Omniture Measures iPhone App Usage

Omniture, which provides online business optimisation software, is extending the measurement capabilities of Omniture SiteCatalyst to include native iPhone applications. Through App Measurement for iPhone, marketers and software developers can now better understand how iPhone users are interacting with their iPhone applications. With this real-time information, says Omniture, marketers can better measure iPhone applications as a campaign and gain insight into their effectiveness in terms of driving events – such as ad clicks, page views or purchases – that contribute to return on investment. Developers can use SiteCatalyst information to improve application usability and provide iPhone users with an improved customer experience.
Applying analytics to mobile application use is a relatively new area that provides feedback to application developers and marketers, says Bill Gassman, Research Director at Gartner. This will influence the future design of mobile applications and provide a better customer experience. By gaining greater insights into mobile application use, new business models based on advertising can be justified, triggering new applications for mobile users.
Omniture SiteCatalyst provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst helps marketers more quickly identify the most profitable paths through their website, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns. With the new App Measurement for iPhone, the measurement capabilities of SiteCatalyst will be applied to the use of specific mobile applications in addition to effectively measuring and analysing mobile Internet experiences.
Omniture is taking its innovation in web analytics and extending it to the iPhone for mobile marketers and application developers to not only better understand their customers, but to coordinate and integrate mobile, online and offline initiatives, says Omniture CTO, Brett Error. We believe the result is to create a better, and more profitable, customer experience, whether that experience is on a website or a mobile device.
App Measurement for iPhone is available for Omniture customers and can be obtained by emailing mobilesupport@omniture.com 
The application will go on general release in January.   

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