Web site analytics firm Omniture announced last week it has agreed to acquire multivariate testing company Offermatica for $65 million in cash and stock.
The deal is expected to close sometime in he fourth quarter of this year.
Offermatica’s technology allows Web site operators to perform automatic A/B split and multivariate tests on content and make changes according to visitor behavior.
According to Omniture, the acquisition is part of an ongoing effort to deliver a comprehensive online optimization package.
Orem, UT-based Omniture in February acquired behavioral targeting company TouchClarity for $51.5 million.
However, it is unclear what, if any, advantages the Offermatica acquisition will offer either company’s clients. Offermatica is already part of Omniture’s so-called Genesis network, a group of companies whose technology integrates with the Web analytics company’s.
San Francisco-based Offermatica has about 100 clients, including AIG, Circuit City, CNET, Intuit and Monster.com. Its 70 employees will join Omniture, according to a press release announcing the deal.
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