Omniture Analytics Survey in EMEA Provides Best Practices and Industry Results for Measuring ROI, Emerging Channels, and Conversion

Omniture Analytics Survey in EMEA Provides Best Practices and Industry Results for Measuring ROI, Emerging Channels, and Conversion

10 percent of EMEA Respondents are Utilizing Social, Mobile and Video in Their Marketing Mix

LONDON, Omniture Summit EMEA 2010 — May 20, 2010 — Omniture, an Adobe company (NASDAQ:ADBE) and a leading provider of online business optimization software, today announced the results for the respondents for the EMEA (Europe, Middle East, and Africa) 2010 Omniture Online Analytics Benchmark Survey. This survey shares results about the current state of marketing in the EMEA region including statistics about the usage of emerging channels and the measurement capabilities of ROI and conversion. Interestingly, half of EMEA respondents cannot measure marketing ROI with their current Web analytics solution. Results from the survey provide respondents with industry best practices, allowing marketers to learn from their peers and make changes to increase marketing effectiveness.

“Results from this survey show that marketers need to focus more directly on how they measure and yield a positive ROI for their organization,” said Neil Morgan, vice president of marketing, Omniture Business Unit, EMEA. “We have found that a significant number of marketers think measuring ROI is important but are currently unable to measure this all-important metric. Truly, it all comes back to the numbers. Are you helping to measure and drive more sales; am I turning the metrics I gather into actionable data? If not, it is time to make some changes to become a more data-driven, results-oriented marketer, achieving the results your organization deserves.”

Survey results show that marketers have a great opportunity to increase marketing efficiency through better measurement of ROI and conversion. Eighty-one percent of respondents in the EMEA region feel that measuring ROI from online marketing activities is important to measure, however only one third can effectively measure it today. Additionally, 89 percent of respondents feel that measuring conversion rate is important to measure, but only 65 percent can effectively measure it.

Results from the survey indicate that social media, mobile, and video are being underutilized and marketers can potentially increase reach, customer engagement, and sales by investing and effectively measuring these emerging channels. In addition, 10 percent of respondents reported using all three emerging channels in their marketing mix:

Social Media
•64% of respondents are using social media in their marketing efforts, but only 20% of those are very satisfied with their ability to measure social media.
•Additionally, 37% of those using social media lack a mechanism to measure social media conversion.
Mobile

•A majority of respondents, 79%, are not currently using mobile in their marketing efforts, and only 21% are very satisfied with their ability to measure mobile marketing.
•Of the 21% that are using mobile, 80% can measure if website visitors are coming from a mobile device, but only 32% are able to measure their mobile app conversions.
Video

•40% are using online video in their overall marketing efforts, but only 17% of those are very satisfied with their ability to measure online video.
•Of those using online video, 54% feel that post-video conversion is one of the most important video metrics, yet 73% are unable to measure post-video conversion.
•In addition, 44% of respondents who are using online video lack a mechanism to measure video starts.

To take the ongoing Omniture 2010 Online Analytics Survey and receive results about online marketing and measurement trends within your industry, please visit the survey page. Approximately twenty minutes after completing the survey, participants will receive a link to a PDF file that compares their answers to answers given by their industry peers as well as aggregated data based on answers from all respondents. Also included in the PDF file are industry best practices supported by real-world case study examples.

Results of the survey included in this release are as of May 7, 2010.

About Omniture, An Adobe company
Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives. Hosted and delivered via on-demand subscription service and on-premise solution, Omniture software enables customers to capture, store and analyze information generated by their websites and other sources, providing business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.omniture.com.

About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.

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