Omniture, Inc. and Alvenda, announced that Omniture has measured the first retail transaction to ever happen on Facebook through Omniture's App Measurement for Facebook solution. This solution enables marketers to utilize Omniture SiteCatalyst's analytics, segmentation and reporting capabilities for applications built on the Facebook Platform.

Alvenda, which enables customers to shop inside Shoplets, or checkout-enabled storefronts, placed Shoplets on Facebook for a leading florist and gift retailer that allowed customers to shop without leaving the Facebook site. Using the Omniture solution for Facebook app measurement, Alvenda measured the retailer's transactions that occurred within Shoplets alongside all other online marketing data in a single dashboard.

The integration between SiteCatalyst and Shoplets enables the leading florist and gift retailer to better understand Facebook users' engagement with the Shoplet application and to gain insight into the relationship between Facebook, site traffic and other online marketing campaigns such as traditional banner ads. The retailer can use that insight to make more informed, data-driven social media marketing decisions.

"Facebook brings together an immense social media audience that holds significant opportunities for retailers," says Wade Gerten, CEO of Alvenda. "Measuring transactions on Alvenda Shoplets with Omniture App Measurement for Facebook allows Alvenda to provide retailers with the data behind every transaction happening on Facebook so customers receive a more personalized, nonintrusive experience."

Omniture SiteCatalyst, a component of the Omniture Online Marketing Suite, integrates with Alvenda through Omniture Genesis, the Omniture solution for integrating third-party marketing applications. Omniture Genesis integrations help customers measure and optimize marketing campaigns across multiple online initiatives.

"Being first to measure social shopping on Facebook shows how quickly our customers and partners can adapt Omniture's technology to meet the preferences of their online audiences using the most current ecommerce technologies," said Brett Error, CTO and executive vice president, products at Omniture. "Omniture is at the forefront of innovation to support evolving customer needs and emerging customer interaction channels."