My Photo


  • Clicky Web Analytics

Your email address:

Powered by FeedBlitz

« Whew… | Main | Web Analytics and Customer Marketing Webinar – and More Thoughts on the Adobe acquisition of Omniture »


It is truly the end of an era...

Excellent on-the-fly analysis, Gary. I scratched my head for a while on this one today too.

Adobe has a wide audience range with high representation in the SMB and even consumer end of the market where Omniture is irrelevant.

On the other hand, as we've seen with Adobe's Connect web conferencing tool, they are interested in the SaaS model and yet have a lot to learn about it. I was surprised to see Adobe Connect too (especially with its shaky instability) and I wouldn't be surprised if one of the benefits of this acquisition is to bring experience to support a stronger Adobe push into new SaaS offerings. Omniture certainly knows how to deliver an Enterprise SaaS experience, which Adobe would benefit from.

I hope that the two entities exist separately and continue to grow while as suggested-learn from each other. An integrated entity seems like the coming together of two different target segments. Watching this space.

This surely has to be a massive setback for Google Analytics and its moves towards Event Tracking of flash elements. Omniture can now gain access to some IP previously not open and im sure we can see some wonderful and potentially free flash tracking apps in the next few months.

The amount of data now available to Adobe on how people are using their web products will rival Google and can hopefully lead to some wonderful products.

Nice analysis, Gary. Thanks for sharing your thoughts. I tend to be in agreement with you - this is going to be a difficult assimilation. If Adobe intends to create a cohesive whole, and not just operate a separate unit, it's not not just Omniture that Adobe will have to integrate into that whole, but the handful of companies Omniture has acquired over the last few years that still have not been integrated into a cohesive whole within Omniture.

This feels a bit like the NetIQ acquisition of Webtrends in 2001. That is - based on a strategy that depends on one *possible* vision of the future. If the synergies turn out not to be as strong as envisioned (as happened with NetIQ/Webtrends) and Adobe loses interest in the business unit, this could be disastrous for Omniture.

Ultimately, I think this is just the beginning. There are some very interesting plays to be made in web analytics, and they're based on visions of the future that are different from the one possessed by Adobe and Omniture.

I first tweetted that "tagging will go away in less than 5 years"...roughly a month ago, I can't believe someone said the same thing in Xchange

That's a really good analysis Gary. I was wondering about the possibilities of how it would work as well. I agree that the main advantage that Adobe would have would be in being able to push the integration of a measurement tool such as Omniture with their RIAs.
This will only help push analytics to the forefront by making it an integral part of design. That would be my guess on the first step of how to use Omniture's tools within their current line of design and development products. It would definitely make a really good add-on as well as being an additional revenue source that's less prone to piracy.
Now we'll just have to wait for Microsoft to buy Webtrends to integrate measurement with Silverlight! :)

I enjoyed reading your analysis Gary. It's well thought out and there isn't much I disagree with. I think the comment about HTML and JavaScript being dead in 5 years is definitively an interesting one that would grant further discussion; it's definitively an interesting topic. As for a full integration of WA into Web Applications, sure it's great from a technical standpoint, but still, web analytic is about measuring user experience, engagement behavior, goal achievements, etc, and that is not something you can just be technically standardized and programmed. Each application (like many web sites) are different and their own measurement framework are driven by business/marketing inputs, because ultimately, Web Analytics is a marketing and business tool, not a development or design tool.
An exciting new chapter in our industry is be continued.

The comments to this entry are closed.