Data analytics is the key to achieve excellence in Internet marketing. Moreover, the organization of data compiled in real-time aids websites to focus better on their clientele. Data analysis has a lot of methods like surveys, feedback forms, and the number of visits, plus more parameters than you need to determine your tastes. Data analytics plays a big role in maintaining a presence on the web. The two most popular tools available are Omniture and Google Analytics. Omniture, formerly known as SiteCatalyst, offers web analytic services which include data warehousing to store a large number of reports on any said keyword, Ad-Hoc (formerly known as Discover), is an advanced segmentation tool, which breaks the demographic of users into a number of segments, and the very popular Test&Target, which runs A/B testing between 2 different parameters. Google Analytics, in conjunction with its subsidiary products such as AdSense and AdWords is currently dominating the market. It has a new feature called Multi-Channel Funnel report, which gives data results on the number of clicks in a 1-day window, 3-day window, and 30-day window. While there are many tools out there, we give you a comparison between the best two - Omniture Vs. Google Analytics. Google Analytics (GA) premium receives monthly visits of one billion and offers reports on unsampled data. Omniture has similar features. It is intensive, data-heavy, and highly customizable, while GA is nimble and user-friendly. It does have a distinct advantage over Omniture that GA reports can be distributed among many users while Omniture requires a specialist to set up, measure, and analyze data. GA allows anyone to examine traffic data which allows for easy and dynamic interpretation of the same. No matter how we spin it, data analysis has become an important aspect of market research. The choice to use the right data analysis tool still depends on your business and your clientele.