Today Omni­ture announced the release of a new Part­ner Enable­ment API and devel­oper sand­box beta. The new tech­nol­ogy allows part­ners to unlock value for joint cus­tomers through the devel­op­ment of appli­ca­tions that lever­age or add to the approx­i­mately 1 tril­lion trans­ac­tions mea­sured by Omni­ture each quar­ter. Here are high­lights from this beta release:

Part­ner Enable­ment API
The part­ner enable­ment API includes web ser­vices for inte­grat­ing data and con­fig­ur­ing inte­gra­tions between part­ner appli­ca­tions and Omni­ture. Using the part­ner enable­ment API, a part­ner can map and test the data exchange between apps, then eas­ily expose their inte­gra­tion within Gen­e­sis so cus­tomers can use the drag and drop inter­face to auto­mat­i­cally con­nect inte­gra­tions to the Omni­ture Online Mar­ket­ing Suite.

In the past, it took a lot of team­work between part­ners and Omni­ture to build new Gen­e­sis inte­gra­tions and expose them in the suite. The new APIs give part­ners greater inde­pen­dence in the process, which should result in richer and more robust inte­gra­tions along with faster upgrades to inte­gra­tion func­tion­al­ity. With over 200 Gen­e­sis part­ners, it’s impor­tant that our part­ners are as self-sufficient as pos­si­ble in build­ing and main­tain­ing their inte­gra­tions… this new part­ner enable­ment API does just that.

Devel­oper Sand­box (Beta)
In addi­tion to the part­ner enable­ment API, we’re also rolling out a Beta devel­oper sand­box for select part­ners. The sand­box is designed to give part­ners a full-featured Site­Cat­a­lyst devel­op­ment envi­ron­ment with access to both the part­ner enable­ment API and all prod­uct APIs that cur­rently sup­port the suite. These include:

  • Data Import APIs — these APIs enable the import of prod­uct and con­tent clas­si­fi­ca­tions for enhanced Site­Cat­a­lyst report­ing, import of data from inter­nal or third party sys­tems for com­bined mea­sure­ment of offline and online mar­ket­ing ini­tia­tives and the abil­ity to per­form server-side web­site data collection
  • Report­ing API — this API enables third-party appli­ca­tions to access SiteCatalyst’s core report data
  • Admin­is­tra­tive API — the Admin­is­tra­tive API allows third-party appli­ca­tions to con­fig­ure Site­Cat­a­lyst user per­mis­sions and report suite access
  • DataWare­house API — the DataWare­house API enables part­ner appli­ca­tions to define and export tar­geted vis­i­tor seg­ments for remar­ket­ing campaigns

In addi­tion to API access, the sand­box also pro­vides a live demo data feed that auto­mat­i­cally pop­u­lates the devel­op­ment test report suite with arti­fi­cial hit-level data. Devel­op­ers will also have the option of upload­ing their own test data to an empty demo report suite.

While still in Beta and avail­able only to select part­ners, Omni­ture intends to pro­vide access to the devel­oper sand­box to all part­ners, includ­ing our 500-plus chan­nel part­ners, over the course of the sec­ond half of 2009. That’s a very large pool of inno­va­tors and poten­tial inno­va­tion wat­ing to be unlocked. The pos­si­bil­i­ties are end­less … new mar­ket­ing automa­tion tools, seg­men­ta­tion and tar­get­ing across mul­ti­ple mar­ket­ing chan­nels and tech­nolo­gies, and advanced pre­dic­tive ana­lyt­ics are just a few things that come to mind.

Part­ners inter­ested in access­ing the sand­box should con­tact their part­ner account man­ager to request par­tic­i­pa­tion in the beta pro­gram. To learn more about becom­ing an Omni­ture Part­ner please visit http://​www​.omni​ture​.com/​p​a​r​t​n​ers.