The acquisition of SmartPath Inc., a privately-held Marketing Resource Management (MRM) software company, by New York-based DoubleClick Inc. (Nasdaq: DCLK), has been completed.
DoubleClick says it will continue to base its MRM capabilities in Morrisville, where SmartPath was headquartered, and expects to increase its personnel there over the next year.
SmartPath’s solutions are designed to help marketers and their agencies manage the operational aspects of marketing, including strategic planning, project management, workflow, document management and marketing financial management. MRM provides a common operating platform for marketers to plan and develop campaigns and budgets.
The SmartPath MRM solution adds marketing planning and operational management solutions to DoubleClick’s existing offerings in channel execution and data and analytics optimization. In addition, it provides DoubleClick with expanded platform and services capabilities to enter traditional marketing channels such as print and television.
DoubleClick will sell the SmartPath MRM solution through its global sales force as a standalone product, in addition to integrating it with DoubleClick Ensemble 7.0 in June 2004. The company will also assess opportunities to integrate SmartPath with other DoubleClick solutions in the future.
SmartPath Inc.: www.smartpathinc.com