Management consultancy Accenture acquires an optimization testing company, underlining increased interest in improving site performance. Despite the talk, why aren't more sites doing it today?
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 president of the Americas regions for the digital agency POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20-plus years experience in digital strategy. He is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports our clients and employees in driving new engagements and delivering great work that works.
Jason speaks frequently about helping marketers take advantage of data to make smarter business decisions and improve the success of their organizations. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
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