Electronics giant Samsung USA has signed a new deal with web analytics firm Omniture to help personalize the online experience for its US customers.
Samsung USA has subscribed to Omniture’s SiteCatalyst web analytics and marketing platform to create more relevant and targeted online campaigns that are more closely aligned to the interests and needs of their Web customers.
SiteCatalyst’s analytic software, offered on-demand or on-premise, will allow Samsung to better understand online consumer preferences and glean spending patterns. Based on these patterns, Samsung said it can accurately identify visitor segments and offer them more relevant products and features. Samsung is also looking at Omniture’s software to help it analyze and create more targeted online campaigns.
We have a vast product line and Omniture will allow us to understand consumer behavior associated with each product, said Kris Narayanan, director of integrated marketing at Samsung USA.
Narayan said that Omniture’s integration module, Genesis, was one of the main reasons why Samsung chose Omniture as its web analytics supplier. Genesis allows companies to integrate multiple business applications, such as CRM, ad serving and email marketing solutions, using a simple plug-and-play interface — in effect providing a standardized view across all marketing initiatives.
[With Genesis] we are able to see consumers’ online behaviors holistically using one interface, Narayan said.
Orem, Utah-based Omniture did not disclose any financial terms of the deal.
Samsung USA is a subsidiary of Samsung Electronics, a global provider of semiconductor, telecommunication, digital media, and digital convergence technologies. In 2006 the company reported sales of $63.4bn and profits of $8.5bn.