MarketShare Acquires DataSong
The acquisition brings together two marketing analytics firms.
Posted Apr 1, 2015
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MarketShare, a provider of advanced marketing analytics software, has purchased DataSong, a San Francisc-based analytics technology company with deep retail sector expertise in multichannel attribution and customer targeting. Financial terms of the deal were not disclosed.

In concert with the DataSong purchase, MarketShare also unveiled its new MarketShare DecisionCloud (MDC) software platform, a marketing analytics control center that unifies, simplifies, and automates the decision-making process, from planning to customer-level execution. DataSong's technology and capabilities will be integrated with MarketShare DecisionCloud. This includes optimization, multichannel attribution, scenario planning, advanced targeting and customer-centric capabilities.

"This acquisition is a game-changing move for the marketplace and makes perfect sense," said Jon Vein, co-founder and CEO of MarketShare, in a statement. "For marketers, the future is about engaging with customers on a one-to-one basis. Adding DataSong's technology and expertise in this area to MarketShare's category-leading platform takes actionable analytics to a whole new level for our clients worldwide."

The DataSong purchase expands MarketShare's retail sector footprint across the globe. DataSong's 50 employees will join the MarketShare team, adding to the combined company's global workforce in nine offices worldwide.

"MarketShare is unifying several key marketing analytics technologies in a single platform," said John Wallace, CEO of DataSong, in a statement. "With our combined capabilities, simultaneously analyzing customer behavior and the marketing spent on them can be done more accurately than ever before. Together we enable advertisers to create more meaningful customer engagement."

"Combined with MarketShare's latest product enhancements, scientific leadership, and outside partnerships, this deal is a huge win for CMOs seeking complete, interconnected analytics capabilities in one place," said Ivan Markman, chief operations officer at MarketShare, in a statement. "DataSong has long been an innovator in the industry. Integrating the best of their products and technologies with MarketShare DecisionCloud creates a product suite that far outdistances anything else in the marketplace."

In addition to acquiring DataSong and launching its new MDC platform, MarketShare is aggressively building its portfolio of strategic partnerships, linking up with major industry players such as Acxiom, J.D. Power, Twitter, Salesforce, Turner, SAP, Google, Amazon Web Services, LiveRamp, and others. These partnerships with media companies, big data providers, and technology firms help MarketShare provide its clients with actionable insight across the entire customer journey, including all online and offline channels as well as non-marketing factors that influence sales.

As part of the acquisition, Wallace will become MarketShare's chief growth officer. Mike DeVries, DataSong's president, will become MarketShare's head of business management. Other members of the DataSong team will assume key operational, technology and business development roles in the combined organization.

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