Omniture Take a Big Step in the Right Direction!

Last updated By | No Comments

Some interesting news today, that I was particularly impressed with. Omniture, one of the leading web analytics providers, acquired a leading A/B and multivariate testing company called Offermatica.

Why is this such a big deal? Because analytics tools like from WebSideStory and Omniture previously lacked this important piece of the analytics puzzle – not just being able to analyze websites, but also being able to optimize websites by using multivariate and A/B testing. I myself found this frustrating that a tool that I know very well, WebSideStory, didn’t offer any testing capabilities. Google obviously understood the importance of testing, with its Google Website Optimizer tool they released earlier this year, which is fantastic – but they still didn’t tie it very closely to their Google Analytics solution.

Obviously Omniture realize the importance of offering a more complete analytics package by making this acquisition, and I applaud them for this – hopefully they will do a good job of integrating it into their offerings. So what’s next? A leading analytics provider teaming up with or acquiring a qualitative data analytics company like Foresee Results? We can only hope! Maybe WebSideStory or WebTrends should take note!

Like this article? Please share it using these icons below... thanks!

FREE CONVERSION TOOLBOX TO BOOST YOUR WEBSITE SALES
Get free access to my 7 expert guides and discounts to boost your website sales or leads
Also includes blog updates and we won't spam you!