Buxton, a Fort Worth-based provider of consumer analytics solutions, has acquired consumer intelligence and social insights platform Audiense. The deal marks Buxton’s second acquisition in two years.
Buxton said the acquisition further accelerates its mission to deliver deep consumer insights and help drive meaningful connections between brands and their consumers, both in person and online.
Terms of the deal were not disclosed.
“Our acquisition of Audiense marks a pivotal step forward for Buxton,” Buxton CEO Jim Swift said in a statement. “By combining Buxton’s analytics expertise and solutions with Audiense’s powerful audience intelligence platform, we continue to redefine how brands use actionable analytics to rapidly gain new customer insights, reach their audiences where they are and improve their ongoing conversations with customers.”
Buxton said it fueled growth and expanded beyond predictive analytics and location intelligence with its 2024 acquisition of Elevar, an e-commerce conversion tracking platform.
The company said that with Audiense, Buxton further strengthens its omnichannel consumer intelligence by helping to provide brands with faster insights and analytics to power engagement and conversion across every stage of the buying journey.
Audiense is known for its AI-driven audience insights, advanced segmentation capabilities, and influencer discovery tools. Buxton said that with Audiense’s suite of products, brands can quickly understand nuances about their target consumers, enabling meaningful connections and more conversions.
“This is an exciting new chapter for us.” Audiense CEO Javier Burón said. “Joining forces with Buxton allows us to scale our capabilities and empower more brands to understand and engage with their audiences in the most impactful way.”
Buxton said the deal is backed by PSG, a leading growth equity firm.
“We look forward to seeing Buxton and Audiense drive even greater innovation in consumer intelligence across digital, social, and physical channels. We’re excited to welcome Audiense to the PSG portfolio,” PSG Principal Tanner Austin said in a statement.
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