Docalytics, a St. Paul-based company that developed a way for businesses to track how customers look at websites and use downloaded documents, has been acquired by Contently, a New York firm that helps businesses create content for websites.
Terms of the sale, announced Thursday, weren't disclosed.
Docalytics developed software that lets businesses analyze how people use their websites and digital materials, such as PDF documents, that are distributed electronically.
Business marketers can use the data provided by the Docalytics technology to understand the effectiveness of electronic catalogs, brochures and other marketing materials.
For Contently, which provides firms with systems to manage the creation of sales materials online, the Docalytics technology provides a new service to offer its clients.
In a statement, Contently Chief Executive Joe Coleman said business marketers rely heavily on downloadable content, such as PDFs and white papers.
"But no solution has existed to track, measure and optimize those assets like other Web-based content," Coleman said in the prepared statement. "Our acquisition of Docalytics changes that, giving marketers access to a whole new universe of data."
Docalytics emerged from a team of entrepreneurs who got together at a Startup Weekend Twin Cities event at the U's Carlson School of Management in early 2012.
