SOURCE: Omniture

September 18, 2007 13:54 ET

Omniture and Mercent Announce Genesis Integration, Joint Customers

Benefit Cosmetics Increases Revenues, Profits, and Return on Advertising Spend Through Online Shopping Feeds Using Integrated Business Optimization Platform

OREM, UT and SEATTLE, WA--(Marketwire - September 18, 2007) - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, and Mercent, a provider of online marketing technology and services for retail merchants, today announced Mercent's integration with the Omniture Genesis Network. Mercent has integrated its data feed marketing solutions with Omniture's online business optimization platform, helping retail merchants gain and apply more actionable data to advertising campaigns across multiple online channels.

Omniture Genesis is a solution designed for business users to automate the integration of marketing applications into the Omniture Online Business Optimization platform. Using an intuitive "Plug and Play" interface, Omniture Genesis reduces the complexity of measuring online marketing campaigns and increases results by providing one standard view across all marketing initiatives.

Leading online retailers, including Benefit Cosmetics, are driving online revenues, profit margins, and return on advertising spend through Mercent's network of online shopping channels using the integrated technology. With Mercent and the Omniture Genesis Universal Tag, Omniture retail industry customers can extend the value of their existing Omniture collection tags and actionable Omniture data to promote the right products and merchandising offers in the right online channels.

"Mercent's seamless integration with Omniture SiteCatalyst through Genesis provides another opportunity to extend and take action on our Omniture data," said Osh O'Crowley, CIO at Benefit Cosmetics. "Mercent makes it easy to maximize return-on-ad-spend for every online shopping channel and every product in our catalog."

Mercent's integration with the Omniture Genesis Platform provides retail merchants an effective way to promote and sell products to more than 150 million shoppers across more than 50 leading shopping portals, marketplaces, and affiliate networks. It consolidates the management of online shopping feeds as well as automating CPC bids, product assortments and category management. This not only reduces management time, but also gives retailers the visibility to easily determine which online channels deliver the best ROI. By leveraging key features of the integrated solution, retail merchants can automatically optimize marketing performance to key performance indicators (KPIs) such as SKU-level profitability and inventory velocity with minimal effort.

"With Mercent joining the Omniture Genesis Network, our mutual customers will benefit from the close integration between Mercent retail solutions and Omniture's online business optimization platform," said John Mellor, senior vice president, business development and corporate strategy. "By bringing our marketing environments together, we are not only saving our customers from manually integrating our respective products, but we are providing online retailers with a single view into their customer data and online campaigns."

Key features of Mercent's online marketing platform include:

Omniture Accredited Application -- Extend the value of your existing Omniture collection tags and actionable Omniture data without additional site tagging or costly integration work

Advanced Dashboard Interface -- Mercent offers a 360-degree view of product sales and ad performance across individual retail advertising channels

Merchandising Engine -- Optimize product assortments, content, merchandising offers, categorization, and CPC bidding at the product SKU level across channels according to retail parameters collected from e-commerce, merchandising, and warehouse management systems

Built-in Profitability Management -- Evaluate product and ad-specific performance including return on ad spend (ROAS), cost per order, and profit margin at each comparison shopping engine

Multi-channel Category Mapping -- Map your data feed to the browse hierarchies of more than 50 comparison shopping engines

Advanced Reporting -- Monitor the performance of your campaign strategies by channel, category, brand, time-of-day, and product

Seamless Cross-Channel Integration -- measure and optimize campaigns across Mercent's network of online comparison shopping engines, shopping portals, retail marketplaces, and affiliate programs

Retail merchants can visit Booth #617 at 2007 Annual Summit September 17 - 19 in Las Vegas, Nev., to learn more about Mercent Retail with TrueAttribute™ technology and Mercent Performance shopping feed optimization services.

Information regarding Mercent Retail, Mercent Performance, and the complete list of online marketing channels supported by Mercent is available at

For more information or to schedule a demo, please contact 206 832 3900 or

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 more than 2,500 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony and HP.

About Mercent

Founded by veterans of, Mercent provides online marketing technology and services to help retail merchants optimize performance across online channels. Mercent's on-demand platform, Mercent Retail, increases revenue and gross margins by promoting the right products with the right merchandising offers and placement. Mercent Retail provides a single point of integration between existing retail management systems and more than 50 leading online marketing channels including transactional marketplaces such as and SHOP.COM, shopping portals such as and Shopzilla, and affiliate marketing programs such as LinkShare and Performics -- making it easy for merchants to automate, measure, and optimize online product merchandising campaigns through these channels. Mercent customers include Benefit Cosmetics, REI, GUESS?, Bass Pro Shops, Celebrate Express, Levenger, and other leading retailers. Mercent is an Certified System Integrator and SHOP.COM Certified Data Feed Provider. Mercent is a venture-funded company based in Seattle, WA. For more information, visit

For the latest Mercent news, visit

Note on Forward-looking Statements

Omniture 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, expected benefits and acceptance in the market of the Omniture Genesis service. 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 Omniture's ability to ensure that its services address the specific requirements of its customers and partners, the continued adoption by customers of Omniture's services, including the SiteCatalyst and Genesis services and network in particular, the significant capital requirements of Omniture's business model, Omniture's ability to develop or acquire new services and enhance existing service offerings, risks associated with Omniture's acquisition strategy and disruptions in its 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 Omniture's markets, errors, interruptions or delays in Omniture's services or other performance problems with its services, Omniture's ability to hire, retain and motivate our employees, the adoption of laws or regulations, or interpretations of existing law, that could limit the company's ability to collect and use Internet user information, and the blocking or erasing of "cookies"; and such other risks described in Omniture's quarterly report on Form 10-Q for the period ended June 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 Web site 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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