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Alterian Buy Strengthens Online Behaviour Measurement
In the UK Alterian, a provider of analytics and marketing software, has acquired web content management firm Mediasurface, to enhance its services for the measurement of online customer behaviour. The cash and share deal is valued at £18.1m.
Alterian says the purchase will allow it to incorporate web site analytics into its Marketing Services Platform, which provides marketers with insight into their data, and the tools to use this to execute integrated marketing strategies across both online and offline channels.
'The increased channels available to a modern marketer have led to a huge increase in the volumes of customer data generated,' explained Alterian CEO David Eldridge. 'To understand this data, and your customers, you need superior analytics. We are confident the acquisition will provide powerful web content management capability linked to analytics of all of an organisation's marketing data.'
While the new company will trade as Alterian, it will continue to invest in and support Mediasurface products, including the flagship Morello and Immediacy tools, which will become key components of the Alterian Marketing Services Platform.
Eldridge says that North America is a particularly important market for his firm, which will be extending the distribution of Mediasurface products in the region.
The purchase will double Alterian's number of employees to approximately 300 worldwide, based in teams in Los Angeles and Bangalore, as well as in the UK.
Web sites: www.alterian.com and www.mediasurface.com .
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