Coremetrics purchased by IBM puts Web Analytics in the mainstream

As I am out and about in front of big and small companies alike, I sometimes feel like it’s necessary to explain to even sophisticated marketers the importance of measuring the Return on Ad Spend (ROAS) using software tools such as Omniture’s Site Catalyst, or Google Analytics.  The recent Adobe acquisition of Omniture seemed to make my story more believable since a known name legitimized the market leader by rolling them into their core offering.  I’m excited to see how Adobe integrates the Omniture suite deeper into it’s product lineup.

And the consolidation continues.  IBM wants to get into the analytics game.  Accenture already has.  The IBM product called WebSphere is really a set of software tools that can be configured to put together highly personalized online user experiences.  Many if not all of the WebSphere websites are generally e-commerce websites and organizations that generally have enough inventory where business process and supply chain management are supported through sophisticated automation.   Coremetrics complements IBM’s existing software and services portfolio of offerings from WebSphere, information management and business analytics and optimization.  Coremetrics has about 230 employees and IBM agreed to maintain them, as was the case with the Omniture-Adobe acquisition.   read more