The Adobe/Omniture Merger: What It All Means

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

It’s not often that the geeky world of web analytics gets some sexy news, but that was the case on Sept. 15, when content creation tool provider Adobe Systems announced its intent to acquire Omniture, the web analytics vendor, for $1.8 billion.

The goal of the merger, according to Adobe CEO Shantanu Narayen, is to create a holistic way to develop creative content and measure the value of that content — be it video, web pages, mobile or social media — to “close the loop” in the content creation and content measurement worlds.

With optimization capabilities embedded in Adobe’s creation tools, designers, developers and online marketers will have an integrated workflow that’ll streamline the creation and delivery of content and applications, according to an Adobe press release. The optimization capabilities also will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments, and improve their end users’ experiences.

While mergers happen every day, this one appears to be game-changing, at least according to the myriad of comments from vendors in the space that appeared in my inbox right after the announcement was made.

Russ Mann, CEO of Covario, said the merger is “a brilliant strategic move for Adobe, one that could change the rules of the game for digital media — from creation to measurement to monetization.”

He also offered specific examples about what the Adobe media world would be like. They include the following scenarios:
• Video developers and agencies will be able to build Adobe Flash creative with Omniture tracking codes implanted from the beginning, enabling them to track the views of creative across the web.
• Web design firms and e-commerce companies can create dynamic landing pages and rich internet ads via Adobe that have tracking and multivariate testing codes via Omniture. These codes will allow marketers to create pages and new forms of user-customized content.
• PDFs could be tracked, providing valuable metrics for the creators of such content.

Blaine Mathieu, chief marketing officer of Lyris — and former executive at Adobe — said the acquisition demonstrates that the online marketing space is heating up.

“While the large enterprises that Adobe and Omniture serve will have the money and experience to understand the ROI of an integrated suite,” he said, “we believe this deal will also trigger marketers in midsized businesses to better understand the value of an integrated online marketing tool set.”

What do you think it all means? How will it affect your interactive marketing programs and strategy? Let us know by posting a comment here.

Google Analytics Gets More Robust

Last month, many online marketers got just what they were waiting for: news that new functionalities representing a major upgrade to Google Analytics were coming.

Last month, many online marketers got just what they were waiting for: news that new functionalities representing a major upgrade to Google Analytics were coming.

In an Oct. 22 blog post, Google said it has been speaking with its customers, Web analytics experts and customers of other analytics tools about additional functionality they’d all like added to Google Analytics. The company said it wanted to make Google Analytics “as powerful, flexible, and useful as a Web analytics tool can be.”

The new features include advanced segmentation, custom reports, a data export application programming interface, integrated reporting for AdSense publishers, multi-dimensional data visualizations and an updated user and administrative interface. Some of these features are still in beta test mode.

While all of this functionality is good news to Google Analytics users, the big news here is the application programming interface, says Jim Sterne, president of Target Marketing, a Santa Barbara, Calif.-based Internet marketing strategy consultancy. He’s also the founding director and president of the Web Analytics Association.

“The major complaint about Google Analytics was that the data were inaccessible,” Sterne says. “Now, with the API, people can download their data and slice and dice it all they want with whatever tools they like. This is a big step forward. Google Analytics was a wonderful tool for the price — now it’s an astonishing tool.”

In effect, Google has created a more robust Web analytics tool that will undoubtedly help online marketers improve their competitive edges and marketing optimization programs.