Online recruitment site Seek Australia has signed a deal with Web analytics firm Omniture to track the effectiveness of Seek advertising campaigns and deliver a tailored online experience for users.
The software, Omniture SiteCatalyst, can segment visitors based on analytics data into specific behaviours, which Seek will then use to measure visitor registrations as a way to validate advertising investment.
Jason Lenga, Seek corporate strategy director, said the key capability of the roll-out is to understand the behaviour of its audience.
"Understanding how visitors arrive at our site and how they search for job opportunities is critical to increasing conversion and customer satisfaction," Lenga said.
"One of the most critical aspects behind executing Seek marketing initiatives is understanding the behaviour of our audience.
"The software gives Seek the insight and ability to tell a story with the unique browser numbers that are meaningful to the strategic context of the business - including validating the company's advertising investment."
Lenga said the tool aids in validating and optimizing the performance of site search capabilities, and helps in understanding visitor acquisition, visitor activity and the effectiveness of Seek advertising strategies.