Omniture Buy Rounds Out Site Optimization Offer

In the US, Omniture, Inc., provider of online business optimization software, has agreed to acquire on-demand A/B testing and multivariate testing company Offermatica, for $65m.

Around 70 Offermatica personnel will join Omniture's engineering, operations, client services, sales and marketing teams.

Offermatica enables companies to define and test the structure and elements of their web sites, placing 'easy-to-use' testing tools in the hands of front-line marketers, and 'expanding their ability to quickly take action'. Omniture will blend Offermatica's testing software with its own core products and with the behavioural targeting tools acquired with Touch Clarity earlier this year to provide an integrated solution for optimizing online business.

'Combining these capabilities into a single, integrated offering, built on patented behavioral targeting and testing technology, answers the market need for a complete optimization solution' comments Josh James, CEO and co-founder of Omniture. 'We now have the first and only integrated site optimization suite with all the testing and targeting capabilities marketers need to optimize customer experience and deliver improved online performance.' Offermatica's technology has already been integrated with Omniture SiteCatalyst.

Matt Roche, CEO of Offermatica, says Omniture is 'the leader in online business optimization and is the right company to bring testing and targeting together', adding: 'We are radically changing the speed at which marketers can react to and capitalize on their own data.'

Omniture will pay $35m in shares of its common stock and $30m in cash. The transaction, which is subject to customary closing conditions and regulatory approvals, is expected to close in the fourth quarter of this year.

In addition to software, Omniture offers complementary professional services including implementation, best practices, consulting, customer support and user training. Its web site is at www.omniture.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.