Measurement Firm Rebrands, Intends Catalog Site Focus

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Web site traffic analysis firm MyComputer Inc. is expected to announce today that it has changed its name to Omniture and to debut SiteCatalyst, an application that it claims allows e-commerce sites to track product purchases back to the banner that drove them.


Company executives think the product's tracking capabilities are uniquely suited to catalogers and plan to focus on that market, among others.


The name change aims to reflect the company's shift in focus from small businesses to large companies. The new name combines "omniscience" and "future."


The company debuted in 1996 with a flagship product called SuperStats aimed at small businesses, but has since gained enough large customers -- notably eBay and Gannett -- to lead it to sell its small business unit.


Marketers reportedly can use SiteCatalyst without help from information technology professionals.


"We've finally been able to release marketing from the grasp of IT," said Josh James, CEO, Omniture, Orem, UT.


The company's competitors include WebTrends, Accrue Software Inc. and, to a lesser extent, WebSideStory, James said.


Product price is based on page views. Current clients pay from $100,000 to $500,000 per year, he said.


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