Data-science firm could strengthen Clearspring's position in the marketing analytics field.
Social sharing company Clearspring has acquired XGraph, a data-science firm that could strengthen Clearspring's position in the marketing analytics field.
By combining Clearspring's social reach with XGraph's capacity for data mining, Clearspring hopes to offer clients deeper, richer data on who their consumers are, what they are doing online and who their friends are. As social and retail sites increasingly intersect, advertisers are placing a growing premium on consumer information they can use to refine their targeting.
The move comes just one month after Clearspring installed former Yahoo Right Media boss Ramsey McGrory as CEO.
“Clearspring is at the epicenter of two major shifts online - the web becoming social and personal, and advertising becoming data-driven and accountable," said McGrory in a press release. "The common thread in both changes is data. To compete in this new world, companies will not only need the ability to access and process big data, but also have the ability to activate that data to create value for consumers, publishers and advertisers."
Clearspring is best known for its "Add This" social sharing tool, which allows users to share content with friends across 300-plus sites and social networks. Prior to the acquisition, the company comprised about 70 people between its Mclean, V.A. and New York offices. XGraph, which will continue to operate under its own name, brings 15 people to the combined company.
Clearspring did not disclose what it paid for XGraph, only that it was a mix of cash and stock. The acquisition comes just six months after Clearspring closed a $20 million round of funding. Last year, XGraph raised $3.75 million.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT