Omniture Acquires Offermatica

Thus Begins the Multivariate Testing Market Consolidation Phase

Web analytics provider Omniture announced today its plans to acquire multivariate testing company, Offermatica for $65 million in capital stock. The move comes as no surprise as the multivariate testing market grows in popularity and continues to demonstrate value in its ability to quantifiably deliver optimization. Omniture is poised for the acquisition and strategically building out their product set. Today’s news follows Omniture’s acquisition of Touch Clarity back in March of this year for its behavioral targeting capabilities. Omniture customers will now have the strength of a leading multivariate testing platform in its quiver of services.

Jupiter research shows that multivariate testing adoption is on the rise as 29% of executives recently said that they plan to deploy or upgrade their testing solutions within the next 12 months. This will add to the 20% of companies that currently use a multivariate testing application.

The importance of testing is so pronounced that folding this feature into a larger application like web analytics makes perfect sense. With only a few vendors providing multivariate testing to begin with, (i.e., Optimost, Sitespect, Widemile and Google Optimizer, to name a few), I expect that the market will continue to collapse and commoditize based on features. Yet, services will emerge as an essential component of an actionable testing strategy.