Omniture

Omniture Integrates with Facebook and Twitter

March 4, 2010 By Manoj Jasra Leave a Comment

I personally hadn’t heard from Omniture for months, but today they rolled out with Marketing Suite 2.0 which includes a multitude of updates and features, check out the details below. Full Press Release Here.

Facebook

A new solution utilizing Omniture SearchCenter and Omniture SiteCatalyst to buy media on Facebook and measure its influence across digital marketing channels.

New Display Advertising Optimization

Using Omniture SiteCatalyst customer segment data, advertisers can purchase placements that are shown to just these segments.
With Omniture Test&Target, advertisers can further optimize these ads in real time with A/B and multivariate testing to dynamically show only the ads that drive key metrics.
Partnerships with leading ad networks enable better remarketing to anonymous visitor segments.

New Mobile Analytics Enhancements

App Measurement for iPad is now available to all SiteCatalyst customers to measure the application usage of mobile applications being run on the iPad.
Additionally, the devices database within SiteCatalyst has been updated to recognize iPad devices, so marketers can now include reporting by this mobile device within their SiteCatalyst environment.

New Online Analytics Enhancements

Omniture has expanded its partnership with Experian and Experian’s anonymous demographic data will be available within SiteCatalyst to identify high-value customer segments. Experian will also resell the Online Marketing Suite and be fully trained to deliver consulting services for Omniture Test&Target.
SiteCatalyst now features advanced dashboarding capabilities that make dashboards easier to read, annotate and print. Additionally, dashboards can now be copied to other report suites, or exported as a .pdf or .html file for easier distribution.

Omniture SiteCatalyst Integration with Twitter

This service offering leverages the Omniture open API platform to help customers bring actionable Twitter data into their SiteCatalyst dashboard. Omniture customers can then answer important questions about their business, such as “who is talking about my brand and how are we influencing them?”

App Measurement for Facebook

Marketers can now use the Online Marketing Suite to measure the popularity and success of Facebook applications. Marketers can gain insight into the correlation or relationship between Facebook applications, site traffic and other online channels such as Web, mobile, video, etc.

Viral Video Measurement

Companies can now more effectively measure viral video across video sharing sites, removing many of the delays and challenges of measuring the impact of viral video on customer acquisition and conversion.

App Measurement for Blackberry, Symbian and Palm

Omniture’s application measurement capability can now help marketers and developers using the Blackberry, Symbian and Palm platforms understand how users are engaging with their applications and how these applications affect conversion metrics.

comScore Integration

This offering combines the power of Omniture’s Web analytics with comScore’s new Media Metrix 360 hybrid audience measurement to create a unified digital audience measurement system. This enables publishers to represent themselves in a more comprehensive manner to advertisers, and advertisers to better optimize their media planning with the benefit of more extensive media reach data.

Landing Page Optimization

Using a SearchCenter integration with SiteCatalyst and Test&Target, search engine marketers can now test landing pages across campaigns and ad groups.

Filed Under: Facebook, Omniture, Web Analytics

A Step Closer to Unified Audience Measurement

September 30, 2009 By Matt Langie Leave a Comment

By Matthew Langie, Senior Director of Product Marketing, Omniture

As the online advertising market and breadth of publishers have grown over the years, the continuing challenge for advertisers and publishers has been telling the true story of the online audience. Knowing the real measure of a site’s online audience leads to real dollars.

For years advertisers have tried to reconcile both web analytics (server-based) data and panel-based data. Both data approaches have their place and can offer the necessary insight from different perspectives.

The Case for Web Analytics

Web analytics data has helped online marketers gain insight into visitor activity on a site, such as page views, videos watched, pathing through the site, conversion rates for those purchasing products, etc. This insight provided by web analytics has enabled innumerable online businesses to optimize their sites by providing better, more engaging experiences for the visitor such as more efficient shopping cart processes and display of more relevant content based on previous or related content consumption.

The Case for Panel-based Measurement

Panel-based measurement gives marketers a better understanding of how their web sites compare with those of their competitors, as well as insight into the demographics of this audience. This leads to greater understanding of broader visitor habits and projections for the greater Internet population. The panel-based measurement approach has become one of the primary ways for publishers and advertisers to arrive at a general valuation for advertising rates (CPM) for sites commanding certain audience sizes, demographic makeup, and more.

Shortcomings of Each Method

Yet both methodologies are not without their own specific shortcomings and measurement nuances. One particular issue for web analytics is the deletion of cookies, which are the files used to communicate between that local machine and the host site to determine site preferences, repeat visit activity, and other anonymous activity. And panel-based measurement approaches usually encounter issues when it comes to measuring “at work” activity as many IT organizations prohibit the installation of the software necessary to measure the opt-in panel participant’s Web activity.

