Thursday, July 30, 2009

Webtrends Acquires Widemile

Things are happening up in the Northwest these days as Portland, OR based Webtrends (recognized as a leader in the recent Forrester Wave: Wave Analytics, Q3 09) announced today its acquisition of Seattle based testing firm Widemile. Financial terms of the deal were undisclosed, but the technologies are a perfect match.

Widemile began its operations as a multivariate testing company in November 2005 and has been expanding on its capabilities; it’s proprietary Design of Experiments (DoE) algorithm; and client base ever since. The company delivers both self-service and managed service offerings that leverage its on demand testing and targeting platform. Widemile also maintains close ties with digital agencies that leverage the testing and targeting services on behalf of their clients. Primary competitors to Widemile include Omniture’s Test & Target (formerly Offermatica), Intervoven Optimost, SiteSpect and Google Website Optimizer among others. Watch for Forrester’s upcoming vendor landscape on testing companies for a complete list.

This acquisition adds momentum to the trend that Web analytics firms are augmenting their offerings by adding adjacent and complementary services. Testing is a logical progression for company’s that are maximizing their online opportunities with Web analytics data. Widemile’s technology falls under the realm of site optimization, which offers companies inherent benefits when delivered through a Web analytics platform. I see this as a very strong move for Webtrends who is steadily emerging from a position of transition to one of strength. Webtrends currently maintains a substantial client base that is ripe for testing and site optimization services.

Webtrends has had a busy summer thus far with a divisive social media campaign that sparked local outcry; a new product release due out next week; and now an acquisition. Congratulations to Alex, Jascha, Casey and the team at Webtrends for executing on their vision for strategic growth. And big congrats go out to Bob Bergquist, Bob Garcia and Dean Kimball of Widemile for growing a compelling offering worthy of integration into a Web analytics platform.

3 comments:

jascha said...

John, Thank you for your writeup and for the congratulations. We are excited about the announcement and about having the Widemile and Webtrends teams together to continue on our mission of delivering customer successes. Thanks again.

Jascha
VP, Marketing Webtrends

Casey Carey said...

John, we are excited by the opportunity to leverage the fantastic technology and resources Widemile has built over the past 3 years. The response from the customer base has been very positive and serves to confirm your belief that site testing and optimization is part and parcel to web analytics.

Casey
VP of Products, Webtrends

Casey Carey said...

John, we are excited by the opportunity to leverage the fantastic technology and resources Widemile has built over the past 3 years. The response from the customer base has been very positive and serves to confirm your belief that site testing and optimization is part and parcel to web analytics.

Casey
VP of Products, Webtrends