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E-Dialog acquires MBS for $22.5 million

E-mail marketing firm e-Dialog has acquired database marketing company MBS from World Marketing Inc. for approximately $22.5 million in cash. It is the second acquisition in a month for e-Dialog, which bought Philadelphia-based mobile services company M3 on April 21.

Under the terms of the deal, MBS will operate as a subsidiary of e-Dialog, keeping its Long Island, NY offices. Its executive team will remain intact and report to John Rizzi, CEO of e-Dialog.

The e-mail service provider plans to hire employees at MBS, said Rizzi, who added there will be no layoffs as a result of the acquisition. The two companies will integrate their platforms over time, and both brands will cross promote products.

“Our client base is challenged with questions on what they should do in the mobile marketing space, how can they capture more value out of their data, and what should they be doing with their data,” said Rizzi. “So these acquisitions made sense.”

The acquisition will strengthen e-Dialog’s data offering and allow clients to access offline behavioral data, he added.

“An average bricks-and-mortar multichannel retailer does about 7% of its revenue online and 93% in stores,” said Rizzi.  “Even though 93% of consumer behavior is offline, almost nobody ties it to online.”

He would not say whether e-Dialog, a division of GSI Commerce, plans to acquire additional companies, but Rizzi commented: “It is no secret that GSI is in the business of acquisitions.”

Petsky Prunier, an investment bank providing M&A and private placement advisory services, advised MBS on the deal.

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