Saas: Omniture and the Extended Enterprise

Omniture (OMTR) provides on-demand (SaaS) Web analytics solutions that if used effectively can be seen catering to the Enterprise 3.0 trend we discussed earlier.

It provides online business optimization software that can help capture, analyze, and manage data about marketing and sales in businesses that have both offline and online retail stores. Consider this scenario. A customer finds something of interest on an online store and buys it at their brick and mortar store. So the offline and online channels of a store are not independent.

As the boundaries between begin to blur, businesses find it important to measure and analyze cross-channel buying behavior. Omniture provides the analytics on data about customers across different channels. They help in providing this data across all levels in the organization so that informed decisions could be taken about marketing, pricing, product development, supply chain and inventory management. >>>