omniture_logo_2009.jpgAs the quest to understand Web analytics continues, Omniture (news, site) is doing what they can to provide the answers. Their recent partnership with Kampyle, a company specializing in customer feedback, is one of the latest attempts.  

Bilateral Integration FTW

Both Kampyle and Omniture provide users the opportunity to understand their customers, but their approach is quite different. While Omniture is about telling businesses what is happening on their websites, Kampyle’s Feedback Analytics handles the why.

Combining the two answers is becoming increasing valuable on the analytics front. After all, what good is it to know stats if you don’t know the reasons behind them, or vice versa?

Kampyle works by automatically analyzing customer feedback data in order to present an immediate picture of a given user’s experience on the site in question. This process aims to quickly identify issues that need to be solved to increase ROI, in addition to kicking automated responses for increasing customer satisfaction and loyalty.

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"Our partnership with Omniture is another important step toward offering our customers the ability to get the most holistic view of their customers," said Ariel Finkelstein, co-founder and CEO of Kampyle. "Every day, companies evaluate and analyze data about their users and customers online, but using Kampyle lets them understand why customers make specific decisions, and that is incredibly powerful information for publishers, marketers, sales and support teams."

Strengths and Weaknesses

The partnership is a no-brainer for users and for Kampyle, which is a 2007 startup operating on somewhere around US$ 1 million, but how does it make sense for Omniture? The analytics company that was infamously acquired by Adobe last year for US 1.8 billion has no doubt seen their fair share of success. Could the adoption of Kampyle's features indicate a weakness in Omniture's solution?

In any event, the two companies still face plenty of competition whether they're together or apart. Companies like Coremetrics, Webtrends and the like are working tirelessly to make 2010 a record-breaking year for analytics, and it doesn't look like anyone's ready to slow down. Patching holes now is certainly essential.