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Connexity Acquires Clickstream Data Collection Firm Hitwise, from Experian.

MANews-(C)2009-2015

15 December 2015 - US-based digital marketing company Connexity, Inc. has acquired Hitwise, a specialist in large-scale online clickstream data collection and consumer behavioral analytics, the company said.

Hitwise will operate as a division within Connexity.

The company said its audience-based insights into consumer online behavioral trends bolsters Connexity's offering to marketers, agencies and publishersa[euro]"giving them an unmatched ability to understand, reach and acquire their target customer.

Hitwise's recently-launched audience segmentation and behavioral analytics platform, AudienceView, provides companies with a comprehensive view of demographic and psychographic enriched behavioral insights on their target consumers, including visibility into behavior patterns by device type, such as mobile phones.

Once fully integrated with Connexity, retailers could, for example, use AudienceView to compare the demographics, preferences and web behavior of customers that shop at their physical stores, to the customers that shop online, and then use that data to rethink their ad creative, update their media planning and then execute a campaign from the same interface.

In a simultaneous transaction, Connexity's private equity parent, Symphony Technology Group, acquired Experian's Simmons division, the publisher of the National Consumer Study, a world-class syndicated consumer research database in the US.

Simmons and Hitwise operate currently under the combined entity called Experian Consumer Insights. The two business lines will continue to operate as a combined entity, though Connexity and Symphony will seek to separate the two properties over the course of 2016.

Terms of the two transactions in aggregate were USD 47m plus a further potential amount of up to USD 5m based on an earn out.

Hitwise helps digital marketers, publishers and agencies to understand, acquire and retain profitable customer segments by providing online consumer behavior, search marketing and competitive insights.

Connexity, Inc., formerly Shopzilla, Inc., is headquartered in Los Angeles and operates in the United States, the United Kingdom, France, Germany, and Italy. It is owned by Symphony Technology Group.

Country: USA

Sector: Advertising/PR

Target: Hitwise

Buyer: Connexity, Inc

Vendor: Experian

Deal size in USD: 47m

Type: LBO

Financing: Cash

Status: Closed

Buyer advisor: , ,

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Publication:M & A Navigator
Date:Dec 15, 2015
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