E-mail marketing company Responsys Inc. has acquired NetAcumen, a technology company that analyzes customers’ Web site behavior, said George S. Wiedemann, president and CEO of Responsys.
Terms of the deal were not disclosed.
The purchase gives Responsys more data to tailor subsequent e-mail broadcasts. Responsys specializes in interactive customer relationship management.
By joining and optimizing Web site and e-mail data, companies can “apply their online intelligence investment to extremely customized and high-ROI digital dialogues with their customers,” said a Responsys statement.
“The reason a lot of [similar] products fail is they are based on anonymous visitors,” Wiedemann said. The NetAcumen technology tracks and analyzes the behavior of existing customers, who have opted in to receive e-mail.
NetAcumen is moving from Burlingame, CA to Palo Alto, where Responsys is located.
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