Omniture Helps Alienware Drive $100M in Annual Online Sales High-Performance PC Vendor Uses Omniture’s Suite of Online Marketing Solutions to Boost ROI and Increase Unique Site Visitors by 35 percent
Thursday, 23 February 2006
Omniture, a provider of on-demand Web analytics and online marketing services, announced that Alienware, a leading manufacturer of high-performance desktop, notebook, media center, server and professional systems, is using the highly integrated Omniture SiteCatalyst™ suite to boost ROI through its online channel.
Omniture’s Web analytics, search engine marketing and e-mail marketing solutions have directly contributed to helping Alienware achieve more than $100 million in annual online sales and an average online transaction of nearly $3,000. In addition, during a recent 2005 online holiday campaign, Omniture services provided valuable insight resulting in record-breaking site traffic, conversion rates and revenue. Generated sales during the campaign represented in a 105 percent increase over the same time period the previous year.
“Omniture provides incredibly robust tools that have had a profound impact on our business,” said William Brown, director of e-commerce for Alienware. “With Omniture, we’ve gained tremendous insight into our customer base, which has changed our business significantly. We’re selling over $100 million annually through the online channel alone, and unique site visitors are increasing 35 percent a year. The results have been phenomenal.”
In addition to SiteCatalyst, Omniture’s robust analytics solution, Alienware also uses Omniture SearchCenter™, which brings all keyword search campaigns and performance metrics into a single interface, consolidating and optimizing keyword marketing. With SearchCenter—natively integrated with SiteCatalyst—Alienware drives bid management activities across Google, Yahoo! and MSN adCenter, and can easily view return on ad spend per keyword while monitoring performance in real-time.
In addition to SearchCenter, the company has deployed DoubleClick DARTmail®, which is tightly integrated with Omniture SiteCatalyst to provide new insight into e-mail marketing campaigns. Enabling better campaign execution and analysis, the SiteCatalyst-DARTmail integration closes the information gap between Alienware’s two most critical online channels: Web and e-mail. After only a few weeks of use, Alienware brought in several million dollars in revenue and was able to determine—for the first time—what percentage of its overall revenue is attributed to DARTmail campaigns. Alienware has obtained $160,000 in incremental revenue through its DARTmail remarketing campaign. Brown says of the integration “This is the complete solution that online marketers have been waiting for.”
“Trying to maintain informational integrity while running separate systems for site analytics, SEM, e-mail marketing and other online channels can become extremely challenging and tedious. To successfully maximize online objectives, marketers need one integrated source to monitor and improve all of their online initiatives,” said Josh James, CEO and co-founder of Omniture. “Partnering Omniture’s solutions and integrated technologies with organizational goals creates a single, controlled foundation upon which companies can drive all aspects of their online marketing activity.”