MikMak to Buy eCommerce Analytics Platform Swaven

New York-based eCommerce marketing analytics specialist MikMak is to acquire eCommerce enablement and customer journey analytics platform Swaven, which works across the EMEA, APAC and LATAM regions. Terms of the deal have not been disclosed.

Swaven has developed a platform through which multi-channel consumer brands can initiate and measure consumer journeys towards purchase at online and off-line retailers. The firm's PoP (point of purchase) solutions integrate with any branded organic and sponsored content, and marketers can also create and manage their 'shoppable' campaigns with the technology. The company says that by tracking and analyzing the entire digital conversion funnel, brands can identify and optimize their most profitable media mix levers.

Following the takeover, Swaven will join MikMak, which offers a 'where to buy' product discovery solution for brand web sites and media. MikMak says its North American retailer marketplace will now be combined with Swaven's international network, and the deal will create MikMak 3.0, enabling more advanced analytics as well as direct integrations with multiple third-party data visualization, analytics and product information management (PIM) platforms.

MikMak founder and CEO Rachel Tipograph (pictured) comments: 'Today's leading brands want a single platform for eCommerce enablement and analytics across all their media channels and brand web sites around the world. The acquisition of Swaven better enables us to meet these needs'.

Web sites: www.mikmak.com and www.swaven.com .