Marketing analytics and social media company Alterian has been bought by international information management provider SDL in a deal worth £69.7m, which sees all 300 Alterian staff members join the business.
SDL, which is based in Maidenhead, said that Alterian’s integrated marketing platform would grow its global offering, citing “an excellent strategic fit”. Alterian product suite will now be combined with SDL’s web content management and ecommerce products.
It was announced in December 2011 that SDL had proposed to acquire the company with an undisclosed offer. The deal was unanimously backed by Alterian’s independent directors.
Alterian, which specialises in marketing analytics, social media monitoring and campaign management, has ten office across the world, including cites in Colorado, US; India, Singapore and Barcelona. Its global headquarters are in Bristol.
Last year it was rocked by a share crisis – sparked by two profit warnings and the resignation of chief executive David Eldridge – which at the time wiped £60m off the firm’s value.
SDL executive chairman Mark Lancaster said: “Understanding what your customers are interested in by analysing what they are looking at, and for how long, is key in developing your web and customer engagement strategy. We already have best-of-breed web content management technology, user guidance content management technology and leading language technology.
“Adding Alterian’s marketing analytics, social media and campaign management technology will provide customers with a superb integrated solution for managing customer engagement and improving customer experience.”
SDL, which has a market capitalisation of more than £500m, has 60 offices in 35 countries.
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