• by Laurie Sullivan  @lauriesullivan, February 18, 2009

Omniture plans to unveil a series of applications today that sllows marketers to tap customer data to customize landing pages and product recommendations. The pages served up are based on previous clicks that led the consumer to the site and personalize the experience.

The integrated suite -- The Omniture Online Marketing Suite -- combines apps from five acquisitions completed during the past few years, as well as new products.

Omniture measures about 1 trillion transactions each quarter for customers -- many of whom want to serve custom pages, depending on the ad on Google or Yahoo that the person clicked on to get to the site, said Josh James, president and CEO at Orem, Utah-based Omniture. "We're not slapping on some paint and calling it a new name," he said. "We've added new products and integrated services."

Omniture Test & Target is integrated with other products -- for example, it increased Northwest Airlines annualized revenue by $16 million in less than one year, James said.

Tying custom landing pages to product recommendations based on ads that led the consumer to the site produces results. If a consumer clicks through to the retailer's sites by way of an ad with the word 'discount,' discounted merchandise or services should fill the landing page. Omniture can serve up the correct products, articles and recommendations based on the clicks it took the consumer to get to the page.

For instance, Northwest Airlines buys tens of thousands of keywords on search engines and uses Omniture to help identify the keywords to buy. Once someone comes to the Web site, they get pages with info about more leg room, business class seats and vacation packages. The 12 offerings each have assigned keywords that are more effective in targeting consumers than others.

As part of the suite, Omniture Recommendations gives marketers the control to present relevant suggestions across the Web, email and other online channels. At the core of the application is an automated recommendations engine that provides the ability to personalize pages, making suggestions on other in-stock items.

StubHub, an online marketplace to resell event tickets that eBay acquired in 2007, conducted several onsite beta tests with Omniture Recommendations that successfully increased the value of average orders by 14%. StubHub's marketing and analytics team decided to apply the recommendations technology to their email marketing channel to address shopping cart abandonment. By presenting customers who had abandoned shopping carts with relevant content and offers via email, StubHub increased average email click-through rates by more than 550%--which in turn, lifted revenue by more than 2,500%.

As consumers interact with brands such as American Express, Oracle and Nike across multiple channels--including online, mobile, video, social media, out-of-home, point-of-sale and call centers--marketers need tools to fulfill the promise of online marketing.

The Omniture Online Marketing Suite tackles challenges based on digital technologies and volumes of customer data that largely outpace the ability of marketers to collect and analyze data, with the promise of digital marketing. The applications tap the power of the Open Business Analytics Platform.

The platform collects and integrates data from Web, mobile and social media, as well as CRM, call-center and point-of-sale systems, giving marketers personal and relevant data to increase the efficiency of marketing processes and budgets.

As marketing executives cut ad budgets, many rely on Omniture to determine which parts to reduce, as well as where to spend the remaining 70% to improve the quality of the personal experience for consumers, James said.