Pan-European digital marketing agency Guava has partnered with Omniture SearchCenter to provide the management, reporting and optimization platform for its clients’ paid search marketing campaigns.
I like the act that Guava is being sensitive to the tough economic times. I also like the fact that they are seeing the value of web analytics to drive greater ROI. This is a time when web analytics will really shine.
Omniture SearchCenter can optimize SEM results across all the major search engines through a single interface. That means Guava can deliver keywords with improved impact by optimizing keyword bids based on actual conversions. Guava can measure the end-to-end conversions of its clients’ campaigns.
Will other agencies follow Guava’s lead?
Omniture is leveraging one of its recent acquisitions on the merchandising front. Mercado Ignition, designed for comprehensive online merchandising management, has been re-launched as Omniture Merchandising.
Omniture Merchandising deepens the company’s suite of conversion capabilities by enabling retail merchandising managers to more easily deploy customer-centric and potentially revenue-accelerating merchandising strategies.
“Omniture Merchandising is integral to our efforts to better engage with our customers and ensure we are meeting their online needs through a dynamic and tailored retail experience,” said Michael Relich, SVP and CIO, GUESS, Inc.
“The solution is flexible in that it allows us to create targeted landing pages to connect shoppers with the right products, regardless of whether they came to us by way of a promotional email, search engine or organic search traffic. The intuitive and easy-to-use interface allows our business users to make seemingly complex merchandising enhancements, without needing technical expertise.”
Omniture Merchandising puts control in the hands of merchandisers and marketers so they can seamlessly manage online merchandising efforts, even across multiple brands, departments and product lines. It also allows incorporation of user-generated and social media content, such as product reviews, into the online merchandising mix, to better help shoppers refine their selections and give them more confidence in their purchasing decisions.
“Retailers and eCommerce businesses are looking for increased efficiency without compromising visitors’ shopping experience. Omniture Merchandising, together with industry leading Web analytics from SiteCatalyst, provides a compelling solution to accomplish both these goals,” said Brett Error, executive vice president of products at Omniture. “We plan to continue to invest in Omniture Merchandising and our suite of online business optimization applications to empower merchandisers with real-time and actionable insights into their online store.”