Omniture is seeking omnipresence

Omniture Inc. isn't omnipresent. At least, not yet.

That presents an opportunity for the Orem-based company, which specializes in tracking Web site traffic for client companies.

Co-founder and chief executive officer Josh James on Wednesday cited dizzying statistics about the company's activities but noted that much more could be done.

"Of the top 200,000 Web sites on the Web, we have about 3 percent penetration," James told a crowd of about 2,000 during the opening keynote presentation of the Omniture Summit 2008 customer gathering at the Grand America Hotel.

"About 3 percent of the top 200,000 sites are customers of ours. There's still a tremendous amount of folks who aren't doing what you're doing."

But James was proud of the fact that two-thirds of companies in a Fast Company top-50 listing of innovative companies are Omniture customers and that Omniture also made the list.

"About 66 percent of the most innovative companies in the world are doing what you're doing. So I found that to be very interesting. I think it's really a testament to how you're running your businesses, how you're changing your organizations," he told the crowd.

Those customer companies have helped Omniture experience tremendous growth. Omniture has more than 4,400 customers and about 1,000 employees at 14 locations worldwide. It averages 8.2 billion transactions per day and had more than 2.2 trillion transactions in 2007, including more than 600 billion in the fourth quarter, on its way to having $143 million in revenues for the year.

Last year, company officials were talking about having 2,000 customers, 500 employees and an expectation of 2007 revenue of perhaps $136 million.

In the past year, 12-year-old Omniture has made four acquisitions, and the people in the room Wednesday were from more than 750 companies that together represent more than 30 percent of worldwide online marketing spending.

James described how Web analytics has evolved from an "afterthought" to "a central location in the online marketing suite." And he commended attendees for "changing the way business takes place."

"What we're seeing is, even despite the jitters that we're seeing in the economy, your organization, your online efforts, are the efforts that are the most measurable, the efforts that are having the most success and therefore getting the most attention."