Omniture (News - Alert), a company that provides Web analytics and business optimization tools, today announced that it’s been selected by TV Guide Online network to analyze visitor interaction data and provide contents tailored to the interests of visitors to the network’s site TVGuide.com.

 

Using Omniture’s SiteCatalyst tool, TVGuide.com will be able to understand which news stories, videos or other site features are pulling more visitors toward the site, according to the company. The tool helps the Web site to enhance user experience by delivering more relevant content to the users, said officials from Omniture.

 

TV Guide Online network of sites is part of Macrovision Solutions. According to the company, the site records over 13 million unique visits per month.

 

“Omniture SiteCatalyst provides actionable, real-time intelligence regarding online strategies and marketing initiatives. It also helps the Web site owners quickly identify the most profitable paths through their Web sites, where visitors are dropping off, what’s driving critical success events, and how different segments of visitors interact with their Web sites,” the company said.

 

Omniture SiteCatalyst helps TV Guide Online identify the trends over time, officials say. It gives specific details of the content viewed at certain times of the day and enables the network to launch advertisements based on the interest of the viewers. Omniture Web analytics tool also helps TV Guide Online understand user interaction with Online Video Guide, a video search engine from TV Guide Online that allows users to search and watch videos of latest TV shows, music programs, celebrity shows or news.

“Rapid response to user interests has been a key factor in our traffic growth this year, for which we set new unique user records in both April and May,” said Paul Greenberg, executive vice president and general manager of TV Guide Online. “Omniture will play a role in helping us continue to grow the site by allowing us to see what our visitors’ interests are and better cater to their needs.”

According to Chris Harrington, president of worldwide sales and client services at Omniture, the increasing video contents on entertainment sites compel companies to look for strategies that give maximum optimization to their online investments.

 

 “Omniture SiteCatalyst reveals trends that help companies optimize their video content – giving them insight to better understand, among other things, the most effective length, content and advertising associated with each clip,” said Harrington.