SOURCE: Omniture

October 12, 2006 10:00 ET

Mrs. Fields® Gifts Selects Omniture to Strengthen Online Marketing Initiatives

The Omniture Online Business Optimization Platform Provides Mrs. Fields Gifts With a Single Source to Measure the Performance of Their Online Channel

OREM, UT -- (MARKET WIRE) -- October 12, 2006 --Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that Mrs. Fields Gifts, Inc., a leading baked goods and gifting retailer, has selected Omniture to gain increased visibility into the performance of their online marketing initiatives. By implementing Omniture solutions -- Omniture SiteCatalyst®, Omniture Discover™ and Omniture SearchCenter™ -- the famous 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, Mrs. Fields Gifts can now determine -- in real-time -- what specific areas of their site drive revenue and identify any problem areas that are not meeting customer objectives.

"Even though our company had achieved high levels of online success, we still felt there was room for improvement," said John Graham, director of marketing at Mrs. Fields Gifts. "I now have visibility into product conversion rates and shopping cart analysis that allows me to understand which products and categories are working, and which to re-merchandise or re-price accordingly. The insight we gain from Omniture will help us grow our business. "

In addition to implementing Omniture Web analytics, Mrs. Fields Gifts is also using Omniture SearchCenter to step up its search marketing initiatives. With Omniture SearchCenter, the company will be able to produce automated bid strategies and alerts, enabling them 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 native integration between Omniture SearchCenter and Omniture SiteCatalyst, Mrs. Fields Gifts will be able to associate keyword revenue across visitor and campaign activity.

"Our platform of online business optimization solutions makes it easier for companies to understand the impact of each marketing channel, leading to increased ROI and a more efficient use of business resources," said Gail Ennis, senior vice president of marketing at Omniture. "We are delighted to work with an innovative company like Mrs. Fields Gifts that understands the importance and the sense of managing all online marketing activity from a single source."

About Mrs. Fields Gifts, Inc.

Mrs. Fields Gifts, Inc. markets a variety of 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. Begun in 1998 with to product offerings, Mrs. Fields Gifts now offers more than 200 different inventory items ranging from customized cookie tins with company logos to birthday towers filled with cookies, brownies and jelly beans. Based on Salt Lake City, Mrs. Fields Gifts, Inc. is a separate, wholly owned subsidiary of Mrs. Fields Famous Brands, LLC.

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 on-demand, enables customers to capture, store and analyze information generated by their Web sites and other sources and 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 provided through Omniture University™. Omniture's customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle, General Motors and Hewlett-Packard.

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 future benefits of our service offerings. 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 associated with our ability to ensure that our solutions address the requirements of our customers, the continued adoption by customers of our services, the significant capital requirements of our business model, our ability to develop or acquire new services and enhance existing service offerings, errors, defects, disruptions or other performance problems with our services, our ability to hire, retain and motivate our employees, our ability to develop and maintain strategic relationships, our ability to collect customer data, the adoption of laws or regulations relating to the Internet or our operations, or interpretations of existing law, which could adversely affect our business; and such other risks described in Omniture's quarterly report on Form 10-Q for the period ended June 30, 2006 and from time to time in other reports filed by Omniture with the U.S. Securities Exchange Commission. These reports are available on the Investor Relations section of our website at 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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