Digital River Buys Fireclick for $7.5M

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Digital River Inc., a provider of outsourced e-commerce services, announced the acquisition yesterday of Fireclick Inc., a Web analytics service with clients like AnnTaylor, Guess, RadioShack, Skechers, Patagonia, Venus Swimwear and Lillian Vernon.


Digital River, Minneapolis, paid $7.5 million in cash. Also, the Fireclick team is eligible for an earn-out based on the acquirer achieving revenue and profitability targets traced to the acquisition.


Fireclick's tools offer real-time and historical click-stream analysis, path and campaign analysis, detailed merchandising reports and results comparisons to other online marketers. Users also can measure daily comparisons of online traffic, conversions, orders, revenue, abandons and site performance.


The Fireclick service will be delivered as a fully integrated part of Digital River's e-commerce platform. Users also can buy its services on a standalone basis, with service out of the Fireclick base in Mountain View, CA.


The 10-year-old Digital River outsources, builds and manages online businesses for 35,000 companies worldwide. Its e-commerce suite incorporates site development and hosting, order management, fraud prevention, site merchandising, reporting and analytics, product fulfillment and multilingual customer service.


Digital River clients include H&R Block, Motorola, Staples.com, Symantec, 3M, Autodesk, ACT and Novell.


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