Posted by Akin Arikan on June 15, 2010
Congratulations to our colleagues at Coremetrics who have been such an important part of the web analytics industry for the past decade.
Web analytics are a critical component of something bigger
In 2006, Unica’s acquisition of a web analytics vendor illustrated Unica’s long held vision that web analytics are critical to the marketing process and must be a core capability of the enterprise marketing suite.
In 2009, the viability of standalone web analytics as a marketplace for vendors really began to crumble when Adobe acquired Omniture with the goal of embedding analytics in the content creation process. “For Sale” signs were immediately placed in the windows of the remaining standalone vendors.
Now, IBM’s acquisition of Coremetrics follows suit as IBM folds Coremetrics into Websphere with the likely intention of making it part of the Websphere eCommerce technology stack.
With no major standalone contenders remaining in the market (WebTrends had signaled their interest in getting acquired) prospective web analytics buyers must evaluate the core competencies of the parent company in order to determine the best match for their current and future needs.
IBM does NOT appear to be making a play for a broader analytics offering
According to IBM’s announcement:
“Upon closing, [Coremetrics] will become part of IBM’s application and integration middleware portfolio which provides the backbone of transaction processing on the Web and powers many of the world’s leading retail sites.”
At first glance it may seem that IBM has a larger analytics play in mind by pairing up Coremetrics with SPSS and Cognos. The quote above from the announcement says however that Coremetrics is going to be placed somewhere else within IBM, namely in the “application and integration middleware portfolio”. That doesn’t seem to suggest a new strategy to build out a larger customer intelligence offering.
We look forward to supporting our customer IBM
IBM is a large and valued Unica customer. Our relationship with IBM is based on a shared vision of Interactive Marketing and leverages most of the modules within the Unica Enterprise suite, including web analytics. The Unica team remains committed to supporting IBM in meeting its marketing vision.