Adobe Rebrands Omniture Products

Software giant Adobe Systems has re-branded all Omniture's products following its acquisition of the web analytics firm last year.

Adobe snapped up Omniture for around $1.8 billion last October, with the intention of combining its own content creation tools with Omniture's web analytics, measurement and optimization technologies.

As part of the re-brand, the overall Omniture name will transition to being an 'ingredient brand' (for example, 'Adobe SiteCatalyst, powered by Omniture').

In addition, new features and functionality have been added to what is now known as the 'Adobe Online Marketing Suite, powered by Omniture'.

The suite offers a platform for using customer insight to drive innovation throughout the business and enhance marketing efficiency. It comprises applications to collect customer insight to optimize customer acquisition, conversion and retention efforts, as well as the creation and distribution of content.

Enhancements have been designed to enable users to more easily create and deliver ads, real-time personalization of content for Blackberry and Android mobile apps, as well as reporting and dashboarding enhancements.

'The suite, now bolstered by the resources available through Adobe, continues to resonate with existing and new customers,' states Josh James, SVP and GM, Omniture Business Unit, Adobe Systems.

'It is becoming the exception for online marketers to utilize Omniture technology for just online analytics,' he adds. 'Our customers are becoming increasingly sophisticated marketers and many of them are adopting multiple solutions within the Online Marketing Suite that help them unlock the power of their data to drive conversion and optimize ad spend.'

Web sites: www.adobe.com and www.omniture.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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