Accenture acquires Clearhead, expands capability in digital marketing, advertising
Accenture has underlined its ambition to further dominate the marketing and advertising sector with this week’s purchase of Clearhead, a digital optimization outfit that specializes in helping brands personalize their interactions with consumers.
The management consultancy’s Accenture Interactive arm announced the purchase but did not disclose the fee. The new outfit boasts a 70-man strong headcount and a client base that includes brands such as Adidas, CVS/pharmacy, Tesco and WWE.
Clearhead helps brands test, redesign and then personalize their digital property (including their marketing, sales and services interfaces) by analyzing user behavioural data, to then determine a “user hypothesis”, and then assesses its effectiveness using multivariate (or A/B) testing.
Accenture Interactive claims the process of continuous experimentation and testing is now “a critical capability for companies to compete with digital native businesses”, with the newly acquired outfit, based in Austin, Texas, specializing in helping bricks and mortar retailers improve the e-commerce experiences on offer to consumers.
A statement announcing the acquisition says, “experience is the new battleground” with Glen Hartman, Accenture Interactive, head of North America, claiming Clearhead’s experimental capabilities (which it claims can boost conversion rates by up to 20 per cent) are a key enhancement to its offering.
Clearhead is the fourteenth acquisition Accenture Interactive has made since 2013 to expand the reach, scope, and depth of its end-to-end customer experience services, with the outfit named as the largest digital network in the industry by Ad Age for the second consecutive year recently, with revenues exceeding $4.4bn.
Other high profile moves in the marketing and advertising sector the outfit has made include the purchase of creative shop Kamarama in November last year, which it had since moved to fuse with its other design outfit Fjord.
Other purchases are the acquisition of Australia-based independent creative shop, The Monkeys, in May of this year; a move that quickly followed it unveiling its intentions in the media buying space with the high profile appointment of Trinity Mirror’s former programmatic chief, Amir Malik.
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