Experian Acquires Hitwise for $240M

April 19th, 2007 at 12:00 am

Latest news from e-Consultancy says that Experian has acquired the company HitWise for $240 million in cash.

HitWise is an enterprise tool that provides market research and competitive intelligence.  The main importance of HitWise is their Search Intelligence tool which is best described in their own words.

"Using proprietary technology, HitWise reports on nearly a million websites each day and sells this information to companies who market their services online. The data allows companies to benchmark their websites against competitors in terms of visitor market share, visitor profiles and time spent on sites. It also helps companies to determine which are the best websites on which to advertise, which search engines drive traffic to their sites and which key words are most effective."

Basically, HitWise is THE tool to gather intelligence that helps businesses make decision that make them millions.  Obviously, the acquisition gives Experian the tool to conduct market research and collect competitive intelligence even better than Google and Yahoo put together.

According to Experian, the reason for acquiring HitWise strengthens their position in the Marketing Solutions industry since according to them, "Companies are increasingly shifting from mass marketing through established media, such as direct mail, to more targeted marketing through many more channels, including email, Internet and mobile devices. Through its expertise in website monitoring, HitWise extends the range of marketing services that Experian can offer its clients."

QAS (address verification)CheetahMail (Email analytics), PriceGrabber (Shopping Comparison), AffiliateFuel (Ad Network) and  Lower My Bills (Lead Generation) are some of the properties of Experian.  Of course HitWise is the latest addition.

It seems that with this acquisition, the acquisition of another search intelligence tool, ValueClick by Yahoo or Microsoft or the Internet Advertising Network (owners of Ask.com) might be at hand especially since Google already announced that it will acquire DoubleClick for $3.1 Billion.