AI & Analytics business C5i purchased AI-based marketing analytics vendor Analytic Edge. With 185 employees worldwide, Singapore-based Analytic Edge (AE) provides AI and technology-enabled analytics solutions for marketing and sales effectiveness.
Analytic Edge earned over $10 million in FY24. Sources estimate the acquisition agreement at $30-40 million.
C5i reports that it is expected to reach a turnover of INR 1,000 crore in the upcoming fiscal year. This strategic move is expected to enhance the company’s capacity to provide integrated, internationally scalable, and always-on marketing analytics, insights, and optimisation.
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The combined end-to-end capabilities of the two businesses, which include cloud orchestration, generative AI, advanced analytics, data engineering, data science, domain-oriented consulting, and other AI technologies, will benefit their clients.
Marketing expenditure is one of the largest investment areas for consumer-focused companies across various sectors, including CPG, technology, and e-commerce. Ashwin Mittal, Chairman and CEO, C5i, said, “At C5i, we work closely with our customers and partners to offer actionable insights and deliver sustainable business impact by combining human perspectives with the power of AI. We have found a striking similarity with Analytic Edge in our core values of customer obsession, innovation, trust, empowerment, and collaboration. Analytic Edge is the perfect strategic fit in completing our portfolio in the area of marketing spend optimization. They bring powerful AI and predictive capabilities with their platform and talent base. C5i has always believed in delivering superior outcomes to clients by combining IP and people capabilities and Analytic Edge has the same philosophy.”
Analytic Edge offers a global client roster that includes four of the top 15 consumer packaged goods businesses in the world as well as the most popular social media platforms worldwide.
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The company is present in India, the US, Europe, Japan, and Brazil. In order to offer its clients marketing optimisation solutions, it combines the powers of its Qube platform—a cloud-based SaaS platform for marketing analytics—with consultancy and services.
“Analytic Edge shares with C5i strong mutual values, cultural and industry segment synergies, and a client-centric focus. C5i is an innovator in AI & analytics solutions, having built robust platforms with the Human-AI combination. Integration with C5i equips Analytic Edge with the scale, capabilities, customer reach, and R&D capabilities to continually advance the Analytic Edge Qube platform, adding new functionalities, innovative delivery, and revenue models. We are excited to be part of the C5i team and look forward to unlocking superior data-driven experiences for our customers,” said Rahul Budhraja, CEO, Analytic Edge.
About Analytic Edge
ANALYTIC EDGE offers marketing and sales effectiveness insights using technology. They provide “fast, cost-efficient and actionable business insights” using technology, industry experience, and cutting-edge statistical methods.
About C5i
C5i is a pure-play AI & Analytics service that uses human viewpoint and AI technology to give reliable intelligence.
