New York Magazine Chooses Omniture to Integrate Multi-Channel Interactions for a Complete View of Online Business Performance
biz.yahoo.com
Thursday July 19, 1:33 pm ET
OREM, UT--(MARKET WIRE)--Jul 19, 2007 -- Omniture, Inc. (NasdaqGM:OMTR), a leading provider of online business optimization software, today announced that nymag.com, the Web site of New York magazine -- one of the nation's most popular sources of information on American culture, politics and trends -- has selected Omniture to tie together their multi-channel marketing initiatives to achieve a complete view of online business performance. Using Omniture SiteCatalyst® Web analytics, nymag.com will be able to determine how blogs, newsletters, and paid and natural search activities drive visitor acquisition. The company will also use Omniture to understand how visitors are interacting with content and other features on their Web site to ensure nymag.com provides each consumer with an engaging online experience.
"Because our Web business has become more sophisticated, it is important for us to not only understand what features on our site resonate with our visitors, but also what channels are the most effective at driving traffic to each section of our site," said Michael Silberman, general manager at nymag.com. "By using Omniture to group visitors together based on similar behavior or other characteristics, we can tie online visitor activity back to specific acquisition channels -- allowing us to take actions that enhance the online experience for our customers."
Using Omniture, nymag.com can categorize visitors into different segments based on customized criteria -- such as measuring behavior between new visitors and frequent visitors, magazine subscribers versus non-subscribers, visitors coming to the site from a link in a blog or a newsletter, and so on. By understanding how each segment interacts with their Web site, nymag.com can deliver targeted and engaging content that is relevant to visitors' interests. According to Silberman, this insight will allow nymag.com to understand "the progress" of their customers; in other words, the publisher will see how Web content and features impact visitor retention and engagement. |
