Merkle Buys IMPAQT for Analytics Boost

In the US, customer relationship marketing agency Merkle has acquired search marketing and web site optimization specialist IMPAQT, strengthening its analytics, database and digital marketing capabilities. Terms of the deal were not disclosed.

Two years ago, Merkle launched LogicLab, which combines elements of database marketing and 'traditional' market research, to help optimize ad purchasing decisions. Then last year, the firm acquired customer behaviour analytics specialist Metzner Schneider Associates.

Pittsburgh-based IMPAQT helps clients build brand awareness and top Internet rankings through search-based paid placement campaigns and organic web site optimization, as well as through social media marketing and data integration - it also offers consulting on online consumer behavior.

Merkle says the combination of IMPAQT's search services with its own CRM assets will provide a 'lens' into customer behavior that will allow brands to further optimize conversion, media measurement, keyword and bid strategy.

Merkle CEO David Williams says the merger unites the firms' mutual drive for 'innovation, entrepreneurialism, analytics and market leadership', while Richard Hagerty, his opposite number at IMPAQT, says the deal will define new relationships between CRM and search, in addition to expanding his company's analytics capabilities.

Merkle says it is currently evaluating other acquisitions in the digital creative, analytics, technology and strategy sectors.

Web site: www.merkleinc.com and www.impaqt.com .