It's hard to find too many holes in the reasoning behind Adobe's agreement to buy Omniture. This combination should be particularly positive for companies that are customers of both firms, most likely in marketing departments or in sectors like media and advertising where creative tools and web analaytics are high up on infrastructure spending lists.

Adobe might be overegging things by suggesting that it will develop "an integrated workflow ... with optimisation capabilities embedded in the creation tools" when there was nothing to stop it knitting links without spending $1.8bn on the company, but combining these two pillars of digital endeavour will bring the more prosaic advantage of having one cheque to sign and one throat to choke.

Adobe and Omniture lead the way in their sectors and make sense as a pair. CIOs and CMOs will doubtless be licking their lips at the opportunity to get some discounts for buying a bundled package of Creative Suite and analytics.