14th Feb: http://www.omniture.com/touchclarity

It appears Omniture is into some serious acquisitions for 2007. Following on from January’s announcement to purchase the Danish web analytics company Instadia, they now acquire Touch Clarity for $51.5m USD plus stock.

Touch Clarity provide perdictive real time web analytics. Essentially the tool looks at what behaviour a visitor is exhibiting on your web site, then changes the content of the site to suit what ‘it’ thinks the visitor would like to see next.

So for example, Touch Clarity may be able to predict if a visitor is male or female based on the real-time pageview behaviour. If so, it could instruct the back-end CMS to change the contents of a navigation menu, update a ‘view related articles’ list or display different advertisements. All clever stuff.

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