Our presentation is ready to go, and I’m fired up and ready for Omniture Summit in Salt Lake City next week!

Today, I thought I’d introduce Sandy Martin from Dollar Thrifty Automotive Group, who is co-presenting Transforming From Web Analytics to Online Marketing with me.

Sandy writes:

I’m excited to be presenting with Michael on the Omniture suite. Last year Dollar Thrifty decided to take a chance on getting closer to our goal of being able to do micromarketing. I inherited the dream in the fall of 2008 and took over the discussions with the Omniture account team.

I couldn’t believe what Omniture could do – it was amazing in my mind and full of endless possibilities. Our IT team rallied behind marketing (I know, unheard of! ) and we sat down to really determine what we wanted. Omniture came in with their all-star consulting team and really helped us get this implemented.

We had it done quickly (4 months) with minimal dot.com development to get it going (that was our stumbling block before). We’ve had some interesting challenges, but the list of things we can do now that we couldn’t do before just grows and grows. What we’ve learned in the last 8 months is astonishing.

I can’t wait to show you all the fun we’ve had in the last year and talk about where we’re planning to go in the future. See you Wednesday at 1:30!

I’m with Sandy. We’ve had a great time this year as a team of client, agency partners, and Omniture Consulting as we’ve implemented quite a solution at DTAG that really showcases the depth and ROI potential of the Omniture Suite. I can’t wait to share the story next week.

Join us Wednesday at 1:30 as we kick off the “Online Marketing Suite” track at Summit.

A bit more about Sandy, in her own words:

I’ve had an interesting background. I graduated from Oklahoma State University with my BS and MS (go pokes!) After being in the tumultuous telecom industry for 7 years in marketing, IT & project management, I decided to come to Dollar Thrifty because I had heard such wonderful things about this company and the people that worked there. I started in 2003 in the training department as a trainer on the reporting tools and data warehouses, which quickly moved into an instructional design role. Because of that background, I was promoted in 2005 into the marketing department as the Manager of the Express programs (DTAG’s loyalty marketing). From there my role has grown into all things Omniture, Marketing & Web Strategy, Express and Product/Rate Management. My plans for 2010 are to learn as much as we can about our customer behavior, work on defining personas to develop better targeting initiatives, break into the social world for DTAG, and make our reporting out of this world!

I probably shouldn’t be as amazed at the data, since I’m looking at it every day. But sometimes when you see it all pulled together in one place, in context, it can be amazing.

My client co-presenter (Sandy Martin from Dollar Thrifty Automotive Group) and I just finished an initial dry-run of our presentation for Omniture Summit 2010. And here’s some of what we’re going to talk about in the session:

Dollar Thrifty Automotive Group saw…

• Average email click-through rates increase 80%
• Search-related savings of 5-7% through efficiency
• Targeting on a customer’s offline history generated +152% interest

And that’s just some of what we’re ready to highlight about Dollar Thrifty’s integration of offline and online data in multiple products in the Omniture Online Marketing Suite, including Omniture Insight, SiteCatalyst, Test&Target, SearchCenter, and Genesis.

Come see the rest at 1:30 PM on Wednesday, March 3 as we present Transforming From Web Analytics to Online Marketing in the Online Marketing Suite track at Omniture Summit 2010.

I get excited when our work at Omniture helps our clients become more customer-centric, helping turn insights into their customers into action. I’m thrilled to be presenting a breakout session with Dollar Thrifty about how they’ve been able to use the Omniture Suite to measure and affect multiple customer touch-points, with significant results.

In the coming weeks, I’d also love to hear your questions, war stories, and successes around using more of the Omniture Suite to deliver more engaging cross-channel experiences.

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The digital marketplace has given us communication opportunities we couldn’t fathom just years ago, yet businesses still struggle to create engaging customer experiences and improve conversion rates.  But the most savvy marketers have extended web analytics across their customer’s lifecycle to create a comprehensive online strategy to address these challenges.

In this session, you will see how the Omniture Suite is allowing marketers to transform that customer insight into action.

Dollar Thrifty, a global car rental franchise in 70 countries including 740 U.S. locations, will review how they have pioneered an integrated online and car rental franchise strategy.  As they have transformed to a 50/50 physical rental reservation desk and online business, they have been able to significantly increase online reservations and actual car pickups.  They will explain how the Omniture Suite has helped them build a segmentation strategy using website and email campaign data.  The Omniture Suite has also enabled Dollar Thrifty to leverage insights into multiple customer touch points,  including site targeting, direct mail and car rental franchises.  This case study will provide a blueprint about how to build an overarching online strategy.

In this session, you will:
• Learn how to quickly discover and build a customer segmentation model across multiple channels
• Understand how to leverage online behavior to deliver engaging experiences across all channels
• See multi-channel promotions that drive offline sales through online promotions