Adobe Acquires Omniture
Customer engagement just got a kick in the pants. Adobe announced yesterday that it will buy Omniture for $1.8 billion. While a surprising development to some, Adobe was clear about its motivation… customer engagement optimization.
For designers, developers and online marketers, an integrated workflow—with optimization capabilities embedded in the creation tools—will streamline the creation and delivery of relevant content and applications. This optimization 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.
They even included a pretty picture.
Judging from the size of the optimization box (and the cash), it would appear Adobe sees great opportunity and value in maximizing engagement impact. I wholeheartedly agree.
In the long term, the integration of the two companies’ technologies could provide marketers with a powerful platform. But, will that integration focus Omniture too heavily on the Adobe suite? Will analytic tools be equally capable in competing technologies such as HTML5?
As always, there will be pros and cons to a closed-loop solution. Should be interesting to watch things develop.
What do you think? Good move on Adobe’s part? How could it impact Omniture’s competitors (Coremetrics, WebTrends, Unica, Google, Yahoo, et al.)?
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Filed under: Analytics, Creative, Digital, Engagement, Industry News, Optimization, Technology | Tagged: Adobe, Analytics, Creative, Engagement, News, Omniture