The recently announced partnership of Omniture and comScore addresses many of these shortcomings and helps marketers gain an even more complete picture of what is really happening across their online business. The solution combines comScore’s rich audience measurement data with web site visitor data captured by Omniture Web analytics-SiteCatalyst. The goal is to provide advertisers and publishers with a unified measurement system resulting in the industry’s most comprehensive view of digital audience measurement.

Tell the “true story”

Many might conclude that the “best” representation of a site’s online audience is somewhere in between that provided by the web analytics reporting and the panel-based measurement. That’s what the Omniture/comScore partnership is all about. Here are some of the key benefits:

Creates an industry-wide measurement system that takes into account both measurement methodologies.
Publishers will become more appealing to advertisers since they will have more comprehensive data on site visitors.
Niche publishers, who have traditionally been under-represented to advertisers, will now have better data on site visitors and more adequate representation.
Advertisers will have a better view of digital audience measurement for a more targeted media planning.

In the end, it’s all about leveraging the data to provide the most comprehensive view of the online audience to deliver the right experience for the right value. We’re really excited that the Omniture-comScore partnership will deliver that value and provide a unified measurement system resulting in the industry’s most comprehensive view of digital audience measurement.

Interested? Be sure to learn more at:
http://www.comscore.com/comScore_Omniture

Filed Under: comScore, Omniture, Web Analytics

Adobe to Acquire Omniture for $1.8 billion

September 15, 2009 By Manoj Jasra Leave a Comment

That’s correct, you heard it right – Adobe is set to acquire Omniture. I believe this is the largest web analytics related acquisition of all time! I was under the impression it would be Omniture who would continue their buying spree – guess I was wrong. Below is a snippet of the press release:

Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash.

Adobe’s acquisition of Omniture furthers its mission to revolutionize the way the world engages with ideas and information. By combining Adobe’s content creation tools and ubiquitous clients with Omniture’s Web analytics, measurement and optimization technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.

In a Letter From Josh James:

By joining forces with Adobe, we can accelerate our vision to optimize every digital interaction (across media types, devices and applications) because of the unique synergies that exist between our two companies:

Adobe’s products are a ubiquitous component of digital content creation and playback. By integrating our technology with Adobe’s, we will be able to more quickly deliver our solution and “complete the loop” of content creation, delivery and optimization–enabling our customers to provide more effective online content and experiences.
Adobe also has the global operational scale and reach that will enable us to more quickly penetrate new geographies and new markets. We will be joining forces with a company that generates over $3B in annual revenues that can get us to market faster, and at a time when the market is looking for a digital marketing platform it can make a bet on for years to come.

As is customary in these situations, this transaction is subject to government approvals and is expected to close before the end of the year. As we progress toward closing the transaction, we look forward to sharing more details with you about our integration plans and the many exciting synergies between our companies.

I realize this is a significant development in Omniture’s history; as such, I want to assure you that it is “business as usual” at Omniture and we believe this only adds to our ability to evolve with you and be your trusted partner for decades to come.

Filed Under: Omniture, Web Analytics

Interview: Omniture VP – Chris Zaharias

August 21, 2009 By Manoj Jasra Leave a Comment

Yesterday I had a chat with Chris Zaharias, Omniture’s VP of sales for SearchCenter. Chris gave us a quick lowdown of what’s been going on with SearchCenter over the past few months.

[Manoj]: SearchCenter recently had a major release, version 3.0 (and smaller releases 3.2, 3.3) – give us some background behind these changes.

[Chris Zaharias]: v3.3, which came out in April 2009, added match type reporting, negative keyword support, Quality Score and 1st Page Bid reporting as well as a number of performance and usability enhancements. You’re never really ‘done’ with an SEM solution; the engines change targeting and campaign management functionality every month it seems, and we try to help our clients take advantage of those options while also making more and more enhancements to unlock value in all the data that resides in our platform.

[Manoj]: What can we expect in version 3.4?

[Chris Zaharias]: I won’t spill all the beans, but one of the key areas is integrating SearchCenter with our Test & Target solution. Our SEM customers view SEM campaign management and post-click conversion optimization as equally important, and so the goal is to integrate the two products in such a way that the marketer can address both pre- and post-click optimization in one workflow.

