March 13, 2008, 12:00 AM

Omniture and Baidu.com bring web analytics to China

Baidu.com Inc., a Chinese Internet search provider, has formed a strategic alliance with analytics provider Omniture Inc. to bring metrics-based online marketing to China.

Paul Demery

Managing Editor, B2B E-commerce

Baidu.com Inc., the leading Chinese language Internet search provider, has formed an alliance with web analytics provider Omniture Inc. to bring metrics-based online marketing to China.

During the third quarter of last year, the most recent period for which data was available, Baidu.com garnered 73.6% of the Internet search traffic in China and 60.8% of the spending there on search engine marketing, according to the China-based market research firm iResearch Inc. Baidu.com was ranked the third most trafficked search property in the world in December 2007 by comScore Inc.

The alliance between Baidu.com and Omniture is designed to give online marketers direct access to one of the largest online markets in the world, the companies say. As marketers incorporate China into their online search campaigns, Omniture and Baidu.com will provide integrated technology to manage the metrics from those campaigns, they add.

“This strategic partnership with Omniture will enable Baidu.com advertisers to increase the performance of their online campaigns,” says Haoyu Shen, Baidu.com’s vice president of business operations. “By integrating our search metrics with Omniture, we believe online marketers will not only be able to measure campaigns but also improve conversion by making the end-to-end search experience more relevant. Companies tapping the Chinese market should now be able to reach Baidu.com customers more easily.”

In addition, Baidu.com and Adobe Systems have joined the Omniture Genesis Network, which now has 130 partners. Omniture’s SiteCatalyst solution now will track how consumers on a web site interact with rich media applications built with Adobe Flash, Adobe Flex and Adobe Air.

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