Let me begin by stating that it is a great step forward that Omniture and Lithium have collaborated to make it possible to have data from these two platforms/web locations integrated in Omniture’s report suite. It will indeed allow much richer insight on what customers need and care for; however I do think that this misses the key point and it is, at best, a stop gap solution. The real deal would be Seamless Integration! Take the example presented in Lithium’s web site; why is it again that BuzzAboutWireless is so separate and independent from Sprint’s corporate site? I don’t quite get the need for that separation and I think it should be avoided; that is what I tried to express in a recent post “To, From & Among”
The only case where I applaud “separating” social networking efforts from main corporate web sites is when the company caters to a large number of very different audiences, and it is necessary to drive efforts specific to the needs and desires of each of those audiences. Take an insurance company.. they may have a need to separate the experience offered to senior citizens from the one offered to the parents of teenager drivers; In those cases Omniture and Lithium this integration is extremely valuable.
What do you think?