In crafting a successful strategy around online video, analytics are essential and Ominiture, which was purchased last year by Adobe for $1.8 billion, is supplying data to most of the major online publishers. 

Beyond the data for online consumption, Omniture is developing a three-screen (online, mobile and television) system for analyzing consumer interest and behavior. 

One of the first media companies to engage Omniture for this solution is NBC, according to Jeff Jordan who heads up video analytics at Omniture.

Last month, Omniture announced a product to measure mobile online video consumption.

Jeff was a panelist at the recent Beet.TV Online Video Roundtable in San Francisco.  After the panel, Jeff sat down with Daisy for this chat.

Believe in the Power of Data

Data around consumer behavior is essential for media — and for most businesses.  If you haven't read last week's Economist cover story about data, it's worth the time. Congrats to the Economist's Kenn Cukier for putting together this superb section.

Andy Plesser, Executive Producer