Omniture, Inc., a leading provider of online business optimization software, today announced that the National Hockey League (NHL) has selected Omniture to determine what content and online marketing campaigns are most effective, as well as how each Web site touch point resonates with their different consumer segments. Using Omniture SiteCatalyst® Web analytics, the NHL will gain a comprehensive view of visitor engagement to NHL content through RSS feeds, podcasts, video clips, wireless devices and emerging digital channels.
"Our job is to make sure people have access to NHL content how they want it and where they want it," said Keith Ritter, president, NHL Interactive Cyber Enterprises (ICE). "We are committed to devoting resources to the channels that are most appealing to our fans. Omniture allows us to understand how each element of our Web platform is performing—helping us better serve our customers while also optimizing our marketing strategies."
As the official site of the National Hockey League, NHL.com provides a technology platform for 30 individual team sites. Using Omniture, Ritter’s team will understand how their fans interact with the various forms of content and information. For example, NHL will measure the popularity of videos and RSS feeds on a team-by-team basis, and also identify visitor pathing patterns as fans jump from one section of the NHL site to another. This information will enable NHL.com to determine what topics and information fans are most interested in—allowing the organization to cater the Web experience to visitor preferences.
"Today, companies are reaching their audiences by using Web 2.0 technologies to overlap communication channels—such as broadcasting live video across the Internet, or allowing Web access via mobile devices," said Chris Harrington, president, worldwide sales and client services at Omniture. "Omniture solutions reveal how these strategies resonate with consumers, giving companies the information they need to engage their audience regardless of the medium."
Source: Omniture Inc.