NEW YORK Web analytics provider Omniture said it has received $40 million in financing, bringing its total backing to more than $65 million.
BA Venture Partners led the round of funding, which Omniture said would be used to increase customer training programs, technology development and marketing. As part of the financing, BA Venture Partners' managing director Rory O'Driscoll has joined Omniture's board.
Omniture closed a $14.5 million venture round in May 2004, led by Hummer Winblad Venture Partners.
Orem, Utah-based Omniture provides businesses with Web site analysis software that helps track marketing programs and online visitors. The data collected can be used to make adjustments to marketing and site design to better convert visitors into customers, the company said. AOL, eBay and Microsoft are among Omniture's more than 400 customers.
Web site analytics has grown in importance as more companies funnel visitors to their Web sites through their online and offline marketing programs.