Why I Like Adobe’s Purchase of Omniture

Ok, I know the folks at Adobe (yeah the Photoshop people) and Omniture (web analytics and optimization geeks) have been waiting for me to pronounce on their deal.  After mulling it over a bit, I’ve decided that it is good.

Judging from the twitter chatter, some found it perplexing.  And apparently the market didn’t much like it either.

I like it because it recognizes that the creation of web content should be done hand in hand with activities like Search Engine Optimization (SEO) and Search Engine Marketing (SEM) and the tools used to the analyze and measure the effectiveness of a web-site.  In today’s world, there are those who create websites and those who do SEO and SEM – and they are often blissfully unaware of each other.  That’s unfortunate given that the whole point of a website is to engage people and accomplish some commercial goal.

For a long time, the technical hurdles associated with the mechanics of creating a website have dominated the equation.  But that continues to get easier – as it should.  So rather than focus on the mechanics, you can naturally expect people to start thinking more about how to use a website as a truly effective tool.  Which should lead you to think about how you are going to structure and evaluate the content.

So, I can see Adobe creating entire new classes of tools where the very way you think about and create web pages becomes much more oriented towards optimizing and measuring the content.  For example, you might have a tool where the first thing you do for a new page is define the ‘objective’ for it (i.e. this page is intended to get people to register for the site).   From this objective you would then have tools that would advise you on ‘best practices’ for achieving it.  You would design the page from the get go to evaluate several alternatives.  The code needed to manage this would just disappear in to the woodwork.  The tools required to manage the revision of various content elements are part of the tool-set.

And there is potentially a very nice network effect.  The more people use your tools to create pages and analyze them the more data you (can potentially) collect on what works and what doesn’t.  This means you can do a better job of pro-actively advising people on what they should and shouldn’t do.  This allows the creative people to spend more time exploring new things that might work rather than wasting their time on things that are pretty unlikely to work.

Think of it as ‘objective driven design’.  I’m gonna let Adobe use that phrase if they like.

Of course, all that’s easy when you say it fast.  And difficult to execute in practice.  And I’ve glossed over at least one really important point.  What one means by an ‘effective’ web-site is a moving target.  Changes like social media and real-time media – not to mention changes in what people expect or want – mean that the very definition of ‘well designed’ is always shifting.

But that just makes it an interesting problem worth tackling.  Time will tell.

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