Web Analytics Consolidation

It was announced today that web analytics provider Omniture will purchase competitor Visual Sciences in a deal valued at $394 million.

The shift of marketing dollars from offline to online as well as the growing importance of a web presence to most companies, is resulting in a greater awareness around the value of being able to analyze the effectiveness of online initiatives. In my opinion, it looks like Omniture is looking to broaden the types of analysis it can offer customers along with the sophistication of those offerings.

It will be interesting to see if there will be further consolidation among analytic providers and if the smaller competitors will be able to hold on against the mega-players like Google Analytics and Omniture.