MarketShare Tunes Into Data And Attribution, Acquires DataSong

MarketShare, a marketing analytics firm, on Wednesday announced it has acquired DataSong, a San Francisco-based analytics tech company, for an undisclosed sum.

DataSong counts major retailers such as Neiman Marcus, Williams-Sonoma, Pottery Barn and others as clients. Its technology focuses on multi-channel attribution and customer targeting. DataSong has 50 employees and pulls in an estimated $5 to $10 million in topline revenue.

Following the acquisition, MarketShare is launching a new analytics platform dubbed the MarketShare DecisionCloud (MDC), featuring data and technology from DataSong, including multi-channel attribution as well as ad-targeting and optimization options.

John Wallace, CEO of DataSong, asserted in a prepared statement that the MDC platform will allow marketers to more accurately analyze customer behavior and correlated marketing spend -- in real-time.



“For marketers, the future is about engaging with customers on a one-to-one basis,” stated Jon Vein, co-founder and CEO of MarketShare.

The DataSong acquisition is not the only move MarketShare is making to beef up its data insights. The company also says it has partnered with data powerhouses including Acxiom and LiveRamp. The company has also struck partnerships with Google, Twitter, Salesforce, Turner, SAP, J.D. Power, Amazon Web Services and more.

Last spring and summer, the marketing attribution space went through considerable consolidation, with Google acquiring Adometry, AOL buying Convertro and Rakuten Marketing purchasing DC Storm. AppNexus also acquired Alenty, a viewability measurement firm.

Wallace has been appointed chief growth officer of MarketShare, while Mike DeVries, president of DataSong, has been named head of business management.

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