Digital experience insights platform Contentsquare announced today that it is buying experience analytics firm Clicktale.
The companies said this new combined entity, under the Contentsquare name, will now have about 600 enterprise clients worldwide and will be five times larger than any competitor in the experience analytics space. Contentsquare’s clients include Walmart, Sephora and AccorHotels, while Clicktale’s list of customers include Dell, T-Mobile and RBS.
The acquisition comes a week after Contentsquare announced its acquisition of Paris-based pricing optimizer Pricing Assistant. With that purchase, Contentsquare said it will be able to better show retailers how pricing factors into customer behavior.
Both Contentsquare and Clicktale provide a detailed understanding of user behavior on desktop and mobile web sites, and in mobile apps. The results are KPIs, benchmarks and recommendations on ways to improve sales, user actions, revenue and brand loyalty, which can activate experiences in more than 50 marketing tech integrated tools.
Contentsquare founder/CEO Jonathan Cherki told ClickZ via email that, while both companies are focused on behavioral data science to increase conversion and competitive advantages, they have taken complementary paths toward those goals.
Contentsquare, he said, is “very strong in retail, luxury, automotive and travel, and our leadership is well-known in Europe.” Cherki said the emphasis has been on uncovering “unseen opportunities, such as how to customize the digital experience based on the [visitor’s audience segment or referral source.]”
On the other hand, he said, Clicktale has focused on retail, financial services, telco and tech companies, and “has a longer history in North America and Asia.” Cherki added that the company is “best known for helping brands diagnose and resolve friction, such as when you notice a steep drop off in conversion when launching a new promotion.”
The combined entity will be able to glean insights and benchmarks from about nine trillion interactions daily, he said. The companies say their platforms will be integrated and released as a single experience analytics platform later this year.
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