Naviant to Acquire Data One Marketing

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Database marketing firm Naviant is expected to announce today its acquisition of Data One Marketing, a fellow Boca Raton, FL, marketing company.


The acquisition arose through a previous partnership between Naviant and the list brokerage and management firm, a Naviant official said.


"They were actually reselling some of our data, and we thought that by merging we could position ourselves to extract a lot more value for our existing clientele," said Michael Brauser, CEO of Naviant.


Data One Marketing was founded in 2001. Its 12 employees including CEO and 20-year list veteran Frank Sweeney will move into Naviant's headquarters in Boca Raton.


Aside from list brokerage and management, services provided by Data One Marketing include data enhancement, postal processing, national change of address and merge/purge.


Clients of Data One Marketing's list management properties include list brokers at Direct Media Inc. and Gnames Advantage as well as corporations such as Carnival Cruise Lines and Mutual of Omaha.


While the newly acquired firm will take over exclusive management of Naviant's eDirect files, list management firm Mal Dunn Associates Inc. of Brewster, NY, will continue to serve as a representative for the Naviant Hi-Tech Household File.


The news comes less than four months after Naviant merged with opt-in e-mail provider eDirect in late October. At that time Naviant said it would make other acquisitions and has said so once again.


"We have some much bigger and more exciting stuff to talk about in the future," said Brauser.


He anticipates at least two more acquisitions within 90 days.


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