Online marketing intelligence for £120 million - Hitwise

Experian announced on Thursday that it is close to acquiring Hitwise, an online Marketing intelligence firm. Hitwise helps their clients to monitor the performance of their websites compared to the performance of competitor sites and from that data help maximize their Online Marketing spend. If the acquisition goes ahead the deal, subject to regulatory approval, will fetch approximately £120 million. “Over the last 10 years, Hitwise has developed a truly unique digital intelligence service that helps inform the online marketing strategies of 1,200 clients around the world every day. We will now be able to accelerate Hitwise’s growth and profitability through access to Experian’s wider pool of data, tools and clients, while more quickly expanding our global footprint.” said Andrew Walsh, CEO of Hitwise. Why £120m for Hitwise? Founded in February 1997, Hitwise collects information from ISPs on 25 million Internet consumers and how they use the Internet in the US, UK, and some other countries. Hitwise reports on nearly a million websites each day and sells this information to companies who market their services online. Clients benchmarking their website’s search marketing performance against competitors in terms of visitors and market share, profiles of users and time spent on websites. This data becomes helpful when clients look for the right sites to place adverts on other websites. Hitwise’s clients include Google, HSBC, AXA, eBay, IKEA, and MTV. Source: Direct Traffic

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