Sports franchises use Omniture for social media

Edited by the Marketingservicestalk editorial team Feb 29, 2008

Major League Baseball, Major League Soccer, the NBA, NFL, NHL, the Premier League, and Germany's Spox.com use Omniture to get closer to their fans.

Omniture, a provider of online business optimisation software, is driving online visitor engagement for many of the world's largest professional sports organisations.

Using Omniture SiteCatalyst web analytics, Major League Baseball, Major League Soccer, the NBA, NFL, NHL, the Premier League and Spox.com are measuring how their fans engage with online content and social media such as blogs, videos, RSS feeds and more.

With the insight provided by Omniture, these organisations are able to better ensure the right content is featured, increasing fan loyalty and optimising their ad spend.

"As a global sport that features 77 international players from 30 countries and territories, traffic to NBA.com continues to soar from fans in North America and around the world," said Steve Grimes, vice president of interactive services for the NBA.

"We are always looking to provide compelling content and Omniture provides us with insight into how fans interact with our site - from mobile and video to our 'Fan Voice' section and popular blogs from NBA stars like Gilbert Arenas".

"Omniture helps us understand and cater to our fans better than ever before," said Dinn Mann, executive vice president of content for MLB.com.

"We want people to interact with each other through our portal and have a forum for sharing their own comments and ideas on the latest baseball information including, but not limited to, news, trades, injuries, matchups and rivalries".

Using Omniture, professional sports organisations are able to better understand the synergies across their interactions with fans.

For example, MLB.com can explore correlations between visitors who receive a news alert across their mobile device and any associated blog postings on a similar topic.

"From tailgate parties to fantasy sports leagues, fans represent a passionate group of people," said Chris Harrington, president of worldwide sales and client services at Omniture.

"Professional sports organisations have employed a variety of social media technologies to meet the growing demand for fans to become part of the franchise.

"Omniture is helping to capture and channel that passion into thriving online communities that benefit the fans, teams and athletes".