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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in