Burpee Seeds Selects Omniture to Understand Multi-Channel Marketing Performance
biz.yahoo.com
Wednesday April 16, 8:00 am ET
One of the Nation's Longest-Standing Catalogue Retailers Uses Omniture Web Analytics to Measure How Email Marketing Campaigns and Catalogues Impact Online Sales
OREM, UT--(MARKET WIRE)--Apr 16, 2008 -- Omniture, Inc. (NasdaqGM:OMTR), a leading provider of online business optimization software, today announced that Burpee Seeds -- a 130-year old catalogue retailer of seeds and gardening supplies -- has selected Omniture to measure the performance of their multi-channel marketing initiatives. Using Omniture SiteCatalyst® Web analytics, Burpee Seeds can segment visitors by channel, gaining insight into which marketing strategies resonate best with people entering the site from an email campaign, catalogue campaign, or natural and paid search. Burpee Seeds can also measure how seasonal trends in their niche industry affect consumer behavior, and then make appropriate changes to their site to better engage visitors.
Burpee Seeds selected Omniture, replacing its previous Web analytics solution, in order to gain more robust reporting and visitor segmenting functionality. In less than two months with Omniture, Burpee Seeds has already been able to identify opportunities for increasing conversion. For example, the company was able to see that the number one on-site search term was not a product name, but rather a request for a free catalogue. This information prompted Burpee Seeds to increase the presence of the "Free Catalogue" button on the front page and create a search result landing page for that inquiry. Making these simple changes not only decreased the amount of visitor fallout, but also increased the number of free catalogue requests. |
