Oracle's Purchase of Webtrends' Analytics Business Means Employees to Transfer in Coming Months

Oracle announced its purchase of Webtrends' Infinity last month without disclosing the purchase price. It did not buy Webtrends' other products and services, which will stay with what remains of the Portland company.

by Mike Rogoway, The Oregonian, Portland, Ore. / April 5, 2017
Oracle CEO Mark Hurd twitter/oracle

(TNS) -- More than a third of the employees at the Portland online analytics business Webtrends will go to work for Oracle over the next several months, after the Silicon Valley company acquired one of Webtrends' flagship products.

Webtrends launched its Infinity technology early last year, representing a major push into a new generation of "big data" analytics software to help corporations track online activity. Webtrends pitched it as a more robust alternative to competitive products, such as Google Analytics.

A pioneer in the online analytics business during the dot-com era, Webtrends is now a relatively small player in a market led by brand-name technology companies including Google, Adobe and Oracle. So Kathy Stromberg, Webtrends' marketing vice president, said Infinity could be more productive in the hands of one of those larger companies.

"We certainly don't have the suite of products that big companies have," she said.

Oracle announced its purchase of Webtrends' Infinity last month without disclosing the purchase price. It did not buy Webtrends' other products and services, which will stay with what remains of the Portland company.

Webtrends had fewer than 200 employees in Portland before the Infinity sale, according to Stromberg. She said "a little less than half" of those workers will go to work at Oracle's office in downtown Portland in the coming months.

Oracle declined comment. The company has a Portland office on Southwest Fifth Avenue.

Webtrends, founded in 1993, is owned by a California private equity firm called Francisco Partners. Once among Portland's largest tech companies, former Webtrends employees have gone on to key roles at many of the city's younger technology businesses.

Webtrends itself, though, has struggled to keep up as bigger companies consolidated the analytics industry.

While Webtrends has parted with one of its key products, Stromberg said it will continue to operate as a smaller company. It also provides testing software, search and social marketing services, and a specialized analytics tool for Microsoft's SharePoint technology.

"That business will continue," she says.

©2017 The Oregonian (Portland, Ore.) Distributed by Tribune Content Agency, LLC.


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