Wunderman Acquires Zaaz

NEW YORK WPP Group’s Wunderman said it has bought interactive shop Zaaz, adding its Web site analytics capabilities.

Seattle-based Zaaz, founded in 1998, specializes in helping businesses increase the effectiveness of their Web sites based on the behavior of prior visitors. In addition to site design and analytics, Zaaz has a search marketing and optimization practice. Clients include Microsoft, Converse and Intel. The agency has about 70 employees.

Terms of the deal were not disclosed.

Zaaz joins Web shop VML and data services companies KnowlegeBase and Fortelligent in Wunderman’s digital network. Founders CEO Shane Atchison and COO Dave Brede will remain with the shop. They will report to Wunderman CEO Daniel Morel.

“Success in the digital world requires marketers to capture the right data from the Web. That, however, is the relatively easy part,” Morel said in a statement. “The greater challenge is in understanding exactly how to transform the wealth of data into meaningful insights and create actionable marketing plans.”

WPP is the latest agency holding company to beef up its interactive capabilities. Omnicom Group yesterday announced the purchase of independent Web creative shop EVB.