Omniture Announces Marketing Software Upgrade

By: E&P Staff Omniture, a leading business software provider, today announced a new version of its Test & Target software that allows marketers to create, test, and execute marketing campaigns directly on their Web sites. With the new software, marketers should be able to save time and implement changes immediately on their sites, which should make the production of A/B tests and other targeted campaigns faster and easier.

?Putting the right message in front of the right person at the right time has always been the marketer?s dream,? Jim Sterne, founder of the eMetrics Marketing Optimization Summit, said in a release. ?Omniture?s Test & Target hands the process to marketers and removes the technical and operational steps that have made testing so tedious in the past.?

The main feature of the new Test & Target behavioral software is that it will allow marketers to instantly preview how their site will look to their customers. ?Marketers can make instant changes without having any technical expertise (javascript, HTML, etc.),? wrote Alison Parker of Outcast Public Relations, Omniture?s P.R. firm, in an e-mail. ?or getting IT involved to get real-time feedback on which layouts are the most effective?driving higher customer satisfaction and revenue.?

Practically, the new software will allow marketers to create and test targeted campaigns directly online as soon as they are conceived. Also, the software should allow for marketers to create multiple tests and multiple ad campaigns in less time than before.

Omniture has 4,500 customers, including Gannett Co. Other clients include Microsoft, Neiman Marcus, Sony, HP, eBay, AOL, Wal-Mart, Oracle and General Motors. The company produces software that allows businesses to ?store and analyze information generated by their Web site ? and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes,? according to the company Web site.