester Research and for reasons other than they were based in Utah with a majority Morman sales team or great marketing. He points out one option where people may not like the product, but what about all the options where people love it. The reality is, the majority of enterprise companies have and continue to use Omniture/Adobe even though GA is free. What many people fail to recognize is what is the real cost of GA? Google is brilliant, they offer a free tool that gives them access to customer data which tells them what key words convert, then they turn around and charge those same customers more for those keywords since they have full access to your data. Of course you’re going to pay increased keyword rates if they continue to convert, and Google knows it. Not free when you consider the bigger picture.

    Anyway, good insights into what Josh James did with Omniture and into why Utah is a great place to start a company.

  54. Hello Neil !
    I totally agree with you that there are lots of new and different things for learning from your competitors. I really liked that you have picked up positive points from your competitor. Moreover, I liked that “educate first then sell”
    Thanks for sharing your experience.
    Russell

  55. Hi Neil,

    How different is kiss metrics when compared to core metrics.. As I can see that both of them in same line….

    Regards

    • KISSmetrics focuses on bottom line metrics. So instead of tracking vanity metrics like pageviews, we track metrics like life time value of your customers and churn.

      We also track people instead of just visitors. We can tell you “John did X, Y and Z on your site before he bought”.

  56. Give me a break. Google ” sucks” and you’ll get thousands upon thousands of results. That in no way is an accurate representation of their customer satisfaction. Try again.

  57. I found this article while searching for ways to anaylse my competition online and it reminds me of an old quote:
    “If you know your enemies and know yourself, you will not be imperiled in a hundred battles” – Sun Tzu

    I totaly agree with your insight regarding using PowerPoint presentations and seeing that is is much more effective than real product demos.

    Non tangible products can be confusing to explain to potential customers. My company sells rewards solutions to customers and we find that powerpoint presentations enable us to show the bigger picture which opens possibilities in benefit selling.

    Thanks for sharing useful insights on your blog. You have just won yourself a new fan.

    Fiona

    • Fiona, thats a great quote. It’s great how it applies to modern day life too!

      I think visual representations really do the trick for many people. It’s all about showcasing your information in the most digestible format :)

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