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03/30/2005 03:06 | by 29th March 2005
Google Inc. yesterday announced that it has agreed to acquire Urchin Software Corporation, a California based web analytics company.
According to Google, it plans to make these tools available to web site owners and marketers to better enable them to increase their advertising return on investment and make their web sites more effective. The acquisition is subject to customary closing conditions and is anticipated to close before the end of April.
Urchin is a web site analytics solution used by web site owners and marketers to better understand their users' experiences, optimize content and track marketing performance and is currently being used by MonsterCommerce, Accoona.com, Symantec Corporation and even the US House of Representatives, among others.
"We want to provide web site owners and marketers with the information they need to optimize their users' experience and generate a higher return-on-investment from their advertising spending," said Jonathan Rosenberg, vice president of product management, Google. "This technology will be a valuable addition to Google's suite of advertising and publishing products."
Although the financial terms of the deal were not officially disclosed, Google has reportedly paid $30 Million for the acquisition (via BattelleMedia) and fans have already started speculating whether the acquisition could be used to build a new outsourced service, using Urchin's On Demand technology, or to enhance existing Ad Sense publisher tools.
