Accenture acquires customer analytics company
19/05/2010
Retail-sector software assets from CadenceQuest to strengthen Accenture Interactive’s digital, marketing and merchandising capabilities.

Fuente:  www.consultant-news.com   Fecha:  19.05.2010

Accenture acquires customer analytics company

Accenture has entered into an agreement to acquire assets from CadenceQuest, Inc., a privately-held Arlington, Va.-based company that specializes in customer data and analytics for the retail sector.

The proposed acquisition of the retail sector software assets of CadenceQuest, Inc. would expand the suite of digital, marketing analytics, retail marketing and merchandising solutions and platforms offered by Accenture Interactive, which was launched in September 2009. Accenture Interactive helps companies develop industry-leading digital marketing capabilities, enhance the development and management of their websites and online marketing, and optimize their online and offline marketing investments to more effectively interact with and influence the behavior of targeted consumer segments.

The CadenceQuest deal also is intended to help Accenture Interactive achieve its vision of becoming the premier provider of marketing technology and related services in its field.

CadenceQuest’s Customer Insight software platform is a self-service analytical platform that allows retail decision makers to perform analyses on high-targeted customer segments, which enables them to gain deep insight about their customers and their behaviors. CadenceQuest’s capabilities, in combination with Accenture Interactive data mining, analytics and business intelligence capabilities, would enhance the delivery of on-demand, real-time customer insights that can be used to support the development and execution of customer loyalty, merchandising and marketplace strategies.

For instance, one retail customer has deployed a CadenceQuest solution that can deliver actionable, real-time business intelligence to its merchants, marketers and vendors about its more than 50 million rewards customers, enabling them to more effectively target the right promotion to the right customer at the right time to create a lift in sales. The solution also extended the retailer’s ability to deliver real-time customer insights to its manufacturing partners through an insights portal. More than 50 major manufacturers, representing more than 250 leading national brands, use this data to gain competitive advantage.

By combining CadenceQuest’s marketing, consulting and technology delivery capabilities with Accenture’s global infrastructure, Accenture Interactive plans to market the CadenceQuest Customer Insight solution to retailers and traditionally non-retail companies that migrate to a “retailization” model*. Additionally, with these capabilities, Accenture Interactive expects to be able to help companies create more precisely targeted marketing messages that respond to customer needs and support merchandising activities.

“CadenceQuest’s Customer Insight software platform and its delivery capabilities combined with Accenture Interactive’s predictive demand analytics and industry-leading digital search and intelligent web solutions will deliver a comprehensive consumer-centric marketing capability that is otherwise unavailable in the customer insights and loyalty industry,” said Tim Breene, Accenture senior managing director of strategic initiatives and chief executive of Accenture Interactive. “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 analytics capabilities that are the linchpin to a company’s ability to satisfy customers and grow their business.”

CadenceQuest is an established provider of retail marketing analytics services in North America. Following the acquisition, Accenture Interactive will expand the reach of these services into new geographies, beginning in Asia, the U.K. and continental Europe.

“We’re excited to have found a new home for these business assets within Accenture Interactive, given its global reach and cross-industry knowledge,” said Bob Ghafouri, chief executive officer of CadenceQuest, Inc. “The combination of Accenture Interactive’s capabilities and our on-demand customer analytics platform will enable the world’s leading retailers to translate valuable customer knowledge into highly profitable retail marketing programs.”

The acquisition is subject to customary closing conditions, and is expected to close within 30 days.


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