Personify Acquires Angara

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E-business analytics software firm Personify is expected to announce today that it has merged with Angara, a marketing optimization technology provider.


The combined entity will be called Personify. The deal included new financing from ABS Ventures, Kleiner Perkins Caufield & Beyers, and Venture Strategy Partners. Personify CEO Barry Wright leads the combined company.


Personify helps marketers analyze and segment Web site visitors based on behavior.


Before the merger, marketers would typically use Personify profiles to manually deliver targeted e-mails and Web offers. Angara targets automatically.


"Angara takes data about people and turns it into the right offer at the right time. It adds automated intelligence to the process," said Steve Krause, co-founder, CTO, Personify, San Francisco.


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