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2011 was a big year for marketing technology

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2011 was a big year for marketing technology

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Ajouté le : 17 janvier 2012
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2011 was a big year for marketing technology
By Scott Brinker
The Jordan, Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing space, issued a report yesterday of 2011 M&A activity across media, information, marketing services and technology sectors.
JEGI reports that those sectors "saw nearly 900 transactions in 2011 totaling $47 billion, a 9% rise over 2010."
From a marketing technology perspective, themarketing and interactive services sectoris the most interesting, which had "291 transactions announced at a total value of $15.1 billion in 2011, up 17% and 33%, respectively, over 2010."
Some of the notable Q4 transactions in marketing technology included:
Oracle's acquisition of RightNow Technologies for $1.5 billion Oracle's acquisition of Endeca Technologies for $1.1 billion Neustar's acquisition of TARGUSInfo for $650 million Adobe's acquisition of Efficient Frontier for $400 million Yahoo's acquisition of interCLICK for $251 million SDL's acquisition of Alterian for $104 million
I'd also add that 2011 was a particularly big year for investmentor planned public investmentinmarketing automation. In August, Eloqua filed to go public. In November, ExactTarget filed to go public, and Marketo raised an additional $50 million (a grand total of $107 million raised so far). Back in March, HubSpot raised an additional $32 million (a grand total of $65 million raised).
What does 2012 have in store?
According to JEGI, "The media and technology markets continue to evolve at a torrid pace, and companies are increasingly seeking assets to drive growth and provide new revenue streams. JEGI expects that a diverse and active pool of buyers, including both strategic companies and private equity firms, both of which have access to capital and will benefit from a steadily improving debt financing market, will drive vigorous M&A activity in the year ahead."
Add in the Eloqua and ExactTarget public offerings early in 2012, and I think it's safe to say that 2012 is going to be an exciting year for the marketing technology ecosystem.
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