Search-focused agency iCrossing continued its recent buying spree with the acquisition of Sharp Analytics, which helps marketers gauge the performance of their campaigns online and offline, according to AdWeek.

A powerful analytics platform is key to iCrossing's goal of transforming from a search shop into a full-service digital marketing agency, Jeff Herzog, iCrossing CEO, is quoted as saying.

Sharp's main product, SharpView, acts like a marketing dashboard, taking data feeds from several sources to measure the effectiveness of campaigns in search, web display, TV, radio, newspapers and other media. The dashboard is customized for each customer's marketing goals.

The acquisition is iCrossing's third in recent months. In November, it bought San Francisco search agency Newgate Internet, and in February it snapped up Spannerworks, a U.K. search firm.