Omniture to be Acquired by Adobe for $1.8 Billion

September 22, 2009
By the ZippyCart Shopping Carts Content Team

Adobe announced last week that it will acquire online data analytics giant Omniture for $1.8 billion. The proposed deal would be a big boost to the recurring revenue Adobe currently generates. Early estimates show that the revenues from Omniture would account for about 11% of total revenue next year. The marriage of Adobe’s CS4 suite and Omniture analytics could help lead the way for fine tuning content, based on visitor data. This means web and flash designers could receive much better insight on what designs succeed and which flop. Thus allowing constant improvement to help traffic and revenue goals. The big challenge, however, is that designers rarely have anything to do with analytics. They tend to only focus on design and receive input from marketing on what they need to do to improve their previous design. This means it will be up to online businesses to determine how to best use these combined tools for the future.

Most marketers and designers do not typically work extremely well together, so it will be a true test to see if they can create a synergy that will allow a company to receive the maximum benefit from what the Adobe and Omniture partnership will create. Without a doubt this could be the future of where content and design are headed, but only time will tell if that is how it plays out with online businesses. More details to come later in the year as the deal is finalized so the companies can merge and move forward with the master plan.