Marketing data is where the marketing money appears to be, so it’s where marketing software investments occur. At least, that’s what happened in the eight marketing technology (MarTech) deals from Jan. 3 to 8 that are recorded by PitchBook, a Seattle-based M&A, private equity and venture capital database.
Environics Analytics (EA) of Toronto acquired parts of Nielsen Canada. Oracle bought AddThis for $150 million. Both deals may be notable to data software vendors and the industry, as a whole. Two smaller ones are further down in the bullet points below.
“EA will assume delivery of Spectra consumer targeting products and services as part of its marketing and data analytics offerings,” reads the Jan. 6 announcement by EA about Nielsen. “With the agreement, EA and Nielsen will work together in providing an expanded range of data-driven services to meet client needs.”
Oracle gains AddThis, which “uses social data to create tools that enable publishers and brands to weave a more personal and social Web,” according to PitchBook.
Here’s PitchBook’s rundown of the eight MarTech deals:
- EA acquired specific assets from Nielsen Canada for an undisclosed amount on Jan. 6. “Select assets are related to the provision of Spectra products and services. The assets [help] clients identify consumer targets for marketing and retail channel development.”
- AddThis agreed to a $150 million sale. On Jan. 5, Oracle announced the deal with this headline: “Oracle Buys AddThis, Strengthens Oracle's Data-as-a-Service Offering.” Oracle calls the AddThis strengths, “publisher personalization, audience insight and activation tools that [power] 15 million websites and [enable] unmatched audience segment quality, scale and insight.”
- With Salesforce Ventures among its investors, Pierry Software is the second deal on this list so far that’s categorized as involving “an undisclosed amount” of money. “The company specializes in digital creative for email, Web and mobile and provides customized design for companies to improve their brand identity. The “venture funding from MDC Partners and Salesforce Ventures on Jan. 7, 2016, … will enable the company to grow its capabilities and consulting services to new clients globally.”
- Before getting those Salesforce dollars, Pierry acquired the lone service provider on this list, C.TRAC, which “provides interactive marketing, database management and related support services. It also provides digital, mobile, online and website marketing services. … The company was acquired by Pierry Software for an undisclosed amount on Jan. 5.”
- Oinio, previously known as ITBconsult, provides cloud-based CRM and marketing automation services in Germany. Capgemini acquired it for an undisclosed amount on Jan. 5.
- BlueShift, formerly known as Spiff Labs, is a CRM services provider with a “platform enabling digital marketers to create personalized, triggered messaging based on user actions and user attributes. … The company raised $8 million of Series A venture funding from lead investor Storm Ventures on January 5, 2016, putting the company's pre-money valuation at $23.06 million. Nexus Venture Partners also participated also participated. The company will use the funding to accelerate sales and marketing and to continue building out its proprietary Interaction Graph platform.”
- Offerpop, formerly known as Doodlebop, provides a “Web-based social marketing platform. The company enables businesses to run promotions, offers and contests through social media websites. … The company raised $7 million of venture funding from undisclosed investors on Jan. 4, 2016.”
- Stickshift “develops Cloud-based marketing technology for in-store product merchandising and for brand[s] and retailer[s] to drive mobile engagement in-store. … The company raised $100,000 of bridge financing from undisclosed investors on Jan. 4, 2016.”
What other deals should marketers note?
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