Omniture

Last updated
Adobe Marketing Cloud
Company typeSubsidiary
IndustryWeb Analytics
Market Research
Online Optimization
Founded1996
Headquarters
Lehi, Utah
Key people
Brad Rencher, Omniture Business Unit SVP and GM
Josh James, Co-founder
John Pestana, Co-founder
ProductsAdobe SiteCatalyst
Adobe SearchCenter+
Adobe Discover
Adobe Test&Target
Adobe Genesis
Adobe Insight
Adobe Merchandising
Adobe Search&Promote
Adobe Survey
Adobe Recommendations
Adobe DigitalPulse
Adobe Scene7
Number of employees
> 1,000 (2008) [1]
Parent Adobe Systems
Website www.omniture.com

Omniture is an online marketing and web analytics business unit in Orem, Utah. It was acquired by Adobe Systems in 2009. Until 2011, Omniture operated as a business unit within Adobe as the "Omniture Business Unit", but as of 2012 Adobe began retiring the Omniture name as former Omniture products were integrated into the Adobe Marketing Cloud. [2]

Contents

History

Prior to the development of Omniture, Josh James and John Pestana with Jeremy Young (founder of Uberplay) to develop Omniture's predecessor, SuperStats. SuperStats was developed as a software as a service (SaaS), which worked as an analytic software for small and medium-sized businesses to track statistics in real time. [3] [4] Jeremy Young eventually sold his portion of the interest back to his partners in order to focus on the development of his other businesses. Josh James and John Pestana sold the small business and consumer sectors to Network Solutions in order to focus on enterprise level software, which lead to the development of Omniture in 2002. Omniture was founded by Josh James and John Pestana, and was backed by venture capitalists including Hummer Winblad Venture Partners, University Venture Fund, and Scale Venture Partners. During a period of rapid growth, the company was one of Inc. Magazine's 500 fastest-growing private companies. Omniture was listed on the NASDAQ with OMTR as its ticker symbol in 2006. [5] [6]

Omniture bought behavioral targeting company Touch Clarity for $51.5 million in 2007. [7] In late 2007 the company acquired web analytics company Visual Sciences, Inc. (formerly WebSideStory) for $394 million, [8] and also purchased Offermatica for $65 million. In September 2008 it agreed to acquire the site search and merchandising aspects of Israeli e-commerce search solution provider Mercado for $6.5 million. [9] [10]

On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for $1.8 billion. [11] The deal was completed on October 23, 2009, [12] and is now joined by other Adobe acquisitions such as Day Software and Efficient Frontier, as the main components of Adobe's Digital Marketing Business Unit. [13] [14]

In 2009, John Pestana went on to co-found ObservePoint with Rob Seolas. [15]

Adobe vacated the former Omniture offices in Orem, Utah in November 2012, moving a large portion of its Digital Marketing Business Unit to a new facility in Lehi, Utah. It is used in web analytics mainly for analyzing the data.

Criticism

Omniture has been accused of using domain names that resemble local network IP addresses (such as 192.168.112.2O7.net, which contains a capital "O", not a zero) in order to hide their involvement in data mining. [16] This has led to speculation that the domain name is used to mischievously or criminally trick users or firewall rules. [17] Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name. [18]

Omniture collects data from Apple, [16] Amazon and Adobe, who use Omniture to collect usage statistics across their products. [17] It is possible to opt out of the Omniture data-collection system, and to block the tracking. [18]

See also

Related Research Articles

<span class="mw-page-title-main">Adobe Inc.</span> American multinational software company

Adobe Inc., formerly Adobe Systems Incorporated, is an American multinational computer software company incorporated in Delaware and headquartered in San Jose, California. It has historically specialized in software for the creation and publication of a wide range of content, including graphics, photography, illustration, animation, multimedia/video, motion pictures, and print. Its flagship products include Adobe Photoshop image editing software; Adobe Illustrator vector-based illustration software; Adobe Acrobat Reader and the Portable Document Format (PDF); and a host of tools primarily for audio-visual content creation, editing and publishing. Adobe offered a bundled solution of its products named Adobe Creative Suite, which evolved into a subscription software as a service (SaaS) offering named Adobe Creative Cloud. The company also expanded into digital marketing software and in 2021 was considered one of the top global leaders in Customer Experience Management (CXM).

