NEWS19 November 2009

Coremetrics makes play for Omniture customers

Data analytics North America

US— Coremetrics is making a hard play to snatch customers away from rival web analytics firm Omniture, following the latter’s acquisition by creative software firm Adobe.

Coremetrics is offering free implementation and data migration and a money-back guarantee to Omniture clients willing to switch, provided they agree to do so before 15 December.

Adobe bought Omniture for $1.8bn last month – an event Coremetrics claims will have “created uncertainty” among Omniture customers.

“We’ve been hearing from many Omniture customers that they are worried about what the Adobe deal means for their business,” says Coremetrics chief Joe Davis (pictured).

Omniture, for its part, believes the deal will prove to be beneficial for its clients. Announcing the deal in September, then-CEO (now general manager) Josh James said: “Omniture’s mission has been to enable our customers to optimise every digital interaction. By joining forces with Adobe, we will accelerate our ability to deliver on that vision and together bring new innovation to the market that improves content engagement, advertising effectiveness and the overall user experience, which will drive more advertising dollars online.”

Post-acquisition, the firm announced a 9% reduction in its workforce, with most of the 108 job cuts coming from general and administrative functions.


1 Comment

15 years ago

In my new report, "Adobe's Designs on Web Analytics: The Omniture Acquisition," ( I interview several Omniture customers, and while they have a generally favorable impression of Adobe, they certainly do not perceive any real synergies in the acquisition. I also show how this is by far Adobe's most unusual large acquisition, and examine the numerous issues that arise when trying to imagine the fit for the two very different firms. Coremetrics campaign makes good business sense to me.

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