As many of you have already heard, the next big web analytics consolidation purchase took place on Tuesday with the announcement that Yahoo! has picked up the industry respected IndexTools.
This is very exciting news for me because I have first hand knowledge of the IndexTools product and I support Yahoo's current web analytics products.
A few years ago I worked for an SEM agency in San Diego called EngineReady (http://www.engineready.com/). By the time I got there, EngineReady had already made the smart move of partnering with IndexTools so they could take advantage of IndexTools' web analytics product and include it as part of their SEM consulting services. I say "smart move" because EngineReady was one of the early SEM agencies to understand the value that web analytics had on helping online (pay-per-click) advertisers' improve their CPA and ROAS goals.
As part of the EngineReady/IndexTools partnership, my role was to help IndexTools improve their US presence (and increase revenue of course) by selling and supporting the IndexTools product. At times it was an easy product to sell because it had many of the similar features that you would find in WebSideStory's HBX product and Omniture's SiteCatalyst product...at a huge fraction of the cost! Other times it was a difficult product to sell because it didn't have the big brand name and more "well known" clients using it like HBX or SiteCatalyst did.
But I'm hear to say now that nearly EVERYBODY knows who IndexTools is! So congratulations to the IndexTools team for continuing to not only build great products but to continue to build that brand name. They've come a long way in 3-4 years since I worked there!
With that said, Yahoo has big plans for the IndexTools products. There are many different properties across the Yahoo network where the IndexTools products will help to play a large role in supporting the millions of Yahoo users around the world.
I already have some great ideas and I can't wait to start working with the IndexTools team to build those ideas out!