Omniture TouchClarity Wins Travolution Award
biz.yahoo.com
Wednesday May 9, 4:00 am ET
Company Recognized for Best Use of Technology by a Travel Agent for Deployment at lastminute.com
OREM, UT--(MARKET WIRE)--May 9, 2007 -- Omniture, Inc. (NasdaqGM:OMTR), the leading provider of online business optimization software, today announced it has been recognized with an award for its leading technology and travel expertise. The company was awarded 'Best Use of Technology by a Travel Agent' at the Travolution Awards for its deployment of Omniture TouchClarity at lastminute.com. Lastminute.com rolled out onsite behavioral targeting in 2006 to maximize revenue following a pilot that increased sales by over 200% in specific areas of the online leisure retailer's site. Omniture TouchClarity analyses hundreds of variables in real time then uses predictive modeling to ensure the most relevant offers and best-performing creative is served to each lastminute.com visitor to boost sales in areas including package holidays, entertainment, gifts, flights and hotel rooms.
Neil Weston, SVP and general manager of Omniture EMEA commented, "The Travolution award endorses lastminute.com's investment in cutting-edge technology to give their consumers the best online experience. It's great to see on-site behavioral targeting recognized through this prestigious award and it reinforces the value of online business optimization from Omniture."
Marko Balabanovic, director of personalization for lastminute.com added, "Providing a more personalized experience is a key part of our Web strategy over the next few years. By targeting specific offers based on user behavior on our site, and personalizing the site based on previous visits, we increase the chance of customers finding offers that are relevant and appeal to them, and this leads to measurable increases in sales."
The Travolution Awards judging panel summed up by saying, Omniture TouchClarity provides "an excellent way to ensure a Web site targets its consumers with the right message." They added, "This highly innovative system delivers marketing opportunities to customers in a fantastic way."
The information reported by TouchClarity in the pilot project has been used to segment lastminute.com's customers to provide further insight about audiences. TouchClarity analyzed user patterns on lastminute.com to distinguish, for example, the different behavior of a customer searching for a city break arriving via a pay-per-click campaign on Google from a customer searching for a dinner and theatre evening package.
Following the success on lastminute.com, Omniture TouchClarity has been rolled out onto Travelocity.co.uk. |
