Ensighten Acquires Anametrix to Optimize Marketing Actions with the Industry’s Most Comprehensive Mutichannel Data
Second Acquisition in Six Months Underscores Increased Company Momentum In Leading the Open Marketing Platform Movement
SAN JOSE, Calif., October 15, 2014: Ensighten, the leading global omni-channel data and tag management provider and company behind the Agile Marketing Platform, today announced it acquired Anametrix, the first cloud-based, award-winning multichannel marketing analytics platform. Anametrix enables marketers to unify and analyze data across paid, owned and earned media to optimize marketing decisions.
Ensighten’s leading open marketing platform is changing the way brands collect, own and act on data generated across the customer journey in real time. Anametrix adds the industry’s premier multichannel marketing analytics technology to the platform. Marketers will now have a much richer set of data and analytics, resulting in better insights from which to tailor consumer experiences, and optimize budget allocation and marketing mix decisions.
“I’m excited by Ensighten’s acquisition of Anametrix,” said DK Ray, Director, Digital Traffic, Analytics & Optimization at T-Mobile, an Ensighten customer. “The ability to easily run advanced analytics and modeling within Ensighten’s open marketing platform, and then use those insights to optimize advertising spend and drive real-time personalization is a huge competitive advantage.”
The combined entity unlocks the true power of customer data by bringing together dozens of digital and offline sources that have been historically siloed, including data from websites, mobile apps, social media, digital campaigns, CRM, reference sources (e.g., Nielsen) and internal systems. This approach enables brands to gain much better insights leading to improved optimization, personalization and action across all customer engagement channels.
Marketers will also benefit from the advanced analytics capabilities needed to drive intelligent, right-time actions based on the industry’s most comprehensive multichannel, cross-platform datasets. Fueled by advanced statistical models and predictive analytics on granular, multichannel data, Anametrix’s platform gives marketers a flexible decision-support solution boosting marketing initiatives to drive revenues and profitability.
“Ensighten and Anametrix share a common vision in delivering extremely open and flexible platforms, enabling enterprises to leverage the marketing solutions that suit them best,” said Bryan Eisenberg, online marketing pioneer and New York Times best-selling author. “This is in stark contrast to the major cloud-marketing incumbents which provide closed suites, reducing marketers’ ability to work with best-of-breed solutions and thereby yielding sub-optimal ROI.”
“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,” said Josh Manion, Ensighten founder and CEO. “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 personalized consumer experiences across the entire customer journey.”
With the acquisition of TagMan earlier this year, Ensighten has shown its dedication to building out its leading open marketing platform to meet the needs of marketers across all industry verticals. The acquisition of Anametrix underscores the company’s accelerating momentum as digital marketers race to extend the power of data-driven marketing.
“As an Ensighten partner for some time, it has become clear that our respective missions and culture are extremely well aligned,” said Pelin Thorogood, Anametrix President and CEO. “I’ve always believed that the value of the analytics and actions is bound by the quality and completeness of the data. I am thrilled that the combined entity will indeed deliver the industry’s most comprehensive datasets to enable our clients to drive highly relevant, personalized omni-channel experiences for consumers.”
Under the terms of the agreement, Ensighten acquired Anametrix’s multichannel marketing analytics platform to help accelerate the next generation of its open marketing platform. Anametrix has more than tripled its client base over the past year, and has won numerous industry accolades, including the Red Herring 100 for North America and the Gold Stevie Award for Best New Product in Media and Entertainment, both in 2014. A recognized leader in supporting Global 2000 marketers, Anametrix’s client base includes news and entertainment media, automotive and ecommerce direct marketing organizations, as well as interactive communications agencies. Anametrix customers, who will not need to make any changes as a result of the acquisition, will benefit from the added power of the Ensighten Agile Marketing Platform now available to them.