August 11, 2011, 2:29 PM

Webtrends buys a web analytics provider

The acquisition of Reinvigorate gives Webtrends more real-time analytics capabilities.

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Web analytics firm Webtrends Inc. said this week it had bought Reinvigorate, another analytics firm. Webtrends did not say how much it paid for Reinvigorate, which was owned by Media Temple Ventures.

Webtrends already offers analytics services for mobile and web channels, as well as social media. The company says the acquisition will enable it to add real-time analytics capabilities, and offer more data visualization technology that can help digital marketers understand how online consumers arrive at purchases; such tools include heat maps that measure web traffic that show the portions of web pages that consumers look at.

"As the leader in unified analytics, we are always evaluating the market to ensure we are providing our clients with the most comprehensive and robust product offering available," says Alex Yoder, CEO of Webtrends. "With the acquisition of Reinvigorate, and the addition of real-time analytics capabilities to our portfolio, we are once again leading the pack in breadth of product.”

Webtrends says it will continue to offer Reinvigorate services to the acquired company’s existing clients.

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