Holding Company Adds To Analytics Software Haul

Symphony Technology Group (STG) acquired analytics-based marketing services firm ImmediateFX, adding to its stable of analytics firms and similar interests.

STG, a $1.2 billion strategic holding company, did not disclose financial terms of the deal. ImmediateFX will operate as a wholly owned subsidiary of STG, and ImmediateFX CEO James Friedman will join the holding company as chief analytics officer

STG chairman Romesh Wadhwani "sees tremendous growth potential in analytics," said a representative for the company.

ImmediateFX is a consultancy that uses data integration tools, analytics applications and similar technologies to help clients build marketing analysis from disparate data sources. Advertising and promotion activities are among the business functions ImmediateFX helps analyze.

STG also owns merchandising software firm GERS Retail Systems, market information analytics company Information Resources, and enterprise resource planning application maker Intentia. The latter company is in the process of merging with Lawson Software.

Other concerns under the STG umbrella include pricing optimization company Metreo and predictive analytics software maker SymphonyRPM.