Omniture acquires Touch Clarity

Online business optimization software Omniture Inc. has acquired Touch Clarity, an on-demand provider of automated behavioral targeting.

Under the terms of the agreement, Orem, UT-based Omniture will pay total consideration of up to $51.5 million (plus approximately $8.5 million in assumed vested stock options). The transaction is subject to customary closing conditions and is expected to close as soon as practical, no later than the first quarter of 2007.

Touch Clarity, headquartered in London, 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. Touch Clarity’s clients include industry leading Web sites such as AOL, HSBC, BT (British Telecom), Lloyds TSB, Barclays, Alliance Leicester, and Touch Clarity is completely integrated with Omniture SiteCatalyst through Omniture Genesis and is an accredited application partner of Omniture’s Open Transaction Framework — a simplified data collection process that utilizes the Omniture Universal Tag.

This strategic product and technology acquisition expands the Omniture Online Business Optimization Platform and positions Omniture to further accelerate growth — adding a new level of automation and optimization. The acquisition is expected to give Omniture expanded market opportunities by providing new entry-point as well as cross-sell opportunities. In addition, Omniture will add more than 50 Touch Clarity personnel to its team, including 25 people in product engineering, with the balance in operations, client services, sales and marketing. The majority of this new team will continue to be based in London.

Omniture said in a statement that as a result of the acquisition, it now expects a wider first-quarter net loss compared with its previous outlook and sees net loss per share of 10 cents to 11 cents a share for the period.

Omniture also unveiled Omniture Discover 2.0, an on-demand customer analytics designed for business analysts to visually explore unprecedented amounts of customer interaction data to uncover new business opportunities, devise new customer acquisition strategies and optimize online marketing campaigns.

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