Newspaper & Mailroom

Minnesota StarTribune Increases Site Traffic by 50 Percent With Omniture and Clickability

Wednesday 03. December 2008 - Newspaper Site Sees Rise in Visitor Engagement, Stay Time and Revenue Through Omniture Genesis

Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, today announced that StarTribune.com has seen a significant increase in Web site traffic through its integrated use of Omniture SiteCatalyst Web analytics and Clickability’s On-Demand Web Content Management Platform, a platform-as-a-service for the entire Web content lifecycle, through Omniture Genesis. The StarTribune, a leading source of local business news and information in Minnesota’s Twin Cities, chose the solution to allow for the combination of easy content alteration and measurement of reader engagement and site visit time.
By utilizing Omniture and Clickability through Omniture Genesis, the StarTribune is able to measure visitor engagement at a more accurate level and provide more relevant content to consumers. StarTribune.com was named the top newspaper site in the country for length of visitor stay, with more than five times that of many other local publications. Clickability’s integration into the Omniture Genesis network enables customers to generate new content with Omniture code already embedded and configured on each page. Business users such as the StarTribune gain flexibility when adding and modifying content while ensuring that content is accurately measured.
“In the six months after the StarTribune implemented the Omniture and Clickability integration, Web site traffic climbed 50 percent,” said Jason Erdahl, executive director of digital media for the Minneapolis Star Tribune. “We now have editors, writers and bloggers who log in to see the results in Omniture and then make changes based on the metrics. Because it’s so quick to change content through the Clickability Platform, we are able to try out approaches that we have not tried before.” Through the integration, editorial staff members increased interlinking within pages to Related and Most Popular stories to augment site visitor stay time. These improvements in viewership have resulted in higher ad rates and a dramatic increase in annual revenue for the StarTribune.
The StarTribune achieved results in conjunction with Clickability, an accredited Omniture Genesis partner. Omniture Genesis is a marketing platform that integrates complementary third-party marketing applications with Omniture products, giving customers a single view into their marketing data.
“The flexibility of the Clickability Platform allows publishers like StarTribune.com to constantly adapt and refine their Web site in response to visitor engagement data presented by integrated Omniture Web analytics,” says Robert Carroll, vice president of marketing at Clickability. “This cycle of validation and innovation results in improvements to page view traffic and, ultimately, the site’s bottom line.”
“Media outlets need to gain as much insight as possible about their consumers’ online engagement to successfully provide the most relevant content,” said John Mellor, executive vice president of business development and corporate strategy at Omniture. “The Omniture Genesis platform provides simplified and automated integration between Omniture SiteCatalyst and accredited Genesis content management partners, like Clickability. With this integrated solution, publishers gain understanding of the content that is most valuable to site visitors.”