• March 30, 2006
  • By Colin Beasty, (former) Associate Editor, CRM Magazine

Omniture Plays Matchmaker for Its Partners

At Omniture's Summit customer conference Wednesday the Web-analytics powerhouse was betting that two heads are better than one, and 80 are better than two. That's the approach Omniture is taking with its announcement of the Omniture Solution Network. Designed to leverage the company's partner and consulting network, the Omniture Solution Network will combine Omniture's Web analytic solutions and services into a unified network, which currently includes more than 80 partner companies. To help tackle the problems enterprises face when dealing with siloed marketing data, a key component of the Omniture Solution Network is My Marketing Network, a patent-pending interface that guides marketers through a step-by-step process to integrate third-party marketing services providers into Omniture SiteCatalyst. Companies will be able to collect, integrate, and optimize their online marketing data faster and more efficiently, according to Josh James, CEO and cofounder of Omniture. "Managing online marketing across multiple channels is a substantial challenge for organizations today," James said in a written statement. "Many of our customers are integrating up to a dozen systems into Omniture SiteCatalyst. To further support our customer success, we are substantially increasing our investment in our partner community and adding additional resources and programs to provide greater levels of services and expertise." The Omniture Solution Network will also provide a certification curriculum and designation for marketing consultancies so companies will have access to a growing community of Omniture-certified consultants. This is provided via the Omniture Solution Network Framework, a partnering program that provides tiers, accreditations, and certifications for partners based on quality of their Omniture integration, level of implementation, and best practices expertise. Partners are organized into appropriate tiers so Omniture can provide them the right level of information, training, and support. The Omniture Solution Network will be available in Q4 2006. "Successful relationships with partners such as MarketLive, Saxotech, vCommerce, and DoubleClick have been key to the success for many of our customers," said Mark Dillion, vice president of channel sales at Omniture, in a written statement. "The time is ripe to expand our channel program with additional resources to further enhance our customer relationships." "Data integration continues to be top of mind for Web marketers," says W. Gregory Dowling, senior analyst at Jupiter Research. "As marketers seek to leverage multiple vendors to execute their online strategies, we are seeing an increased demand for simplified data-integration methods to measure online success. The Omniture Solution Network aims to simplify this hitherto difficult process." Related articles: Faster, Better Keyword Marketing Management
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