Covario buys NetConcepts

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Search marketing service and software company Covario has acquired fellow search marketing firm NetConcepts.

Russ Mann, CEO of Covario, said his company made the acquisition, which was finalized January 8, to improve offerings by integrating the technologies of the two brands.

“Our software is more about analytics and reporting services that make recommendations, but clients couldn't make improvements [based on analytics] themselves,” he said. Financial terms of the deal were not disclosed.

NetConcepts clients that currently use its GravityStream technology include Cabela's and Ann Taylor.

Both companies will operate under the Covario brand, headquartered in San Diego. The teams will also be integrated, with no layoffs planned, Mann added.

“Search is the most critical part of the online marketing mix…at the end of the day it's the true voice of the majority of customers,” he said. “When people search, they're expressing what they want right then. Search covers the whole spectrum and is scalable and easily deployable.”

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