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

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in