Analytics firm Webtrends has acquired testing and optimization services company Widemile, as announced this afternoon in a blog post by Webtrends. Webtrends provides analytics on customer activity online to big name companies such as Microsoft, Virgin Atlantic, ShopNBC and McAfee. The financial details of the deal were not disclosed.
What Webtrends is getting from Widemile is technology that boosts their ability to do multivariate testing and optimization based on real-time analytics. By integrating additional testing and optimization into their services, Webtrends is fast becoming a top outlet for businesses looking to do comprehensive analysis of their online presence.
“We have had a new leadership team in place since about August of last year…with the full team together we have built out our strategy and that provided the impetus for this move,” said Webtrends VP of Marketing Jascha Kaykas-Wolff in a phone conversation with ReadWriteWeb. Widemile is a Seattle-based company and its roughly two dozen employees will stay on there. Most of the couple hundred Webtrends employees are located in Portland, Oregon.
Other companies that offer multivariate testing and optimization include Omniture and Accenture. But “Widemile, in our opinion, serves the needs of the market best,” said Kaykas, who said that the self-service model with professional services on the side was a good fit with the way Webtrends operates.
