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

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in