Digital River acquires analytics provider Fireclick
Digital River Inc., known for its e-commerce platform services for software publishers, is adding web analytics to its mix and reaching out to the retail industry with its $7.5 million acquisition of Mountain View, CA-based Fireclick Inc., whose analysis tools are used by some 300 online retailers.
“We’re providing an end-to-end solution that runs the online store, based on Digital River’s legacy of running online software stores, but that also looks at what’s happening in the store,” says Dave Alampi, vice president of product management and marketing for Digital River, based in Minneapolis. Digital River claims a customer base of 35,000 companies, 80% of them software publishers. Customers include Staples.com, Motorola Inc. and H&R Block.
By acquiring Fireclick and integrating the two companies’ technologies, Digital River expects to expand its reach among retailers by enticing them with a turnkey e-commerce platform that has built-in web site and marketing campaign analysis tools. The expanded services will include real-time and historical click-stream analysis, marketing campaign analysis, merchandising reports and comparisons to other online businesses. “If a customer uses Digital River to run their online store and conduct transactions, we can help make sure they do it well,” Alampi says. “With Fireclick’s technology integrated with Digital River’s in one comprehensive e-commerce platform, we’ll help our customers better understand how different marketing channels, including e-mail campaigns and keyword search campaigns, produce revenue.”
Fireclick will continue to operate out of its base in Mountain View, CA, as a Digital River subsidiary, headed by Fireclick president and CEO Ram Srinivasan. Its customers include the retail web sites of Gap Inc., Ann Taylor Stores Corp. and Jos. A Bank Clothiers Inc.
Digital River will offer its new platform integrated with Fireclick’s technology at prices ranging from about $3,000 to more than $20,000 per month, Alampi says. He adds that Digital River will operate under terms including a mixture of revenue-sharing and fees based on the number of a web site’s monthly page views.
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