Mapp Buys Customer Intelligence Software Firm Webtrekk

US-headquartered digital marketing solutions provider Mapp is to acquire German software developer Webtrekk. Terms of the deal have not been disclosed.

Webtrekk's tools help companies connect, analyze and activate user and marketing data across all devices. The firm is headquartered in Berlin, with additional offices in Italy and Spain. Mapp plans to maintain Webtrekk's the Berlin office to strengthen its presence in the region, and says Webtrekk's expertise in analytics, customer intelligence, dashboards, machine learning, and AI perfectly complement its own digital marketing platform, Mapp Cloud.

The expanded platform will be capable of delivering end-to-end personalized customer experiences powered by advanced analytics, with users able to pool customer data, analyse behavior with machine learning and engage customers with targeted content across all channels. Steve Warren, CEO of Mapp, says that Webtrekk completes his company's vision for how marketers can effectively transform data into insights, and insights into action.

Christian Sauer, founder of Webtrekk, adds: 'Pairing our customer intelligence and analytics with Mapp's marketing execution through an integrated platform empowers marketers to deliver a more personalized experience to their customers. With ISO-accredited data centers in Germany and a customer acquisition solution driven by first-party data, Mapp is the perfect partner for us'.

Web sites: www.mapp.com and www.webtrekk.com .