Omniture: Omniture Keyword Optimization

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

The main purpose of the SiteCatalyst is to improve companies’ internet marketing return on investment. However, some search engines view Omniture as a threat to their sustained profitability because Omniture’s products discourage the purchase of keywords that provide little economic benefit to the customer.

The consulting team’s purpose was to prepare a convincing case for the search engines. The team researched keyword optimization and the search engine industries to understand the dynamics and to gather data from Omniture customers about keyword spending practices during the SearchCenter implementation. The team used the research to test whether or not keyword optimization packages are beneficial to the search engine industry.

The project was to benefit Omniture by easing tensions between Omniture and internet search engines, improving metrics provided to its clients from SearchCenter, and by fostering a better financial return for itself and its customers.

Team Photo

Team Members

Bryan Beckman

Derek Christiansen

Justus Talley

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• eBusiness Lecture Series
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Contact Us

• Rollins Center for eBusiness
• 574 TNRB, Provo, UT 84602
• Phone: (801) 422-2815
• Fax: (801) 422-3449
• E-mail: ebusiness@byu.edu