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CRM Director of Alaska Air Picks Omniture

January 21, 2008

The Alaska Air Group, the parent company of Alaska Airlines and Horizon Air, has hired Omniture, which sells online business optimization software, to help improve its site's efficiency and effectiveness.

"Having the suite of Omniture products will give us the ability to see when customers arrive at our site and what they do on our site," said Marston Gould, Director of CRM and online marketing for Alaska Air Group. Through Omniture's suite of Web analytics, the Alaska Air Group hopes to improve its ability to analyze customer online activities.

The Alaska Air Group was previously using the Coremetrics analytics tool, which will be replaced by Omniture's tool next month. The air group also will use Omniture's targeting and testing technology to determine the best offers and Web content for its audience.

"The benefit for us is that Omniture has a very deep knowledge of our industry. Travel is a fairly complicated business," Gould said. Unlike retail, airlines have thousands of prices for essentially the exact same product: "It's a much more complicated process."

In September Omniture and Emailvision, a European provider of e-mail marketing software services, announced that Emailvision joined the Omniture Genesis Network.

Emailvision officials expect that becoming a Genesis partner will help them more easily integrate their Campaign Commander e-mail campaign data with Omniture's online business optimization software and create more targeted and relevant e-mail campaigns.

Headquartered in France, Emailvision has more than 700 clients of the Emailvision Campaign Commander product worldwide to manage and automate customer e-mail marketing programs. The on-demand application allows marketers to manage all aspects of their e-mail marketing campaigns including design, planning, delivery, split testing and analytics.

"In the last year, Omniture has significantly expanded its international presence, with hundreds of customers in the EMEA region, so working with Emailvision as a Genesis partner is important to our joint customer base going forward," said Neil Weston, SVP and general manager of Omniture EMEA.

This summer Omniture announced that Samsung USA, a vendor of semiconductor, telecommunication and digital media technology, selected Omniture to "drive a personalized Web experience for online visitors."

Samsung officials say the firm wants Web analytics technology to consolidate its CRM applications and help understand customer trends and behaviors, so the company can ensure the products and content promoted on their Web site address consumers' interests.


David Sims is a contributing editor for ContactCenterSolutions. To see more of his articles, please visit his columnist page.
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