SOURCE: Omniture

January 17, 2008 12:25 ET

Omniture Selected by Alaska Air Group to Increase Online Bookings, Provide Insight for Marketing Optimization

OREM, UT--(Marketwire - January 17, 2008) - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that Alaska Air Group, parent company of Alaska Airlines and Horizon Air, has selected Omniture to provide actionable insight into the company's online bookings and marketing initiatives.

Alaska Air Group selected Omniture, replacing its existing Coremetrics analytics tool, in order to gain more robust segmenting, testing and reporting functionality not available in their previous solution. One of Omniture's key differentiators is its tightly integrated platform from which to perform multiple online marketing activities -- including Web analytics, site testing and behavioral targeting, search marketing, email marketing measurement and more. Omniture's engaged client services team will enable Alaska Air Group to derive the most value from its investment by understanding customer behavior and using detailed metrics to improve site efficiency and marketing campaign effectiveness.

"Omniture's solutions will help us move beyond basic analytics information so we can more comprehensively understand and analyze our online customers' activities," said Marston Gould, Alaska Airlines' director of customer relationship management. "Omniture will help us refine marketing activities that lead to greater online conversion and bookings -- and ultimately allow us to better serve our customers."

Leveraging multiple solutions from Omniture, Alaska Air Group will use Omniture SiteCatalyst® Web analytics to measure the performance of their online marketing campaigns and Omniture Discover® to segment visitors based on customized behavioral criteria -- allowing the company to better understand customer preferences. The company will also leverage Omniture's targeting and testing technology, Offermatica®, to determine what combination of offers and content are most effective for their audience. In addition, Alaska Air Group will use Omniture SearchCenter® to automate keyword bidding strategies and optimize their search marketing spend. Finally, through the Omniture Genesis® partner integration platform, the company will have insight into the performance of their email marketing campaigns.

"In order to effectively gauge online performance, companies need a common source for measuring and reporting all aspects of their marketing," said John Mellor, chief strategy officer at Omniture. "Omniture's online marketing solutions allow companies to coordinate multiple marketing initiatives from one platform -- ensuring each channel is driving maximum ROI and optimizing the online experience for their customers."

About Alaska Air Group, Inc.

Alaska Air Group is the parent company of Alaska Airlines and Horizon Air. Alaska and Horizon together serve 92 cities through an expansive network in Alaska, the Lower 48, Hawaii, Canada and Mexico. For reservations, visit For more news and information, visit the Alaska Airlines/Horizon Air Newsroom at

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, 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 2,700 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony and HP.

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 associated with our ability to ensure that our services address the specific requirements of our customers and strategic partners, the continued adoption by customers of our services, including our SiteCatalyst service, the significant capital requirements of our business model, our ability to develop or acquire new services and enhance existing service offerings, risks associated with our acquisition strategy and disruptions in our business and operations as a result of acquisitions, the continued growth of the market for on-demand, online business optimization services, changes in the competitive dynamics of our markets, errors, interruptions or delays in our services or other performance problems with our services, our ability to hire, retain and motivate our employees, the adoption of laws or regulations, or interpretations of existing law, that could limit our ability to collect and use Internet user information; and such other risks described in Omniture's quarterly report on Form 10-Q for the period ended September 30, 2007, 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.

Copyright © 2008 Omniture, Inc. All rights reserved. Omniture and the Omniture logo are registered trademarks of Omniture, Inc., and Omniture owns other registered and unregistered trademarks. Other names used herein may be trademarks of their respective owners.

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