Allurent partners with Omniture to measure e-commerce transactions

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NEW YORK - E-commerce application provider Allurent and Web analytics firm Omniture partnered to let online retailers measure e-commerce store transactions that take place in Flash-based applications.

Omniture's ActionSource measuring tool pairs with Allurent's Flash-based shopping cart interface, Allurent Buy, to gather nearly real-time results from an intuitive, single-page shopping experience.

"Shopping should not be Web pages, it should be an experience," said Joe Chung, CEO of Cambridge, MA-based Allurent, told this publication Oct. 11 at Shop.org's annual summit.

This partnership is part of Allurent's larger strategic plan to change the online shopping experience.

The checkout experience from Allurent Buy is due to roll out soon with retail clients including Urban Outfitters and Anthropologie. It takes place on one page, allowing consumers to edit entered data such as street address and credit card number. A red alert is shown when an item is skipped or does not contain the correct number of digits.

It also features a "We also recommend" bar. Similar to the last-minute items placed by the checkout lane in a bricks-and-mortar store, the recommendation bar scrolls similar products and allows users to click mid-purchase to add to the shopping cart without losing any information.

"If a shopper was in a store about to check out and they wanted to add one more thing, the person at the register wouldn't say, 'No, you have to get to the back of the line,'" Mr. Chung said, "But that's essentially how Web shopping works now."

Backing this shopping application is Orem, UT-based Omniture's result tracking capability, ActionSource. It is able to measure results from a rich media feature like Allurent Buy and provide marketers with ROI results a few hours after purchases are made. It tracks customer checkout actions such as cart removals, time spent browsing, amount spent and cart abandonment.

Current Omniture clients can now opt in to using checkout technology from Allurent. Some of its clients include Time Warner Inc.'s AOL, Wal-Mart Stores Inc., General Motors Corp. and Hewlett-Packard Co.

"A big problem today is that a lot of stuff gets measured but very little of it is useful data," Mr. Chung said. "Omniture has a history of getting useful results for their clients and we're excited to be partnering with them."

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