MediaBuyerPlanner: Omniture Inc. has entered into an agreement to acquire on-demand A/B testing and multivariate testing company Offermatica for $68 million.
With the move, Omniture will build on its position as the industry leader of online business optimization software, writes CNN Money. Offermatica enables companies to define and test the structure and elements of their websites. Once an optimum design is achieved, a marketer can apply highly sophisticated algorithms to determine the content that is show to a specific visitor at a specific time using TouchClarity (recently acquired by Omniture).
Related stories:
- Buying Branded Keywords a Waste? Offermatica Says Maybe Not
- Testing: Best Approach to Website Redesign
- Omniture Gets VC
