C5i, a leader in artificial intelligence and analytics services, announced its second acquisition in 12 months with the purchase of marketing analytics company Analytic Edge. Valued between $30-40 million, the deal further anchors C5i’s capabilities in the marketing analytics space.
Founded in 2000, C5i is now targeting a turnover of Rs 1,000 crore in the coming fiscal year and is set to make one more acquisition before deciding on a listing in India in another 12-18 months. According to chairman Ashwin Mittal, “The buy will add more capabilities to its product portfolio, including marketing spend optimisation, real-time pricing intelligence, and promotion optimisation.”
Acquisition of Analytic Edge comes on the heels of C5i’s purchase of Incivus in 2023, which has enabled the former to build and scale various product IPs using its AI-led visual platform. What’s more, Mittal mentioned that Incivus correctly called winning ads for the Cannes Lions International Festival of Creativity.
C5i is into generative AI solutions and MLOps, and it believes that synthetic data creation holds a great promise to change the face of data analytics and insight. Synthetic data, generated using GenAI, could solve these problems of lack of data, biased data, and lack of predictive accuracy, according to Mittal.
The acquisition is expected to help the company leverage the competence of Analytic Edge in marketing analytics and liaison with social media platforms. Its clientele includes leading technology, consumer packaged goods, and pharmaceutical firms, with nearly 98% of its revenue coming from the US, Europe, the Middle East, and Asia.
For C5i, nearly 1,800 of its many employees are based in India, making it one of the largest technology firms in the country. This acquisition is expected to be instrumental in further continuing the growth trajectory of C5i and increasing its global presence.
