Omniture
 |
|
| Type | Subsidiary |
|---|---|
| Industry | Web Analytics Market Research Online Optimization |
| Founded | 1996 |
| Headquarters | Lehi, Utah |
| Key people | Brad Rencher, Omniture Business Unit SVP and GM Josh James, Co-Founder John Pestana, Co-Founder |
| Products | Adobe SiteCatalyst Adobe SearchCenter+ Adobe Discover Adobe Test&Target Adobe Genesis Adobe Insight Adobe Merchandising Adobe Search&Promote Adobe Survey Adobe Recommendations Adobe DigitalPulse Adobe Scene7 |
| Employees | > 1,000 (2008)[1] |
| Parent | Adobe Systems |
| Website | http://www.omniture.com |
Omniture was an online marketing and web analytics business unit in Orem, Utah that was acquired by Adobe Systems. The company operated until 2011 as a business unit within Adobe called the Omniture Business Unit, but as of 2012, Adobe began the process of retiring the Omniture name as former Omniture products were integrated into the Adobe Marketing Cloud.[2]
Contents |
History [edit]
The company was founded in 1996 by Josh James and John Pestana and was backed by venture capitalists including Hummer Winblad Venture Partners, University Venture Fund, and Scale Venture Partners. During a period of rapid growth, the company was one of Inc. Magazine's 500 fastest-growing private companies. Omniture was listed on the NASDAQ as OMTR[3] in 2006.[4]
Omniture bought behavioral targeting company Touch Clarity for $51.5 million.[5] In late 2007 the company acquired web analytics company Visual Sciences, Inc. (formerly WebSideStory) for $394 million,[6] and also purchased Offermatica for $65 million. In October, 2008 it agreed to acquire the Israeli e-commerce search solution provider Mercado for $6.5 million.[7]
On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for roughly $1.8 billion.[8] The deal was completed on October 23, 2009,[9] and is now joined by other Adobe acquisitions such as Day Software and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit.[10][11]
Adobe vacated the former Omniture offices in Orem, Utah in November, 2012, moving a large portion of its Digital Marketing Business Unit to a new facility in Lehi, Utah.
Products [edit]
- SiteCatalyst, Omniture's software as a service application, offers web analytics (client-side analytics).
- SearchCenter+ assists with paid search and content network optimization in systems such as Google's AdWords, Yahoo! Search Marketing, Microsoft Ad Center, and Facebook Ads.
- DataWarehouse, data warehousing of SiteCatalyst data.
- Test&Target, A/B and MVT (multi-variate testing), derived from Offermatica
- Test&Target 1:1, Omniture's main behavioural targeting solution, derived in part from Touch Clarity, drills down to the individual level of testing.
- Discover, an advanced segmentation tool.
- Insight, a multichannel segmentation tool (both client-side and server-side analytics). Formerly called Discover on Premise, it was derived from Omniture's Visual Sciences acquisition in 2007.
- Insight for Retail, an Insight offering geared toward multiple online and offline retail channels.
- Genesis, a third-party data integration tool (the majority of integrations work with SiteCatalyst).
- Recommendations offers automated product and content recommendations.
- SiteSearch, an on-demand enterprise search product.
- Merchandising, a search and navigation offering for online stores.
- Publish, for web content management.
- Survey, to gather visitor sentiment.
- DigitalPulse, a Web analytics code configuration monitoring tool.
- VISTA, server-side analytics.
Omniture's latest offerings as of 2010 include some social media tracking capabilities. Major competitors are Rapleaf, WebTrends, Personyze and Eloqua.
Criticism [edit]
Critics have accused Omniture of attempting to hide the fact they are collecting data.[12] Critics claim they do this by sending the information to a domain name that looks and sounds similar to an IP address used to connect to devices on the local network and not the Internet. This has led to speculation that the domain name is used to trick users or firewall rules.[13] Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name.[14]
Omniture collects data from Apple[12] and Adobe, who use Omniture to collect usage statistics across their products.[13] It is possible to opt-out of the Omniture data-collection system, and to block the tracking.[14]
References [edit]
- ^ http://www.omniture.com/press/455
- ^ "How To Gracefully Retire A Brand Name". SearchEngineLand.com. 2012-07-18.
- ^ Mullaney, Timothy. "Omniture's Uphill Battle". BusinessWeek. Bloomberg L.P. Retrieved 14 March 2013.
- ^ William Gabrielski (2006-06-26). "Omniture Offering Is Worth Data-Mining". TheStreet.com.
- ^ Melissa Campanelli (2007-02-14). "Omniture acquires Touch Clarity". DMNews.
- ^ Vishesh Kumar (2007-10-26). "Omniture Deal Delights". thestreet.com.
- ^ Omniture (2008-10-14). "Omniture Agrees to Acquire Mercado's Site Search and Merchandising Business". marketwire.com.
- ^ Omniture (2009-09-15). http://www.omniture.com/press/777. Missing or empty
|title=(help) - ^ Adobe (2009-10-23). http://www.adobe.com/aboutadobe/invrelations/adobeandomniture.html. Missing or empty
|title=(help) - ^ Adobe (2009-10-26). http://www.adobe.com/aboutadobe/invrelations/faq_omniture.html. Missing or empty
|title=(help) - ^ Robin Wauters (2011-11-30). TechCrunch.com http://techcrunch.com/2011/11/30/adobe-acquires-efficient-frontier-to-boost-its-digital-marketing-solutions/. Missing or empty
|title=(help) - ^ a b Arthur, Charles (January 3, 2008). "What is Omniture, and why is it watching me?". The Guardian. Retrieved 2008-06-21.
- ^ a b Chartier, David (December 31, 2007). "Adobe, Omniture in hot water for snooping on CS3 users". Ars Technica. Retrieved 2008-06-21.
- ^ a b "What is 2o7.net?". Omniture. Retrieved 2008-06-21.
- [1] - Inc Article about Josh James, Founder, and John Pestana, Cofounder
External links [edit]
- omniture.com - official site
