Monday, September 10, 2007

Omniture Collecting Targeting Tools

Software company Omniture is building an impressive array of applications for tracking consumer responses to alternative content. This gives marketers new flexibility in customizing content based on demographics or behavioral information.

Omniture just bought Offermatica, which uses a "sophisticated multivariate approaches to test visitor response to real-time changes in online content," or if math geek is not your primary language, allows you change the content presented to consumers based on prior behaviors to see if they become more engaged. Omniture previously purchased TouchClarity, which makes software that customizes content for readers on the fly, and the companies will integrate the technologies.

From MyYahoo to customized recommendations on Amazon or NetFlix, tailoring content to individuals is becoming the rule, not the exception. Applications like those being offered by Omniture allow you to not only tweak content, but also try multiple pieces of content (or customized versions) to see what works before fully changing your strategy. For example a redesigned website could be shown to a portion of the audience to see if it increases clicks before committing to a site overhaul.

By John Gartner at 10:07 AM | Comments (0)

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