United Way of America Picks Omniture for Analytics

By David Sims

TMCnet Contributing Editor

 

Omniture, a vendor of online business optimization software, announced that United Way of America has selected its SiteCatalystWeb analytics to measure visitor engagement and activity for a newly-launched Web site.

 

One of the nation’s oldest non-profit organizations, the United Way claims nearly 1,300 local chapters across the country. United Way of America officials say they’ll use SiteCatalyst to help ensure the organization’s Web site “communicates the organization’s mission and message in order to drive donations, advocacy and volunteer activity.”

 

At the end of July TMCnet’s Shamila Janakiraman reported that Omniture (News - Alert) beta-tested PowerDialer for Salesforce.com.

 

The PowerDialer “employs a simple interface for the provision of fully integrated marketing software toolsets for lead management, outbound/inbound dialing, voice messaging, e-mail, fax, monitoring, recording, and call management reporting capabilities from within the Salesforce.com (News - Alert) interface,” Janakiraman wrote.

 

InsideSales officials said PowerDialer “will be preferred over simple ‘click-to-call’ feature or predictive dialers for telemarketers,” as the hosted power dialer is designed “especially for increasing productivity by 200 percent to 300 percent. The click-to-call is convenient but does not improve productivity dramatically.”

 

United Way launched the Live United Web site to support its “Live United: Give. Advocate. Volunteer” campaign, and to support its new brand positioning of “Advancing the Common Good.” United Way officials expect Omniture to help increase audience interaction and engagement with the United Way brand and to increase site traffic.

 

“The better we understand how our brand connects with and engages visitors, the more effective we can be in mobilizing communities to join us in this movement,” said Melvin Young, vice president, marketing and brand strategy, United Way of America. “Additionally, as an organization, making sure we are spending each marketing dollar effectively and appropriately is critical.”

 

Non-profit organizations like United Way “rely heavily on their Web sites to not only generate financial support, but to also communicate their causes effectively,” noted Chris Harrington, president of worldwide sales and client services at Omniture, saying that Omniture “measures how visitors react to site content and structure in real time.”