Omniture buys Instadia

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Business optimization software provider Omniture Inc. has acquired Instadia, a European enterprise Web analytics provider.

Terms of the transaction were not disclosed.

Copenhagen, Denmark-based Instadia is a provider of on-demand Web analytics solutions to enterprise customers in the automotive, banking and insurance, e-commerce, media, telecommunications, utilities and public service industries in Europe.

More than 200 companies use Instadia ClientStep, representing more than 3,000 Web sites throughout Denmark, Germany, Sweden and Britain. Representative customers include Aftonbladet, Audi, Carlsberg, DaimlerChrysler, Handelsbanken, LegoLand, Novo Nordisk, SEB, TDC, Volvo Group and Volkswagen.

Orem, UT-based Omniture said the expansion fits into one of the tenets of overall acquisition strategy and makes Omniture the ideal choice for European companies looking to optimize their online business.

Additionally, Omniture said it is adding more than 30 Instadia personnel to the Europe, Middle East and Africa client services, sales and marketing teams.

Omniture will also continue to support Instadia ClientStep, and plans to integrate Instadia Instant Survey, a Web site customer survey tool, into its online business optimization platform.

All Instadia customers will also have the opportunity to upgrade to Omniture's Web analytics solution, SiteCatalyst, extending the Instadia solution with additional Web analytics capabilities.

These include advanced pathing analysis, ClickMap technology, analysis and reporting, advanced segmentation and capabilities for broader information distribution via dashboards, e-mail, mobile devices and Excel, among others.

In addition, Instadia customers will have access to a broader range of online business optimization solutions including keyword bid management through Omniture SearchCenter, real-time, visual data warehouse reporting through Omniture Discover and automated integration of online marketing tools through Omniture Genesis.

Anders Jorgensen, CEO/co-founder of Instadia, will continue to help build the business for Omniture in Europe.

Jesper Lindhardt, Instadia's chief operating officer, will take on the role of general manager for Nordics and Benelux (Belgium, the Netherlands, and Luxembourg) for Omniture, and Instadia's Copenhagen office will become the hub for Omniture's Northern European operations.

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