Accenture acquires SaaS customer analytics firm

The management consultancy launched its Accenture Interactive unit in September 2009. It intends to acquire CadenceQuest’s retail software assets in order to add its self-service platform, which enables users to analyse the behaviour of high-value customer segments, to its existing suite of marketing analytics, retail marketing and merchandising offerings.

Tim Breene, Accenture’s senior managing director of strategic initiatives and Accenture Interactive’s chief executive, said: “Bringing these assets into the Accenture Interactive fold will expand our services and help our clients develop a clearer understanding of their customers’ preferences by applying the advanced marketing capabilities that are the linchpin to the company’s ability to satisfy customers and grow their business.”

CadenceQuest has so far only operated in North America, but Accenture now intends to make its offerings available in the UK, Europe and Asia. The goal is to sell CadenceQuest’s Customer Insight platform to retailers as well as non-retailers that are adopting a so-called retailization model.

The term ‘retailization’ refers to those organisations in sectors such as banking and hospitality that are attempting to adopt a retail-like approach in the way that they engage with their customers in order to get closer to them.