SDL acquires Alterian

Marketing analytics and social media company, Alterian has been snapped up by SDL for £69.7 million, Insider Media reports.

SDL confirms it would take in all 300 Alterian staff members. Alterian's product suite will combine with SDL's Web content management and e-commerce products.

"With the acquisition of Alterian, we now have the ability to understand much better what our customers want," explains SDL executive chairman Mark Lancaster in a ShareCast report.

He adds: "Adding Alterian's technology will provide customers with a superb integrated solution for managing customer engagement and improving customer experience."

Market Watch says Alterian will integrate marketing analytics, campaign management and social media capabilities into SDL's portfolio.

The SDL Board believes the addition of Alterian's integrated marketing platform capability will bring strong synergies and enhancements to SDL's global information management strategy that helps global businesses engage with their customers.