Omniture Acquires Offermatica
Omniture (a business optimization software provider) today announced it has entered into a agreement to acquire Offermatica, a leading on-demand A/B testing and multivariate testing company.
"A year ago it became very clear to us that our customers wanted to leverage their data through a range of testing and optimization tools. Once we acquired the leading behavioral targeting technology (editors note - the company was Touch Clarity), our customers continued to validate our thinking that in addition to behavioral targeting, A/B testing and multivariate testing were distinct and critical components of their long-term online strategy. Combining these capabilities into a single, integrated offering, built on patented behavioral targeting and testing technology, answers the market need for a complete optimization solution," said Josh James, CEO and co-founder of Omniture. "We now have the first and only integrated site optimization suite with all the testing and targeting capabilities marketers need to optimize customer experience and deliver improved online performance."As the holiday season quickly approaches and cost-per-click advertising bids continue to rise, online marketers are increasingly turning to service providers like Offermatica, SiteTuners, SiteSpect and Optimost to improve campaign conversion rates. The acquisition definitely raises some questions (and hopefully some opportunities), namely what it means on an industry level for enterprise providers like SiteSpect and Optimost. I hope to have an interview with Eric Hansen of SiteSpect to get some perspective on this announcement, what this means for companies seeking web analytics/testing solutions and their WATTS integration technology. More on that shortly.