Why is this such a big deal? Because analytics tools like from WebSideStory and Omniture previously lacked this important piece of the analytics puzzle – not just being able to analyze websites, but also being able to optimize websites by using multivariate and A/B testing. I myself found this frustrating that a tool that I know very well, WebSideStory, didn’t offer any testing capabilities. Google obviously understood the importance of testing, with its Google Website Optimizer tool they released earlier this year, which is fantastic – but they still didn’t tie it very closely to their Google Analytics solution.
Obviously Omniture realize the importance of offering a more complete analytics package by making this acquisition, and I applaud them for this – hopefully they will do a good job of integrating it into their offerings. So what’s next? A leading analytics provider teaming up with or acquiring a qualitative data analytics company like Foresee Results? We can only hope! Maybe WebSideStory or WebTrends should take note!