Experian Buys ClarityBlue for $150M

Share this article:
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


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.