Boston web analysis firm sold

A British media information company has agreed to buy Compete Inc., a Boston firm that tracks and analyzes Web traffic.

The British company, Taylor Nelson Sofres plc, said that it will initially pay $75 million for Compete and that Compete could qualify for an additional $75 million in deferred payments if it achieves performance targets spelled out in the sales agreement.

Analyzing Internet clickstream information, Compete seeks to provide corporate customers with insights about the online behavior of their customers.

For example, Compete worked with Carlson Hotels Worldwide, whose brands include Regent Hotels & Resorts and Radisson Hotels & Resorts.

The focus of that project was to determine when in the booking process, online visitors abandoned their real-world reservations; Compete advised Carlson to tweak its website, and 56 percent more of Carlson's online visitors become real-world guests over a two-year period.

TNS said the acquisition of Compete will combine Compete's digital intelligence products with its own strengths in global market information; the combination will provide corporate clients with new insights on how online behavior affects purchasing decisions, TNS added.

Founded in 2000, Compete lost $4.5 million on 2007 revenue of $14.9 million as it invested in building its technology and expertise, TNS said.
(By Chris Reidy, Globe staff)

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