Omniture Extends SiteCatalyst Measurement to Native iPhone Applications

published on 17-12-2008

Omniture announced it is extending the measurement capabilities of Omniture SiteCatalyst® to native iPhone applications. Through App Measurement for iPhone, marketers and software developers can now better understand how iPhone users are interacting with their iPhone applications. With this real-time information, marketers can better measure iPhone applications as a campaign and gain insight into their effectiveness in terms of driving events – such as ad clicks, page views or purchases – that contribute to ROI. Developers can use SiteCatalyst information to improve application usability and provide iPhone users with an improved customer experience.

“Applying analytics to mobile application use is a relatively new area that provides feedback to application developers and marketers. This will influence the future design of mobile applications and provide a better customer experience,” said Bill Gassman, research director, Gartner, Inc. “By gaining greater insights into mobile application use, new business models based on advertising can be justified, triggering new applications for mobile users.”

Omniture SiteCatalyst provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst helps marketers more quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns. With the new App Measurement for iPhone, the powerful measurement capabilities of SiteCatalyst will be applied to the use of specific mobile applications in addition to effectively measuring and analyzing mobile Internet experiences.

“The iPhone is still a new medium for applications and for many of our clients is their first foray into the Apple ecosystem. Omniture’s new App Measurement for iPhone allows us to gather much needed and highly relevant feedback and quickly make changes to the application to make it a more successful launch,” said Scott Michaels, Vice President at Atimi Software Inc., a software engineering company. “Furthermore, clients of ours can now have the iPhone application measurements alongside other campaigns for comparison, giving them valuable insight into the most critical of decisions, which is where to continue to invest.”

“Omniture is taking its innovation in Web analytics and extending it to the iPhone for mobile marketers and application developers to not only better understand their customers, but to coordinate and integrate mobile, online and offline initiatives,” said Brett Error, CTO and vice president of products at Omniture. “We believe the result is to create a better, and more profitable, customer experience, whether that experience is on a Web site or a mobile device.”

Sven Bally

Find all Content Management and other ICT or internet skills related jobs at Jobcorner.com