MetrixLab Buys CRM Metrix

European online consumer researcher MetrixLab has acquired digital marketing analytics specialist CRM Metrix, which operates from offices in Paris and New York. Terms of the transaction were not disclosed.

CRM Metrix offers a full range of performance measurement solutions for web sites - including tools for online ad campaigns, e-mail CRM programs, social media, online sponsorships and micro sites.

The company will now be integrated into MetrixLab's E-Business Performance Research group, which will be led by MextrixLab's Business Unit Director Thomas Marteijn and CRM Metrix's founder Dr Laurent Florès.

MetrixLab CEO Han de Groot says clients will be able to measure performance of their digital media assets on a global basis by combining his firm's e-business performance research tools with CRM Metrix's proprietary tools. The acquisition also adds to MetrixLab's existing operations in Rotterdam, New York, Seattle, London, Paris, Hamburg and Madrid.

de Groot adds: 'Performance measurement of digital media investments is increasingly becoming a core component of marketing research. These powerful trends are what make our acquisition of CRM Metrix significant, and we will continue to invest in the development of advanced online tools and methodologies to measure digital media experience and impact.'

Florès adds: 'Together we become the largest independent specialist in digital marketing research with well over EUR 30m in annual revenues. By joining forces with MetrixLab, we see the opportunity for CRM Metrix to advance its leadership in digital marketing research and offer clients worldwide expertise in measuring performance of digital media investment.'

Web sites: www.metrixlab.com and www.crmmetrix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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