• by Ray Schultz , May 1, 2019

Mapp, a provider of cloud-based digital marketing tools, will acquire Webtrekk, a German firm that specializes in marketing analytics and customer intelligence software, the firm has announced. Terms were not disclosed.

The deal is expected to close in the second quarter of this year, subject to regulatory clearances and other normal conditions.

Mapp is a provider of cloud-based marketing automation capabilities through which brands can use email and SMS in cross-channel campaigns.

Webtrekk offers cross-channel reporting, AI-enabled intelligence and scoring and a focus on first-party data.

San Diego-based Mapp will maintain Webtrekk's Berlin headquarters to strengthen its own presence in the region. It will continue the Webtrekk brand name with a new logo.

The integrated platform will enable marketers to centrally pool their data and analyze customer behavior with machine learning, according to Mapp.

The goal is help brands “deliver a more personalized experience to their customers,” states Christian Sauer, founder of Webtrekk.

Sauer adds that “with ISO-accredited data centers in Germany and a customer acquisition solution driven by first-party data," Mapp is the ideal partner for the firm.

Mapp recently launched an email marketing platform designed for agencies -- Mapp Empower -- which has contributed to a 21% increase in new agency customers across the U.S., Italy, France, Bulgaria, Denmark and the UK, the company said in its Q1 report in April. 

Mapp also offers Mapp Cloud, a digital marketing tool that combines customer acquisition and engagement into one platform.

Mapp CEO Steve Warren states that marketers “need to leverage strong customer intelligence, machine learning, and artificial intelligence capabilities.”