iCrossing already has “analytics and performance insight teams” that they will merge with Sharp Analytics’ personnel. Sharp will retain its brand identity. In fact, Sharp Analytics’ website copyright line already says they’re “a division of iCrossing.”
That’s a tough move to make, but since Sharp Analytics is already well established as a company and brand (and their trademarked platform is SharpView™), it would be even tougher to try to change now. It’s difficult to maintain continuity in a “blended” company, especially if more than one person from your team deals with each customer.
However, I’m sure iCrossing has learned a thing or two about how to own
an SEO firm other companies.