Digital marketing tag management provider Ensighten scooped up a marketing analytics company in an deal that gives Ensighten integrated data collection, real time personalization and marketing analytics. 

Ensighten, based in San Jose, Calif., announced today that it bought San Diego's Anametrix and its cloud-based multichannel marketing analytics platform.

It's another way five-year-old Ensighten tries to compete with the big marketing cloud players. When the company acquire rival TagMan in March, Ensighten CEO Josh Manion said the company is gunning for the Adobe Marketing Cloud. It "provides marketers with the unique ability to derive powerful insights and act on them in real time,” Manion said in a statement.

“In a competitive environment smart and timely actions make all the difference, and we’re proud to be leading the industry towards delivering more relevant and personalized consumer experiences across the entire customer journey,” the company boasted.

Practicing What it Preaches

Tag management providers are of the ilk that marketers can build their own marketing cloud through the tag management technology, which makes integration seamless, they say. It applies tags —  HTML and JavaScript snippets — to web-based technologies.

It was discussed often in the CMSWire/Tealium webinar, "Build versus Buy Your Marketing Cloud," yesterday. Tealium is a tag management provider, too, and an Ensighten competitor.

This is what Ensighten itself is doing this year with its acquisitions -- building on its marketing stack. Officials say the Anametrix acquisition brings together digital and offline sources that are siloed, including data from websites, mobile apps, social media, digital campaigns, CRM, reference sources (e.g., Nielsen) and internal systems. 

Pelin Thorogood, Anametrix president and CEO, noted the two companies have been partners previously.

“I’ve always believed that the value of the analytics and actions is bound by the quality and completeness of the data," Thorogood said. The combined entity will deliver the industry’s "most comprehensive datasets to enable our clients to drive highly relevant, personalized omni-channel experiences for consumers,” he claimed.