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Omniture acquires Offermatica

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Orem, Utah—Omniture, an analytics software company, announced it has agreed to acquire Offermatica, an on-demand A/B testing and multivariate testing company, for $65 million. Offermatica enables marketers to define and test the structure and elements of their sites.

Earlier this year, Omniture expanded its behavioral targeting capabilities through its acquisition of TouchClarity.

“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,” said Josh James, CEO and co-founder of Omniture, in a statement. “Once we acquired the leading behavioral targeting technology, 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.”

—Carol Krol

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