Adobe makes a sly but expensive move in purchasing Omniture
By Wes | September 15th, 2009
Adobe recently bought Omniture, who specialize in online analytics, for 1.8 billion US in a move that has some eyebrows cocked and some heads nodding. While some may point out that Omniture may not be as competitive or enjoy as large a market share as Google in the analytics department (and therefore at 1.8 bil be overpriced) there are others who believe that Adobe may be on to something. Combining and synergizing Adobe’s creative tools with analytics tools can give programmers and developers all sorts of options that can create flexible real-time ecommerce experiences that capitalize on split-second behavioral moments for sellers, while giving split-second intuitive options for consumers.
Adobe appears to be positioning itself less in a creative space and more in an ecommerce space, with realtime analytical abilities combined with design software to create first the lure and then get inside the customer’s mind once they’re deeper in the content.Instant links to related products or complimentary services could pop up or appear in banners or towers and a broader understanding of what
is working creatively and what’s missing the mark could be provided to the site owners and operators. The company claims to be filling customer needs but this might seem confusing at first, because traditionally those who purchase CS (Creative Suite) the most are multimedia content creators or print and web designers- neither or which should give two hoots about analytics. The programs in creative suite are used principally in designing websites, print material, flash and other content. Adobe CS is the industry standard- the bar- for this, but in the past, the back end was left solely to other companies that would specialize in analytics and SEO etc. To be competitive now, companies ( like Thirdi ) offer a more diverse and multidimensional service to clients. Synergy between your back end and your design, your art and your style mixing with your analytics and guts of your site, means that a far more comprehensive vision where one compliments the other is possible. Companies that offer both creative and programming abilities are Adobes consumers in this case. Vancouver software and web-design companies like Thirdi and its friends and allies will benefit from this if Adobe is able to offer the kind of program upgrades or new programs that should be possible now. Finally the flower and the roots are connected. Comprehensive creative and analytically intelligent design powered by intuitive analytics to maximize user experience and profitability. Expect it to be the new standard.
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