omniture - Internet Marketing News and Blogs

Analytics firm Omniture has had an industrious few months, making a series of buyouts to boost its offering in the ‘online business optimisation’ space.

These include reporting supplier InStadia, site optimisation vendor TouchClarity, A/B and multivariate testing company Offermatica (finalised this month) and most recently Visual Sciences, one of Omniture’s main rivals at the top end of the market.

We spoke to the company’s EMEA general manager and senior vice president Neil Weston about future challenges and opportunities in the sector, including concerns over the acquisitions’ potential impact on innovation.

We also asked about the pros and cons of Google’s assault on web analytics - its strategic threat for suppliers, as well as how many customers Omniture has picked up from Google's product.

Acquisition-minded high street banks are embracing content targeting, to personalise the experience of visitors and boost conversion rates.

HSBC, Lloyds TSB, Barclays and Halifax are using technology provided by TouchClarity, which serves content and product recommendations that are relevant to each visitor based on a range of factors.