Google Analytics new features

• Motion charts
• Advanced Segmentation – This is limited to session data
• Custom Reports
• Data Export API

What is still special about Omniture
-Features

• Real-Time Tracking – Most companies wouldn’t benefit from real-time tracking but Omniture has the feature Google doesn’t.
• A hundred custom variables (50 props, 50 eVars) instead of just 1 provided by Google.
• Product classifications (S.A.I.N.T.) – Once classifications are defined you can splice and dice the data with Omniture’s product classifications.
• ActionScript Flash tracking – You can track Flash elements with Google but it requires a hack. Omniture can track Flash with a native solution.
• Custom Metrics – Google only provides standard metrics but it is possible to make a custom metric in a spreadsheet or database if needed.
• Event Tracking – Google doesn’t have a way of tracking changes like Omniture’s event tracking calendar. This can be incredibly helpful when many users are making changes on the site and on their campaigns.
• Alerts – When a metric or KPI hits a certain level Omniture can send an email alerting the person in charge.

-Data

• Google owns your data and some potentially sensitive information about your business. Omniture doesn’t have an inherent conflict of interest with PPC advertising. Google on the hand could increase your PPC bids if they knew how much you made from certain keyterms.

-Customer Service/ Customizations

• Google can do many of the heavy lifting Omniture can perform. The big difference is that Omniture has most of the functionality already built. Tracking call centers, surveys, and other data is part of Omnitures features. With Google there is a lot of extra work and research involve. Basically you are on your own with one exception; Google Analytics has built a community of experts that provide answers. There are bloggers, authors, and Q & A areas that provide much of the needed support. My experience with both tools is that most of the customizations have to be managed by the Web Analyst. There needs to be someone looking over the whole process from start to finish. Customer service and community help can only do so much.

Summary
Knowing the limitations and scope of each tool will help you make an educated decision. If your company is new to web analytics or you don’t require much beyond the standard reports Google Analytics might be for you. If you plan on using your web analytics to drive your entire company’s strategy and have complex requirements Omniture’s customization and power is hard to beat.