The shakeup of the web analytics market continues with Omniture’s acquisition of Visual Sciences.  For a while, there’s been rumblings that Visual Science was up for sale. Now it official. 

My three quick and obvious thoughts on the acquisition:

1. Omniture gets bigger.  Omniture already had a solid client base, so does Visual Science. This provides Omniture with more leverage when chasing new client sales.

2. What happens to current Visual HBX customers? How will the current product be supported? What’s the migration/upgrade path? How will costs differ?

3. Industry consolation means less competition which could equal less innovation and higher costs. Who suffers--customers. Remember Macromedia vs Adobe. Two great companies with great competing products. Then Adobe bought Macromedia. Adobe is great and the de-facto standard in the graphics community, but there are limited alternatives to their suite of products. In the middle to low-end of the web analytics market, I don’t think there’s a problem (Google Analytics, Microsoft’s upcoming product, Coremetrics, ClickTracks). But in the high-end (where Omniture plays) this could eventually be a problem.

From Around the Blogsphere:

Bryan Eisenberg posted some very similar thoughts, but he also expressed hope for the adoption of industry standards.thanks to the acquisition.

Craig Danuloff talks about how Omniture should proceed once the acquisition is complete.

Gary Angel has an in depth post regarding potential issues the acquisition causes for Visual Science’s customers.

Posted by Marvin Pyles on 10/29  •  Add to My Favorites •  Email Entry
Analytics, Business Intelligence •  Comments (0) • Permalink 
 
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