Here we are again. As we approach Labor Day, less than three weeks after IBM announced its agreement to acquire Unica (see my blog post with Suresh Vittal here), comScore announced yesterday that it has acquired the venerable European Web analytics vendor Nedstat.
Total cash and stock consideration for the purchase is valued at approximately $36.7 million USD. Additionally, nearly the entire Nedstat staff, numbering about 120, will stay on at comScore.
Official information is available through comScore, the comScore corporate blog, and the regulatory filing for those of you who are financially minded. I also had the opportunity to speak with comScore CEO and co-founder Magid Abraham, who generously took time out of a very hectic day for a call.
The acquisition is predicated on the following benefits:
Geographic expansion. Nedstat provides an established European presence from which to serve current and prospective comScore clients in the region.
Product enhancement. comScore will enhance its Unified Digital Measurement (UDM) platform with Nedstat technology.
Deeper client relationships. The opportunity to upsell comScore’s existing client base with new and expanded product offerings.
Last week I hit a major personal milestone. My first report as a Forrester analyst went live!
As thrilling as this is for me, I hope it will be even more exciting for Customer Intelligence professionals.
The report is titled How Web Analytics will Emerge As A Cornerstone of Customer Intelligence, and is based on the premise that the web is the common demoninator for customer experiences and that this information can be harnessed and subsequently applied throughout the enteprise. This report outlines the future trajectory of Web analytics technology and gives CI professionals pragmatic advice about how to use that technology as a foundational component for customer intelligence that fuels multichannel marketing effectiveness.
Marketers today have a dizzying array of online and offline touchpoints at their disposal, but without a doubt all roads lead through the Web. For most organizations, Web sites, microsites, landing pages, communities, and other interactive properties are mission-critical for acquiring, retaining, and nurturing customers and other target audiences. By definition this reality makes the Web one of the most crucial sources of insight for Customer Intelligence (CI) professionals. To put that insight into action, firms must leverage Web analytics beyond isolated Web site marketing and operations to feed analysis, decision support, and execution for the entire marketing function.
I believe that Web analytics will extend beyond the Web site in two phases.
First - Web analytics platforms will cement their position as the nucleus of online measurement by continuing their current diversification efforts to extend beyond core Web analytics capabilities.