by Holly Robinson
February 16, 2010 2:44 PM
Omniture, a leading producer of business marketing software, announced yesterday that it is making its online business optimization software compatible with native iPhone applications. Online business optimization uses the strategy of collecting data from customers as they interact with websites, and using that data to drive the growth and direction of the business, and uses Internet marketing to try to build customer loyalty. Omniture's Test&Target software is widely used within the self-storage industry. Extra Space announced last May that it had increased its online incremental revenue by 26 percent, and its online reservations by 13 percent, using Test&Target.
Now that Test&Target is compatible with iPhone applications, its standard optimization functionality, including A/B and multivariate testing, dynamic content targeting, and audience segmentation, can be used to customize iPhone applications and improve their effectiveness. Data can be collected from customers whether they connect to a website via a computer or through an iPhone. Developers and marketers can now remotely modify the content and user experience of their iPhone applications in real-time. Content modification can be done right from the Test&Target online console. Omniture suggests that businesses use the Test&Target software with the iPhone to test and fine-tune registration and lead generation forms, to optimize ecommerce checkout flows, and to dynamically target content to specialized audience segments selected based on their likes and dislikes, and using their prior application activity to increase the relevance of content that is provided to them.
"We rely on Test&Target as the best-of-breed solution for real-time dynamic testing and targeting on our website and we are extremely pleased to learn that the solution is now also available for the iPhone," commented Scott Jensen, the director of interactive marketing for Extra Space Storage. "Mobile is an increasingly important area for us as more and more of our customers are finding it very convenient to access Extra Space services while on-the-go. We are committed to creating relevant and engaging experiences for our customers, regardless of the device or medium they choose to engage with us."
"A tremendous opportunity exists for developers and marketers to differentiate their applications and improve their performance and profitability through testing, targeting, and ongoing optimization," Omniture's vice president and general manager of product and technology, Brett Error, explained. "Applying these optimization strategies to native applications for devices like the iPhone and Blackberry will help marketers constantly adjust and target their mobile applications on-the-fly for greater relevance and engagement, which reduces customer churn and increases return on investment."