Experian Buys Online Consumer Research Company

Share this article:
Experian Marketing Services strengthened its consumer intelligence portfolio with the acquisition of Vente Inc., a supplier of online consumer research.


Vente, Omaha, collects information from consumers through permission-based online survey platforms. It complements Simmons Market Research, a New York market researcher Experian bought in October 2004.


"This acquisition is consistent with Experian's strategy of acquiring complementary businesses and Vente's strength in the online marketplace is very complementary to Simmons' strength in the traditional research industry," said Bill Engel, co-CEO of Simmons.


Experian, Schaumburg, IL, didn't disclose terms of the purchase.


Vente's staff of 50 will keep their jobs, although the reporting structure of senior management to Experian higher-ups is still being worked out. The Vente name will be retained.


"Experian's an operator not a consolidator," Engel said.


According to Experian, Vente's database has more than 28 million consumers and detailed demographic data on descriptive variables like interests, hobbies, purchase intentions and ailments.


Also, the self-reported Vente data yields information for marketers to identify consumers, track brand perception and test new products and line extensions. It also cuts the time to field surveys, Engel said.


"For a traditional research company like Simmons, it takes about six months to make changes in the basic questionnaire direction," Engel said. "With Vente we can get a call from a client, go to market with our survey and produce results within 48 hours."


Founded in 1999, Vente averages more than 1 million completed surveys each month, letting marketers identify consumption trends before they become a reality.


"The acquisition expands Experian's capabilities for providing insight into global consumers across multiple marketing channels, which helps our clients to reach customers that are most receptive to our messages," Engel 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:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.