MarketTools and CRM Metrix Brands Absorbed

Netherlands-based online research and marketing analytics firm MetrixLab has fully integrated MarketTools and CRM Metrix into its global network, and announced that all fifteen offices in the US, Europe, and Asia will now operate under the MetrixLab brand name.

In 2012, MetrixLab acquired San Francisco-based MR software and services firm MarketTools from TPG Growth, which had bought the firm the previous December in a deal with DIY software firm SurveyMonkey. A year earlier, Metrix Lab acquired Paris-based digital marketing analytics specialist CRM Metrix, which offers a full range of web site performance measurement solutions.

Han De Groot (pictured), MetrixLab CEO, comments: 'We have continued to proudly use the CRM Metrix and MarketTools names over the past several years because of the long heritage in France and the US respectively. Now it is time to look forward.'

Along with the re-brand, MetrixLab will continue its move away from reliance on survey data to integrating 'always on' social media data, enterprise data (from CRM and ERP systems), geospatial data, and data 'scraped' from the public web domain (such as competitive product and pricing data).

Web site: www.metrixlab.com .