Cloud marketing provider Ensighten has acquired the marketing analytics firm Anametrix. Financial terms of the deal were not immediately disclosed.
Ensighten is best known for its Agile Marketing Platform (AMP), which the company says enables enterprises to optimize user experiences with one-to-one personalization. According to the company, it simplifies analytics and A/B testing with a single web interface to manage all third-party tags and the collection of data for analytics purposes. Ensighten clients include United Airlines, Sony Electronics and US Bank.
By combining AMP with Anametrix’s multichannel marketing analytics technology, Ensighten said it will be able to offer marketers access to a much richer set of data and analytics, resulting in better insights.
"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 statement. "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."
In February, Ensighten acquired former competitor and digital tag management provider TagMan. The UK-based firm gave Ensighten access to roughly 400 of its high-profile clients and bolstered the company’s efforts to grow on a global scale.
That acquisition and the goal to scale likely led to Ensighten’s recent opening of an office in Sydney, Australia. At the time, Ensighten said the new location was an effort to tap into the area’s competitive ecosystem.
"As an Ensighten partner for sometime, it has become clear that our respective missions and culture are extremely well aligned," said Pelin Thorogood, Anametrix President and CEO, in a statement. "I’ve always believed that the value of the analytics and actions is bound by the quality and completeness of the data."