C5i Buys Analytics Edge

Analytics firm C5i has announced the acquisition of AI-based marketing analytics solutions firm Analytic Edge. Terms of the deal were not disclosed.

C5i (Course5 Intelligence) was formed in 2018 from the merger of the Cross-Tab Group companies Blueocean Market Intelligence and Cross-Tab, and combines AI-driven products and solutions with industry-specific experience and technologies to help client firms solve complex issues relating to their customers, markets and supply chains. Just over a year ago it tripled an M&A 'war chest' with a $53m funding raise led by Nuvama Crossover Series. The firm has offices in Bengaluru and Mumbai, in India, and in the US, the UK, Canada and the UAE.

Analytic Edge was founded in 2015, is headquartered in Singapore and has 185 associates worldwide. The firm, which posted annual revenue of c.$10m in FY24, has developed Qube, a solution based on an AI-driven platform offering solutions for marketing mix optimization in real time, pricing intelligence, test and control simulations and insights to guide future marketing investments. The platform includes DIY options for clients to run analytics in-house. The company also has offices in India, the US, Canada, Mexico, Brazil, Argentina, the UK, Switzerland, the UAE, South Korea, China, Japan, Australia and New Zealand.

C5i says it is on course to achieve $120 million in turnover in the next financial year, and believes the buy will boost its capabilities in 'globally scalable and integrated delivery of always-on marketing analytics, insights, and optimization'. Ashwin Mittal (pictured), Chairman and CEO of C5i, comments: 'At C5i, we work closely with our customers and partners to offer actionable insights and deliver sustainable business impact by combining human perspectives with the power of AI. We have found a striking similarity with Analytic Edge in our core values of customer obsession, innovation, trust, empowerment, and collaboration. Analytic Edge is the perfect strategic fit in completing our portfolio in the area of marketing spend optimization. They bring powerful AI and predictive capabilities with their platform and talent base. C5i has always believed in delivering superior outcomes to clients by combining IP and people capabilities and Analytic Edge has the same philosophy'.

Rahul Budhraja, CEO of Analytic Edge, adds: 'Integration with C5i equips Analytic Edge with the scale, capabilities, customer reach, and R&D capabilities to continually advance the Analytic Edge Qube platform, adding new functionalities, innovative delivery, and revenue models'.

Web sites are at www.c5i.ai and www.analytic-edge.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.