Omniture is a web analytics firm for online marketers, founded in 1996 and headquartered in Orem, Utah just outside Salt Lake City. With 1,000 employees and top-brand customers including Walmart and Ford, Omiture’s tools are considered the best by many.
That’s why Adobe bought the company for $1.8 billion last October.
Matt Langie, director of product marketing, explained to me in a phone call how Omniture works for big-brand managers. For example, Omniture’s analysis tools can tell Ford that in the South, Web surfers respond to truck imagery. In New England, it’s nice safe sedans. In LA, sports cars. Omniture can measure which Google searches drew visitors to what site. Omniture analysis tells Walmart which products often sell together, so they can group them together for sale.
Now, Omniture has extended its tools to work with these companies’ iPhone apps, and no doubt to draw new customers from the still-growing pool of iPhone developers. Even the video tools work for iPhone apps.
Langie also told me that Omniture had extended its tracking tools to video content. As we’ve reported before, most advertisers would prefer to deliver video than still images or Google’s text ads. So now, Omniture can track video watching too. Who pressed play? Who pressed pause? Who watched the whole thing or didn’t? Where did they come from and where did they go? All these metrics let marketers fine-tune their sites to deliver custom content.