Accenture has entered into an agreement to acquire assets from CadenceQuest, a privately-held Arlington, Va.-based company that specialises in customer data and analytics for the retail sector.
The company said that the proposed acquisition of the retail sector software assets of CadenceQuest would expand the suite of digital, marketing analytics, retail marketing and merchandising offerings and platforms delivered by Accenture Interactive, which was launched in September 2009.
Accenture Interactive helps companies develop digital marketing capabilities, enhance the development and management of their websites and online marketing, and optimise their online and offline marketing investments to effectively interact with and influence the behaviour of targeted consumer segments.
CadenceQuest’s capabilities, in combination with Accenture Interactive data mining, analytics and business intelligence capabilities, would enhance the delivery of on-demand, real-time customer insights that can be used to support the development and execution of customer loyalty, merchandising and marketplace strategies, the companies said.
By combining CadenceQuest’s marketing, consulting and technology delivery capabilities with Accenture’s global infrastructure, Accenture Interactive plans to market the CadenceQuest Customer Insight offering to retailers and traditionally non-retail companies that migrate to a retailisation model.
Following the acquisition, Accenture Interactive will expand the reach of these services into new geographies, beginning in Asia, the UK and continental Europe, the company said.
Tim Breene, Accenture senior managing director of strategic initiatives and chief executive of Accenture Interactive, said: “CadenceQuest’s Customer Insight software platform and its delivery capabilities combined with Accenture Interactive’s predictive demand analytics and industry-leading digital search and intelligent web solutions will deliver a comprehensive consumer-centric marketing capability that is otherwise unavailable in the customer insights and loyalty industry.
“Bringing these assets into the Accenture Interactive fold will expand our services and help our clients develop a clearer understanding of their customers’ preferences by applying the advanced marketing analytics capabilities that are the linchpin to a company’s ability to satisfy customers and grow their business.”
The acquisition is subject to customary closing conditions, and is expected to close within 30 days.
