Translation software firm SDL has bought marketing analytics firm Alterian for £69.7m.
Alterian's software allows clients to monitor what their customers are interested in by analysing what they are looking at, and for how long,
SDL hailed the deal as "an excellent strategic fit", combining Alertian's marketing analytics, campaign management and social media capabilities with its own web content management, e-commerce and structured content products.
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"With the acquisition of Alterian we now have the ability to understand much better what our customers want," said SDL executive chairman Mark Lancaster.
"Adding Alterian's...technology will provide customers with a superb integrated solution for managing customer engagement and improving customer experience."
The deal saw SDL buy Alterian's entire issued share capital at 110p per share.
