One of the nice things about having my own web site is that I can express my own opinions. Here is one of them.
I have been annoyed for a long time with Omniture’s sales methods. Omniture is having their extremely well attended Customer conference this week so, I figure this is as good a time as any to get a little critical of the world’s largest web analytics vendor.
First things first, kudos to them for doing an exceptional job leveraging their position in the market to become the largest web analytics vendor. They have some eye-popping stats.
- 66% of the most innovative companies use Omniture
- 40% of top 100 retailers use Omniture
- Omniture process 8.2 billion transactions daily (events and page views?)
Now let’s go back in time a couple of years. I was sitting in a room with a group of Omniture people, and they were doing a presentation for a client of mine. As the presentation and demo kept going I was shocked that they kept promoting common features in their tool as the only vendor to provide that when it is common knowledge that the exact same feature is available in almost every other web analytics tool on the market. I felt like I was taking crazy pills. We ended up not going with Omniture in that particular instance, but obviously many, many other companies bought similar logic hook, line, and sinker.
It looks like this trend has only continued based on the recent press release for Omniture Fusion. Their “unique” approach is just a retread of what every web analytics consultancy worth its salt has been doing for many years. Sure, it continues to be a challenge. And sure, I am glad Omniture has decided to try this, but why act like you are the first people to slice bread. In the meantime, it looks as though doing a worthwhile implementation of their tool has been left to surrogates.
Why does Omniture do this? Well, obviously they are a vendor with a need to sell as much of their products and services as they can. And if they can get you to believe that they have introduced a true differentiation between their product and their competitors they will have leverage in the sales process. It is a strategy that has worked wonderfully well up to this point. The truth is that Omniture is selling its sameness as differentiation all over the place to resounding success. But how long can fooling some of the people some of the time continue to be a successful strategy in this industry that is getting smarter by the day?
Some people are going to read this and think that I dislike Omniture, and that is not true. Omniture deserves its place as the leading web analytics vendor, but their sales approach over the years annoys the crap out of me. Truthfully, if I had to do a vendor selection right now, they would be on the short list, but not because they have provided a truly differentiated offering.