Omniture Behavioural Targeting To Be Rolled Out By Vodafone UK

U.S.A., Jan 24, 2008 - (ABN Newswire) - Personalised Online Content to Increase Customer Engagement and Sales

LONDON--(Marketwire - January 23, 2008) - Onsite behavioural targeting from Omniture, Inc. (NASDAQ: OMTR), a leading provider of online business optimization software, is being implemented by Vodafone UK. The aim is to give each visitor to www.vodafone.co.uk a more relevant experience, with Vodafone products and offers displayed to them individually.

Omniture TouchClarity builds behavioural summaries for visitors to the Vodafone site based on anonymous data including the time of day, referring URL, search engine criteria and frequency of the previous visits. This is combined with the browsing history of previous visitors in real-time to predict which Vodafone UK offers will make the visitor convert to deliver increased revenue, as well as a more satisfying experience for each visitor. The creative is also assessed in real-time to see which delivers the best response and the best-performing creative execution is served to that individual.

"Vodafone is enhancing the way it targets online customers in order to improve the performance of its site for its visitors," said Neil Weston, senior vice president and general manager of Omniture EMEA. "The business is leading its sector in identifying the improvement it can add to each visitor journey by customising content to their specific interests and increasing the value of key areas of its Web site."

Visitors to www.vodafone.co.uk will be served the most relevant Vodafone content in real-time by Omniture TouchClarity, which analyses many variables for predictive value including all the previous clickstream behaviour of that visitor, the time of day of the current visit, the referring site, search engine keywords, frequency and recency of the previous visits, and an analysis of current on-site activity. Each visitor is then served the most relevant Vodafone content, which can include any combination of images, text or animation. Reports showing the exact revenue lift that results from the targeted content versus a control group (without targeted content) will be delivered to Vodafone in real-time in order to measure the success of on-site behavioural targeting.

Omniture TouchClarity enables enterprise Web sites to automatically and dynamically deliver the most relevant and compelling content and on-site promotions to every Web visitor, which results in dramatic marketing and business performance lift from key Web site real estate. Omniture Touch Clarity improves visitors' Web experiences by delivering the most interesting and engaging content, promotions, and calls to action simply based on anonymous Web analytics data and Web visitor behaviour. It combines the most sophisticated patented advancements in real-time predictive modelling, data mining and machine learning, along with tried and true direct marketing principles, to achieve measurable and substantial business performance lift. Although results vary based on visitor traffic, customers typically achieve between 20-200 percent directly measurable improvements in returns from key Web site real estate.

About Omniture

Omniture, Inc. is a leading provider of online business optimisation software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers as an on-demand subscription service, enables customers to capture, store and analyse information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University(TM). Omniture's more than 4,000 customers include ABN Amro, AOL, Center Parcs, eBay, Thomas Cook, Vodafone Group Services Limited, Waitrose and Yell.com. www.omniture.com

Note on Forward-Looking Statements

Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and future benefits of our services, including the potential benefits of the Omniture Touch Clarity service offering These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including, but not limited to, risks associated with our ability to ensure that our solutions address the specific requirements of our customers and strategic partners, the continued adoption by customers of our services, including our SiteCatalyst and TouchClarity services, the significant capital requirements of our business model, our ability to develop or acquire new services and enhance existing service offerings, our acquisition strategy and disruptions in our business and operations as a result of acquisitions, errors, defects, disruptions or other performance problems with our services, our ability to hire, retain and motivate our employees, our ability to collect customer data, the adoption of laws or regulations relating to the Internet or our operations, or interpretations of existing law, which could adversely affect our business; and such other risks described in Omniture's quarterly report on Form 10-Q for the period ended September 30, 2007 and from time to time in other reports filed by Omniture with the U.S. Securities Exchange Commission. These reports are available on the Investor Relations section of our Web site at http://www.omtr.com. Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.

Copyright (c) 2008 Omniture, Inc. All rights reserved. Omniture and the Omniture logo are registered trademarks of Omniture, Inc., and Omniture owns other registered and unregistered trademarks. Other names used herein may be trademarks of their respective owners.

Omniture Press Contacts: Joanna Burton Crescent Communications 020 7380 4400 Joanna.Burton@CrescentCommunications.co.uk Copyright © Hugin AS 2008. All rights reserved.

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Stock Identifier: NYS.OMN