Making Science, a European company that has experience with privacy regulations, will enter the U.S. market with the acquisition of 360 Conversion Analytics.
Jose Antonio Martínez Aguilar, CEO at Making Science, joined the company in 2016 with the goal of ensuring a presence for the company in the top 20 advertising markets within the first five years.
The acquisition gives Making Science optimization and analytics expertise and puts feet on the ground in the U.S. -- “the biggest market in the world,” he said. “We’ve been looking around for companies to acquire, and finally found one that fits.”
Making Science, which is based in Spain, has spent years building privacy into its platform, giving it a head start in the U.S.
“We’ve done a lot of work during the past 24 months to prepare databases, contact lists for clients, and things around third-party cookies to support all the changes around Apple, Google, and Facebook,” Martínez said.
The acquisition of 360 Conversion Analytics adds to its presence in the UK, France, Italy, Thailand, Italy, Colombia, and Mexico, among others countries. It adds 25 consultants based in Florida, New York, and San Francisco.
The name 360 Conversion Analytics will change to Making Science and become the combined company’s U.S. subsidiary with a focus on data and conversion rate optimization (CRO). Nicolas Visiers Würth, founder and CEO of 360 Conversion Analytics, will remain with the company.
Martínez, who is based in Madrid, spent nine years at Google working in various roles such as managing director of Google Portugal and managing director of agencies at Google Spain.
The Making Science tech platform, Gauss AI, supports first-party data and CRM data into the Google or the Facebook marketing platforms to improve the results of campaigns.
This acquisition continues the company’s international expansion and strengthens its global position as experts in data and technology. The announcement comes after recent expansion to the UK with the acquisition of Nara Media, to Italy with the acquisition of Omniaweb, and to France with the acquisition of Celsius.
Making Science is supported by about 440 employees, most of whom are software engineers and scientists, and competes with companies like Jellyfish, and MightyHive in Europe. Among the company it calls clients are L'Oréal and Lamborghini.
Market segments include banking, finance, insurance, ecommerce, luxury, travel, and others. The addition of 360 Conversion Analytics brings in clients such as Royal Caribbean, Celebrity, Orbitz, and HBO.