The deal for Market Track comes on the heels of its acquisition of price monitoring firm 360pi.

A little more than a week ago, e-commerce market research provider Market Track LLC announced it had purchased price monitoring firm 360pi Corp. for an undisclosed price. On Monday, Market Track said it has been acquired by Vista Equity Partners.

Market Track tracks retailers’ pricing, advertising and promotions. Its tools allow advertisers, agencies, retailers and manufacturers to monitor and analyze causal data, creative execution and ad spending, the vendor says.

Austin, Texas-based Vista is buying Market Track from Los-Angeles-based Aurora Capital Group. Terms were not disclosed.

Harris Williams & Co. served as financial adviser to Market Track; Gibson, Dunn & Crutcher served as legal adviser to Market Track; and Kirkland & Ellis served as legal adviser to Vista.

Vista has acquired a number of e-commerce technology companies in the past 18 months. It owns Kibo, a provider of cloud-based omnichannel commerce technology that was formed by combining three Vista-owned technology companies. In December 2015, the private equity firm acquired e-commerce platform provider MarketLive Inc. and order-fulfillment software firm Shopatron, and then in January 2016 it bought mobile point-of-sale vendor Fiverun. Those three firms became Kibo.


“With companies investing so much in promotions, advertising and e-commerce initiatives, not only speed, but cross-channel intelligence and accurate attribution are critical to success,” said Brian Sheth, co-founder and president of Vista.

“We are thrilled to be working with Vista Equity Partners to fuel the future growth of Market Track and are looking forward to a great partnership that will benefit our customers, our employees and our industry,” Market Track CEO Dennis Moore said.

Moore said the deal for 360pi was designed to increase Market Track’s offerings to its retail clients. 360pi has a number of retail clients in the Internet Retailer 2016 Top 500 Guide, including Inc. (No. 29), Walgreen Co. (No. 37) and Guitar Center (No. 60).