Ensighten, a global omnichannel data and tag management provider, has acquired Anametrix, a cloud-based, multichannel marketing analytics platform. The news comes following Ensighten’s March 2014 purchase of tag management company TagMan.
The acquisition of Anametrix is positioned to help Ensighten build out its data-driven marketing offering, which initially enabled brands to collect, own and act on data generated across the customer journey. Organizations also will be able to unify and analyze data across paid, owned and earned media to make better marketing decisions. The solution will combine data from dozens of digital and offline sources, including web sites, mobile apps, social media, digital campaigns, CRM and internal systems.
“I’m excited by Ensighten’s acquisition of Anametrix,” said DK Ray, Director of Digital Traffic, Analytics and 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.”
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