Business intelligence software producer Market Track has acquired InfoScout, a US-based consumer analytics app developer backed by customer data provider Dunnhumby, for an undisclosed cash and stock amount.
InfoScout has developed a range of apps that together track and engage with a wide field of American shoppers, giving it detailed information on the nature and drive behind their purchasing.
Market Track, which was acquired by investment firm Vista Equity Partners in April this year, will add InfoScout’s omnichannel marketing and pricing technology to hard sales results for businesses making use of its own services.
Dennis Moore, Market Track’s CEO, said: “Market Track is accelerating progress toward its vision of delivering best-in-class, unified competitive business intelligence. We have a well-established foundation of providing insight into the marketing mix elements that influence where, when and how consumers shop.
“Through partnering with InfoScout, we can link our rich business intelligence and insights with true sales impacts for virtually all categories purchased in-store and online.”
InfoScout had raised $21.4m in VC funding. Dunnhumby’s investment arm Dunnhumby Ventures joined Bain Capital Ventures and Founder Collective for a $5m round in 2013, before Bain Capital Ventures, Horizon Partners and MHS Capital added $16m the following year.