Omniture Genesis was announced today in SF, according to TechCrunch. Genesis looks like a plug and play multichannel marketing dashboard that's set up to partner Omniture Analytics with any of 25 marketing partners that such as Double-Click and Cheetah Mail.
I like the multimarketing dashboard approach - although it is designed more for firms on the mid to high end. I looked at Omniture's online demo of Genesis - but it did not say anything about the Scenario Analysis mentioned at TechCrunch.
I did see tools like Genesis at Ad-Tech NY last month - I saw something (don't recall the name) that did almost the identical thing Omniture Genesis does - except it allowed most any solution to be plugged in yet did not have the extensive analytics back-end (or it was not clear to me at the time what the analytics back-end was - and I did ask- wish I recalled the name of the product/company).
Anyway, Omniture Genesis looks like it's a step in the right direction - as most businesses market across channels and integrating all the marketing into a dashboard is very desirable.
"…Genesis allows users to develop about a billion “what if” scenarios based on various marketing campaigns. They can choose a campaign, and then drag and drop distribution tools such as Double-Click for banner ads, or CheetahMail for email campaigns. All 30 Genesis partners have their product there for marketers to choose as a possibility. Once all distribution scenarios have been chosen, marketers can order up a channel summary that shows revenue by channel, top performing campaigns, etc. It’s a ton of information. "
My own caveat - the plug and play solutions may not work for every situation - almost every company I ever worked for had their own way of working with and organizing data - in this case, campaigns.
I'm not sure how much latitude one has with customizing the plug and play components. Sound like a good idea though - worth looking into if your already an Omniture customer.
