Web analytics meets customer feedback in Kampyle – Omniture deal

Businesses want to know what’s happening on their websites, but they also need to know why. A new tool integration between website analytics firms Kampyle and Omniture offers businesses a shrink-wrapped software-as-a-service option for understanding their customers’ behavior.

The two companies differ enormously in size and strength. Omniture, founded in 1996, was acquired by Adobe Systems in September 2009 for $1.8 billion. Israeli startup Kampyle was founded in 2007 and operates on a $1 million round of funding from Carmel Ventures in January 2009.

According to the details of this morning’s announcement, Omniture will provide the “What” part of the solution by tracking customer behavior. Kampyle will deliver the “Why” through customer feedback forms.

For example, Omniture might recognize that a retail site’s customers are abandoning their shopping carts much more frequently than usual. Kampyle’s feedback widgets, shown at right, could find that a couple of customers reported that clicking on a special sale item somehow caused their shopping cards to be emptied.

The integrated system could then be used to deduce who hit the same problem when, and to email a personalized please-come-back email to customers affected by the problem.

The two companies face plenty of competition from competitors like Coremetrics and Web Trends Inc. The partnership, a no-brainer win for Kampyle, suggests that Omniture management had spotted a weakness in the area of customer feedback, and hope to leap ahead by bundling Kampyle’s tools with their existing products.

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