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Omniture Integrates With Social Media Analytics Firm

Orem, Utah-based web analytics provider Omniture and Lithium Technologies, which develops software for measuring social media, said Tuesday that the firms have integrated their products. According to the companies, Lithium's Genesis software can now be used to augment Omniture's SiteCatalyst product. The firms said that the integration allows marketers to see how online communities are influencing online buying; allows executives to more effectively anticipate and address customer needs; and help companies to study how community content influences online buying. The firms said the integration is now available to the firms' joint customers.