Creative X Analytics?

Creative merge with data? what an exciting news

Don’t underestimate the acquisition of Omniture by Adobe

I really look forward to their next product

I’s sexy these days for creatives to talk about data. And yesterday’s marriage of a major content-development platform with a major web-measurement company means analytics could soon be conceived right along with art and copy.

Adobe Systems announced last night that it will acquire web-analytics firm Omniture for $1.8 billion in equity by fourth-quarter fiscal 2009. The deal finds Abobe picking up all outstanding Omniture stock at a 45% premium.

The union foretells a digital-content platform that sees ads through creation to delivery — and now to optimization. Adobe hopes marrying its creative production tools with Omniture analytics will create what Adobe President-CEO Shantanu Narayen calls an “end-to-end platform.” For creatives, that means metrics can’t be an afterthought; they’ll need to be part of the content-creation process from the beginning. For data analysts and media companies, it means potentially more clarity into what creative formats and media placements are working — and how.


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