SOURCE: Omniture

April 16, 2008 08:00 ET

Burpee Seeds Selects Omniture to Understand Multi-Channel Marketing Performance

One of the Nation's Longest-Standing Catalogue Retailers Uses Omniture Web Analytics to Measure How Email Marketing Campaigns and Catalogues Impact Online Sales

OREM, UT--(Marketwire - April 16, 2008) - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that Burpee Seeds -- a 130-year old catalogue retailer of seeds and gardening supplies -- has selected Omniture to measure the performance of their multi-channel marketing initiatives. Using Omniture SiteCatalyst® Web analytics, Burpee Seeds can segment visitors by channel, gaining insight into which marketing strategies resonate best with people entering the site from an email campaign, catalogue campaign, or natural and paid search. Burpee Seeds can also measure how seasonal trends in their niche industry affect consumer behavior, and then make appropriate changes to their site to better engage visitors.

Burpee Seeds selected Omniture, replacing its previous Web analytics solution, in order to gain more robust reporting and visitor segmenting functionality. In less than two months with Omniture, Burpee Seeds has already been able to identify opportunities for increasing conversion. For example, the company was able to see that the number one on-site search term was not a product name, but rather a request for a free catalogue. This information prompted Burpee Seeds to increase the presence of the "Free Catalogue" button on the front page and create a search result landing page for that inquiry. Making these simple changes not only decreased the amount of visitor fallout, but also increased the number of free catalogue requests.

"The majority of our business activity is compressed into the first half of the year, so it is crucial that we stay on top of every little change that occurs in the marketplace," said Don Zeidler, director, direct marketing at W. Atlee Burpee & Co. "Omniture allows us to respond to marketplace activity in real time so we can refine and target our multi-channel marketing strategies to meet seasonal trends and drive maximum ROI."

"Effective retailers are identifying synergies in their marketing campaigns across multiple channels," said Chris Harrington, president, worldwide sales and client services at Omniture. "Omniture provides a single-source for identifying ROI for each business channel and reveals how each channel contributes to customer acquisition, engagement and conversion."

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 more than 4,400 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, General Motors, Sony and HP.

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.

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 solutions address the specific requirements of our customers, the continued adoption by customers of our services, including our SiteCatalyst and other services, 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; expansion of our international operations; and such other risks described in Omniture's annual report on Form 10-K for the year ended December 31, 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.

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