Omniture SiteCatalyst-SAINT classification

The Client

The client is a leading marketing and financial services provider for SMEs in the USA.

The Need

Due to various unique campaign tracking codes and variables, the client could not attribute their traffic and conversions to the right source. This made it difficult to analyze and draw actionable insights.

The Solution

Nabler's Omniture practice lead recommended that the client use SAINT classification for accurate attributing of traffic from multi-channel campaigns.

SAINT stands for 'SiteCatalyst Attribute Importing and Naming Tool', which is the process of classifying an Omniture SiteCatalyst variable. In other words, it is a process to unearth the relationship between a variable and it's 'Meta Data'.

It is used in case there are many unique and distinct variables in a report. With the help of SAINT, it becomes easier to analyze and extract useful insights from this clutter of data. What is critical in such a case is to group and classify data into easily understandable and clearly defined categories.

With this, one can easily classify a single variable (which usually is either a Traffic or Conversion variable) into a number of pre-defined categories and sub-categories.

The major challenges faced by Nabler were in collating tracking codes from different channels like Paid Search, Banner ads, TV, Email Newsletters etc.

The tracking is especially difficult here since each campaign is run by a different vendor or team.

Process for SAINT classification:

The Benefits

With the help of this:

• Keyword category reports by keyword type were generated.
• Streamlined reports that allow users to dissect data by various variables without any additional tagging were produced.
• The need of defining complete sub-relations was eliminated in order to break down any data.
• As SAINT classifications are 'retroactive', additional data classifications/variables can be easily added to the already existing database.