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Omniture Acquires Touch Clarity

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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.

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About the Author

Pat is the Director of Business Development at Right Media, the business unit owner for RMX Direct, and the author of the Conversion Rater blog.

Omniture Acquires Touch Clarity
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