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Ensighten acquires analytics platform Anametrix to unite offline and online data

Tag management platform Ensighten is following Oracle, IBM and Salesforce by making a big data play of its own.

Ensighten announced today that it will acquire Anametrix, a multi-channel marketing analytics company that will bolster the data gathering capabilities of its Agile Marketing Platform.

With the addition of Anametrix, users of Ensighten’s open platform will be able to pull in customer interaction data not just from the website, social and mobile channels, but also CRM platforms, point-of-sales, and call centers.

“All of the data can be collected across every touch point and funneled back into a unified, 360 degree view of the customer directly in Anametrix,” says Ensighten CEO Josh Manion. “A data science team can then use all that information to create a customized offer that resonates directly with that customer.”

In terms of competition, especially from the aforementioned enterprise tech giants, Manion says the biggest advantage Anametrix gives marketers is the ability not just to receive data but to take action proactively.

“A lot of people in the analytics space focus on past data, with a rear-view,” says Manion. “We’ve made a significant investment in predictive analytics which gives marketers the ability to immediately take action on the data.”

Anametrix will continue to be offered as a standalone platform, while parts of it will be incorporated into the analytics portion of Ensighten’s Agile Marketing Platform, Manion says.

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