<span class="mw-page-title-main">Intuit</span> American financial software company

Intuit Inc. is an American multinational business software company that specializes in financial software. The company is headquartered in Mountain View, California, and the CEO is Sasan Goodarzi. Intuit's products include the tax preparation application TurboTax, personal finance app Mint, the small business accounting program QuickBooks, the credit monitoring service Credit Karma, and email marketing platform Mailchimp. As of 2019, more than 95% of its revenues and earnings come from its activities within the United States.

WebSideStory, Inc. (later Visual Sciences), was founded by Blaise Barrelet in 1996 as web analytics tool and link directory; its products were Hitbox and HBX. The company went public on September 28, 2004. In 2006, WebSideStory acquired high-end private data analysis and visualization software company Visual Sciences for $57 million. A year after the acquisition, WebSideStory rebranded itself as Visual Sciences, Inc. In January 2008 Visual Sciences, Inc. was acquired by Omniture for $394 million.

Webtrends is a private company headquartered in Portland, Oregon, United States. It provides digital analytics, optimization and software related to digital marketing and e-commerce. It provides services to approximately 2,000 companies.

Webroot Inc. is an American privately-held cybersecurity software company that provides Internet security for consumers and businesses. The company was founded in Boulder, Colorado, US, and is now headquartered in Broomfield, Colorado, and has US operations in San Mateo and San Diego, and globally in Australia, Austria, Ireland, Japan and the United Kingdom.

Stockpoint was a provider of online financial information through its websites InvestorsEdge.com and Stockpoint.com. The company also supplied SaaS capabilities which powered market data features for over 200 other websites such as Barclays Global Investors and Piper Jaffray, the San Francisco Chronicle and Wired News.

Josh James is an American entrepreneur, founder and former CEO of Domo, a software-as-a-service (SaaS) company. He also previously co-founded and served as CEO of Omniture, a web analytics company.

OpSource, Inc. is a cloud and managed services hosting company headquartered in Santa Clara, California. The company also has offices in Ashburn, Virginia, Ireland and India, and data centers in California, Virginia and the United Kingdom. OpSource is now part of the ICT company Dimension Data which acquired OpSource in 2011 for their Cloud Business Unit.

BackType was a SaaS social media analytics service launched in August 2008.

Neolane, Inc. is a conversational marketing technology provider, which develops marketing automation and cross-channel campaign management software and services for business-to-business and business-to-consumer marketers. In 2012, Neolane recorded $58 million in revenue representing 40% year-over-year growth. It was announced in June 2013 that Adobe Systems would buy Neolane for $600 million.

<span class="mw-page-title-main">Domo, Inc.</span> American computer software company

Domo, Inc. is an American cloud software company based in American Fork, Utah, United States. It specializes in business intelligence tools and data visualization.

Covario, Inc. was an American search marketing agency and technology firm based in San Diego, California. The company specialized in international search engine marketing services and provided software tools for SEO, paid search, social media marketing, analytics, and local search optimization. Its customer base included technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods organizations. Covario was acquired by the Dentsu Aegis Network in September 2014, and combined with iProspect, the network's performance marketing arm, in early 2015.

<span class="mw-page-title-main">Appcelerator</span> Privately held mobile technology company

Appcelerator is a privately held mobile technology company based in San Jose, California. Its main products are Titanium, an open-source software development kit for cross-platform mobile development, and the Appcelerator Platform.

Adobe Experience Cloud (AEC), formerly Adobe Marketing Cloud (AMC), is a collection of integrated online marketing and web analytics products by Adobe.

