Omniture Inc., a publisher of Web-based business optimization software, recently revealed that area rug retailer Rugs Direct has selected an Omniture application to replace its existing Web analytics utility. The financial impact of the deal was not disclosed. Omniture said Rugs Direct chose SiteCatalyst in order to better understand consumer trends and behaviors associated with the its Web site, promotions and merchandising strategies. Rugs Direct will also use Omniture's SearchCenter to incorporate automated keyword bidding into its search engine marketing initiatives. Rugs Direct is based in Winchester, Va. Omniture is headquartered in Orem, Utah.