Neiman Marcus Direct selects Omniture

Neiman Marcus Direct, the direct arm of luxury products retailer Neiman Marcus, has selected Omniture Inc., a provider of online business optimization software, to offer customized reporting capabilities.

The retailer will use the Omniture SiteCatalyst suite of solutions. The suite is designed to help organizations quickly identify and understand the most profitable paths through their Web sites, where visitors are dropping off, what’s driving critical success events, and how different segments of visitors interact with the Web site.

Neiman Marcus Direct operates the Neiman Marcus, Bergdorf Goodman and Horchow catalog and e-commerce arms of Neiman Marcus, Irving, TX.

With the solution, Neiman Marcus Direct will be able to understand visitor pathing, evaluate merchandising strategies and customize reporting to correlate with the company’s business requirements.

Omniture, Orem, UT, also has made available its Open Transaction Framework, or OTF, as it’s called.

OTF is designed to simplify data collection from both online and offline sources. It also introduces the Omniture Universal Tag that eliminates the process of implementing and maintaining multiple data collection methods across online applications such as e-mail, ad serving, site search and behavioral targeting.

Omniture said by consolidating data collection overhead, the size of the tags on Web pages can be reduced by 10 percent to 20 percent each, making its customers’ Web sites more efficient.

The software company, known for its analytics offerings, also said online application providers can become OTF-accredited through a new program that creates and certifies OTF application plug-ins.

Accreditation is granted on an application level, after testing and validating that the application plug-in complies with functional and performance specifications.

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