Omniture Launches Analytics Service, Signs Acquisition Agreement

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Online business software company Omniture has released Discover 2.0, its new on-demand customer analytics service, designed to reveal new ways of acquiring customers.

Discover 2 lets business analysts process large amounts of customer data visually and interact with it in real time. According to a company statement, users can explore any piece of granular customer data from any angle and at any level of business. Analysts can even organize customers into virtual focus groups to better understand a customer’s reaction to a specific web element or campaign.

“To effectively compete today, businesses need a faster and easier way to identify and respond to new business opportunities,” said Omniture CEO Josh James in a statement. “As new customer interaction channels proliferate and the impact of search marketing continues to grow, Discover is a lifeline that can unlock the incredible insights hidden in data so businesses can more clearly see and focus on what they need to do to win.”

The new service is part of Omniture’s business optimization platform and works with the company’s existing web analytics service. Omniture provides business solutions that are used by companies like AOL, eBay and Wal-Mart.

In other news, the company announced yesterday that it has also signed a definitive agreement to acquire Touch Clarity, an on-demand provider of automated behavioral targeting. Under the terms of the agreement, Omniture has agreed to pay total consideration of up to $51.5 million (plus approximately $8.5 million in assumed vested stock options).

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