Omniture boost for marketers

Omniture's new suite is designed as a sales aid

Web optimisation firm Omniture has released a new suite of applications designed to provide sales staff and marketers with the information they need to interact with customers more effectively and boost sales.

The Online Marketing Suite is built in a modular way, so firms can select the products and partner applications they wish, in areas such as visitor acquisition, conversion, online analytics and multi-channel analytics

The suite utilises Omniture's Open Business Analytics Platform, which integrates data collected from the web, social media, CRM and point of sale systems, among other sources, enabling more efficient and personalised targeting of customers, said the firm

“Our customers have been asking for more ways to access and use the information from the approximately one trillion transactions we capture for them each quarter. We are doing that today with the launch of The Omniture Online Marketing Suite,” said Josh James, co-founder of Omniture.

“The suite further illustrates our transition from a web analytics company to an optimisation company. We have been working to this strategy for the past several years, making strategic acquisitions, developing products and forming the partnerships needed to bring it all together to help marketers optimise ad spend and conversion.”

Tasks enabled by the suite include search engine optimisation and paid campaign measurement, A/B and multi-variate testing, marketing process automation, alignment of metrics with business goals and multi-channel correlation of customer interactions, said Omniture.

The entire suite also uses Omniture's Genesis initiative to enable it to integrate with internet and enterprise apps, said the firm.