Adobe made a very bold move today, jumping head first into the web analytics and tracking market with its $1.8 Billion acquisition of Omniture, viewed by many as being the Cadillac of web marketing analytics solutions.
The Associated Press reports (via Google News) :
Adobe Systems Inc. said Tuesday it will buy the Web analytic software company Omniture for about $1.8 billion, giving the maker of content-creation software a way to let marketers monitor the effectiveness of such content.
San Jose, Calif.-based Adobe Systems Inc. said it will buy Omniture Inc. for $21.50 per share in cash, a premium of 24 percent over Omniture’s closing stock price Tuesday.
The announcement came as Adobe said it earned $136 million, or 26 cents per share, in the fiscal third quarter that ended in August, down 29 percent from the same time a year earlier.
Excluding one-time items, Adobe earned a profit of 35 cents per share, a penny above what analysts polled by Thomson Reuters were expecting. The maker of Photoshop, Flash and Acrobat software says its revenue fell 21 percent to $697.5 million.
So what exactly will Adobe do with Omniture to integrate it into its suite of offerings? Or will they let the brand continue to run itself? [Hattip @ravenjon]