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Omniture Completes Visual Sciences Acquisition


Last Thursday Omniture finished one of the largest web analytics acquisitions by completing the purchase of Visual Sciences. Below is a portion of the press release from Omniture.


HBX Analytics will be rebranded as Omniture SiteCatalyst HBX, and will continue to be supported until the key features have been integrated into Omniture SiteCatalyst.

Customer Integration

The customer services team dedicated to supporting the Visual Sciences customer base has been enhanced to include personnel from both companies who will leverage the infrastructure and programs of the Omniture Global Support Organization. In most cases, the day-to-day account and services contacts for Visual Sciences customers will not change.

A migration program is available for all HBX customers—providing a package of complimentary migration services and technology tailored to the specific needs and requirements of each customer. Omniture has formed an HBX Migration Consulting Services team staffed with experts who have thousands of hours of experience migrating HBX customers to SiteCatalyst.

Beginning on January 22, Omniture will roll out a Customer Welcome Program, which will include a series of customer meetings, informational webinars, training and local user groups designed exclusively for Visual Sciences customers. At the global 2008 Omniture Summits, HBX migration tracks will be offered in addition to other educational breakout sessions about Omniture products and best practices. The Omniture Summits provide an opportunity for Visual Sciences customers to connect with the Omniture community and will host the first meeting of a Visual Sciences Customer Advisory Council to solicit feedback that will shape Omniture’s product roadmap and development plans. For additional details on these programs visit www.omniture.com/visualsciences/welcome.

Employee Integration

Several Visual Sciences executives will assume senior management positions at Omniture. Aaron Bird will join Omniture as general manager of the Discover OnPremise product line, Ray Rauch will head up the HBX Migration Services team and Brian Sullivan will operate as general manager of Omniture Site Search & Publish. Visual Sciences’ chief executive officer Jim MacIntyre will continue to work with Omniture through a transition period assisting with integration and product roadmap and will then pursue other interests.

Visual Sciences’ employees will continue to be located in their San Diego, California and Herndon, Virgina offices. All Omniture employees located in the San Francisco Bay Area—including the Visual Sciences and Offermatica teams—will be brought together in Omniture’s San Francisco office.

Financial Information

As a result of the acquisition, Visual Sciences common stock will no longer be traded on NASDAQ, and each outstanding share of Visual Sciences capital stock (other than dissenting shares, if any) has been converted into the right to receive 0.49 of a share of Omniture common stock and $2.39 in cash. Omniture also assumed outstanding options under Visual Sciences’ equity incentive plans. Omniture has also assumed the shares reserved under the Visual Sciences 2004 Equity Incentive Plan, as adjusted to reflect the transaction, to be used for future equity award grants.

The Visual Sciences acquisition, excluding transaction costs, is expected to be accretive to earnings immediately on a non-GAAP basis. Additional information regarding acquisition-related expenses and Omniture’s fiscal year 2008 combined financial targets will be provided during the company’s fourth quarter fiscal 2007 results conference call scheduled for Thursday, February 7, 2008, at 5:00 p.m. Eastern Standard Time.

Omniture to Acquire Visual Sciences

Omniture is at it again, this time set to buy Visual Sciences. Visual Sciences is known as the product which provides the deepest segmentation and analysis of any of the analytics vendors. This acquisition will give Omniture an even greater market-share in the web analytics space. It will be interesting to see the pricing model and the integration of Visual Sciences with Omniture’s suite of tools. I really like Gary Angel’s thoughts on this news.

Omniture Inc. (NASDAQ: OMTR), today announced a definitive agreement to acquire Visual Sciences, Inc. (NASDAQ: VSCN) in a stock and cash transaction valued at approximately $394 million.

The combination of Omniture and Visual Sciences creates a company with substantial scale and resources to deliver industry leading products and services that address the rapidly expanding online business optimization market. The combined company will be able to accelerate investments, meet a wider set of customer needs through a richer solution set and have a significantly greater opportunity to grow into new markets.

“With the tremendous growth opportunities we see in the online optimization
market, we believe that in addition to being financially accretive to our
shareholders, this is a strategic investment that will drive increased value for
customers and partners,” said Josh James, CEO and co-founder of Omniture. “We
are facing a very significant opportunity defined by the rapid growth of online
advertising and online business in general. This acquisition enables Omniture to
accelerate our investments in advanced solutions that drive customer success as
well as create further opportunities to cross-sell our growing portfolio of
products to a combined customer base of more than 4,000 customers.”


Under the terms of the agreement, Visual Sciences shareholders will receive $2.39 in cash per share and a fixed exchange ratio of 0.49 shares of Omniture stock for each Visual Sciences share, on a fully diluted basis. Based upon Omniture’s closing price on Wednesday, October 24, 2007, this yields a total consideration of $18.04 per share. Upon the close of the transaction, Visual Sciences stockholders will own approximately 13.7 percent of the combined company on a pro forma basis.

“Omniture is a leader in online business optimization, and absolutely the right
company to leverage our technology and resources for the benefit of the
industry. The combined company will provide our customers with a richer solution
set, faster innovation and greater access to unique industry and business
expertise,” said Jim MacIntyre, CEO of Visual Sciences. “We look forward to
bringing these two great teams together.”

The acquisition, which is expected to close in early to mid 2008, is subject to customary closing conditions, including approval of stockholders of both companies and regulatory approvals. The transaction will be accounted for under purchase accounting rules.

Web Analytics Costs

In my research for The Web Analytics Report, many web analytics managers found that determining web solutions costs to be like an iceberg…where the cost for the solution was only a fraction of the investment. In a recent article , I describe in some detail, the 8 elements you need to consider when fully pricing out your web analytics initiative. If you want to make sure you’re covering your bases when you submit your business case for funding, I invite you to read on…