Monthly Archives: October 2009

A report commissioned by Site Intelligence has highlighted the vital role web analytics companies are playing in garnering extra business for online businesses. Companies utilising web analytics can expect to increase conversion from 2% to 7%, a vital difference given the current economic climate.

I was very interested to hear news of Adobe’s recent acquisition of web analytics provider Omniture, particularly the $1.8 billion cash that the web goliath thought necessary to pay for the provider. Not only does this represent more than 6 times the company’s annual revenue but also more than 25 times the companies EBITDAR* figure (company valuations commonly take between 8-13 multiples of this figure). So why the mark up?