NEWS10 August 2010

Webtrends acquires online and mobile app developer Transpond

M&A North America

US— WebTrends has bought online and mobile app developer Transpond in a move that marks the web analytics firm’s first major foray outside the measurement space.

Transpond’s development platform allows for the creation of branded apps that integrate content from sources like YouTube or Twitter; poll or quiz apps that encourage user engagement; and conversion apps that could take the form of store coupons, song cards or virtual gifts.

Integration with Webtrends’ analytics tools means user interaction with Transpond’s apps – now known as Webtrends Apps – can be measured and reported.

The company said: “Webtrends Apps… moves the company firmly into the ‘create and deliver’ space of the digital marketing world.”

“Over the past 18 months we have provided marketers a host of new measurement, segmentation and optimisation technologies,” said CEO Alex Yoder (pictured). “Transpond is the next step in our vision to empower modern marketers. Our customers can create, measure, improve, and manage marketing content across all digital properties.”