Ford Motor Co. will use Omniture Inc.'s SiteCatalyst for Web site measurement and analysis across several North American Ford brand sites.
The Orem, UT-based firm's technology was chosen from a field of competitors to give Ford, Dearborn, MI, a better understanding of the customer experience and activity on its sites.
SiteCatalyst will be applied to Ford properties including the flagship corporate site at www.ford.com as well as the individual vehicle brand, customer and service sites.
Ford's marketing department will use the SiteCatalyst product. The automaker's executives previously used disparate tools to measure basic details like an individual site's traffic.
SiteCatalyst's implementation will help Ford get a more comprehensive view of customer movement from one site to another. This way, Ford can gauge the efficacy of its marketing programs across company sites and brands.
