CINCINNATI — Kenwood-based Claritas, a data analytics company, is planning to hire 25 new employees after its third acquisition in 14 months.
Claritas purchased AcquireWeb, a New York company that helps companies improve their online marketing efforts. Terms were not disclosed.
“We’re probably not done here,” said Claritas CEO Mike Nazzaro. “We’re very much in growth mode in terms of both hiring people to innovate internally but then also trying to acquire companies that make sense.”
Claritas tracks demographic, purchasing and behavioral data to help companies find the customers most likely to purchase their products. Nazzaro partnered with private equity investors in 2017 to purchase Claritas from Nielsen, an audience measurement company where he once worked.
With the Carlyle Group as its majority owner and Nazzaro as CEO, Claritas has acquired other companies that help it determine the best way to reach customers and measure the results of those marketing efforts.
The latest purchase, AcquireWeb, gives Claritas new capabilities for reaching customers via email, social media messaging and digital display ads. In a press release, Claritas said the purchase of AcquireWeb and another company - Barometric Inc. - last month gives it a “proprietary data set of 95 million households” and the ability to reach 900 million devices in the U.S.
“On average, approximately 95 percent of a website’s traffic is anonymous,” AcquireWeb CEO Albert Gadbut said in a press release. “This presents enormous potential to find and engage consumers who have expressed interest in a brand’s products and services. At AcquireWeb, we’ve honed our identity graph technology to help marketers turn website and in store visitors into the knowable consumers who often become ideal customers. Through this acquisition, we can now leverage Claritas’ segmentation insights and optimization capabilities to reach and engage audiences at an unmatched level of scale.”
Nazzaro said the acquisition brings Claritas’ employment to more than 300 nationwide, including more than 40 in the company’s headquarters at 8044 Montgomery Road in Sycamore Township. Nazarro expects to add about 25 new employees at that location in the next 18 months and said it ultimately has room for up to 100 employees.
The company received a tax credit in 2017 to create 40 full-time jobs with a combined annual payroll of $2.1 million. That’s an average of $52,500 per job. The company received a 7-year tax credit worth an estimated $380,000 to encourage the expansion.