Omniture and Kantar Partner for Online vs Offline Insights

US web analytics firm Omniture and WPP's insight and consultancy division Kantar have created a new platform, which enables clients to see how their online and offline activities impact on one another.

The initiative taps into Omniture's analytics and online marketing capabilities, and combines them with Kantar's research, data and intelligence services.

The new platform is designed to offer insights that advertisers, agencies and media organizations can use to execute more relevant, personalized marketing campaigns, and bring to market the products and services their customers want.

This is the first release since the pair's announcement in January that they would be working together to provide clients with 'more effective insights' across both digital and traditional media channels - a deal which involved WPP investing $25m in Omniture stock.

Omniture will integrate several Kantar offerings including online advertising effectiveness and brand measurement from Dynamic Logic; competitive intelligence, audience demographics and behavioural profiling from TNS Compete; and attitudinal and lifestyle insights from its consumer panels.

New products and services will be delivered through Omniture Genesis, a solution that integrates third-party applications and data with the Omniture Online Marketing Suite.

'By combining Compete's cross-site behavior based visitor summaries and competitive site and search data with the optimization capabilities of the Omniture online marketing platform, marketers will now be able to deliver marketing messages with greater speed and precision, and as a result, improve their ROI,' stated TNS Media CEO, Dean DeBiase.

Web sites: www.omniture.com and www.kantargroup.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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