Experian Acquires Web Analytics Company HitWise
In a somewhat surprising move, credit data provider Experian has acquired HitWise, the web analytics company for $240 Million.
HitWise are best known for their market share comparisons, showing visitors to various web properties. HitWise data are compiled directly from usage at ISP Network logs. They compete in the same space as companies like Alexa or Comscore.
At first glance, this seems like a strange acquisition. Experian's business is largely built around the compilation and delivery of credit data, both in the consumer and b2b space. While Tim O'Reilly argues that it's all data, I think there's a significant difference between the business models and market segments.
According to Experian CEO Don Robert, "We have been successfully repositioning our Marketing Solutions business to meet our clients' needs as they continue to switch more of their advertising spend online. Hitwise, which is a rapidly growing, successful business, brings new, unique data to Experian and complements the existing data, tools and expertise that we already offer to clients in other areas such as research services and email distribution."
The deal should give HitWise potential exposure to Experian's global markets, yet I don't see the synergy. Am I missing something? I'd welcome your insights in the comments.
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