We have officially kicked off the Adobe Omniture Summit 2011 and we’re excited to unveil a new, next-generation platform for the Adobe Online Marketing Suite. The new platform is designed for high-performance and scalability in the rapidly developing digital marketing landscape and can handle increased loads of data from social, mobile and video and from digital channels that have yet to be created. In addition, the latest version of SiteCatalyst is built on this new platform and a new SiteCatalyst app for the iPad is also available so marketers can measure and analyze SiteCatalyst data while on the go. Check out a short video about the new iPad app on YouTube.

Social Media Innovation

We also introduced a brand new product, Adobe SocialAnalytics, a single application that can aggregate all social network and online community activity to determine the impact on KPIs, sentiment, brand perception and business metrics. Currently in beta, we will demo SocialAnalytics during the Summit Summit and illustrate how it helps marketers more easily navigate the social web and take action to drive their businesses forward.

Audience Optimization

After bringing the Demdex data management platform into the Adobe family earlier this year, we have strengthened our partner ecosystem with several new data and advertising technology partners to complement the Demdex audience optimization solution. This extends the capabilities of our Online Marketing Suite by enabling our customers to leverage third-party advertising technologies from various data partners, demand side platforms, ad servers and video networks to better aggregate, manage and take action on strategic data for more informed ad buying and selling.

Industry Accreditation

We are also proud to share that four Adobe SiteCatalyst metrics (Page Views, Visits, Daily Unique Cookies and Time Spent on Site) have received Media Rating Council (MRC) accreditation. The MRC is a third-party, industry-funded organization that certifies audience measurement is valid, reliable and effective. These four SiteCatalyst metrics measure digital audience size and engagement and receiving independent accreditation provides our customers with certified data that they can use to better inform their online ad buying and selling processes. The certification ensures that they meet MRC and Interactive Advertising Bureau (IAB) guidelines.

Stay tuned to our blog for more details on these announcements and let us know what you think about the new platform and SiteCatalyst iPad app.

To stay on top of all of our news and Summit updates, make sure to follow @omtrsummit and use the #omtrsummit hashtag when posting. Also, keep an eye on www.flickr.com/omniture where we’ll be posting photos from the event in real-time. If you’d like to share your Summit photos with us on Flickr, just tag them with “Omniture Summit.”