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Web Analytics Launches for Omniture
US web analytics firm Omniture has introduced two new products: the first resulting from the combined technology of recently acquired firms Offermatica and TouchClarity, and the second from its purchase of real-time analytics company Visual Sciences.
Omniture Test&Target allows marketers not only to test traditional web content including text and graphics, but also 'richer' information formats such as widgets, video and streaming media. The product enables A/B testing (for banner ads, e-mails and landing pages), multivariate testing (MVT), segment-based targeting and one-to-one behavioral targeting. It has been developed by merging the technologies previously employed by on-site behavioral targeting firm TouchClarity (acquired last May) and web optimization company Offermatica, which Omniture bought last September.
The second tool, Omniture Discover OnPremise, features advanced analytics technology acquired from Visual Sciences (formerly known as Webside Story).
This allows clients to analyze and segment any quantity of web and customer transaction data in real-time, while analyzing offline channels such as retail point-of-sale and call centre data, to offer an understanding of how customers engage across the entire business.
Providing a virtual focus group setting, the system can be used to identify new customer segments; uncover site conversion improvement opportunities; and optimize campaign performance, content placement, site design and navigation.
'Finally marketers have the tools they need all in one place so they can respond quickly with relevant content to break through the noise and give customers what they are looking for,' said SVP of Marketing Gail Ennis.
Utah-headquartered Omniture, which has additional offices throughout Europe, as well as in Australia, Korea, China and Japan, is online at www.omniture.com .
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