February 22, 2011 – Business analytics vendor SAS said it is buying marketing solution provider Assetlink for an undisclosed sum.

SAS stated in a news release that it would merge Assetlink’s marketing operations management systems into its own customer intelligence offerings. There, SAS said that Assetlink solutions would bring workflow management for marketers, increase measurement capabilities, and enhance data integration and management for various data warehouse platforms.

According to SAS, the integration would also add support for real-time and predictive analytics in marketing, and Jim Davis, SAS senior vice president and chief marketing officer, said in a news release that Assetlink’s solutions are expected to cut down on bottlenecks of marketing data.

David Raab, principal at marketing technology analysts Raab Associates, said in a release that accompanied the acquisition that the deal fits the marketing management needs for the companies and their customers.

“It allows SAS to offer the full range of marketing planning and execution features that are part of high-end marketing automation suites,” said Raab.

The deal for the privately held Assetlink is closed with no contingencies, said SAS spokesman Steve Polilli. All of the approximately 60 employees of Assetlink, based in Pleasanton, California, are expected to join SAS in the acquisition, Polilli says.

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