Yahoo Inc. has announced that it has entered into a definitive agreement to acquire substantially all of the assets of Tensa Kft., more commonly known as IndexTools, a leading provider of Web analytics software for online marketing. The acquisition includes IndexTools’ Web analytics business and technology as well as its Tensa R&D Kft. subsidiary. Upon completion of the acquisition, the addition of the IndexTools’ assets is intended to expand Yahoo!’s powerful set of services designed to maximize its clients’ online marketing efforts.
“Yahoo believes that the ability to generate the most valuable and relevant insights is essential to seizing market opportunities and creating successful campaigns,” said Bassel Ojjeh, senior vice president and head of Yahoo!’s Strategic Data Solutions group. “We expect that the IndexTools’ technology platform will provide our customers the opportunity to more quickly uncover and act on these insights, enhancing Yahoo!’s status as a partner of choice in online marketing and the must buy for the world’s advertisers.”
The acquired technology is expected to extend Yahoo!’s current analytics offerings by adding capabilities to deliver relevant insights and metrics for online campaigns that run across the entire Yahoo! network. Following the acquisition, the first group of customers to benefit from these enhanced tools will be more than 150,000 small-to-medium businesses marketing on the Web with Yahoo!. Additional capabilities enabling third-party developers to monitor and optimize the traffic performance of their applications are expected to follow throughout the year following the acquisition.
“At the IndexTools group, we have developed a large base of global customers by delivering a reliable, scalable and comprehensive platform for monitoring and analyzing sophisticated marketing campaigns,” said Marton Szoke, Managing Director of Tensa. “Our commitment to generating the most important insights, and placing them at our customers’ fingertips, makes the IndexTools platform a wonderful match with Yahoo! and we are thrilled to have this opportunity to help advance online advertising as part of one of the world’s leading brands.”
“The passionate and talented engineers at IndexTools have built a powerful analytics solution and just as importantly, their focus on delighting customers with the features and tools they truly need to excel is an excellent fit with Yahoo!,” said Ojjeh. “We’re excited and looking forward to welcoming these engineers to Yahoo!’s own deep engineering team.”
IndexTools offers a scalable analytics platform for companies’ online marketing activity in each phase of the customer lifecycle. With IndexTools Web Analytics and Bid Management, businesses gain accurate, insightful and timely intelligence about the effectiveness of their online marketing.