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I'm a partner in the advanced analytics group at Bain & Company, the global management consulting firm. My primary focus is on marketing analytics (bio). I've been writing here (views my own) about marketing, technology, e-business, and analytics since 2003 (blog name explained).

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September 15, 2009

Adobe + Omniture: Pragmalytically Perfect Sense

Big news (via, in my case, Eric Peterson's "Web Analytics Forum" on Yahoo!): Adobe's buying Omniture

Simple logic:

  • Adobe makes great tools for developing custom dashboards and other data visualization apps.  I know because in one engagement this summer, we've worked with a terrific client and another (also terrific) engineering firm to build a Flex-based prototype of an advanced predictive analytics application.  But prototyping is easy, tying a front end to a working, real-world analytics data model is much harder.
  • Omniture leads the pack of web analytics platform vendors, who all have more features and capabilities in their left pinkies than many of us could dream of in six lifetimes.  But exposing mere mortals to the interfaces these leading firms provide is like showing kryptonite to  Joe / Jane Superexecutive.  As analytics get more complex, it's even more important to focus on key questions and expose only the data / views on that data that illuminate those key questions.
  • So if you believe that that this web / digital / multichannel analytics thing has legs, then putting these two firms together and working both ends to the middle faster than might otherwise have happened is a smart thing to do.
  • The other reason to do this is to anticipate the trend in "custom reporting" and "advanced segmentation" capabilities in the "lower-end" analytics offerings (e.g., GA) from folks like Google.  I've been using these capabilities recently, and they get you a meaningful way, eroding the value of higher-end offerings on both the front (Adobe) and middle-back (Omniture) ends.

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