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February 15, 2007

TouchClarity falls into the gaping Omniture maw

Touch Clarity logoOk, forgive the hyperbolic headline, But Omniture's proving insatiable of late. Last month it gobbled up Instadia; yesterday it announced it was acquiring Touch Clarity, UK-based provider of behaviorally-targeted content delivery systems.

In contrast to the Instadia acquisition, Omniture's press release on the Touch Clarity deal focuses on the complementary nature of the two companies' offerings. Touch Clarity is already a partner in Omniture's Genesis program, using their universal tag for data collection, so this seems like a no-brainer - the automatic content optimization offered by Touch Clarity will take a lot of the leg-work out of turning web analytics insights into changes to content.

Touch Clarity customers can expect to receive sales calls from Omniture sales folk; but more than this,  Omniture customers (particularly publishers) will be being encouraged to add Touch Clarity's services to the portfolio of stuff they're getting from Omniture.

Anyway, congratulations to the folks at Touch Clarity. I met them several times before I left London, and they were always doing great work.

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