Deloitte acquires another martech agency

Consulting giant purchases Salesforce Marketing Cloud specialist firm out of Sydney, adding to its string of customer and martech related acquisitions list

Deloitte has picked up another digital firm, this time building out its marketing technology skills and capabilities around the Salesforce Marketing Cloud.

Sydney-based Cinder Australia has been working with Deloitte for several years and will now become part of the consulting giant’s Customer Behaviour team. Co-founder and CEO, Miguel Leone, along with COO, Daniel Tinter, will join as directors, working with consulting partner and practice lead, Steve Hallam.The agency has a total of nine staff.

The deal comes hot on the heels of Deloitte’s acquisition of Kid Neon, a virtual reality, 3D and spatial modelling group just a week ago. It’s also just a month after the consulting giant purchased The Explainers, a digital communication firm that had been working closely with Deloitte Digital as well as large Australian organisations such as Westpac, IAG, AMP and the Human Rights Commission on better communicating their brand stories to internal stakeholders.

Cinder’s area of focus is marketing software implementation and integration, and the group claims it’s undertaken more than 500 marketing technology platform integrations and migrations in its time. The team specialises around Salesforce’s marketing proposition, but has also built out several proprietary platforms to enhance the platform.

These include Snapshot, a recovery solution that enables automated backup of content, campaigns and configuration items, ApreCart, to integrate cart abandonment processes with the Marketing Cloud, and Mobius, a platform for customer data acquisition via SMS, QR codes or NFC at point of sale.

Deloitte said it plans to continue offering these solutions as well as expand the portfolio based on customer demand.

The addition of Cinder’s team and implementation capabilities significantly bolsters Deloitte’s Salesforce relationship, broadening out its martech expertise and vendor relationships. It’s also the third transaction relating to the customer practice in the past nine months.

According to Hallam, marketing optimisation and campaign management services are one of the fastest growing areas of customer transformation in the Australian market.

“The challenge and opportunity for businesses is to integrate multiple technology platforms in a way that provides a customer with a personalised and consistent experience across all channels, and enhances their propensity to complete transactions in an efficient way. Cinder does this better than anybody else in our experience,” he said.

“The marketing optimisation capability offered by Cinder expands the offerings of our Customer Behaviour practice and further strengthens our strategic alliance with Salesforce.”

Leone saw Deloitte’s breadth of expertise as giving his team the opportunity to transition from offering platform enablement to complete digital transformations.

“In the age of the customer it has become critical that organisations drive better outcomes from their marketing resources,” Tintner added. “We can’t wait to really push the boundaries on how technology can be further used to enhance marketing performance.”

Deloitte’s list of acquisitions around customer engagement, digital and marketing technology is sizeable, and also includes social analytics adviser, Digivizer, technology integration shop, SixTree, spatial design and customer experience group, MashUp, Oracle implementer, Dataweave, and cloud infrastructure advisory firm, Cloud Solutions Group.

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

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

Latest Podcast

More podcasts

Sign in