I may be dreaming here, but why couldn’t a metrics system such as Omniture be integrated into a CMS such as Interwoven, and based on rules, automatically shift traffic down predetermined paths?
Example: if a vendor is driving traffic through banner URLs and paid search to landing pages, and if there are multiple instances of those landing pages as part of a standard A-B/multivariate suite, why couldn’t the “winning” page begin to receive the majority of the clickstream as it wins out over its alternatives? The metrics system would need triggers that would run against a rules engine, modifying in real time the destination URLs to funnel traffic to the appropriate page.
It would seem the human interaction in the production-analysis-placement chain is the weakest link in the flow. I need to think more on this one and see where it goes.
great query, and one i’ve been thinking about for some time now. the concept seems to make heads spin, especially “consulting” heads.
the whole egg of automation via integration of metrics data just doesn’t exist right now as an out of the box offering from Omniture, WebSideStory, or anyone.
the best yr going get is Offermatica, Kefta, or Optimost which will automatically optimize or target specific content based on the results of ab/mtv/split testing… but none integrate with metrics data.
what you want is what i want. let me know if discover anything. it’s a big black hole. once it’s filled, I get more fuel for my “test, not guess” mantra.
Sounds like a business plan to my thinking.
Not to add stupidity to the conversation but I just won $100 guessing Judah would be the first to respond to this blog post.
This can be done through custom business rules and integration with Omniture. I’m sure output from Omniture can be made into a RSS feed that Interwoven reads in and adjusts the click-through to either Page A or Page B based on the conversion rate.
I’ve dome some of this stuff in my old e-commerce days but never with real-time click through adjustments.
David: Yes, it does. Indeed.
Todd: Almost anything can be done with technology. I really believe that. It’s very easy to functionally define what needs to be done, especially when you use the word “integration” as in Extract Transfer Load. Data Junction, anyone? And of course it would be great to be able to use Omniture to do this but I gotta ask:
1) Where do you define these custom business rules? What technology?
2) What integration with Omniture and Interwoven? Who is going to write it?
3) If Omniture can’t track RSS, then how will it output RSS 1 or 2? or XML for that matter. XML API’s from Omniture are forthcoming 3Q.
4) Where’s the conversion rate come from? Where is it calculated? As a metric in Omniture-land? Nope. Do you mean lift from testing a variation?
Yes, Omniture has an AB testing framework that has no failover. Omniture’s standard out isn’t RSS, it’s some MS-specific binary, and the best way to handle that is with a smart programmer who knows the MS automation API and SOAP/XML. Half the problem with integrating this shite is that the API’s to do it aren’t exposed because it’s a hosted solution. The integration to which you loosely refer has to be done at the site-specific level, and that means resource allocation.
If you have the solution, please inform DC or Molecular. I would so appreciate it because they claim it can’t be done, and so does the Eric Peterson, the guy who wrote all the books on Web Analytics, and the current VP of strategic services for WebSideStory. Please bring up your ideas at the next meeting and map those ideas to a realizable technical architecture, and let’s do it. I’m on your side.