Adobe Buys Omniture

My initial feedback:

YO #OMNITURE I NO U JUST MERGED AND ALL N IMMA LET U FINISH BUT SPSS’S MERGER WAS THE BEST ONE THIS YEAR – Kanye West

So what does Adobe really get for its 1.8 billion?

A company in the top 5 of web analytics tools providers for one. A great client base for sure.

But there’s a black lining to that white cloud.  Even with a client list that most analytics companies dream about – Omniture is hemorrhaging money. Even with strong revenue growth, it hasn’t been able to make marginal profit on that growth. It should just confirm what all honest practitioners admit at a Web Analytics Wednesday: the software is frakencode that’s a time vampire to install and keep running with any degree of adequate accuracy.

Dissatisfaction is running high: and I don’t think I’m the causal variable of it. (I’m OCP at that!).

If Adobe really is competing in the same sandbox as IBM, Microsoft and Google – and this is somehow a measurability / analytics play: I think Adobe could have done better.

I just don’t see Omniture being able to innovate around Google at this point. I think new entrants just have too many advantages going for them.

In sum, I hope for sake of myself and my friends that Omniture is run better under Adobe. Adobe has a lot of heavy lifting to do to turn it around.