The Rise and Rise of Ecommerce Analytics: ChannelAdvisor Acquires BlueBoard


ChannelAdvisor announces the acquisition of BlueBoard to bolster its analytical capabilities

ChannelAdvisor, the cloud-based ecommerce solutions provider, announced last week that it acquired BlueBoard, an ecommerce analytics provider. The Paris-based BlueBoard counts global brands such as L’Oreal, Clarins, and Logitech among its customers.

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BlueBoard’s strategic acquisition by ChannelAdvisor will help the company offer advanced analytical capabilities to customers. ChannelAdvisor will bring BlueBoard’s solutions to market as ChannelAdvisor Brand Analytics to help multi-channel brands manage online distribution, improve visibility, grow sales, and protect their reputation by leveraging intelligence related to product assortment, pricing, brand product content, reviews, and search performance. ChannelAdvisor Brand Analytics will further enhance ChannelAdvisor’s Enterprise offering that helps brands solve their multi-channel marketplace, digital marketing, direct-to-consumer, first-party retail, drop-ship and fulfilment needs – all in a single, centralized platform.

“Brands are increasingly focused on their digital strategies and how to navigate rapidly-evolving consumer behavior. To do this effectively, they need best in class analytics to maximize visibility into their online channels so they can react quickly and appropriately to changing market dynamics. We’re excited to welcome the talented BlueBoard team and extend our analytics capabilities to help brands succeed in an increasingly competitive e-commerce environment,” said David Spitz, ChannelAdvisor CEO.

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“ChannelAdvisor is a recognized industry leader in the ecommerce space. By joining forces, we are able to add our deep experience to help launch ChannelAdvisor Brand Analytics, which is positioned to empower multi-channel brands to succeed online,” said Kevin Cohen co-founder and CEO of BlueBoard. “Given ChannelAdvisor’s global reach, extensive customer base, and sizable salesforce, we see an opportunity to scale the business quickly.”

Why Analytics and Reporting Will Become a Competitive Advantage for Brands

Over the past few weeks, we’ve written how analytics has become a key driver of competitive advantage as brands seek to contain costs and justify marketing spend. The ecommerce industry is no different. It’s the extension of the same trends we’ve seen across other Martech segments, albeit, with a small caveat – ecommerce, unlike regular commerce, is booming. ChannelAdvisor’s acquisition of BlueBoard is likely to have been driven by customer demand for better or more comprehensive analytical capabilities.

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Last week, we saw LatentView launch its Analytics on DemandOpens a new window service for customers. In the week before that, CommerceIQ announcedOpens a new window its Advertising Managed Service to enable brands to optimize ads for ecommerce channels. BlueBoard’s acquisition complements the larger trend within the ecommerce analytics space – developing analytical expertise.

As marketers look to transform data into insights, companies like BlueBoard, play a vital role in guiding strategy, technology investments, and developing in-house analytical skillsets.