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Posted by Joseph Stanhope on June 17, 2011
Change is the only constant. This truism is one of the reasons why web intelligence is so much fun to cover at Forrester Research. Web analytics, site optimization, mobile measurement, and the online marketing suite are constantly evolving, which is not only fascinating but will - one would hope - lead to increasingly productive and relevant marketing.
The market moved again yesterday, as Hubspot announced the acquisition of Performable. You can read the official Hubspot announcement here and the matching Performable announcement here. I had the opportunity this morning to speak with Hubspot's Kirsten Knipp to learn more about the transaction. The terms of the transaction are undisclosed, but clearly Hubspot is feeling empowered in the wake of their recent funding round. The entire Performable team is staying on board, and it appears to be a very collegial meeting of the minds; Performable CEO David Cancel and Hubspot CTO Dharmesh Shah have known one another for several years.
This is a particularly interesting event to me; I have known the Performable team since the early days of the company. I met them due to their original focus on optimization (you may recall that I spent the bulk of 2010 researching online testing), but Performable's emergence from landing-page testing to a full-fledged analytics platform has been fascinating to watch. First and foremost, I'd like to offer the Performable team a hearty congratulations and best wishes for the future. Understandably, the joint Performable-Hubspot team has a lot of details to work out as they work toward a combined product by the end of 2011 or early 2012, but the mutual benefits are straightforward:
And there is more to come, as Hubspot apparently has big plans: CEO Brian Halligan noted in the Performable announcement that "This acquisition is just the first in a series of partnerships, acquisitions and other announcements you can expect to see from us in the coming months."
So then, what have Hubspot and Performable taught us this week?
It will be interesting to see where Hubspot goes and to what degree they can move toward an enterprise-class solution. Again, I offer my congratulations to the Performable and Hubspot teams.
What do you think? How will this resonate with marketers? Does this put pressure on traditional marketing and analytics vendors? Who will make the next move?
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