Omniture, Inc. a leading provider of online business optimization software, yesterday announced it will work with Microsoft on its new Windows Live Messenger i’m Initiative. Every time a customer has a conversation using i’m, Microsoft shares a portion of the program’s advertising revenue with the participating i’m Initiative organization of his or her choice — creating a simple and effective way for users of Windows Live Messenger to make a difference.

Building on the companies’ long-standing relationship, Microsoft will use Omniture Web analytics technology to measure the performance of their online promotional activities around the i’m Initiative, giving the company insight into how each of their marketing channels contributes to the success of the program.

“Omniture will give us a real-time understanding of the ‘buzz’ around our i’m Initiative,” said Tara Kriese, senior product manager for Windows Live Messenger at Microsoft Corp. “Its Web analytics technology allows us to measure and tie together the impact of this integrated, multi-faceted program while quantifying our customers’ behaviors, perceptions and attitudes surrounding Windows Live Messenger.”