WebSideStory, Visual Sciences merge, Jets and Sharks make nice…
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Written By Reprise Media | February 2, 2006 | Share This
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Last night marked a watershed moment in the Web Analytics space with the announcement of the merger of WebSideStory (Quote: WSSi) and privately held Visual Sciences. For an industry that has typically lurked on the outskirts of the interactive marketing world, this merger highlights the importance of Web Analytics and the integration of this view into the broader scope of channel analytics…especially important in sober Web 2.0 world.
While a detailed integration roadmap was not presented, our experiences with both organizations indicate the combination of the WebSideStory Active Marketing Suite (which includes Web Analytics, Bid Management, Site Search and Content Management) and Visual Sciences product line (which includes Web Analytics, Call Center analytics both supported with amazing visualization and data warehousing capabilities), will present the opportunity for comprehensive view into a truly integrated marketing program…without the usual army of consultants all speaking jargoneese.
Having gone through the process of merging silos of data twice (first at a Fortune 500 with every possible sales and marketing channel and now, integrating campaign data from more than a dozen search engines and seventeen plus Web analytics systems, including WebSidestory, Visual Sciences, Coremetrics, Omniture, Web Trends, etc.), I know the path is going to have some pitfalls. That said, I congratulate WebSideStory and Visual Sciences CEOs, Jeff Lunsford and Jim MacIntyre, for looking at the bigger picture and moving online organizations one step closer to the holy grail.
Topics: Investment, M&A, Web Analytics |
Well said - but it’s going to take a lot of commitment and leadership to merge these two entities and deliver on the grand vision you’re describing. This is the most unlikely couple, on almost all counts.