Loyalty marketing services company Alliance Data Systems Corporation will acquire the Direct Marketing Services (DMS) division of Equifax for $117 million.
The transaction is expected to close in the third quarter of this year, pending customary regulatory approvals and closing conditions. Equifax’s DMS specializes in data services and integrated marketing division. Equifax has approximately 200 full-time employees and will be integrated into Alliance Data Systems’ Epsilon business under its Epsilon Targeting and Marketing Technology groups upon closing.
A spokesperson from Epsilon declined to comment further on the deal until it closes. According to the company statement, however, Alliance Data hopes the acquisition expands its data sets, scale its database development and hosting, grow its client roster and add analyics optimization to its services.
“Equifax’s DMS brings in to the fold several appealing aspects that will further Epsilon’s position as a leader in providing data-driven, highly targeted marketing solutions across an evolving multi-channel landscape,” said Bryan Kennedy, president of Epsilon, in a statement.
This acquisition follows a number of other acquistions in the direct marketing industry. Yesterday, GSI Commerce’s marketing services division acquired Tempe, AZ-based retargeting firm FetchBack. Through its company e-Dialog, GSI also acquired database marketing company MBS and mobile marketing firm M3 Mobile this year.
