Alright, hands up who didn’t approach the Adobe acquisition of Omniture with some puzzlement and surprise? Well, now it’s making sense as these proud parents arrange the wedding of their blushing analytics bride to a handsome CMS beau that should deliver the web engagement off-spring that they crave.
I say web engagement; some say web experience, Forrester say persuasive content and these guys are saying:
a customer experience management platform – that engages, contextualizes, and optimizes user experience and interactions to build brand awareness, loyalty, and revenue.
In either case the idea is the same, using web analytics data to provide insight into your visitors to deliver relevant content – and I’ve got to say if its web analytics you want and a great content engine you need – then on paper it’s difficult not to be excited by what the marriage of Omniture and Day can bring to this space.
I obviously caveat that with ‘on paper’ – my experience of getting insight out of Omniture to deliver dynamic content was not easy (although I understand that Genesis has really come on since then) and I’ve witnessed first-hand the challenges of maintaining the post honeymoon sparkle of an ‘on-paper’ marriage made in heaven.
I’ve painted the Adobe role in this as merely paying for the wedding, which might be unkind and reflective of my bias/experience in viewing this space – I get the Omniture/Day thing, the Adobe strategy there, but from an Adobe product perspective I don’t think we are seeing that yet.
As an aside, and to torturously extend this dating/marriage analogy – this is an interesting observation from Jeff Potts (an active Alfresco community member) as we all wonder what this means for Adobe/Alfresco relationship:
I can’t help but feel like the proud parent who’s daughter brought home a keeper, only to find out the guy’s been dating a hottie from Switzerland the whole time.
So, first impressions – this looks positive, it could mean an injection of resources into recent resurgence we’ve seen of Day (certainly in the UK) – but, as ever, the opinions and experiences of joint customers will be the ones to listen to.
…and yes, I’ve busted my ‘not mention vendors’ rule on this blog, but these opinions are mine, etc..
Image of wedding cake couple courtesy of randomwire edited and reproduced under creative commons license.
I’m a former CMO, a marketing strategist, content marketer, columnist, speaker, industry watcher, but most of all; creator of ART (Awareness, Revenue, and Trust) for the companies I work with.
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