Comments on Analytics Evolution: Omniture Gets Cozy with WPP

Okay, that makes more sense. I agree that WPP does...

2009-02-03T09:08:00.000-05:00

Okay, that makes more sense. I agree that WPP does have a hands off approach to managing their acquisitions. But this is also a good thing for Omniture. It means that no one will be messing with their strategy and they have no direct competitors within WPP to worry about. But we will have to wait and see what the future holds.

John, I dont mean technological integration, I mea...

2009-02-03T07:36:00.000-05:00

John, I dont mean technological integration, I mean mentality and organizational integration. Entire WPP growth strategy untill now was based on agressive acquisitions, without any synergy, internal integration, no vision for organic growth... Every year they just buy more companies from same industries and then leave them to compete with others in the same WPP network...

No chances for integration? It’s explicitly stated...

2009-02-02T09:23:00.000-05:00

No chances for integration? It’s explicitly stated in their press release?!? The integration will occur at the Omniture Genesis platform, where they will open up the possibility of exploring data collected from 24/7 data sources such as their: Ad management system, SEM system and the custom media audience network. And from TNS, they can integrate industry data from Compete.com and “Stradegy” (ad frequency and expenditure data). I never said integrations were easy. They will have to work at this – and new technology development must be an independent endeavor, but this isn’t an impediment to innovation…it’s an opportunity.

Hm... Dont see any chances for integration here. Y...

2009-02-02T04:33:00.000-05:00

Hm... Dont see any chances for integration here. Yes Omniture can leverage WPP client base, but its not enough in a long run, technology needs its own space to grow. There should be high level of internal integration in the network as well with a lot of autonomy for Omniture and for this WPP and its companies are just not ready yet. Typical WPP strategy is to buy everything and leave internal rivalery to put everything in its own places. Maybe Omniture in WPP will become more profitable in a short run, but in a long run this move will also put them so behind on inovation and on competitiveness...

Stephane - Glad that we are in agreement. I've sai...

2009-01-30T08:57:00.000-05:00

Stephane - Glad that we are in agreement. I've said it before...It's not the tools, it's the craftsman. And this partnership will put a bunch of new talent on the market. But the even greater opportunities exist for the industry at large.

Anil - You're right that Nuconomy also took an investment from WPP...But Compete.com is also one of WPP's holdings. This tells me that WPP is trying to get its arms around the measurement thing from all angles. Nuconomy represents the mid to lower end of the market, Compete offers the audience measurement piece and now Omniture brings the enterprise-class insights. Not to mention the multiple advertising properties they hold.

WPP is doing a fine job of amassing the critical components necessary to portray a holistic view of online consumer behavior.

Where does Nuconomy fit in the picture? WPP invest...

2009-01-30T00:46:00.000-05:00

Where does Nuconomy fit in the picture? WPP invested in Nuconomy last year.

I totally agree with you John. I think it also:
2009-01-29T23:17:00.000-05:00
I totally agree with you John. I think it also:
- shows there are things more important than being a free tool
- sends a signal that analytics alone, doesn't guaranty success. What does is strategy, good solutions and innovation, a focus on measuring success and continuous improvement.

Stéphane