SOURCE: Omniture, Inc

December 02, 2008 08:00 ET

Minnesota StarTribune Increases Site Traffic by 50 Percent With Omniture and Clickability

Newspaper Site Sees Rise in Visitor Engagement, Stay Time and Revenue Through Omniture Genesis

OREM, UT--(Marketwire - December 2, 2008) - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that StarTribune.com has seen a significant increase in Web site traffic through its integrated use of Omniture SiteCatalyst Web analytics and Clickability's On-Demand Web Content Management Platform, a platform-as-a-service for the entire Web content lifecycle, through Omniture Genesis. The StarTribune, a leading source of local business news and information in Minnesota's Twin Cities, chose the solution to allow for the combination of easy content alteration and measurement of reader engagement and site visit time.

By utilizing Omniture and Clickability through Omniture Genesis, the StarTribune is able to measure visitor engagement at a more accurate level and provide more relevant content to consumers. StarTribune.com was named the top newspaper site in the country for length of visitor stay, with more than five times that of many other local publications. Clickability's integration into the Omniture Genesis network enables customers to generate new content with Omniture code already embedded and configured on each page. Business users such as the StarTribune gain flexibility when adding and modifying content while ensuring that content is accurately measured.

"In the six months after the StarTribune implemented the Omniture and Clickability integration, Web site traffic climbed 50 percent," said Jason Erdahl, executive director of digital media for the Minneapolis Star Tribune. "We now have editors, writers and bloggers who log in to see the results in Omniture and then make changes based on the metrics. Because it's so quick to change content through the Clickability Platform, we are able to try out approaches that we have not tried before." Through the integration, editorial staff members increased interlinking within pages to Related and Most Popular stories to augment site visitor stay time. These improvements in viewership have resulted in higher ad rates and a dramatic increase in annual revenue for the StarTribune.

The StarTribune achieved results in conjunction with Clickability, an accredited Omniture Genesis partner. Omniture Genesis is a marketing platform that integrates complementary third-party marketing applications with Omniture products, giving customers a single view into their marketing data.

"The flexibility of the Clickability Platform allows publishers like StarTribune.com to constantly adapt and refine their Web site in response to visitor engagement data presented by integrated Omniture Web analytics," says Robert Carroll, vice president of marketing at Clickability. "This cycle of validation and innovation results in improvements to page view traffic and, ultimately, the site's bottom line."

"Media outlets need to gain as much insight as possible about their consumers' online engagement to successfully provide the most relevant content," said John Mellor, executive vice president of business development and corporate strategy at Omniture. "The Omniture Genesis platform provides simplified and automated integration between Omniture SiteCatalyst and accredited Genesis content management partners, like Clickability. With this integrated solution, publishers gain understanding of the content that is most valuable to site visitors."

About Omniture Genesis™

Omniture Genesis integrates complementary third-party online marketing technologies with Omniture products. Omniture Genesis gives online marketers the ability to view and optimize campaign and conversion performance across multiple applications. Enabled by the online marketing industry's largest ecosystem of application providers, Omniture Genesis automates information sharing to support online marketing best practices for cross-channel reporting, dynamic visitor segmentation, and performance optimization.

About Omniture

Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University™. Omniture's approximately 5,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony and HP. www.omniture.com

Copyright (c) 2008 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada, and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners.

Note on Forward-looking Statements

Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and expected benefits of our services to customers. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including but not limited to, risks described in Omniture's quarterly report on Form 10-Q for the period ended September 30, 2008, and from time to time in other reports filed by Omniture with the U.S. Securities and Exchange Commission. These reports are available on the Investor Relations section of our web site at http://www.omtr.com. Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.

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