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August 24, 2009

Omniture turns on multi-channel campaign tracking dashboard

System provides market insights for marketers

By CBR Staff Writer

Omniture, the web analytics company that takes in what used to be WebSideStory, has produced dashboarding technology designed to provide marketers and business executives with a means of tracking the impact of multi-channel marketing campaigns on sales, brand perception, and customer acquisition, retention and satisfaction.

CMO Dashboards will help chief marketing officers (CMOs) to synthesise disparate data into intelligence that is actionable and can be used to make strategic decisions, the company said.

A consistent theme in our conversations with our customers and partners is that marketing executives have too much data to consume and have too little time by which to make sense of it, said Christopher Parkin of Omniture.

The line is that the CMO Dashboards development is in response to requests from partners, advertising agencies and customers alike for a system that brings together information and presents it to marketing executives in a concise format that is easily configurable and available on-demand.

The CMO Dashboards take in an extensible plug-and-play framework so that is becomes easy to integrate and customise data along with a catalogue of templates, applications and widgets created by Omniture and its partners and developer community which can be dynamically incorporated into the dashboard. 

This sort of executive dashboard could seemingly play a critical role in helping CMOs transition from their current mainstream, traditional marketing investments to more measureable and impactful digital marketing approaches. 

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According to a recent Forrester Research study dashboards showing the right metrics can be a strategic tool. Increasingly businesses will need to measure and monitor emerging channels such a mobile, video and social media as a gauge of sales and brand performance.

Orem, Utah-based Omniture, which had its IPO in late June 2006, is perhaps the biggest independent web analytics firm in the market and specialises in so-called online business optimisation software, which enables companies to manage and enhance online, offline and multi-channel business initiatives. 

Technically it is really a fancy label for web analytics with related online digital marketing, search optimisation, and keyword bid management capabilities rolled into a single platform.

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