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	February 16, 2007 Web Analytics Finally Meets Marketing Execution Omniture Adds A Touch Of Clarity To Its Vision For An Online Marketing Suite by Suresh Vittal with Elana Anderson, Jennifer Joseph	Average: 6  (6 ratings)

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Executive Summary

Most firms that want Web analytics already have it, leaving vendors in the Web analytics market scrambling for a growth strategy. But apart from a rash of marketing messages like "analytics in action," little of note has changed. Until now. Omniture's acquisition of Touch Clarity is the first substantial acquisition by a Web analytics vendor to marry the analytics platform with marketing execution. We expect to see more acquisitions of this nature as Web analytics vendors and vendors in other categories, like email marketing, strive to build a more comprehensive online marketing suite.

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