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Adobe-Omniture deal merges creative, analytics

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Adobe Systems' acquisition last month of Omniture raises questions about how the combination—Adobe's graphic design, video editing and Web development tool set melded with Omniture's leadership role in Web analytics—will affect the world of digital marketing. “There is an optimistic version [of] this story, which is that integrating Adobe's content creation and work flow tools with Omniture's measurement tools gives content creators the ability to embed measurement at the point of creation,” said Suresh Vittal, principal analyst with Forrester Research, of the $1.8 billion deal. Adobe's Creative Suite and other tools include Acrobat, Flash, Photoshop and Web design solution Dreamweaver. Omniture's lineup features its Web analytics flagship product SiteCatalyst, as well as Test&Target for behavioral targeting. Since both companies are dominant in their respective spheres, the linkage promises to aid the creative process for both marketers and agencies by stressing metrics from the beginning. For data analytics, it may provide better insight into which creative and media work best. “By integrating content creation with Web page-tagging solutions, it becomes not just about Web eyeballs anymore but the type of eyeballs,” Vittal said. While Omniture dominates the analytics arena for large companies, smaller competitors see the Adobe deal as creating buzz and a higher profile for analytics. “The acquisition of Omniture clearly demonstrates that the online marketing space is heating up, and the consolidation we have witnessed over the last five years continues to move ahead,” said Blaine Mathieu, CMO of online marketing company Lyris, whose Lyris HQ integrated marketing suite offers analytics aimed primarily at small and midsize marketers. “While the large enterprises that Adobe and Omniture serve will have the money and experience to understand the ROI of an integrated suite, we believe this deal will also trigger marketers in midsize businesses to better understand the value of an integrated online marketing tool set,” said Mathieu, who held various senior management positions at Adobe prior to coming to Lyris. “It's a signal that the industry is rapidly approaching maturity and, maybe, even a wave of consolidation, as we saw in October 2007 in the business intelligence industry,” said Charles Nicholls, chief strategy officer of SeeWhy Inc., a company that uses its own analytics technology to send triggered e-mails based on online customer behavior. M
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