In the deal, which closed late Tuesday, Constant Contact pays $15 million cash to Bantam Networks LLC, the owner of the CRM provider, according to a news release.
Based in New York, Bantam Live’s social CRM technology creates singular repositories for data from clicks, email opens, survey responses and social media chatter. In a news release, Constant Contact stated that it expects to introduce those same tracking capabilities to customer engagement tools for its thousands of small business users.
Zach Hofer-Shall, analyst at Forrester Research, has been following Bantam for the last few years, and says the small provider has been getting enough attention recently that a buyout was “inevitable.” Bantam’s tracking technology has been successful in linking social media to data analysis, and should be a worthwhile boost in Constant Contact’s efforts, he says.
“They’ve been a bit ahead of the curve,” says Hofer-Shall, later adding, “Everyone was kind of looking at this technology and saying, ‘We could definitely use this for something.’”
Constant Contact will integrate Bantam Live’s Ruby on Rails-based technology with its own Java-based SaaS solution. Bantam offices will continue to operate from New York from a new Constant Contact office, according to a news release.
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