Omniture Web analytics moves to AppExchange

Omniture Web analytics likely to make marketers click on Salesforce.com -- something they traditionally don't do

In a deal that makes both companies look good, Salesforce.com announced that Omniture, one of the leaders in online Web marketing analytics, will be the newest service to join AppExchange.

AppExchange is theSalesforce.com platform that allows third-party ISVs to integrate their applications with Salesforce CRM.

For its part, Salesforce gets Omniture Closed Loop Marketing for Salesforce, a service that will bring to its site marketing executives, a group that up until now had no compelling reason to use Salesforce.

"Salesforce is typically a tool used by sales executives," said John Lovett, senior analyst, Web Site Technologies & Operations at Jupiter Research.

From an Omniture point of view, the company will now be able to expose its capabilities to a far larger audience, which will put the company in a good position to sell even more marketing analytic services than what will be currently offered on the AppExchange site.

For example, neither Genesis, a service that allows companies to integrate their online marketing applications, nor SiteCatalyst, which focuses on visitor site behavior, will be offered on AppExchange.

Omniture's appeal comes from its ability to allow marketers to track different aspects of multiple marketing campaigns and to attribute credit to numerous campaigns leading up to a sale or a conversion, says Lovett.

"Previously, one campaign would get the credit for a sale even when it may have been the combined result of two or three campaigns," said Lovett.

The pain point Omniture solves, according to both Gail Ennis, senior vice president of worldwide marketing at Omniture and Ariel Kelman, senior director of platform product marketing at Salesforce, is in tearing down the wall that exists between sales and marketing.

"It has been hard for these two organizations to come together to deliver effective marketing campaigns," said Kelman.

Reporting capabilities will be available through both Salesforce or Omniture dashboards or through mashups between the services.

Omniture Closed Loop Marketing for Salesforce is available now. Pricing starts at US$2,500 per month for unlimited users.

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