The National Hockey League is teaming with web analytics software provider Omniture Inc. to assess site content and online marketing campaigns, and monitor visitors’ content access via RSS feed, podcasts, video clips, mobile devices and digital channels. Terms of the new deal were not disclosed.
The NHL, No. 317 in the Internet Retailer Top 500 Guide, will use Omniture SiteCatalyst Web analytics, to gain a comprehensive view of visitor access to NHL content. “Our job is to make sure people have access to NHL content how they want it and where they want it,” says Keith Ritter, president, NHL Interactive Cyber Enterprises. “We are committed to devoting resources to the channels that are most appealing to our fans. Omniture allows us to understand how each element of our web platform is performing—helping us better serve our customers while also optimizing our marketing strategies.”
NHL.com provides a technology platform for the 30 individual professional hockey team sites. Interactive Cyber Enterprises will use web analytics to understand how their fans interact with the site’s various forms of content and information. For example, the league will measure the popularity of videos and RSS feeds on a team-by-team basis and identify visitor path patterns as fans jump from one section of the NHL site to another. The information is expected to help NHL.com determine what topics and information its fans are most interested in, allowing the organization to tailor web content and access to visitor preferences.
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