With an eye toward providing clients with more effective insights across digital and traditional media channels, media holding company WPP Group and Web analytics solutions provider Omniture have entered a strategic partnership.
The pact includes WPP making a $25 million investment in Omniture and integrating many of WPP’s marketing technologies and information products into Omniture’s platform.
“In the current economic environment and as clients continue to experiment with and develop their online budgets, the need for better analysis, measurability and focus on return on investment is more important than ever,” said Sir Martin Sorrell, group chief executive at WPP, in a statement. “This partnership will help our many mutual clients meet these objectives by equipping WPP agencies – across all geographies and disciplines – with the capabilities and tools needed to customize and deploy Omniture solutions in the most efficient and effective ways.”
The two companies will collaborate on technology development, on sharing data and information and in consulting services. The partnership will focus on providing marketing executives with the consumer insights they need to increase revenue and profit returns from online marketing and to optimize overall marketing expenditures.
WPP companies involved in this partnership include G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and ZAAZ, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.
The deal includes the deployment of Omniture consultants inside WPP companies and the training of more than 500 WPP employees on Omniture products and solutions within the first year of the relationship
WPP and Omniture have agreed over the next 12-18 months to integrate several WPP products into the OmnitureGenesis platform, including 24/7 Real Media’s advertising management system Open AdStream; the Decide DNA search engine marketing system from 24/7 Real Media and GroupM; a custom media audience network from 24/7 Real Media and GroupM, and Web and multichannel data services TNS Compete and TNS Strategy.
