Click map omniture1/9/2024 ![]() “It will get more people interested in tracking and could make it easier for them to get involved in the measurement and performance aspect of the business,” he said.īecause Adobe clearly has some plans to leverage Omniture, Carmel said he hopes Adobe doesn’t try to steer Omniture’s strategic direction and development plans based on what Adobe wants to see in terms of integration of Adobe products. First, he said, this deal elevates Web analytics and optimizations exposure to designers who use Adobe’s tools today. Jason Carmel, director of optimization at the interactive agency where I work, raised some interesting points. Outside of improved integration for designers building the sites, there are a few positives and a couple of negatives that could from the Adobe-Omniture pairing. ![]() It definitely looks like a directional shift from Adobe. Yes, Adobe sells to those who create and manage Web properties as well. Can the move be seen as bringing the same type of growth and diversification to Adobe as Omniture has been doing with its acquisitions? Doubtful. Now Omniture is being acquired instead of doing the acquiring. This isn’t easy to do while maintaining focus on its core offering - Omniture SiteCatalyst, but it has done that. Its acquisitions have been smart, well timed, and focused on improving its clients’ online business performance. Key to Omniture’s success: it continues to add solutions that it can sell to the same people who are pleased with its other products. There is a ton of overlap between Web analytics, site optimization, paid search bidding, and tracking, and most of these behaviors roll up into one part of an organization. As it expanded its offerings, Omniture also made sure the audience for its products is the same. ![]() Omniture has done a great job expanded its offerings, making its own acquisitions (Offermatica and TouchClarity - now both part of Omniture Test & Target) and building internal tools (SearchCenter to manage paid search). Yet, many were surprised that Adobe was the acquirer. The online marketing measurement and optimization space, which is growing rapidly, has become a must-have tool set for organizations with a considerable Web presence. Few were surprised when Omniture was acquired last week.
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