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A very short post on Adobe-Omniture
Friday, September 25, 2009 by admin
I’ve seen a lot of online conversation which has a surprised tone regarding the intended acquisition of web analytics firm Omniture by Adobe.
I don’t understand the surprise. For me it’s simple, a no-brainer. Why? Look at Adobe’s mission statement, here from CEO Shantanu Narayen (italics mine):
Adobe’s mission is to revolutionize how the world engages with ideas and information. For businesses and organizations, engaging customers has never been more critical to their bottom line. Expectations are high, competition is fierce, and consumers have unprecedented control over how they spend their time and money.
At Adobe, we develop the technologies that transform ideas and information into experiences that change how people live, work, and communicate.
Right. So the key word is “engagement”.
The rationale of the Adobe-Omniture deal comes down to an old adage: you can’t manage what you can’t measure. If you can help customers not only deliver online experiences but also measure how engaging those experiences are, and do that in a seamless, closed-loop way then you have a pretty powerful proposition.
Or am I just looking at it too simplistically?
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