Last week, global management consultancy Accenture announced that it's acquiring Memetrics, a Web optimization testing company. This is the latest big deal in the marketing performance sector, following other larger players buying up niche marketing optimization players, such as Omniture acquiring TouchClarity and Offermatica last year and Interwoven scooping up Optimost.
Certainly, Omniture looked at Memetrics and Optimost during its buying spree last year. One thing's for sure: these deals demonstrate that increasingly more people recognize the value in helping companies improve, in a measurable way, their overall business and site performance.
It's interesting to look at these site optimization tools' progression. Not long ago, Web analytics professionals were banging their heads against the wall trying to get clients to act on the opportunities and insight they were uncovering.
Initially, people were attempting to perform basic tests using homegrown solutions with mixed results. Then these "new" companies and technologies came about that could streamline testing and make it easy. Ironically, this got people more interested in not only these technologies but also Web analytics. People believed it would be easier to take action on what they were learning.
These days you can't attend a conference without hearing multiple discussions about site optimization, behavioral targeting, and the like. In many surveys where Web executives are asked about their focus next year, nearly all respondents say they're interested in site optimization. Again, these things are great and positive.
There's one small problem: only a fraction of medium-sized and large companies are really engaging in ongoing site optimization. If site optimization offers the promise of returns, improved site performance, and more satisfied visitors, why aren't most companies doing it today? While the rewards are definitely there, it comes down to a few simple things:
Yes, the valuations and hype these companies are generating are for real. These companies can deliver significant improvements, but they can't do it on their own. These tools can't simply be plugged in to instantly change your organization. It takes time and work to leverage these tools in a manner that will return ongoing results.
The return on that investment can be compelling if companies stop talking about site optimization and start doing it.
Let me know if your company is putting more focus into ongoing optimization or what you're struggling with, and I can share with you how we break down barriers with companies to get them moving faster.
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As the Chief Performance Marketing Officer for POSSIBLE, Jason supports the agency's global Marketing Sciences and Media Services programs.
His primary role is to help POSSIBLE teams and clients use data to craft digital strategies that attract, convert, and retain customers - maximizing ongoing ROI across paid, earned, and owned channels. He believes that brands can better serve their customers by understanding audience behavior, and that messaging should be targeted to individual customers through the use of testing, behavioral targeting, and CRM initiatives.
Jason has written extensively about digital analytics, optimization and digital strategy, including an ongoing column at ClickZ.com. He is the co-author of "Actionable Web Analytics: Using Data to Make Smart Business Decisions," which is one of the leading texts in the field of digital analytics. His client roster includes Microsoft, Nike, Nokia, Dell, Ford, Sony, PayPal/eBay, P&G, Alcoa, Expedia, Mazda, Intel, and Motorola, and more. Jason is a frequent speaker at conferences and seminars around the world ranging from the Cannes Lions, Adobe Omniture Summits, eMetrics, SES, ad:tech, BazaarVoice, and many other WPP events.
Follow him on Twitter @JasonBurby.
December 5, 2013
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