Limelight Networks

Business Challenge

Limelight Networks® is the content delivery provider for thousands of entertainment, technology, enterprise, and government entities around the world. The marketing team at Limelight needed a more efficient way to analyze marketing program performance. The company relies heavily on the insights provided by both Omniture and Eloqua to make smart decisions about marketing program and website optimization, but the silos of information created by the disparate systems were a barrier to maximizing marketing effectiveness.

Solution

The team at Limelight implemented the Omniture Genesis Integration with Eloqua. With a central repository for all web and campaign metrics, the team could measure and interpret the needs and interests of buyers from the point of origination to conversion.

Results

The integration with Omniture provides a consolidated view of Eloqua campaign statistics and website analytics making it much easier for the team at Limelight to see a correlation between campaign response, form submissions, and web behavior, and highlights the impact email campaigns have on site traffic.

Marketers at Limelight have already been able to make optimization decisions to increase key success metrics through the data available from the integration. By seamlessly tracking the effectiveness and post click activity of specific campaigns they have been able to optimize content to consistently increase conversion rates. In certain remarketing initiatives, they have measured consistent response rate increases from 66% to as much as 266% based on understanding which elements of the email were driving conversions.

For more on...
Website Analytics
Campaign Analytics
Video: Avoiding The Back Button
Blog: 7 Keys To Keyword Research

Limelight Networks

Omniture is critical to our business for website optimization, and we depend heavily on Eloqua for executing marketing campaigns. Having the ability to match up the metrics coming out of both systems was an instant win for our team

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Keenan Rice
Manager, Online Marketing at Limelight

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