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Adobe to Acquire Omniture

     
9:19 pm on Sep 15, 2009 (gmt 0)

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SAN JOSE, Calif. and OREM, Utah -- Sept. 15, 2009 -- Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) today announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50 per share in cash.

Adobe to Acquire Omniture
[Omniture.com...]

Adobe’s acquisition of Omniture furthers its mission to revolutionize the way the world engages with ideas and information. By combining Adobe’s content creation tools and ubiquitous clients with Omniture’s Web analytics, measurement and optimization technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.

Adobe to Acquire Omniture
[Adobe.com...]

9:36 pm on Sept 15, 2009 (gmt 0)

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This is a new direction for Adobe. They're moving from content creation to monetization via traffic tracking.

So what kinds of businesses do you think Adobe wants to move into next that will complement analytics?

9:42 pm on Sept 15, 2009 (gmt 0)

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I'm going to share some recent history about the irony of this Omniture acquisition.

A bunch of people that used to work at Macromedia spun off and started Avivo (Atomz Search) an enterprise site search, this was before Abobe bought Macromedia.

Then the following purchases happened in order:

Webside Story bought Avivo
Visual Sciences bought Webside Story
Omniture bought Visual Sciences

Now Adobe purchasing Omniture puts some of those same ex-Macromedia people right back in Adobe where they were heading in the first place! :)

11:28 pm on Sept 15, 2009 (gmt 0)

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I was never that impressed by Omniture. White papers, dashboards, case studies, shiny metrics for clueless sales and marketing people...
11:36 pm on Sept 15, 2009 (gmt 0)

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Webside Story bought Avivo
Visual Sciences bought Webside Story
Omniture bought Visual Sciences

Adobe buys Omniture
Google buys Adobe
...
Proft
1:21 am on Sept 16, 2009 (gmt 0)

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Google buys Adobe

I wonder about math (amount) needed to buy Adobe...

4:39 am on Sept 16, 2009 (gmt 0)

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I wonder about math (amount) needed to buy Adobe...

My quick calculation is 20.5 billion, which would be 14% of Google's value. But there might be factors I'm not aware of.
4:50 am on Sept 16, 2009 (gmt 0)

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...shiny metrics for clueless sales and marketing people...

So true.
7:42 am on Sept 16, 2009 (gmt 0)

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just as a little thought,

it would be great to be able to track the navegation paths (clicks et al) through some of my bigger pdf documents (200 + pages).

11:06 am on Sept 16, 2009 (gmt 0)

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--- Google buys Adobe ---

If that to happen, I will turn in all of my CF/DW/FL certificates to a local Library and become a Gardener(full time).

1:50 pm on Sept 16, 2009 (gmt 0)

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I knew the founders of Omniture, which was originally MyComputer.com, a $29.95/month web analytics program. They just shined up the program and increased the price tag. Anyone who is a decent webmaster has never been impressed with Omniture and as cfx211 said, they have clueless sales and marketing people.
5:20 pm on Sept 16, 2009 (gmt 0)

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as cfx211 said, they have clueless sales and marketing people.

I believe cfx211 was referring to the end-users of Omniture applications within sales & marketing departments worldwide, but I think cfx211 and you are wrong in *either* case.

[Disclosure: I work in sales at Omniture]

6:48 pm on Sept 16, 2009 (gmt 0)

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Anyone who is a decent webmaster has never been impressed with Omniture

Cabo - that's kind of a broad brush to paint with. They do some things really really well. Their segmentation tools are top notch, they have data warehousing that is pretty effective, it has pretty much endless options for tagging and extending & it is really up to you to make the most out of it (most people's problems), and it's NOT GOOGLE!

plus, the integration with survey tools (foresee) and multivariate testing (offermatica) blows anything else out of the water.

that said there are some really poor issues. Their support is beyond horrible, searchcenter is kind of a joke compared to other tools, and the pricing is beyond ridiculous.

I'm still scratching me head on Adobe though...makes no sense to me

9:08 pm on Sept 16, 2009 (gmt 0)

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So what kinds of businesses do you think Adobe wants to move into next...

I think Adobe should port and license their Dreamweaver/Contribute code classes to WCMS providers, to standardize development across platforms. I'd sure like them to work with SiteCore anyway, to replace their existing (clunky) editor software, which is used by large organizations such as governments and corporate customers like newspapers.