CheetahMail, the e-mail marketing arm of database marketer Experian, bought Web site analytics firm Harvest Solutions, it was announced today.
The deal lets CheetahMail integrate its e-mail platform with Harvest's Web analysis and reporting software. Harvest Solutions' offerings now will be offered under the SiteClarity name either separately or bundled with CheetahMail's e-mail services.
“A lot of our customers are looking to buy this as a one-stop solution, and these are the two things — Web analytics and e-mail services — that customers logically can buy together,” said Matthew Seeley, president of CheetahMail, New York.
Terms of the deal were not announced. Nor were the clients who are using or plan to use SiteClarity with or without CheetahMail's e-mail services. The acquisition is part of the $2.5 billion Experian's strategy to buy complementary technology firms that add to the Schaumburg, IL-based database giant's offerings.
Harvest's purchase also keeps Experian and CheetahMail in line with market trends. An April 25 JupiterResearch report, “The ROI of E-Mail Relevance,” said 41 percent of marketers plan to use tools incorporating click-stream data into their e-mail marketing tactics in the next 12 months.
CheetahMail will offer SiteClarity as an ASP solution or in a software version. The Harvest Solutions staff will stay intact in its Los Angeles office. In fact, more people will be hired in that office.
Also, CheetahMail will continue to maintain partnerships with other Web site analytics firms like Coremetrics, Omniture and Digital River's Fireclick.
“We're agnostic if a certain e-mail client wants to work with a Web analytics vendor,” Seeley said. “We're happy to work with them.”
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
