Web analytics company Omniture is planning to buy Touch Clarity, a site personalization firm, for up to $51.5 million. The purchase is intended to allow Omniture’s customers to better automate their site personalization efforts. Touch Clarity uses real-time predictive modeling, data mining and machine learning to track online customer actions, enabling sites to provide content and offers targeted to their past purchasing habits. Utah-based Omniture expects the transaction to be completed before the end of the first quarter.
In terms of optimizing the personalization features for its clients, Omniture hopes that by bringing in London-based Touch Clarity it can provide a more accurate measure of consumer behavior, ClickZ noted.  Touch Clarity will bring in major clients such as AOL, British Telecom, Lloyds TSB, Barclays and Alliance Leicester.
More details in the release.