Omniture acquires Instadia

OREM — Omniture Inc. said Thursday it has acquired a Danish Web analytics company in a move it said doubles its European customer base.

Omniture, which provides online business software, did not disclose the purchase price for Instadia but said the move brings it 200 customers, with many from the automotive and telecommunications industries.

Orem-based Omniture gains more than 30 Instadia employees for its Europe, Middle East and Africa client services, sales and marketing teams.

On its Web site, Omniture said its customers and operations are focused in the United Kingdom, France and Germany, while Instadia's focus is in Denmark, Sweden and Germany. It said it has high market penetration in travel, retail, media and hospitality, while Instadia has high penetration in automotive, manufacturing, banking and insurance.

More than 200 companies are using its Instadia ClientStep, representing more than 3,000 Web sites throughout Denmark, Germany, Sweden and the United Kingdom. Omniture said it will continue to support ClientStep.

"This expansion fits squarely into one of the tenets of our overall acquisition strategy and, we believe, makes Omniture the ideal choice for European companies looking to optimize their online business," Josh James, chief executive officer and co-founder of Omniture, said in a prepared statement.

Anders Jorgensen, Instadia's CEO and co-founder, will continue to help build the business for Omniture in Europe. Instadia's Copenhagen office will become the hub for Omniture's northern European operations.

Omniture said it would provide more details about the transaction when it announces fiscal fourth-quarter financial results Feb. 8.

Omniture stock fell 92 cents, or 6 percent, to close at $14.39 per share Thursday on Nasdaq. In the past year, the price has ranged from $5.60 to $16.05.