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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ephraim Schwartz

InfoWorld
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?