A new tool from Web analytics vendor Omniture promises to improve analytics for rich Internet applications (RIA) utilizing Flash, Flex and AJAX.
"Some of the most important projects CMOs are working on center around improving the user experience. They're using rich Internet applications to build rich, video-based applications on their Web site, on mobile devices, and even on gaming devices," Ennis told ClickZ.
ActionSource can measure applications automatically, using an AutoTrack feature that "listens" for click activity to determine how it relates to a button or movie clip, then automatically capture that data. That approach saves time and effort, since it requires no coding from the application developers, but could overload a marketer with information, Dowling said.
With ActionSource, Omniture can now extend its ClickMap site overlay tool to Flash applications, so marketers can see exactly where users clicked, and what that click resulted in, Ennis said.
Scripps Networks deployed ActionSource earlier this year for the Flash-based media player in their HGTV Dream Home Giveaway. In the hour following a live TV broadcast that referred viewers online, more than 55,000 site visitors logging on to the live video event on the HGTV.com site, while response time remained 65 percent better than industry average, according to Chad Parizman, director of online analytics at Scripps Networks.
"Omniture ActionSource accurately measures and optimizes the impact and appeal our media are generating -- without compromising performance or the quality of the user experience," Parizman said.
Another customer, e-commerce application developer Allurent, is using ActionSource for its RIA-based shopping cart.
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Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
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