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
As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.
In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.
Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...
Rowan
How a customer-led digital transformation has helped this CMO generate $6m in incremental business
An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...
Frederic
State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact
I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...
Tony Ahn
Salesforce announces customer data platform
Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...
Clyde Griffith
Forget customer experience, human experience is marketing's next frontier
Great tips for tops skills need to develop and stay competitive
Nick
The top skills needed to stay competitive in a rapidly changing workforce