Marketo (NASDAQ: MKTO), a San Mateo, CA-based provider of a cloud-based marketing software platform for building and sustaining engaging customer relationships, acquired Insightera, a real-time personalization platform for websites and mobile applications.
According to reports, the transaction amounted to $20m ($6m in cash with the rest in shares).
Based in San Mateo, CA and Israel and led by CEO and co-founder Mickey Alon, Insightera is a real-time personalization platform that can identify visitors and customize their online and mobile experiences with personalized content to increase engagement and conversions. The platform includes capabilities for account-based marketing to target strategically important accounts with specific messages across channels, and predictive analytics to auto-engage customers with the most relevant content.
For Marketo, the acquisition adds real-time personalization capabilities. As part of the transaction, Insightera’s Israeli office will form the foundation of Marketo’s innovation center focused on big data and predictive analytics. Its solution will continue to be available for immediate purchase and Marketo will continue to support all current customers and capabilities, including the capability for Insightera to work independently of a marketing automation platform or with other marketing automation platforms.
FinSMEs
16/12/2013
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