Webtrends has acquired Transpond to enable marketers not only to measure and analyse their online performance but also create and manage applications that run across the web, social media and mobile devices.
Transpond’s software has been renamed Webtrends Apps and will be integrated into the firm’s existing tools for measuring, managing and analysing social media activity. Webtrends also sees the acquisition as complementary to its purchase of Widemile last year, which is now called Webtrends Optimizer and helps to enhance ‘landing’ or ‘lead capture’ pages.
Webtrends’ social media product manager Justin Kistner told OregonLive.com: "This is an important directional change for the company, which has been historically focused just on measurement."
The Portland, Oregon-based company hopes that the move will help it to differentiate itself from rivals such as Adobe’s Omniture and IBM’s Coremetrics. But it also anticipates that by acquiring a team of eight experienced social media developers, it should be able to exploit a gap in the market for Facebook applications in particular.
"We saw the gap between where users are spending their time and where marketers are spending their money," Kistner said.
The firm also intends to continue on its technology acquisition spree in order to broaden out its analytics portfolio and double its revenues within three years, he added.
Although the terms of the deal were not disclosed, Transpond’s employees will continue to work at its existing San Francisco office.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.