Abacus Direct Acquires SmartBase For $4.7 Million

Share this content:
List brokerage services company Abacus Direct, Broomfield, CO, a division of Doubleclick Inc., said Friday that it has acquired SmartBase from Acxiom Corp., Little Rock, AR, for $4.7 million. SmartBase is a membership database for catalogers and mail-order consumer merchandise marketers.


Abacus and Acxiom began acquisition talks as a result of the strategic partnership entered into by the two companies this past September.


"One of the terms and conditions of that was that in exchange for various business initiatives together, was Acxiom had made a decision to kind of wind down SmartBase," said Chris Dice, president of Abacus Direct.


"We decided why not embrace the clients that SmartBase has. Why not just go ahead and make that officially part of the Abacus Alliance, and they were willing to do a transaction with us, and so we did one," Dice added. "It's really just that simple."


The goal of the acquisition for Abacus is twofold. First, there's significant overlap of the SmartBase database and the Alliance, Abacus' database, according to Dice, who said that Smartbase is "much, much smaller than Abacus," but declined to give the size of the database. Abacus wants to offer its more comprehensive resources -- statistical people, modeling software and technology -- to those overlapping participants, said Dice.


Approximately 15 percent to 20 percent of SmartBase's participants are not currently doing business with Abacus, and the information and research provider hopes to gain access to them.


The two databases will remain separate for the near future, but the long-term goal would be to "embrace those clients using the Abacus technology," said Dice.


Eight of the employees who support SmartBase are located in Greenwich, CT, but Abacus intends to move those employees to its office in New York.


Smartbase will be managed under Abacus, and "we plan to add a ton of employees over the coming months," said Dice.
Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here