Omniture released an integration analytics tool called Genesis at a two-hour event today at the San Francisco Museum of Modern Art. Genesis was created with over 30 marquee online advertising partners such as Ask.com, Google, Yahoo Search Marketing, and Salesforce.
Omniture is an online marketing analytics company. Genesis is a measurement, performance, and integration tool. Integration being the key buzzword of the event. In this case, integration refers to the ability to understand how various online campaigns perform both together and separate, and making marketing purchases accordingly.
Are marketers not doing that? Forrester analyst Char VanBoskirk presented data showing that they don’t. Instead, she said that most marketers subscribe to the more-is-more theory.
“Users know how to filter out messages with spam filters and pop-up blockers. So how are most marketers responding to this challenge? They just send more messages,” VanBoskirk said. “Advertising on network TV has increased. Radio stations are airing more commercials per hour of programming than ever before. So in case you’re wondering, this is bad!”
VanBoskirk said that the smarter marketer will develop a data store, subscribe to a reporting and analysis tool, and then find a dashboard to manage activities. That’s what Genesis is.
Genesis allows users to develop about a billion “what if” scenarios based on various marketing campaigns. They can choose a campaign, and then drag and drop distribution tools such as DoubleClick for banner ads, or CheetahMail for email campaigns. All 30 Genesis partners have their product there for marketers to choose as a possibility. Once all distribution scenarios have been chosen, marketers can order up a channel summary that shows revenue by channel, top performing campaigns, etc. It’s a ton of information.
Omniture calls this a Plug and Play approach, which they say is the next generation in marketing. They call it the perfect example of Marketing 2.0.
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Grant…where were you?
PLEASE turn off this snap horsepoop - or make it optional, I should be able to click a box to turn it off.
This is an awesome tool for marketers.
Natalie,
At Dealarmy.com we have been using Adwords to market our site. Based on your article I’m not sure what this offers that Adwords does not. Please elaborate.
This is a pretty cool idea, I like the centralization and unification of what is usually a diverse number of services.
Tom, this is for businesses who advertise using multiple channels and not just adwords. Put simply, Omniture/Genesis allows you to integrate web advertising through multiple facilitators (adwords, yahoo, msn etc..), email marketing and also includes tools for reporting/measurement of ROI.
Check out the demo @ http://www.omniture.com/product_tours/genesis
i dont really understand this one…anyone explain a little more?
Natali, the Forrester analyst’s name is “Shar Van Boskirk”. I’m sure she will appreciate the favor of a correction.
A few quick comments:
1. I don’t see the point about web 2.0. Web 2.0. There is no user generated content involved in this offering. No social aspect so where does the 2.0 comes from ?
2- although I understand the theoritical value of integration, my experience is that marketers already suffer from two many data ; what benefit will they get by mixing a 4% click thru rate on emails and a 5% on adwords ? finding rules that apply to nobody ?
3- billions of whatif scenarios ? ok; and how many billions of $ to maintain the whatif rules- again, scalability of rule base systems …
thanks to clarify/help
@Allen: Click the ? in the top right hand corner of the Snap popup and you’ll be taken to a page where you can disable the popups.
Cheers
Nick
THANK YOU GEEK OF ALL GEEKS NICK!