Leading Internet Sports Media Company Utilizes Web Analytics to Help Optimize Fantasy Sports Programs, Increase Conversions
OREM, Utah (May 19, 2004) Omniture, the leading provider of adaptable, next-generation web analytics to large, complex websites, today announced that Sportsline.com, a leading Internet sports media company, is utilizing Omniture’s award-winning web analytics product, SiteCatalyst, to optimize conversion of online purchase and subscription processes.
“We are using Omniture’s SiteCatalyst for three primary purposes: path analysis to help us understand how customers use our sites; drop-off studies to better evaluate our purchase and subscription processes; and trend analysis to track several key indicators as to how the marketing decisions we are making affect our business,” said Mitch Zayas, senior manager, marketing system analyst for SportsLine.com, which publishes popular sports Web sites including CBS SportsLine.com, NFL.com, PGATOUR.com and NCAAsports.com. “All of these applications came together to help us optimize our popular fantasy sports programs and offerings.”
Mr. Zayas continued, “Last year during the football season, we began to take a look at how our fantasy football subscription process was performing. We used the SiteCatalyst information to determine areas for improvement. Using A/B testing, we made changes to the copy, images, etc., all with the idea of increasing conversion. By understanding the paths our customers were taking, and where they were falling off, we were able to make significant improvements. The modifications we made helped us increase our conversions.”
“It is essential that we have a reliable analytics vendor, and the simple fact is that SiteCatalyst is reliable,” Mr. Zayas mentioned. “ Our traffic tends to spike on football Sundays and during certain major sporting events, so having an analytics vendor that can handle the fluctuation is very important.”
SiteCatalyst, the industry’s most mature remotely-hosted web analytics solution, captures, collects, and organizes real-time information about web site visitors that enables managers and executives throughout an organization to see in real-time all the factors that influence the success of their online businesses. In addition to Optimum Path™, the industry's most advanced path analysis engine, SiteCatalyst offers ground-breaking online marketing intelligence functionality including Advanced Segment Insight™, a segmentation wizard that allows users to isolate and report-on specific segment activity; next generation participation metrics to help users visually understand the value of specific pages, campaigns and flows; and an open data platform that allows users to integrate external data within the SiteCatalyst reporting environment for a single view of online marketing activity. SiteCatalyst features an interface that is customizable and easy to use, giving access to real-time information anytime, anywhere over the Internet.
“Sports fans are some of the most passionate and intense Internet users, and SportsLine.com has risen to become one of the leaders in this competitive market in part by systematically analyzing and responding to the needs of their users,” said John Mellor, vice president of marketing for Omniture. “Omniture is pleased to support SportsLine.com’s business objectives by providing reliable, actionable online marketing intelligence that makes their site the choice of sports fans worldwide.”
For more information about Omniture and SiteCatalyst, please visit our website at www.omniture.com.
About Omniture
Omniture, Inc., headquartered in Orem, Utah, is the pioneer of next-generation web analytics technology and is the most experienced provider of adaptable solutions to large, complex websites. Omniture develops and markets SiteCatalyst, which has been designed specifically for the needs of enterprise companies to monitor visitor and commerce activity, identify specific points of change, and drive business decisions that increase ROI. Omniture’s unique commitment to responding to customer needs in developing advanced solutions and cutting-edge technology has resulted in the highest client retention in the industry and an impressive client list, which includes eBay, Time Warner, Gannett, Microsoft, Oracle, Intel, Overstock.com, GM, Hewlett-Packard and VeriSign.
