Salt Lake City – Shantanu Narayen, CEO of Adobe Systems, spoke here today at the General Session of the Omniture Summit 2010 about the business rationale behind Adobe’s acquisition of Omniture late last year. A combination of internal use and external needs was behind the deal, he said.
“When I asked our marketing and sales departments what our customers were doing, it turned out that Omniture’s suite of products was providing us with the answers,” he explained. “Then I went on the road to talk to customers—Nike, Disney, MLB. We talked a lot about what they were doing and wanted to do with Adobe creative products, but I kept hearing that they also wanted to know more about what was happening online—they wanted the content creation to somehow be integrated with business information.”
Closing this loop was a main impetus behind the acquisition. “It was natural to bring the two companies together,” Narayen said. “It’s all about bringing together the art—Adobe—and science—Omniture—of digital business.”
Adobe’s CEO told the audience that he, too, sees big changes ahead, and that “engaging with the experience online” is the major theme. “Simple content is becoming content plus application,” he explained. “And it’s not just about the creation of the content anymore—it’s the creation and the optimization of that content, which will allow businesses to do more with the information they get.”
For more from the Omniture Summit, read:
“Josh James Opens Omniture Summit 2010 Declaring: ‘This Is The Decade Of The CMO’”
"Seth Godin Tells Omniture Summit Audience: ‘Be An Artist’"
