Adobe Buys Omniture
Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion. (http://tinyurl.com/oce2xr)
What does that mean for UX designers, marketing managers, and e-commerce strategists? Probably a broader range of tools to measure engagement and conversion in rich media. But Adobe has some pretty thick garden walls. I wonder if the other major analytics players and rich media platforms will experience a strange discontinuity in tracking and reporting capabilities?
The tagging scenarios could be a source of serious headaches. You get a standard set of analytics behavior tracking widgets when you have the right combination of front end and analytics technologies. But when you want to change either, you lose the widgets and integration with historical data.
Then again, it might be fine.
Copyright 2009, Paul Bryan, Usography Corporation (www.usography.com)
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