The recently announced partnership between Omniture and comScore to provide richer digital audience measurement may just be more impactful for online marketers than the far more trumpeted Adobe acquisition of Omniture. Indeed, combining site-side web analytics with panel-based audience measurement.
As comScore CEO, Magid Abraham, said in announcing the partnership: "comScore and Omniture are working to provide the marketplace a much-needed solution for consistent Web-wide measurement. ... Thus helping to promote and accelerate the usage of digital marketing intelligence for delivering actionable business results"
The combined Omniture and comScore Media Metrix 360 platform will automate data integration and reconciliation, eliminating the need for multiple data collection methods and therefore provide quicker access to actionable data.