ExactTarget Buys Behavior Specialist iGoDigital

US-based interactive marketing agency ExactTarget has acquired software provider iGoDigital for a total of $21.0m, thereby adding predictive analytics to its portfolio. It has also bought b2b marketing automation firm Pardot.

The total amount comprises $14.7m in cash and $6.3m in ExactTarget common stock.

Founded in 2004 by Eric Tobias (pictured), iGoDigital uses its customer intelligence engine to deliver predictive real-time product recommendation tools that guide visitors through a personalized shopping experience, along the lines of 'Customers who viewed this also viewed...'. In addition, the firm provides guided selling tools that walk customers through a brief set of questions, resulting in a personalized set of recommended products.

Following the acquisition, Tobias will lead ExactTarget's expanded web product line which will combine iGoDigital's web and predictive analytics with ExactTarget's cross-channel interactive marketing platform.

ExactTarget co-founder and CEO Scott Dorsey comments: 'With the addition of iGoDigital's advanced web capabilities and predictive analytics to the ExactTarget platform, we will offer a powerful suite of new applications to transform data into highly personalized, seamless experiences across e-mail, mobile, social media and the web.'

In separate news, ExactTarget has also acquired B2B marketing automation provider Pardot, which provides a platform through which marketing and sales departments can create, deploy and manage online marketing campaigns. The deal is valued at $95.5m.

Web sites: www.exacttarget.com , www.igodigital.com and www.pardot.com .