Company: Lyris, an online marketing firm

Product/Service: Lyris HQ Mobile, an SMS texting solution

What It Does: Allows marketers to send timely, relevant and targeted text communications to opt-in audiences. Enables marketers to send one-time messages immediately, as well as on a scheduled or recurring basis to specific users. It also lets marketers target messages to individuals or groups of subscribers, providing them with exclusive offers, polls or location/event-specific coupons.

Company: Omniture, an online advertising and Web analytics company

Product/Service: App Measurement for iPhone, an extension of the measurement capabilities of Omniture SiteCatalyst, a real-time intelligence tool, to native iPhone applications

What It Does: Allows marketers to develop a better understanding of how users interact with iPhones. With this information, marketers can better measure iPhone applications as a campaign and gain insight into their effectiveness in terms of driving events — such as ad clicks, page views or purchases — which contribute to ROI.

Company: [x+1], a predictive marketing company

Product/Service: A new version of Site+1, the company's Web personalization solution

What It Does: Automatically and continuously personalizes online content on a Web site. Also includes an open data platform that allows for the integration of data from third-party data providers for more precise targeting; a tool to perform A/B and multivariate tests of alternate versions of Web pages to determine which combination of layout, graphics, content and other variables generates the best visitor response; and value-based optimization, which allows companies to focus efforts on delivering higher-value conversions.