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Omniture integrates data from Twitter social media site

~ integration gives marketers ability to monitor and measure data from Twitter using SiteCatalyst ~

March 06, 2009

Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimisation software, has announced a new feature for Omniture SiteCatalyst customers that allows online marketers to measure brand activity on the popular microblogging site Twitter.

Omniture customers can import Twitter data into SiteCatalyst, allowing them to answer important questions about their business, such as “who is talking about my brand and whom are we reaching?” Furthermore, online marketers will be able to better identify brand advocates and brand detractors. Product managers can also better identify important feature requests and recommendations from their most loyal users as they plan their product roadmaps.

The SiteCatalyst integration with Twitter data also enables marketers to take advantage of the SiteCatalyst real-time alert feature, which can be used to send e-mails and SMS messages to mobile devices based on pre-determined criteria, such as a spike in mentions of brand-related terms. The integration can also be used to classify Twitter users into marketing segments such as customers, vendors and employees.

In addition to delivering new insights to marketers, this announcement demonstrates the power of the recently announced Omniture Genesis APIs, which allow developers to integrate Omniture’s open platform with external sources for a deeper view into the expanding influence of online business – in this case an important measure of consumer sentiment around brands and product. This new feature, developed by Omniture Consulting, is available to all SiteCatalyst customers and is among the first online analytics solutions providing actionable insight based on Twitter data.

In the quickly evolving Twitter environment, marketers need actionable insight into what people are saying about their brands. In addition to general brand-related alerts, this solution allows marketers to create an unlimited number of “keyword” reports that will scan full “tweet” text and route relevant “tweets” to corporate employees based upon specific keywords of interest to them. For example, product managers can specify the specific terms they are interested in and receive reports containing all “tweets” mentioning their brand and those keywords without having to manually monitor the Twitter service. This automation saves marketers time and allows them to receive relevant information as needed. Marketers can also use this functionality to monitor competition in a similar manner.

More information about the SiteCatalyst integration with Twitter data can be found at www.omniture.com.

Executive quote

“This solution is another step in our ongoing commitment at Omniture to expand the functionality and capability of the Online Marketing Suite,” said Gail Ennis, Senior Vice President, Marketing at Omniture. “Online marketers recognize the importance of brand reputation management in the social media environment. This service offering will leverage the Omniture open API platform to help our customers bring actionable Twitter data into their SiteCatalyst dashboard and help drive important decisions about their brand.”

About the company

About Omniture
Omniture, Inc. is a leading provider of online business optimisation software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service and on premise solution, enables customers to capture, store and analyse information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture’s more than 5,100 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony and HP. www.omniture.com

Copyright (c) 2009 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners.

Contact details

For UK press enquiries please contact Niki Hutchinson or Paul McCormick at LEWIS, the PR agency at:

Tel: +44 (0) 20 7802 2626
Fax: +44 (0) 20 7802 2627
Email: omnitureuk@lewispr.com
Web: http://www.lewispr.com

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Omniture integrates data from Twitter social media site

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