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BizReport : Research archives : March 20, 2007

Sharp Analytics now part of iCrossing

Add another acquisition to iCrossing's recent spending spree. The search focused agency has been on a tear recently, buying three new properties including metrics firm Sharp Analytics.

by Kristina Knight

logo icrossingSharp Analytics measures and gauges how well campaigns are doing both online and offline. Their main asset is SharpView, a dashboard of sorts that measures campaign returns. From one location it accepts data feeds so that marketers can measure the effectiveness of campaigns in other media (newspaper, radio and television), in search and in web display. It is customized according to marketers' goals.

Jeff Herzog, CEO of Scottsdale, Ariz.-based iCrossing, said (via AdWeek), "If you can't measure it, you can't manage it. Knowing the impact [of campaigns] is paramount to the future of all advertising. That's what made the Internet great: you can quantify so much."

The Sharp Analytics buy is the third buy iCrossing has made in the last few months. The company bought NewGate Internet, a San Francisco-based search firm, in November and in February snatched Spannerworks, a U.K. search company. The buys are part of an overall scheme to expand iCrossing's ad placement capabilities beyond search platforms and into a full-service digital marketing agency.

Details of the deal have not been released.

Tags: advertising metrics, iCrossing, search marketing analytics

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