Incubeta Buys Australian Firm Panalysis

Digital marketing group Incubeta has acquired Sydney, Australia-based web analytics and marketing optimisation specialist Panalysis, for an undisclosed sum.

Founded by Rod Jacka (pictured) in 2001, Panalysis works with clients to create and apply measurement frameworks, data management strategies and monitoring solutions. The firm was Google's first analytics partner in Australia, and continues to help clients manage their Google Analytics implementation.

The addition of Panalysis will expand Incubeta's portfolio of services, which includes helping advertisers tackle projects such as in-housing, dynamic creative, data activation, one-to-one marketing, and industry-specific segmentation modelling. Lars Lehne, Incubeta Group CEO, comments: 'I'm excited for Incubeta to expand its existing business in Australia, and the acquisition of Panalysis will only bring us closer to our customers and contribute to our recognition as digital marketing experts'.

Web sites: www.incubeta.com and www.panalysis.com .