Tag Archives: analytics

Content Targeting and Optimization: CMS vs. Analytics Solutions

Many CMS vendors have been busy incorporating richer targeting functionality into their CMS product. For example, Interwoven acquired Optimost and also incorporates targeting capabilities in its LiveSite product, Sitecore is coming with an Online Marketing Suite , Tridion has its Unified Online Marketing Suite and Fatwire has had targeting capabilities for a long time. At the same time, analytics vendors are now in the same market, with Omniture offering Test & Target, Google offering Website Optimizer , and yesterday Webtrends announcing they are acquiring Widemile.
Obviously, CMS vendors need to move beyond basic content management. Offering targeting capabilities is very attractive, as it is an area where CMS vendors can claim direct results and clear ROI, justifying the investment companies make in buying their products…

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