[Manoj]: Tell us about SearchCenter’s support model

[Chris Zaharias]: First, for those agency and advertiser customers who expect to be fully self-sufficient in the use of SearchCenter, we have ClientCare, which is essentially technical/product support and which exists to answer product-specific questions, bugs, etc. Second, because a good number of our clients are transitioning SEM inhouse from an agency, we provide transitional services whose goal is to deploy and customize SearchCenter, train the customer both on SearchCenter and SEM best practices, and often to provide a strong level of hand-holding as the marketer makes the transition to fully managing their campaigns on their own. We’re pretty unique in this respect, as most SEM vendors are either product-only, or full-service. In addition to ClientCare and our SEM services team, we have a Customer Advisory Board that meets regularly to help guide our Product & Engineering teams as they further develop SearchCenter.

[Manoj]: Are there any verticals that SearchCenter has greater penetration in?

[Chris Zaharias]: Retail, media & entertainment and travel are very strong for us, but edu, finance and technology are also important.

[Manoj]: Omniture wants to be (and is) a platform rather than a set of marketing tools, why is this important?

[Chris Zaharias]: The Internet is not just a marketing channel. It has become an enabler for a business strategy that consists of:

measuring customer acquisition and conversion;
using information to inform automated optimization;
extending the view of the customer across myriad on and off-line channels and 3rd-party apps;
applying new insights to optimize your business based on a complete view of all customer interactions

That strategy requires that companies adopt a platform that captures online and offline data, makes that data valuable in visitor acquisition and conversion optimization efforts, and extends to encompass data from email, display, CRM, social media and other systems. CMO’s are telling us that’s the direction they want us to move, and so we’re going there.

Filed Under: Omniture, searchcenter, Web Analytics

Webinar: Finding Value in Your Omniture Data

May 11, 2009 By Jason Rushin Leave a Comment

Are you frustrated by the lack of real analytics in your so-called web analytics solution?

This Wednesday, May 13, we’re sponsoring a web meeting that can help you understand the difference between web reports and statistics and real web analytics. While most web analytics tools are great at logging visitors, clickstreams, and downloads, you’re looking for more insightful nuggets that will help you make truly data-based decisions. This webinar will show you how to get those actionable insights.

Learn more and register here: https://www1.gotomeeting.com/register/555399257

And please give us your comments, both before and after this webinar.

Filed Under: Omniture, Web Analytics

eMetrics San Jose 2009: Omniture Introduces Google Organic Search Ranking Segmentation

May 5, 2009 By Manoj Jasra 4 Comments

Omniture, Inc. (NASDAQ: OMTR) today announced that they will be providing new reporting capabilities in Omniture SiteCatalyst that segment reports by organic keyword rankings, providing a deeper level of insight for balancing organic vs. paid search efforts, further optimizing ad spend.

When consumers perform an organic search on Google and click on a result, rank and keyword data is now being passed to Omniture SiteCatalyst. Search marketers are able to view organic keyword reports alongside paid search and other online analytics in SiteCatalyst to make data-driven decisions for online marketing initiatives. This data provides a way for search marketers to also measure the performance of individual organic keywords and adjust search engine optimization to move up in search result rankings.

According to eMarketer, search engine optimization, or SEO, is cost- effective and functional across all search engines. “Internet users prefer organic listings to paid search. They generally find them more relevant – or simply more acceptable – than advertising,” said eMarketer senior analyst David Hallerman. “Therefore, they tend to click on organic results more often than on paid search ads.”

This capability will be available to all new and existing Omniture customers through Omniture SiteCatalyst, an online analytics interface which provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst is a key component of the Omniture Online Marketing Suite.

Filed Under: emetrics, Google, Omniture, Web Analytics

Omniture vs. WebTrends – Blogging

April 20, 2009 By Manoj Jasra 1 Comment

In recent months both the Omniture and WebTrends teams have enhanced their blogging efforts. Both companies offer large blogging teams (employees) with a wide range of skill sets who cover a broad array of topics including: best practices, search marketing, integration and many many more.

I am giving an open invitation to both the Omniture and WebTrends teams to submit a weekly or bi-weekly blog here at Web Analytics World (mjasra@gmail.com) regarding their own products, best practices, tips, etc…

Below are a few fun stats about each blog as well as the individuals who make up their respective blogging teams:

Back Links
Omniture Blog: 8,347
WebTrends Blog: 3,738

Page Rank
Omniture Blog: 6
WebTrends Blog: 5

Technorati Rank
Omniture Blog: 82,199
WebTrends Blog: n/a

First Post
Omniture Blog: August 2005
WebTrends Blog: October 2008