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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in