Omniture: Incorporation of Customer Feedback

Company Background

Omniture provides hosted applications that help online businesses measure the effectiveness of their web sites and marketing initiatives, in order to improve their success and increase their ROI. The company's focus is on providing high-volume, complex web sites with the industry's most comprehensive yet most adaptable solution for measuring site traffic, advertising effectiveness, sources of sales, e-commerce transactions, and more.

Omniture has donated the use of SiteCatalyst(tm), its next-generation web analytics technology, to the Marriott School of Management. SiteCatalyst is a vital tool that empowers marketing executives to monitor visitor and customer activity in detail, identify specific points of change, and drive business decisions that increase success. SiteCatalyst has tracked tens of billions of page views for some of the Internet's largest and most active web sites. Among the Company's most notable customers are Microsoft, AOL Time Warner, Handspring, Franklin Covey, Media General, Media News Group, Gannett, Maytag and many more household names.

Project Summary

Omniture has been doubling in size over the past couple of years. It is becoming large, but part of the maturing it had to do was develop a formal process for incorporating customer feedback into their product. The scope of this project was to develop a recommendation for gathering customer feedback, analyzing and prioritizing feature requests, and providing acknowledgement and feedback to the customer for any input. Our recommendation was based on academic research, best practices, and interviews with product development professionals to determine how they handle the process.

After initiating the project, we found that Omniture more highly valued what others in software development were actually doing over academic research and best practices. To deliver more value to Omniture, we did three times the number of interviews we had originally promised. In addition to the final report and presentation, we developed a flowchart at the special request of Omniture's CEO, who said, "Just show me a picture of the process." Our recommendations included what we found to work in industry, as well as recommendations of other areas to research closely related to the customer feedback process.

Team Members

Adam Roderick

Kevin Johnson

Spencer Pope

Taylor Wells

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• Rollins Center for eBusiness
• 574 TNRB, Provo, UT 84602
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