C5i Expands Marketing Analytics Portfolio with Analytic Edge Acquisition

In a significant move within the AI and analytics industry, C5i has announced the complete acquisition of Analytic Edge, a leading provider of AI-based Marketing Analytics solutions. The acquisition is set to bolster C5i’s capabilities in globally scalable and integrated delivery of marketing analytics, insights, and optimization.

Analytic Edge, founded in 2015, has established itself as a world-leading specialist in AI and technology-enabled analytics solutions for marketing and sales effectiveness. With 185 associates worldwide and offices across Singapore, India, US, Europe, Japan, and Brazil, the company reported an annual revenue of approximately 10 million USD in FY24. Its client base includes four of the top 15 Consumer Packaged Goods companies globally and leading social media platforms.

The acquisition aligns with C5i’s goal of achieving a $120 million USD turnover in the next financial year. It also supports a joint vision to become a global leader in Analytics & AI solutions across the entire business value chain, including marketing, customer, omnichannel, and supply chain operations.

Ashwin Mittal, Chairman and CEO of C5i, commented on the acquisition: “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.”

Rahul Budhraja, CEO of Analytic Edge, expressed enthusiasm about the acquisition, “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.”

The acquisition comes at a time when marketing expenditure remains one of the largest investment areas for consumer-focused companies across various sectors. As organizations seek to optimize their marketing budgets through analytics-based methods, the combined expertise of C5i and Analytic Edge is expected to offer enhanced value to customers in this growing market.