Adobe to bolster Marketing Cloud analytics with Digital Analytix acquisition

Deal is one of two marketing data and analytics acquisitions made in the US last week

Adobe has acquired the assets of ComScore’s Web analytics business, Digital Analytix, in a bid to further the analytics capabilities of its Marketing Cloud. The deal was one of two marketing analytics purchases announced in the US last week.

In a separate deal on the same day, US marketing data and analytics company, Neustar, announced a US$450 million deal to buy fell marketing analytics player, MarketShare Partners.

For its part, Adobe is buying the technology assets and customer accounts of the Digital Analytix business and will add these to the Adobe Analytics unit of Marketing Cloud. The deal is expected to close in December and was announced in ComScore’s third-quarter results. Financial terms were not disclosed.

The deal is reflective of ComScore’s plan to narrow its focus on the media industry measurement space to better compete with Nielsen, and comes as the group is set to merge with fellow player, Rentrak.

According to its website, Digital Analytix provides a range of enterprise analytics capabilities including multi-platform and live audience segmentation, campaign, ecommerce measurement and reporting, and video and application measurement. The tool was launched by ComScore in 2011.

In a blog post, Adobe VP of Social and Analytics, Bill Ingram, said the vendor would work to ensure Digital Analytix customers experience a smooth transition, and will still be able to access the products, services and support teams they currently use. Adobe will also honour all existing contracts and customers will retain access to comScore account managers.

Digital Analytix was labelled a ‘visionary’ vendor in Gartner’s first Magic Quadrant for Digital Marketing Analytics report in September for providing a range of digital marketing analytics offerings including data collection, ingestion, analysis and segmentation, multi-touch attribution, market research and competitive benchmarking.

Strengths included the ability to integrate digital analytics data with survey-based market research conducted by ComScore, as well as product integration with data management platforms (DMPs) and demand-side platforms (DSPs). In contrast, weaknesses include a dated user interface and lack of intuitive data visualisation capabilities, as well as predictive analytics support and data modelling.

US-based marketing services firm, Neustar, meanwhile, is acquiring MarketShare Partners, a marketing analytics technology vendor whose offering taps into sales, marketing, macroeconomic and proprietary data to help CMOs improve attribution and reporting capabilities. Its clients include MasterCard, Intel and Twitter.

In a statement, the company said acquiring MarketShare will expand Neustar’s leadership in marketing services with a data-driven solution that enables marketing leaders to plan, optimise and allocate online and offline marketing budgets and resources using data.

“This transaction advances our growth strategy in the rapidly evolving $19 billion marketing data and analytics market and strengthens our position as a leading information services company,” said Lisa Hook, president and CEO of Neustar.

“Combining Neustar’s leadership in authoritative identity, audience targeting and segmentation, and real-time media measurement with MarketShare’s market-leading technology and predictive analytics will enable CMOs to look across their entire business – from planning to execution, online and offline – to get a comprehensive and accurate reading of what is driving their sales. This will enable them to make more precise allocation decisions to achieve better returns on their investments.”

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

Adobe has acquired the assets of ComScore’s Web analytics business, Digital Analytix, in a bid to further the analytics capabilities of its Marketing Cloud.

Under the deal, Adobe is buying the technology assets and customer accounts of the Digital Analytix business and will add these to the Adobe Analytics unit of Marketing Cloud.

The deal is expected to close in December and was announced in ComScore’s third-quarter results. Financial terms were not disclosed. The deal is reflective of ComScore’s plan to narrow its focus on the media industry measurement space to better compete with Nielsen, and comes as the group is set to merge with fellow player, Rentrak.

According to its website, Digital Analytix provides a range of enterprise analytics capabilities including multi-platform and live audience segmentation, campaign, ecommerce measurement and reporting, and video and application measurement. The tool was launched by ComScore in 2011.

In a blog post, Adobe VP of Social and Analytics, Bill Ingram, said the vendor would work to ensure Digital Analytix customers experience a smooth transition, and will still be able to access the products, services and support teams they currently use. Adobe will also honour all existing contracts and customers will retain access to comScore account managers.

Digital Analytix was labelled a ‘visionary’ vendor in Gartner’s first Magic Quadrant for Digital Marketing Analytics report in September for providing a range of digital marketing analytics offerings including data collection, ingestion, analysis and segmentation, multi-touch attribution, market research and competitive benchmarking.

Strengths included the ability to integrate digital analytics data with survey-based market research conducted by ComScore, as well as product integration with data management platforms (DMPs) and demand-side platforms (DSPs).

In contrast, weaknesses include a dated user interface and lack of intuitive data visualisation capabilities, as well as predictive analytics support and data modelling.

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

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

Conversations over a cuppa with CMO: Jeremy Nicholas, Telstra CMO

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now. In our first episode, we catch up with Telstra chief marketing officer, Jeremy Nicholas, on how he's helping the telco navigate the crisis and meet customer demand.

More Videos

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

The gear change required for business during COVID-19

The current world pandemic, COVID-19, and its tragic effects has created different and challenging situations for nearly every business. Every business sector is affected differently, depending on the nature of what your place in the world, creating the most unique situation most of us have ever and will ever experience during our professional lives.

Katja Forbes

Managing director of Designit, Australia and New Zealand

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Sign in