LONDON: WPP Group, eager to provide its clientele with "more effective insights" across both digital and traditional media channels, has entered into a partnership with US-headquartered Omniture, self-proclaimed as a "leader in online business optimisation".

Or, in plain English, extracting top dollar from commercial websites in terms of visits and revenues.

The alliance will see WPP taking a $25 million stake in the Orem, Utah-based company, as the duo jointly develop analytical solutions and technologies. They will also meld some of their data and products.

The partnership's goal is to provide marketers with consumer insights and help them increase ROI from online marketing while optimizing their overall marketing expenditures.

To this end Omniture consultants will be deployed within WPP units, while over 500 WPP staffers will receive training on Omniture products and solutions within the first year of the partnership.

As ever, Sir Martin Sorrell took time out of his busy schedule to grace the trade media with his views on the deal.

Quoth the planet's most-quoted adman: "In the current economic environment and as clients continue to experiment with and develop their online budgets, the need for better analysis, measurability and focus on return on investment is more important than ever.

"This partnership will help our many mutual clients meet these objectives," he trilled, while making no mention of the near-inevitable: the increasing of WPP's stake to take control of the US company.

Data sourced from; additional content by WARC staff