Marlin portfolio company Mapp signs definitive agreement to acquire Webtrekk

LOS ANGELES, April 30, 2019 – Marlin Equity Partners (“Marlin”) is pleased to announce that it has signed a definitive agreement to acquire Webtrekk Group GmbH (“Webtrekk”), a leading provider of marketing analytics and customer intelligence software. The company offers a GDPR-compliant, enterprise-grade customer intelligence solution that enables marketers to optimize the customer experience through data-driven, precisely targeted and personalized campaigns. Webtrekk will be merged with Mapp, a Marlin portfolio company, enhancing Mapp’s cloud-based digital marketing platform with advanced analytics and customer intelligence capabilities, while also bolstering the company’s German footprint and European presence. Closing of the transaction, which is subject to applicable regulatory clearances and other customary closing conditions, is expected to occur in the second quarter of 2019.

“Mapp has mastered customer acquisition and engagement, and we introduced unified customer data with the release of our customer data platform in 2018,” said Steve Warren, CEO of Mapp. “In order for marketers to truly transform data into insights, and insights into action, they need to leverage strong customer intelligence, machine learning, and artificial intelligence capabilities. We are excited to welcome Webtrekk into the Mapp family, and we believe that Webtrekk completes our vision for how marketers can effectively bridge that gap.”

The combination of Mapp’s deep customer acquisition and engagement capabilities with Webtrekk’s customer intelligence will create a next-generation digital marketing platform capable of delivering end-to-end customer experiences powered by advanced analytics and personalization. The integrated platform will allow marketers to pool customer data, analyze customer behavior with machine learning and engage customers with the right content across all channels.

“Webtrekk’s customer intelligence capabilities strongly enhance the Mapp Cloud platform and significantly accelerate Mapp’s product vision,” said Nate Pingelton, a principal at Marlin. “The two companies are aligned in their data-driven approach to solving today’s marketing challenges and we remain committed to supporting Mapp and Webtrekk customers with industry-leading solutions.”

About Marlin Equity Partners
Marlin Equity Partners is a global investment firm with over $6.7 billion of capital under management. The firm is focused on providing corporate parents, shareholders and other stakeholders with tailored solutions that meet their business and liquidity needs. Marlin invests in businesses across multiple industries where its capital base, industry relationships and extensive network of operational resources significantly strengthen a company’s outlook and enhance value. Since its inception, Marlin, through its group of funds and related companies, has successfully completed over 140 acquisitions. The firm is headquartered in Los Angeles, California with an additional office in London. For more information, please visit

About Mapp
Mapp empowers over 3,000 companies globally to differentiate themselves without breaking the bank. Mapp Cloud is a digital marketing platform that combines customer acquisition and engagement into one simple platform with built-in, cross-channel capabilities. Underlying Mapp Cloud is Mapp’s native customer data platform that enables campaigns to draw from real-time, unified customer data that position marketers to be one step ahead of their customers. Additionally, Mapp offers an email marketing platform, Mapp Empower, designed for digital agencies. Mapp is headquartered in San Diego with global offices in eight countries. For more information, please visit

For additional information, please contact Peter Spasov at (310) 364-0100 or via e-mail at