Omniture is an online marketing and web analytics

Web analytics

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage....

 business unit owned by Adobe Systems

Adobe Systems

Adobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...

. The Omniture Business Unit is based in Orem, Utah

Orem, Utah

Orem is a city in Utah County, Utah, United States, in the north-central part of the state. It is adjacent to Provo, Lindon, and Vineyard and is about south of Salt Lake City. Orem is one of the principal cities of the Provo-Orem, Utah Metropolitan Statistical Area, which includes all of Utah and...

, with offices worldwide. It serves customers in 75 countries worldwide.

History

The company was founded in 1996 and was backed by venture capitalists including Hummer Winblad Venture Partners, University Venture Fund, and Scale Venture Partners. During a period of rapid growth, the company was one of Inc. Magazine's 500 fastest-growing private companies. Omniture was listed on the NASDAQ in 2006.

Omniture bought behavioral targeting

Behavioral targeting

Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select...

 company Touch Clarity for $51.5 million. In late 2007 the company acquired web analytics company Visual Sciences, Inc. (formerly WebSideStory

WebSideStory

WebSideStory, Inc., founded by Blaise Barrelet on September 10, 1996 as a website traffic analysis tool and links directory to market the web analytics product Hitbox and HBX. The company went public on September 28, 2004 . On May 9, 2007, the company rebranded itself as Visual Sciences, Inc. In...

) for $394 million, and also purchased Offermatica for $65 million. In October, 2008 it agreed to acquire the Israeli e-commerce search solution provider Mercado for $6.5 million.

On September 15, 2009, Omniture, Inc. and Adobe Systems announced that Adobe would be acquiring Omniture for roughly $1.8 billion. The deal was completed on October 23, 2009, and is now run as the Omniture Business Unit within Adobe.

The Omniture Business Unit will move from Orem to a newly constructed Adobe office in Lehi, Utah

Lehi, Utah

-Attractions:Lehi Roller MillsLehi Roller Mills was founded in 1906 by a co-op of farmers. George G. Robinson purchased the mill in 1910, and since then it has remained in the family. It is run today by grandson R. Sherman Robinson....

, in 2012.

Products

• SiteCatalyst, Omniture's software as a service
  Software as a Service
  Software as a service , sometimes referred to as "on-demand software," is a software delivery model in which software and its associated data are hosted centrally and are typically accessed by users using a thin client, normally using a web browser over the Internet.SaaS has become a common...
  
   application, offers Web analytics (client-side analytics).
• SearchCenter+ assists with paid search and content network optimization in systems such as Google's AdWords, Yahoo! Search Marketing, Microsoft Ad Center, and Facebook Ads.
• DataWarehouse, data warehousing of SiteCatalyst data.
• Test&Target, A/B
  A/B testing
  A/B testing, split testing or bucket testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates...
  
   and MVT
  Multivariate testing
  In statistics, multivariate testing or multi-variable testing is a technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions.-In internet marketing:...
  
   (multi-variate testing), derived from Offermatica
• Test&Target 1:1, Omniture's main behavioural targeting solution, derived in part from Touch Clarity, drills down to the individual level of testing.
• Discover, an advanced segmentation tool.
• Insight, a multichannel segmentation tool (both client-side and server-side analytics). Formerly called Discover on Premise, it was derived from Omniture's Visual Sciences acquisition in 2007.
• Insight for Retail, an Insight offering geared toward multiple online and offline retail channels.
• Genesis, a third-party data integration tool (the majority of integrations work with SiteCatalyst).
• Recommendations offers automated product and content recommendations.
• SiteSearch, an on-demand enterprise search product.
• Merchandising, a search and navigation offering for online stores.
• Publish, for web content management.
• Survey, to gather visitor sentiment.
• DigitalPulse, a Web analytics code configuration monitoring tool.
• VISTA, server-side analytics.

Omniture's latest offerings as of 2010 include some social media tracking capabilities.

Criticism

Critics have accused Omniture of attempting to hide the fact they are collecting data. Critics claim they do this by sending the information to a domain name that looks and sounds similar to an IP address used to connect to devices on the local network and not the Internet. This has led to speculation that the domain name is used to trick users or firewall rules. Omniture's SiteCatalyst and SearchCenter products use the 2o7.net domain name.

Omniture collects data from Apple and Adobe

Adobe

Adobe is a natural building material made from sand, clay, water, and some kind of fibrous or organic material , which the builders shape into bricks using frames and dry in the sun. Adobe buildings are similar to cob and mudbrick buildings. Adobe structures are extremely durable, and account for...

, who use Omniture to collect usage statistics across their products. It is possible to opt-out of the Omniture data-collection system, and to block the tracking.