Following the release of a new mobile application for SiteCatalyst designed to work on mobile devices running Google Android, Omniture now extending SiteCatalyst measurement to the iPhone.

Previously Omniture had released  SiteCatalyst for Google Android, claiming it to be the first online business analytics application for tracking web, mobile and video now available on Android Market. "In a rapidly changing business environment, marketers need to be able to make decisions quickly to remain competitive," said Aseem Chandra, senior vice president of product marketing at Omniture. "With this release, we continue to help our customers mobilise their marketing with on-the-go, real-time, on-demand access to analytics, further enabling our customers to make timely business decisions that can measurably impact marketing effectiveness and return on investment."

Early adopters include Resolution Media,  an Omnicom Media Group Company.  "As a leading digital marketing agency, it's critical that we constantly measure and understand the dynamics of our clients' online marketing campaigns," said Lance Neuhauser, executive vice president, strategy, Resolution Media. "With mobile access to Web analytics reports, bookmarks and dashboards through Omniture SiteCatalyst for Google Android, we are always in touch and better informed with the marketing data and metrics that are critical to our clients' success. We can now act more quickly to address opportunities and changing market needs, whether in the office or on the go."

Now it's the iPhone's turn. Through App Measurement for iPhone, marketers and software developers can better understand how iPhone users are interacting with their iPhone applications. With this real-time information, marketers can then better measure iPhone applications as a campaign and gain insight into their effectiveness in terms of driving events – such as ad clicks, page views or purchases – that contribute to ROI.

“I believe iPhone apps are the biggest paradigm shift in computing since SaaS,” said Neil Morgan, VP, Marketing & Channels, EMEA at Omniture.  “Omniture is again leading the market by being first to release this capability. We were the first to release iPhone tracking and the first to launch an iPhone web analytics application. Developers can treat iPhone Apps like a marketing campaign, measuring their effect on behaviour as well as to improve application usability and provide iPhone users with an improved customer experience.”

One such developer company is Atimi Software, a cross-platform development company that specialises in Macintosh applications, porting applications from Windows to the Macintosh, and mobile application development for the new generation of smartphones. “The iPhone is still a new medium for applications and for many of our clients is their first foray into the Apple ecosystem. Omniture’s new App Measurement for iPhone allows us to gather much needed and highly relevant feedback and quickly make changes to the application to make it a more successful launch,” said Scott Michaels, Vice President at Atimi Software Inc., a software engineering company. “Furthermore, clients of ours can now have the iPhone application measurements alongside other campaigns for comparison, giving them valuable insight into the most critical of decisions, which is where to continue to invest.”

Mobile marketing and analytics is a big push for Omniture, but one that could well pay off according to analysts. “Applying analytics to mobile application use is a relatively new area that provides feedback to application developers and marketers.  This will influence the future design of mobile applications and provide a better customer experience,” said Bill Gassman, research director, Gartner. “By gaining greater insights into mobile application use, new business models based on advertising can be justified, triggering new applications for mobile users.”

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