Privately held Sharp Analytics has been acquired by iCrossing Inc, a digital marketing agency, a swoop that signals the first consolidation in the nascent business intelligence software-as-a-service market.
Financial terms of the acquisition have not been disclosed.
Scottsdale, Arizona-based iCrossing will now offer Sharp’s subscription-based SharpView dashboard software as part of its digital marketing services, aimed at Fortune 500 online marketers, to provide marketing campaign analysis.
SharpView uses proprietary integration, modeling and analytics to pull together campaign results from multiple systems and analyze it against performance metrics.
After an initial system implementation fee Sharp charges customers on a monthly subscription basis to use and update its software.
Sharp Analytics is headquartered in Salt Lake City, Utah and also has offices in London, New York and Scottsdale. Marquee customers include P&G, Princess cruise Lines and HP.
The company will retain its brand and its staff will merge with iCrossing’s own analytics and performance division as part of a separate business unit based in Scottsdale. Sharp Analytics’ founder and CEO Chuck Sharp will head up the division and take charge of product development and marketing.
iCrossing was founded in 1998 and has 350 employees in the US and the UK.
This is the third acquisition iCrossing has made in the last six months. In February it acquired UK-based search agency SpannerWorks Ltd. And last November it acquired US search marketing firm NewGate Internet Inc to sharpen its focus on the retail sector.
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