SOURCE: Omniture

May 03, 2005 08:00 ET

Frontline Educational Products Achieves a 75 Percent Reduction in Cost-per-Sale Using Omniture's SiteCatalyst™ Suite

Small Company Saves Big, Realizing Over $1 Million Annually Using SiteCatalyst to Test and Optimize Online Lead-Generation Channel

OREM, UT -- (MARKET WIRE) -- May 3, 2005 -- Omniture, the largest provider of on-demand Web analytics, today announced that Frontline Educational Products, a K-3 educational products company, has achieved a reduction of 75 percent in their cost per sale -- resulting in well over $1 million in annual cost savings -- using the SiteCatalyst Suite of online marketing solutions. First implemented in 2002, SiteCatalyst was identified and deployed as a key component of Frontline's business strategy to lower their cost per lead by augmenting their offline (radio and television advertising) lead-generation program with online advertising. Additionally, because they now fully understand their conversion process, Frontline Educational Products has been able to move many of its online marketing providers from a cost-per-thousand (CPM) to a cost-per-acquisition (CPA) model, creating much greater predictability in their marketing spend.

"For our target customer, Frontline Phonics™ is the best product on the market. However, our marketing budget is much smaller than most of our competitors', thus our cost per sale, beginning with our cost to acquire each lead, greatly affects our bottom line," said John Lant, President and CEO, Frontline Educational Products. "In 2002 we looked to online advertising as a way to decrease lead costs, and we determined that using SiteCatalyst to measure and manage our campaigns was critical to the success of this expanded marketing approach."

Frontline Educational Products uses SiteCatalyst to precisely measure -- in real time -- their cost per lead for every type of online campaign such as keyword buys on Google and Overture, e-mail campaigns, affiliate programs and more. Additionally, they use SiteCatalyst to A/B test the effectiveness of both the outbound campaign creatives as well as the campaign landing pages. For example, a new campaign can target hundreds of thousands of recipients who are directed to two or three different landing pages, each of which carries a variation of their offer. Because SiteCatalyst delivers information in real time, Frontline can aggressively monitor and manage the effectiveness of their campaigns, making changes within hours of launching a campaign. This ability accounts for significant incremental dollars that otherwise would have been lost to a poorer performing landing page.

Lant believes access to real-time analysis, which fosters data-driven vs. "gut" decision-making, has been key to the success of their online advertising and lead generation strategy. "Because we are a small organization with a limited marketing budget and IT resources, we are very smart in how we spend this budget and how we measure the results. SiteCatalyst allowed us to hit the ground running with our online strategy and has led to a 75 percent reduction in our overall cost per sale for online leads."

"The success of Frontline Educational Products in using SiteCatalyst to measure, manage and optimize their marketing and business initiatives, in real time, is yet another proof point of the value Web analytics brings to businesses of all sizes," said Josh James, CEO and Co-Founder of Omniture. "All organizations with an online aspect to their business -- as a sales channel, lead capture channel or using the Internet to buy or sell online advertising -- benefit by using SiteCatalyst to produce a data-driven and customer-focused approach to integrated marketing performance."

About Omniture

Omniture, Inc., headquartered in Orem, Utah, is the pioneer of on-demand Web analytics technology that delivers the essential intelligence needed by Web commerce leaders and innovators to drive the business decisions that increase ROI. Omniture is the largest on-demand Web analytics provider by revenue, and Omniture's SiteCatalyst is the most mature and comprehensive technology on the market, offering industry leading scalability and flexibility combined with an intuitive user interface. Omniture is the only company in its market to offer a comprehensive view of activity on a company's Web site that includes historical and real-time analysis and reporting. In addition, Omniture offers knowledgeable professional service teams, experienced in helping customers determine the questions they must ask to arrive at the answers they require. Proof of its world-class technology and outstanding team, Omniture has the highest level of retained and satisfied customers in the market, including eBay, AOL, Wal-Mart, Gannett, Microsoft, Oracle,, GM and Hewlett-Packard.

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