Digital Marketing Company nyc

Napkyn Analytics acquired by New York-based digital services firm

Google Analytics stock image
Written by publishing team

A fast-growing company in Ottawa that helps customers use web analytics tools to enhance their marketing efforts has been acquired by a global digital services provider.

Napkyn Analytics recently announced that it was sold to New York-based Kepler Group in a deal that closed last month. Terms of the agreement were not disclosed.

Founded in 2009, Napkyn has become a world leader in attracting more customers for their marketing gains by helping to create and manage accounts on platforms like Google Analytics and Salesforce that measure advertising performance.

The 25-employee company, which has been named twice in OBJ’s list of fastest growing companies, already boasts a client list that includes major banks and Fortune 500 companies.

“There is a huge amount of open fields and a blue sky for people to do data work at the moment.”

But founder Jim Kane says the innovative organization realized about a year ago that it needed to tap into larger sources of capital if it wanted to stay at the forefront of the rapidly expanding field of digital marketing.

“There is a huge amount of open fields and blue skies for people to do data work right now,” said Ken, who was formerly CEO of Napkyn and is now chief innovation officer.

“You literally can’t eat what you kill fast enough to take advantage of this amazing once-in-a-lifetime opportunity. It was either raising money or becoming a part of something bigger.

“Raising money wasn’t difficult, but trying to find a place where we could be part of something that was beyond the sum of its parts — especially in marketing, and especially in the digital space right now — was the right direction. We just needed the right direction (a company) to do it” .

Cain added that Napkyn and Kepler – whose clients include American Express and Hasbro – had been looking to partner on projects for several years, so the acquisition seemed like a natural fit.

‘don’t think’ deal

“It was just a no-brainer,” he said.

Napkin’s headquarters will remain in Ottawa. Nish Patel, who was previously the company’s chief operating officer, took over as CEO.

Cain explained that Napkyn plans to expand its presence south of the border as it looks to become more of a “completely dedicated” advisory agency. He said the company wants to enhance its product range in a bid to offer more turnkey solutions to marketing departments.

While Napkyn has slightly fewer employees now than it did two years ago, the longtime entrepreneur has dubbed the pandemic a “moment of starting to rust” that helped transform the company into a leaner, more efficient company.

Keane said the shift to remote work early in the COVID crisis forced Napkin to rethink operating procedures and prompted her to become more flexible in seeking new talent outside Ottawa’s borders.

Napkyn has added several new employees since completing the acquisition and plans to continue hiring more workers as he embarks on a “really aggressive” growth strategy in 2022, he said.

Kepler CEO Rick Greenberg said that despite now being in foreign hands, Napkyn will remain firmly rooted in the National Capital Region.

“From our point of view, it’s going to be Ottawa’s next great success story,” he said.

About the author

publishing team