Personalised Online Content to Increase Customer Engagement and Sales
LONDON--(Marketwire - January 23, 2008) - Onsite behavioural targeting from Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, is being implemented by Vodafone UK. The aim is to give each visitor to www.vodafone.co.uk a more relevant experience, with Vodafone products and offers displayed to them individually.

Omniture TouchClarity builds behavioural summaries for visitors to the Vodafone site based on anonymous data including the time of day, referring URL, search engine criteria and frequency of the previous visits. This is combined with the browsing history of previous visitors in real-time to predict which Vodafone UK offers will make the visitor convert to deliver increased revenue, as well as a more satisfying experience for each visitor. The creative is also assessed in real-time to see which delivers the best response and the best-performing creative execution is served to that individual.

"Vodafone is enhancing the way it targets online customers in order to improve the performance of its site for its visitors," said Neil Weston, senior vice president and general manager of Omniture EMEA. "The business is leading its sector in identifying the improvement it can add to each visitor journey by customising content to their specific interests and increasing the value of key areas of its Web site."

Visitors to www.vodafone.co.uk will be served the most relevant Vodafone content in real-time by Omniture TouchClarity, which analyses many variables for predictive value including all the previous clickstream behaviour of that visitor, the time of day of the current visit, the referring site, search engine keywords, frequency and recency of the previous visits, and an analysis of current on-site activity. Each visitor is then served the most relevant Vodafone content, which can include any combination of images, text or animation. Reports showing the exact revenue lift that results from the targeted content versus a control group (without targeted content) will be delivered to Vodafone in real-time in order to measure the success of on-site behavioural targeting.

Omniture TouchClarity enables enterprise Web sites to automatically and dynamically deliver the most relevant and compelling content and on-site promotions to every Web visitor, which results in dramatic marketing and business performance lift from key Web site real estate. Omniture Touch Clarity improves visitors' Web experiences by delivering the most interesting and engaging content, promotions, and calls to action simply based on anonymous Web analytics data and Web visitor behaviour. It combines the most sophisticated patented advancements in real-time predictive modelling, data mining and machine learning, along with tried and true direct marketing principles, to achieve measurable and substantial business performance lift. Although results vary based on visitor traffic, customers typically achieve between 20-200 percent directly measurable improvements in returns from key Web site real estate.

About Omniture

Omniture, Inc. is a leading provider of online business optimisation 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, enables customers to capture, store and analyse 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 University(TM). Omniture's more than 4,000 customers include ABN Amro, AOL, Center Parcs, eBay, Thomas Cook, Vodafone Group Services Limited, Waitrose and Yell.com. www.omniture.com