That’s right, I’m throwing it out there… after IBM’s acquisition of Unica, Coremetrics AND Tealeaf back in May, the logic next purchase that will help them get closer to completing their Smarter Commerce Initiative would be Boston-based, bootstrapped and privately owned Sitespect.
True, true, this won’t be an Actual Insights blog post that you have come to expect, but I really need to get this off my chest. As an avid fan of tools, especially for user research and hypothesis testing, I have to admit that Sitespect is a unique piece of work.
Like always, I really need to share my thoughts on this, and more importantly, I am interested in hearing what your thoughts are. Or maybe we should get a quote from Eric J. Hansen of Sitespect
But, getting back to business and like Jerry Doyle said:
“I call it like I see it. I don’t hold back when it comes to being candid on the hot issues.”
The story so far
I might not have the right qualifications to properly predict such an event or even write about it, but when we look back at recent moves by IBM and the missing ‘testing’ element in their portfolio, my money is on Boston-based Sitespect. So let’s have a quick look at what has happened in the last few years:
August 2nd, 2010 IBM acquires Coremetrics. This is what the press release said:
Coremetrics’ offerings are a new addition to IBM’s investments in business analytics that will allow IBM to deliver powerful new intelligence tools into client’s business processes.
August 13th, 2010 IBM acquires Unica. According to the press release:
Unica will expand IBM’s ability to help organizations analyze and predict customer preferences and develop more targeted marketing campaigns
December 22, 2011 Tealeaf acquires Overstat. Rebecca Ward, Chairman and Chief Executive Officer of Tealeaf, had this to say:
“The acquisition of Overstat enables Tealeaf to extend our capabilities by adding even more context about the user experience, so that any company with an online presence can take action to optimize their sites and applications and drive significant business outcomes. We are excited to both broaden our value proposition and to extend that value to new markets and delivery models.”
May 2nd, 2011 IBM [to] acquire[s] Tealeaf.
The pieces of the puzzle are slowly coming together. And let’s face it. Sitespect’s technical solution, or at least setup, for testing online is similar to Tealeaf. For one, they both offer self hosted and cloud solutions, and second, they both focus on enterprise size environments.
Sitespect just isn’t your (although very well respected) Visual Website Optimizer or even Google Analytics Content Experiments type solution. Omniture’s and Webtrends’ solution don’t even come close either. Definitely not run of the mill, so I am convinced that IBM is looking into them already.
Now, although I have heard of Sitespect’s AMPS product, I didn’t want to dive into that too deep since I am not fully a grips with it yet. It could however offer a potential added reason for focusing on Sitespect, especially since web performance is such a hot topic these days.
Reading the signs
They’re all there. On the partner page on the Sitespect website you can clearly see that the predominant partners, Unica, Coremetrics and Tealeaf… all IBM companies now. So, as far as integration is concerned, it’s in the bag.
Now, what is missing from IBM’s Smarter Commerce portfolio? Let’s check the platform list (from an ecommerce, conversion optimization perspective of course)
- Digital Marketing = Unica
- Digital Analytics = Coremetrics
- Customer Experience Management = Tealeaf
- Usability/Testing = ….
Oh, and don’t forget Tealeaf’s acquisition of Overstat prior to being acquired (intended acquisition, yes I know) by IBM? Here is what Tealeaf had to say on that matter:
“The acquisition of Overstat’s unique technology — including visual heatmaps and insightful form analytics — will extend Tealeaf’s industry-leading Customer Experience Management offerings and power new products and services that will address a range of emerging customer experience needs for companies doing business online and on mobile devices.”
*BOOM* As you can see, you don’t need to be a mathematical whiz kid to do this equation. What do you guys think? [answer in the comments please]
If Sitespect was a publicly traded company, I would know which stock to buy.
While I am at it… let me throw this one out there too… Baynote.