SOURCE: Omniture

July 27, 2005 16:54 ET

Omniture and DoubleClick Close the Loop in Email Marketing

The Deep Integration of DARTmail® and SiteCatalyst™ Delivers the Industry’s First Seamless Data Exchange for Measuring and Maximizing the Effectiveness of Outbound Campaigns

OREM, UT and NEW YORK, NY -- (MARKET WIRE) -- July 27, 2005 -- Omniture, the largest and fastest-growing provider of on-demand Web analytics and DoubleClick Email Solutions, today announced that DoubleClick's email product DARTmail is now fully integrated with Omniture's award-winning SiteCatalyst Suite. Omniture is the first Web analytics vendor to offer a productized integration with DARTmail that allows companies to more quickly and easily measure the effectiveness of outbound campaigns, re-market and cross-sell to highly valuable visitor segments and find new opportunities to maximize ROI.

According to the May 2005 Jupiter Research report "The ROI of E-mail Relevance," "Adoption of Web site behavioral clickstream data as an e-mail targeting tactic will almost double in the next 12 months to 24 months, with 41 percent of promotional e-mail marketers planning to deploy it. Mergers, integrated product offerings from Web analytics providers and e-mail service providers (ESPs), as well as the desire of marketers to improve revenue per e-mail will drive adoption."

The integration between DARTmail and the SiteCatalyst Suite is the most recent proof point of the industry's move towards combining email solutions with Web analytics. This is also Omniture's latest step towards creating the first comprehensive, deeply integrated Online Marketing Services Platform built with best-of-breed online marketing and support technologies from industry leaders such as DoubleClick. By building this ecosystem that collects and organizes real-time information about all online and offline marketing initiatives, companies will be able to finally unleash the true power of the Web: the ability to automate, measure, manage and optimize marketing programs in real-time.

Real Revenues Result from Real-Time Measurement

The integration between Omniture and DARTmail allows companies to seamlessly exchange data between both sets of products and automatically import campaign data into SiteCatalyst -- eliminating the manual work formerly required to import and/or reenter campaigns in SiteCatalyst. This integration also reduces cost-per-acquisition and boosts the effectiveness of DARTmail campaigns by giving companies the ability to analyze and optimize the complete conversion funnel in real-time.

"Combining DoubleClick's expertise, innovation and insight into email marketing with Omniture's award-winning Web analytics tool provides our customers with the best email marketing solution available on the market today," said Ken Takahashi, vice president of Strategic Partnerships for DoubleClick Email Solutions. "This combination gives our customers the ability to maximize their marketing efforts by refining their email marketing campaigns and finding new opportunities to re-market and cross-sell to key visitor segments in real-time."

"The epitome of marketing simplicity for our customers is to have a single entry point for managing every aspect of their online marketing initiatives. Omniture's vision for an Online Marketing Services Platform is making this a reality," said Josh James, CEO and co-founder of Omniture. "A critical step in furthering this platform is partnering with an industry leader like DoubleClick, which not only enables us to serve our customers even better, but puts our customers squarely in the driver's seat when it comes to developing and executing truly effective online marketing and re-marketing strategies."

About DoubleClick Email Solutions

DoubleClick Email Solutions delivers the most complete and flexible email products and services to more than 400 companies globally. Many of the world's most sophisticated marketing organizations across all industries leverage our world-class technology, constant innovation and unrivalled insight into email marketing to achieve superior results. DoubleClick Email Solutions is a recognized leader in the industry, offering our flagship DARTmail service and UnityMail software. Email Solutions clients benefit from DoubleClick's comprehensive product and service solutions that enable them to successfully profit from their email marketing investments.

DoubleClick Email Solutions is an operating unit of DoubleClick Inc. that together with DoubleClick Digital Advertising Solutions provides agencies, marketers and publishers the ability to successfully profit from their digital marketing investments. DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 2000 clients.

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 third-generation platform that combines instant response times with the power to view Web data across any dimension. 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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