As I’ve probably mentioned before, my gut feeling is Omniture eventually wants you to view them as the hub of all your web marketing (or even offline marketing) data. They’ve built things like Genesis to do drag and drop integrations with 3rd party data sources (DoubleClick, Responsys, etc). But what happens if the partners you do business don’t have a Genesis integration, or you don’t want to pay for the integration (as they are pricey)? Well, they recently answered that question with the introduction of the Omniture Developer Connection which allows you to create custom connections to data via XML, SOAP, Web Services, etc. They provide the toolkit, documentation, communal help, and the rest is up to you.
Since I don’t have any XML skills and don’t really have access to it internally either, I bought a bunch of books this winter to learn the basics with the grand plans of doing some of this stuff in the coming months. This is a great step in opening up the data and connecting all the dots how you see fit. Now I have a lot of reading to do.