Omniture Tool Updated for Viral Video Monitoring

US web analytics firm Omniture has released a new version of Omniture SiteCatalyst, to allow users to measure the spread of viral video across video-sharing sites such as Twitter, YouTube and Facebook.

Omniture SiteCatalyst is part of the firm's Online Marketing Suite, which includes a Conversion Application to allow marketers to test key messages, target customer segments and analyze customers' behavioural data. It provides marketers with real-time intelligence about online strategies and marketing initiatives to help marketers identify the most profitable paths through their web site, determine where visitors are navigating away from their site, and identify success metrics for online marketing campaigns.

The new feature measures viral video's impact on customer acquisition and conversion, through metrics which provide information such as the number of consumers who have viewed a particular video, as well as the ad performance associated with particular videos.

Additionally, this measurement capability helps publishers monetize their video with advertisers across the most popular video sharing sites.

Marcoms giant WPP recently partnered with Omniture in a deal which involved WPP investing $25m in Omniture stock. The firm is based in Utah, and has additional offices throughout Europe, as well as in Australia, Korea, China and Japan. Web site: www.omniture.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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