Omniture's Q1 2008 financial results were as rosy as ever, and after listening to a year's worth of earning's calls, the transcripts are almost interchangeable...higher revenues, higher profit margins, more sales reps, more upselling of Genesis partner services.

Omniture's product strategy is focused on providing options and services on integrating web data to both marketing and offline data, the logical next step for web analytics that we discussed in the first edition of the Web Analytics Report.

Yet, how much of the potential marketplace for analytics is actually going down the integration path? Is your organization doing this? Or, does integration simply mean linking web analytics with Google AdWords?

Omniture is a bellwether company in the web analytics industry, but one trying to execute on the promise of web analytics integration in order to sustain its growth. Other vendors are following the same strategy. This could well become the final frontier for traditional web analytics vendors.

In a market that is now 13 years old, web analytics is no longer in its infancy. It may in fact be plateauing in features that are of real importance. Now we'll see if customers can finally catch up and use the data to drive web value.