But does it sing?

Omniture and Kantar Group are partnering to launch a marketing platform that weds online analytics and strategic research intelligence.

Omniture provides online business optimization software; Kantar Group is a WPP property and research consultancy network.

The platform enables agencies and media orgs to make more informed marketing decisions by detailing the symbiotic relationships between media, spend and consumer behavior. To accomplish this, Omniture will integrate a number of Kantar offerings:

• Dynamic Logic's online advertising effectiveness and brand measurement tools
• TNS Media Compete's competitive intelligence, audience demographics and behavioral profiling technology
• Attitudinal and lifestyle data from Kantar's consumer panels

The offering is available to clients under the Omniture Genesis label, an application that already automates the integration of marketing tools for Omniture's Online Marketing Suite.