I admittedly hadn’t heard of Touch Clarity before, but web analytics powerhouse Omniture has announced that they purchased them for $51.5 million (plus approximately $8.5 million in assumed vested stock options).
What does Touch Clarity do?
Touch Clarity, headquartered in London, England, provides technology that uniquely combines the most sophisticated advancements in real-time predictive modeling, data mining and machine learning via the on-demand, software-as-a-service model.
Well, that’s not entirely clear, but it’s also summarized as automated behavioral targeting. It looks like combined with Omniture’s web analytics platform they hope to automate a lot of the manual work in behavioral targeting combined with being able to see your results in Omniture’s web analytics.
In my opinion this is a great move by Omniture. I predicted these kinds of acquisition on Jan 7th on my blog. I have another post related to same topic. Visit it at
http://webanalysis.blogspot.com
shoot me an email and i will give you more detail about Touch Clarity. It’s a company I have been tracking and also been interested in.