Ensighten acquires Anametrix for marketing analytics boost

Acquisition is the second for the tag and data management provider in the past year

Tag and data management vendor, Ensighten, has acquired marketing analytics provider, Anametrix, as it looks to shore up a stronger position in the race to own marketing budgets.

In a statement, Ensighten said the purchase of Anametrix’s Agile Marketing Platform adds a new layer of analytics capability across its data tracking and customer insights offering. Financial terms were not disclosed.

Ensighten was established in 2009 initially to provide tag management systems, but as these capabilities become embedded into more integrated enterprise marketing cloud platforms, it has been working to try and grow its presence in the more lucrative data management solutions space. It has raised US$55 million in funding to date, and opened an Australian office in May.

Anametrix is its second recent acquisition; Ensighten also acquired its UK rival, Tagman, last December, doubling its customer base to more than 300 organisations globally and building a footprint in Europe and the UK.

Ensighten chief: CMO, CIO roles are getting closer, but technology tastes remain distinct

The vendor claims marketers will now have a richer set of data and analytics tools to drive better insights they can then use to tailor customer experiences, while optimising budget allocation across the online and offline marketing mix.

Anametrix’s customer base includes a host of global 2000 marketers and has tripled in the past year, the companies stated. Its suite spot industries include news and entertainment media, automotive and ecommerce direct marketing organisations.

“Infusing Anametrix’s expertise and technology into Ensighten’s open marketing platform provides marketers with the unique ability to derive powerful insights and act on them in real-time,” claimed Ensighten founder and CEO, Josh Manion.

“In a competitive environment, smart and timely actions make all the difference, and we’re proud to be leading the industry towards delivering more relevant and personalised consumer experiences across the entire customer journey.”

The companies insisted existing Anametrix customers will not be impacted or have to make any changes as a result of the acquisition.

Anametrix’s CEO and a former CMO, Pelin Thorogood, noted the two vendors had been partners for some time and were aligned both in terms of mission and culture.

“I’ve always believed that the value of the analytics and actions is bound by the quality and completeness of the data,” she stated. “I am thrilled that the combined entity will indeed deliver the industry’s most comprehensive datasets to enable our clients to drive highly relevant, personalised omni-channel experiences for consumers.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in