<span class="mw-page-title-main">Silicon Slopes</span> Area surrounding Lehi, Utah

Silicon Slopes is a reference to the area surrounding Lehi, Utah where many tech start-ups are centralized. It has been generalized to include the entire startup and technology ecosystem of Utah. Served by the Salt Lake City International Airport and less than a two-hour flight from Silicon Valley, CA, Silicon Slopes has been recognized in news media as an emerging force in the technology sector, including NPR coverage about the NSA Utah Data Center in the region.

TubeMogul is an enterprise software company for brand advertising.

Tealium is a US headquartered American company founded in 2008 in San Diego, California that sells enterprise tag management, an API hub, a customer data platform with machine learning, and data management products. It has offices in the US, Singapore, UK, Germany, Japan, Netherlands, France and Australia.

<span class="mw-page-title-main">Freestyle Capital</span> Venture capital firm

Freestyle Capital is an early-stage venture capital firm based in San Francisco, California. General Partners Dave Samuel and Jenny Lefcourt are both entrepreneurs who entered venture capital after founding multiple companies. The firm was founded in 2009 and typically invests in 10-12 companies per year with an average investment between $1.5 million to $3 million. Previous investments include Intercom, Patreon, Narvar, Digit, Betterup, Airtable and Snapdocs.

Semrush Holdings, Inc. is an American public company that has a SaaS platform known as Semrush. The platform is used for keyword research, competitive analysis, site audits, backlink tracking, and comprehensive online visibility insights. The keyword research tool provides various data points on each keyword. The platform also collects information about online keywords gathered from Google and Bing search engines. It was released by Boston-based company Semrush Inc, founded by Oleg Shchegolev and Dmitri Melnikov.

References

  1. ↑ "Newsroom | Adobe". omniture.com. Retrieved 2014-03-01.
  2. ↑ "How To Gracefully Retire A Brand Name". SearchEngineLand.com. 2012-07-18.
  3. ↑ "Former SuperStats co-founder on his 30M daily deals site". Mixergy. Retrieved June 7, 2017.
  4. ↑ "Watching Over the Web". ‘’PC Mag’’. Retrieved June 7, 2017.
  5. ↑ Mullaney, Timothy. "Omniture's Uphill Battle". BusinessWeek. Bloomberg L.P. Archived from the original on June 13, 2013. Retrieved 14 March 2013.
  6. ↑ William Gabrielski (2006-06-26). "Omniture Offering Is Worth Data-Mining". TheStreet.com.
  7. ↑ Melissa Campanelli (2007-02-14). "Omniture acquires Touch Clarity". DMNews.
  8. ↑ Vishesh Kumar (2007-10-26). "Omniture Deal Delights". The Street.
  9. ↑ Omniture (2008-10-14). "Omniture Agrees to Acquire Mercado's Site Search and Merchandising Business". MarketWire.
  10. ↑ Don Reisinger (2008-10-14). "Omniture to acquire Mercado assets". CNET.
  11. ↑ "Adobe acquires Omniture Software". Adobe Systems.
  12. ↑ "Firm for Analyzing Web Traffic Bought by Adobe for $1.8 Billion". New York Times. Associated Press. September 15, 2009. Retrieved January 5, 2014.
  13. ↑ Adobe (2009-10-26). "Omniture acquisition FAQ".
  14. ↑ Robin Wauters (2011-11-30). "Adobe Acquires Efficient Frontier". TechCrunch.com.
  15. ↑ "John Pestana, ObservePoint – Tanner". 2017-02-21. Retrieved 2021-09-08.
  16. 1 2 Arthur, Charles (January 3, 2008). "What is Omniture, and why is it watching me?". The Guardian. Retrieved 2008-06-21.
  17. 1 2 Chartier, David (December 31, 2007). "Adobe, Omniture in hot water for snooping on CS3 users". Ars Technica . Retrieved 2008-06-21.
  18. 1 2 "What is 2o7.net?". Omniture. Retrieved 2008-06-21.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.