NEWS13 April 2010

Omniture adds iPad analytics tools to Online Marketing Suite

Data analytics North America

US— Omniture has upgraded its Online Marketing Suite by adding new tools that measure iPad content and applications.

Within the SiteCatalyst online analytics tool, clients will now be able to segment and run reports based on iPad user behaviour, including measuring application and video usage.

The Test&Target multivariate testing tool has also been enhanced to cover iPads, and users will now be able to personalise and test the effectiveness and performance of apps on the tablet device.

Among more general improvements, Omniture claims that its upgraded Discover tool now provides “more accurate measurement” of visitor engagement by showing time spent, time segmentation and more granular trending for a promised “greater insight” into hourly visit dynamics.

Omniture was bought by Adobe for $1.8bn last year, and its new owner yesterday released the latest version of its Creative Suite of graphic design software tools, boasting integration with Omniture’s optimisation and web analytics offerings.