Mrs. Fields Gifts selects Omniture to strengthen online marketing initiatives

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Baked goods and gifting retailer Mrs. Fields Gifts Inc. has selected Omniture to gain increased visibility into the performance of its online marketing initiatives.

By implementing solutions from online business optimization software provider Omniture Inc., Orem, UT, such as Omniture SiteCatalyst, Omniture Discover and Omniture SearchCenter, the cookie retailer will have a single source from which to analyze online visitor trends and behavior, determine campaign effectiveness, and create and evaluate keyword bidding strategies.

By implementing the Web analytics technology of Omniture SiteCatalyst, for example, Mrs. Fields Gifts can now determine in real time which specific areas of its Web site drive revenue and identify any problem areas that are not meeting customer objectives.

By using Omniture SearchCenter, Mr. Fields Gifts can step up its search marketing initiatives.

For example, the company can produce automated bid strategies and alerts, enabling the company to respond to and recognize how keywords perform within visitor segments, create search strategies for keywords and implement custom rules for unique bidding strategies.

Additionally, with the integration between Omniture SearchCenter and Omniture SiteCatalyst, Mrs. Fields Gifts can associate keyword revenue across visitor and campaign activity.

Mrs. Fields Gifts markets premium baked cookies and brownies, as well as candies and other gift items, under the Mrs. Fields brand name on the Internet and through gift catalogs. Mrs. Fields Gifts offers more than 200 different items.

Based in Salt Lake City, Mrs. Fields Gifts is a separate, wholly owned subsidiary of Mrs. Fields Famous Brands LLC.


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