March 6, 2008, 12:00 AM

New Omniture release lets e-retailers measure user interaction with videos

With web content getting richer, Omniture’s new web analytics package incorporates the ability to track which online videos get consumers’ attention and which lead to conversion.

Don Davis

Editor in Chief

Expanded capability to measure and analyze consumers’ engagement with online rich media content is a centerpiece of the latest release of Omniture Inc.`s on-demand web analytics package. Site Catalyst 14 tracks how consumers interact on a web site with video to yield information for site operators on which videos are the most engaging, which ones lead to conversion, and how much video is consumed on a site.

The new release tracks visitor interaction with web site content that displays on browser-installed players including Windows Media Player, QuickTime and Real Player. The technology also can track video and rich media deployed on mobile devices, iPhones, game consoles and other Internet-enabled devices. Also built in to the new release is the ability to track viewers’ engagement with any content created with Adobe Flex 2 and Flash 9.

One Internet company already using the new release is MTV Networks, an online destination for music video premiers, celebrity interviews, movie previews and video game trailers. “The video reporting capabilities in SiteCatalyst 14 will give us a deeper understanding of the popularity of our online videos across all categories so we can know which ones to promote on our home page, when to introduce new video content and where viewers are starting and stopping their use of specific videos,” says Dale Hannon, director of technology at MTV Networks.

Web site content is getting richer, devices for accessing it are proliferating and consumers are increasingly accustomed to engaging with rich media, user-generated content, widgets, and videos online, according to Brett Error, chief technology officer and executive vice president of products at Omniture. “SiteCatalyst 14 has evolved to support these new ways of doing business,” he says.

The new release introduces a new interface to help marketers more quickly find, act on and share data and analytics. This includes the choice of a variety of reporting formats, such as Microsoft Word and Excel, and simplified work flow for downloading and scheduling reports and alerts.

Omniture also recently released a new version of its search engine marketing and keyword bid management tool. SearchCenter 3 allows marketers to manage their keyword portfolios based on such metrics as revenue, clicks and return on ad spend. The new tool also integrates the management of both natural and paid search campaigns in one interface, highlighting opportunities to bid on long-tail keywords and to further automate keyword discovery, according to Omniture.


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