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Rachel Finley
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Brigham Young University
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prspecialist@byu.edu

Team of One Wins Omniture Web Analytics Competition

Going against a record number of competitors, one student came out on top in the second annual Omniture Web Analytics Competition hosted by the Rollins Center for eBusiness.

Kevin Willeitner, now an alumnus of the Marriott School, from Sandy, Utah, won over judges with his extensive research using Omniture’s software to analyze the Costume Craze web site, a Utah-based online company and an Omniture client.

“The presentations were solid,” says Josh James, CEO of Omniture. “It’s always fun to see students’ enthusiasm for digging into web analytics to find insights. This type of analysis is the future of online business.”

The four finalists were selected in a preliminary round for all thirty-five teams. Teams Summitt, Fourth Sigma, Brandon Ausman, and BRG presented to a full house the last day of the competition. Judging was handled by a trio of professional web analysts from Omniture—John Mellor, senior vice president of business development; Matt Belkin, vice president of best practices; and Cameron Barnes, group manager of best practices.

“This year showed refined analysis and a crisp understanding of the success drivers for an Internet business,” James says. “The students had really thought about how to interpret the data and make suggestions that would result in real revenue impact. Costume Craze commented to us that they were impressed with the presentations and saw several suggestions they may put into practice.”

No experience using SiteCatalyst, Omniture’s flagship web analytics software, was necessary to enter the competition. Students were trained to use the software to analyze possible improvements to the Costume Craze web site, and to research possible market outcomes. They then presented their findings in five minute presentations during the preliminary round. This year’s competition boasted a record seventy participants with majors ranging from music to marketing.

The competition was neck and neck; the groups were scored on a scale of one to ten and the total difference between first and fourth place was a mere point and a half. Willeitner, who was awarded $2,500 for first place and later accepted a full-time position with Omniture, agrees it was tough.

“It’s a lot of work. There’s a lot of information and it can be intimidating, but once you get going it’s exciting. I would definitely do it again.”

Jeff Ehlers, a student volunteer with the center who coordinated the competition, feels much the same way.

“We put in a lot of hard work and dedication, and it was a good experience for the students who participated,” he says. “They have the opportunity to be exposed to cutting-edge software and gain a skill that’s extremely valuable in the real world where multiple businesses use Omniture’s software. It is a marketable skill for students to acquire.”

Working with Omniture once again, the Rollins Center for eBusiness will host another Web Analytics Competition early this year. The competition will again be open to all full-time students.