Experian Buys ClarityBlue for $150M

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Experian Marketing Services continues to build its portfolio with the acquisition for $150 million of ClarityBlue Inc., a customer management consultancy with offices in Boston and the British city of Luton.


The purchase brings with it expertise in marketing strategy development, database building and handling, and consultative campaign management and execution. The price tag includes a performance-related earn-out of up to $27 million over three years.


"It integrates marketing strategy design for the clients with campaign execution," said Rick Erwin, senior vice president of marketing and product development at Experian Marketing Services, Schaumburg, IL. "That integration is really important."


ClarityBlue's database development process offers campaign deployment in 60 to 90 days from start to finish. The technology enables campaign management in channels including direct mail, e-mail, teleservices, SMS text messaging and video messaging.


"This allows us to rapidly launch industry-specific database solutions for the financial, telecommunications and media industries," Erwin said.


A division of data services giant Experian, Experian Marketing Services in the past year and a half bought the CheetahMail e-mail deployment service, Simmons Market Research Bureau, Predictive Analytics, Vente and Harvest Solutions, a Web analytics solution now called SiteClarity.


"This is the next step in our strategy to grow our database marketing solutions," Erwin said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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