Interwoven Advances Its Interactive Marketing Push

by Stephen Powers.

Interwoven has announced its acquisition of Optimost, a company offering Web site testing and optimization through a software-as-a-service model. Optimost enables organizations to use multivariable testing to identify combinations of Web content — such as ads, pricing, and layouts — that get the best response from site visitors (all the better to drive up those conversion rates).

This isn't Interwoven's first effort to appeal to marketers; earlier this year, the company announced a targeting management module that allows non-technical users to manage contextual experiences for Web site visitors. This latest acquisition plays nicely into the story of traditional WCM vendors offering features such as targeting, testing, and analytics that will differentiate them from the platform vendors, which tend to offer more limited functionality in those areas.

My colleague Suresh Vittal commented that this acquisition is just another step in the broader issue of increasing relevance and targeting. The question now is whether Interwoven will continue to add additional components of an online marketing suite, such as enhanced campaign management and Web analytics, in order to further differentiate themselves from their competition.

An interesting sidenote to all of this is that while large enterprises have yet to embrace SAAS as an option for main WCM functionality, it appears that traditional vendors are awakening to the fact that SAAS add-ons can nicely complement installed solutions.

Comments

re: Interwoven Advances Its Interactive Marketing Push

Stephen,It's great to see the on-site web optimisation niche getting noticed now that some of our competitors have been snapped up. Just as with the recent acquisitions of Touch Clarity then Offermatica by web analytics firm Omniture, I think this is the start of a trend for those in well established online markets taking new technologies under their wings in order to increase differentiation and customer retention. We will see this happening through a combination of strategic parnterships and acquisitions over the next 12 months to my view.Kind regards,Alasdair BaileySnr. Partnerships ManagerMaxymiser