Omniture acquisition brings European expansion

Web analytics and search marketing specialist buys Danish firm Instadia

Business optimisation software specialist Omniture has acquired on-demand web analytics vendor Instadia in a deal which will enable the former to expand its presence in Europe and offer a broader range of web analytic products.

Omniture plans to merge Instadia's current solutions – including web survey tool Instant Survey – into its own business optimisation platform, with customers encouraged to migrate over, according to Omniture's European vice president of marketing Neil Morgan.

"The two companies have fairly analogous products but we have been successful in the online retail, travel and hospitality [sectors] while Instadia have customers in automotive, banking and insurance," he explained. "It's also a geographic expansion for us into Denmark, Germany and Sweden and it will give us European data centres."