Experian Group Ltd., the credit bureau and database marketing services firm, will acquire Web research agency Hitwise for $240 million.
New York-based Hitwise accumulates and analyzes Internet usage data and uses that analysis to target the interactive marketing efforts of its 1200 clients. The Hitwise platform collects data on keyword searches, page views and other information for about 25 million consumers through agreements with Internet service providers.
Companies can use the data to benchmark their Web performance against competitors and the industry standard in market share, time on site per visitor, and visitor profiles. Advertisers can use the data to optimize online search marketing and ad delivery.
Dublin-based Experian gathers and offers consumer behavior and preference data to help advertisers target campaigns. The company’s Marketing Solutions division includes Experian Marketing Services, e-mail agency CheetahMail, and Simmons Market Research.
Earlier this month Experian issued a warning about weakness in some of its business units due to a downturn in the subprime lending market. The affected units included its credit-checking business both in the U.S. and in the U.K., and its American interactive division, which includes LowerMyBills.com, a Web site that lets consumers shop for loan rates and financial services.
On April 3, Rival Web-tracking firm comScore filed for an initial public offering and reportedly anticipates raising $85 million from its stock issue.
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