OREM, UT--(Marketwire - June 19, 2009) - Omniture, Inc., a provider of online business optimization software, today announced that it has joined the Mobile Marketing Association. As a member of the MMA, Omniture will work closely with the association's members consisting of agencies, mobile device manufactures, carriers and software developers to help shape and address key industry issues, define and publish best practices for measuring the effectiveness of mobile marketing and develop open industry standards. 

Omniture currently serves nearly 5,200 customers worldwide and captures approximately one trillion transactions per quarter for its customers. An increasing number of those transactions are coming from mobile devices as consumers embrace this digital channel as a convenient and highly accessible means for engaging in their digital lifestyles. 

"One of the primary goals of the Mobile Marketing Association is to create a sustainable ecosystem for marketers using the mobile channel while ensuring the best possible consumer experience," said Matt Belkin, SVP of Emerging Business at Omniture. "Mobile analytics is at the heart of that transformation, helping companies gain the understanding and insight needed to do this." 

"We're pleased to add Omniture to our growing roster of members," said Stacey Sayer, membership manager for the MMA. "The membership collaboration is essential to growing the mobile marketing industry and we look forward to Omniture's active participation and contributions." 

Some of the mobile optimization solutions that Omniture's customers are using include: 

Mobile Analytics

With the rapid proliferation of power mobile devices, more consumers are going mobile for their online experience. Mobile devices come in many variations of keyboards, screen sizes, browsing, and video capabilities. The variation in device capabilities and irregular adoption of mobile industry standards presents online marketers and developers with unique challenges in tailoring the mobile experience to their customers. Without specific knowledge of the mobile devices that are accessing their site, online marketers are limited in their ability to create a compelling user experience for an audience on the go. 

The mobile analytics features in SiteCatalyst enable online marketers to identify the profile of mobile devices to better optimize their content development strategy. With the mobile analytics capability of SiteCatalyst, marketers and developers can better answer questions such as: 

    * Who is visiting my site using a mobile device? 

    * What mobile devices are my customers using to access my site? 

    * How can I better tailor the mobile experience for these particular devices? 

    * Are there problems with my site for customers using certain devices? 

    * Where are my mobile customers when they are accessing my site remotely? 

    * What carriers are my customers using when they remotely access my site? 

Mobile Application Measurement for iPhone, BlackBerry and Android Devices

With Omniture's App Measurement solutions, the powerful online analytics capabilities of SiteCatalyst are applied to the use of specific mobile applications in addition to effectively measuring and analyzing mobile Internet experiences. Omniture's App Measurement solutions allow marketers and software developers to better understand how users are interacting with their mobile applications, essentially allowing companies to measure and monitor the performance and effectiveness of their mobile applications. This insight helps developers and online marketers create better applications and online experiences. 

Mobile Access to SiteCatalyst Reports

Omniture customers can receive real-time, remote, mobile access to their SiteCatalyst reports, bookmarks and dashboards for up-to-the-minute results of their online business.