Seeley said the acquisition was strategic as Conversen will help Experian bridge between its online and traditional marketing strategies. “The idea of consistent messaging to the customer, regardless of the channel they’re in, has become more important to marketers,” Seeley said. “That’s really what we have to strive for. The acquisition accelerates this both in the U.S. and globally.”
The acquisition will help Experian market brands to customers more consistently across channels. “The timing is right in terms of market demand,” Seeley said
Though Seeley said he expects Experian’s clients to be pleased with the acquisition, the company is not releasing the financial details of the acquisition.
Experian will rename Conversen as “Experian Conversen” for the time being, though Seeley said the plan is to “figure out the brand” and likely rename it in future. Experian plans to keep all of Conversen’s employees, although the exact titles of the executive team have yet to be decided. “Those executives will play a key role in the marketing services strategy at Experian,” Seeley said.
Earlier in May Experian announced the sale of three of its comparison sites — PriceGrabber, Classes USA and LowerMyBills — to Ybrant Digital for a total of $175 million. Experian had acquired all three companies in 2005.
Conversen could not immediately be reached for comment.