SOURCE: Omniture


September 10, 2009 07:58 ET

Omniture Survey Reveals Significant Opportunity for Marketers to Increase Conversion With Applications That Automate Manual Tasks

Many Marketers Relying on Time-Intensive, Manual Processes That Inhibit Scale and Sophistication of Conversion Strategies

OREM, UT--(Marketwire - September 10, 2009) - Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced results of the 2009 Omniture Online Conversion Benchmark Survey. According to the survey*, online marketers continue to rely heavily on time-consuming manual processes for content display decisions or to personalize and optimize the content on their web pages or landing pages. In fact, only 2% of respondents use an automated conversion application to decide what content is displayed on their web site. This may explain why almost 80% of marketers do not currently serve personalized content to site visitors as their manual processes are not efficient or scalable.

"This research indicates we are in the early days of marketing automation," said Gail Ennis, senior vice president, marketing, Omniture. "As marketers become more educated about the new online marketing applications that are available to increase conversion, using automation will become mainstream."

The benchmark survey asks marketers questions about their on-site conversion strategies, including content personalization, testing and targeting initiatives. The survey is ongoing and as of August 1st, had already been taken by more than 1000 marketers, with 27% of respondents outside of the United States. After completing the survey, respondents receive a report that benchmarks their results against the results of other respondents in their industry and results of the respondents in the aggregate. The report also offers best practices for content personalization, testing and targeting tailored to each respondent as determined by his or her answers.

Highlights from the survey include:


  • 42% of marketers are spending less than five hours per week optimizing advertising media

Onsite Promotions and Content

  • When it comes to deciding which content to display online, 70% of respondents said that decision is often made by only one person, often a senior marketing executive


  • Less than a third of marketers frequently test online content
  • Of those that do, many find that their process involves manual implementation (50%), manual analysis (42%) and manual optimization (25%)


  • Almost 50% do very little to no targeting of content
  • Of those that are targeting, the majority of respondents (72%) are using manual targeting processes which are time consuming and inefficient

Marketers interested in taking the survey and receiving a report with their results can visit Omniture's survey page.

*=Results of the survey included in this release are as of August 1, 2009.

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 Education. Omniture's more than 5,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony and HP.

Copyright (c) 2009 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. 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 described in Omniture's quarterly report on Form 10-Q for the period ended June 30, 2009, and from time to time in other reports filed by Omniture with the U.S. Securities and 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.

Contact Information

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