CartoDB Buys Nutiteq To Expand Geo-Data Visualization Tools

The great mapping tech consolidation continues as marketers’ demand for actionable analysis of how consumers navigate between online and offline purchases.

Salesforce-backed location analytics provider CartoDB has acquired Nutiteq, a mobile mapping software developer, as the company seeks to make good on its promise to become a one-stop shop for insights and data visualization detailing consumers’ mobile mapping behaviors.

Nutiteq, which is based in Estonia, specializes in mobile technology for offline mapping, GIS data, 3D support, and more. Its ability to create software that supports online and offline maps for mobile apps, brings New York-based CartoDB more than 15 million unique installations of their SDK, and a roster of clients that includes SeatGeek, LonelyPlanet, iRobot and Accenture, among others. Financial terms weren’t revealed.

The Talk of Mobile World Congress

The deal comes about five months after CartoDB, which provides geo-data visualization models for Twitter, Royal Bank of Scotland, Bloomberg, raised $23 million from Accel Partners and Salesforce Ventures, among others.

It’s worth noting that CartoDB unveiled this agreement in front of next week’s Mobile World Congress, where geo-data and marketing will be major topics, anticipating a flurry of product releases that will vie for attention from attendees and those who have an eye on those companies that make waves at the Barcelona event, which is held from Feb. 22-25.

But beyond standing out from the pack with a nice public relations splash, the acquisition will also allow CartoDB to offer a cross-platform mobile mapping SDK. The amount of geo-data analytics related to offline mapping and routing capabilities is in big demand from marketers and agencies. Nutiteq also boasts of its ability to work with a number of different data sources, something that has great appeal to enterprise customers — like CartoDB’s investor Salesforce and other “Big Data” marketing players.

For the most part, the addition of Nutiteq is intended to both complement and broaden CartoDB’s focus on data visualization based on the premise that marketers don’t just want giant dumps of data at their fingertips; they want the ability to make quick, decisions about targeting and profiling consumers in real-time, across all digital platforms.

Geo-Data Deals Heat Up

“[Nutiteq] adds a multi-platform native SDK that will expose the visualization capabilities of CartoDB in mobile devices,” Javier de la Torre, CartoDB’s CEO/co-founder, told GeoMarketing. “So, existing CartoDB users will benefit from more capabilities on the same product. On the other hand, Nutiteq brings rendering technology we are looking to leverage at CartoDB and offline capabilities that extend the type of applications that can be built today with CartoDB.”

Over the past few months, interactive navigation and related analytics services have emerged as a hot investment and acquisition segment. For de la Torre and CartoDB, there are no special plans to go on a location-tech shopping spree. But he remains open to suitable prospects.

“For us this is very opportunistic,” de la Torre said, “We could build ourselves or accelerate with Nutiteq. We knew the team for two years, and we liked them. There were customers using both products and on and on. So there was an obvious match. With that being said, we spent some serious time thinking hard how Nutiteq could achieve its goals better and faster within the CartoDB platform, and we thought on how native mobile could reshape our vision for the future of our products.

“We keep our eyes open of course for new opportunities when analyzing our roadmap,” he continued. “This is going to be a tough year for the industry when it comes to funding, so that opens opportunities, but also make us be very cautious focusing on great execution.”

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.