Omniture integrates marketing application with 30 clients

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Online business optimization services firm Omniture Inc. debuted a new plug-and-play platform that automates the integration of marketing applications into the Omniture Online Business Optimization platform.

Thirty companies, including DoubleClick, Epsilon Interactive and Exact Target, have achieved Accredited Application Partner status and are included in the inaugural launch of the Omniture Genesis platform.

"We are allowing online marketers to rapidly integrate their online marketing technologies with minimal IT involvement," said Chris Parkin, senior director of products and solutions marketing at Omniture, Orem, UT.

Through Omniture Genesis, marketers can now access pre-configured wizards for more than 30 applications, allowing integration within the marketing environment into one standard view.

This will help consolidate measurement and reporting, identify and target customer segments, as well as take the most relevant actions to optimize customer engagement and loyalty.

Additional Omniture Genesis platform partners include Advertising.com, Kefta. Offermatica, Optimost, Touch Clarify, Salesforce.com, Experian CheetahMail, Responsys, SilverPop, Ask.com, Google, LookSmart, MSN, SearchFeed, Yahoo, YourAmigo, Endeca, Fast, Mercado, Foresee Results, Opinion Lab, Acxiom Digital, Allurent, Bazaarvoice, Enhance Interactive, Maxamine and Miva.

Omniture said existing customers and its platform users can integrate systems with a click.

"Most of our customers average about four different marketing systems, but some use as many as 30," Mr. Parkin said.

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