Marketing analytics firm Analytic Edge was purchased by artificial intelligence and analytics services provider C5i, making it the company's second acquisition in a year.

Reports say that the deal valued Analytic Edge at $30 and $40 million.

The US-based C5i is working towards making Rs 1,000 crore in revenue in the upcoming fiscal year prior to its listing plans in India, according to chairman Ashwin Mittal.

Additionally, it is also on the lookout for one additional acquisition.

“We acquired Incivus in 2023 and its visual AI platform has helped us build and scale various product IPs”, Mittal said .

With Analytic Edge, we are adding more to that, such as marketing spend optimization, real-time pricing intelligence, promotion optimization, etc. Plus, they are close partners to top social media platforms,” Mittal said.

He also mentioned Incivus's accurate prediction of the Cannes Lions International Festival of Creativity's winning advertisements.

The company, which also specializes in MLOps and generative AI solutions, thinks synthetic data creation will significantly alter the data analytics and insights market.

C5i was established in 2000 and has a clientele that includes leading technology, consumer packaged goods, and pharmaceutical firms.

It is supported by investors such as 360 One Asset, Nuvama, and Carnelian.

With two percent coming from India, the US, Europe, the Middle East, and Asia account for over 98 percent of its revenue.

“With synthetic data, organisations can overcome data scarcity, address biases, and enhance predictive accuracy. Synthetic data created by GenAI also provides significant cost savings and high return on investment,” Mittal said.

Ninety percent of the company's 1,800 workers are based in India.