Omniture, comScore uniting Web traffic data

Ronny Kerr · September 21, 2009 · Short URL: https://vator.tv/n/ab7

On the heels of acquisition by Adobe, Omniture makes deal with comScore for traffic analysis

Omniture and comScore, two of the biggest names in Web analytics, announced last night they will be combining forces to create a unique product that will make better use of each other’s data.

Realizing that their results on the same samples often conflicted, the two companies have resolved to release a revised digital audience measurement system, which will take the best each company has to offer.

While comScore researches behavior by monitoring Internet use of 2 million users, Omniture takes a pretty different approach, tracking the exact behavior of every visitor to some specific Web site. Whenever it comes down to comparing or compounding analyses derived from the two companies’ different approaches, “the resulting dissimilar metrics often cause confusion and uncertainty in digital media planning and analysis,” according to one spokesperson.

In general, it appears that Omniture will be providing the more specific technical data, like what devices are used to access certain sites and to monitor the kind of behavior once engaged into that site. On the other hand, comScore, tied to a particular group of users, will provide information on demographics, as well as cross-Web site interaction (something that Omniture is incapable of identifying).

Once more details on how exactly the companies will be merging their data pools together—or better yet, once the first data set is released—then we will know exactly how innovative this partnership really is.

Just last week, Adobe revealed that it is buying Omniture for nearly $1.8 billion, a costly purchase representative of a new ambitious business plan in which Adobe sees itself increasing its own value by augmenting its creative suite with Omniture’s analytics technology.

Since Omniture will soon be a business unit within Adobe, the new parent company may very well benefit from Omniture’s union with comScore. That is, if the union of their respective data sets proves as groundbreaking as they’d like us to believe.

Ronny Kerr

All author posts

Support VatorNews by Donating

Donation Amount

DUOS expands AI capabilities to help seniors apply for assistance programs

It will complete and submit forms, and integrate with state benefit systems

House introduces bipartisan bill on AI in banking and housing

The bill would require a report on how these industries use AI to valuate homes and underwrite loans

Artists invited to test OpenAI's Sora leak it in protest

The artists wrote an open letter accusing OpenAI of misleading and using them

Related Companies, Investors, and Entrepreneurs

Omniture

Startup/Business

Joined Vator on April 30, 2008

Omniture is a leading provider of online business optimization software. Omniture’s software, delivered to customers through hosted, on-demand services, offers an easier and more flexible way to manage online, multi-channel and off-line business initiatives without costly investments in IT infrastructure.Today's consumers are online. Businesses need to use the Internet to better understand their customer needs, spot new trends and use this information to optimize their sales, marketing, pricing, product development, supply chain and inventory management.

With Omniture, large volumes of data generated by Web sites and other business systems can be captured, stored and analyzed to: Measure trends and customer behavior in real-time, Provide real-time, high-performance analysis and reporting for all levels of business users, Automate new online processes and Optimize overall business performance. As a result, Omniture customers can more fully leverage the Internet to increase revenues, improve customer service and operational efficiency, and maintain a competitive edge.

Omniture has experienced rapid growth as the company's solutions have been adopted across organizations of all sizes and industries. Omniture has been recognized by The Inc. 500 List of America's Fastest-Growing Companies and The Deloitte Technology Fast 500.

comScore

Startup/Business

Joined Vator on April 24, 2008

comScore is a global Internet information provider to which leading companies turn for consumer behavior insight that drives successful marketing, sales and trading strategies.

comScore’s experienced analysts work closely with clients to identify their business objectives and determine how they can best apply and benefit from comScore’s vast databases of consumer behavior. comScore maintains massive proprietary databases that provide a continuous, real-time measurement of the myriad ways in which the Internet is used and the wide variety of activities that are occurring online.
Meet Your Objectives with Proven Research Based on Superior Technology

Whether your focus is online or multi-channel, direct response or long-term branding, domestic or global marketing, comScore provides the knowledge you need to achieve your objectives.

This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through this approach, comScore delivers seamlessly integrated behavioral and attitudinal research that marketers have long sought.

comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore delivers solutions that focus the company's unique technological and methodological strengths on meeting client needs through two divisions: