WPP Invests into Omniture

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WPP Invests Into Omniture

By: Manoj Jasra
2009-02-06

WPP and Omniture Inc., today announced a strategic partnership that will provide clients with more-effective insights globally across both...

...digital and traditional media channels. As part of this partnership, WPP is making a long-term $25 million investment in Omniture common stock.

The two companies will collaborate on technology development, on sharing data and information and in consulting services. The collaboration will focus on providing chief marketing officers and other marketing executives at clients, with greater consumer insights, supported by new technology. This will allow marketers to increase their revenue and profit returns from online marketing and to manage and optimize their overall marketing expenditures.

WPP companies involved in this partnership include G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and ZAAZ, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.

Key elements of the strategic partnership include:

• Joint approaches to mutual clients to develop enhanced analytical solutions
• Joint development of technologies and solutions, including the integration of Omniture and WPP technologies, data and products
• Sharing of marketing insights and consulting best practices
• Deployment of Omniture consultants inside WPP companies
• Training of more than 500 WPP employees on Omniture products and solutions, within the first year of the relationship

Specifically, WPP and Omniture have agreed over the next 12-18 months to integrate many of WPPs marketing technologies, data, insights and information products into the Omniture Genesis platform. These integrations will include:

• Open AdStream (24/7 Real Medias advertising management system)
• Decide DNA (24/7 Real Media and GroupMs search engine marketing systems)
• 24/7 Real Media and GroupMs custom media audience network
• TNS Compete (competitive web benchmarking data)
• TNS Stradegy (multimedia channel advertising occurrence and expenditure data)

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About the Author:
Manoj Jasra has been in the search marketing industry since 2002 with Enquiro Search Solutions. His role as the Director of Technology at Enquiro involves him developing strategic relationships with technology vendors, overseeing web analytics and designing cutting edge solutions for clients. Manoj's background in software development and experience in search marketing/web analytics gives him the ability to provide strategic consultation throughout the entire online marketing process.

Manoj's blog, Web Analytics World focuses on insight in Search Marketing, Blogging, Web Analytics and Technology; it is also one of the top read web analytics blogs. You can frequently find Manoj's writing at popular marketing publications.


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