IXI Corp. has acquired Cohorts, bringing together two of the leading customer-segmentation service providers.
In 1991, Cohorts developed the first household-based segmentation that uses a proprietary algorithm to group households into 30 unique “cohorts.”
This service is used by marketers from the cable and telecom industries, financial services and hospitality to send customized direct mail based on lifestyle, demographic and household characteristics.
Cohorts’ revenue approached $5 million last year.
IXI, a leader in financial segmentation, wanted to combine Cohorts’ household segmentation with their own knowledge, said Matthew Kratter, VP at Petsky Prunier, who represented Cohorts in the deal.
“The ability to sell the leading product in household segmentation should boost [IXI’s] expansion not only into financial services but other verticals as well,” Kratter said.
The Cohortsábusiness will remain in Denver and will continue under the leadership of Scott Schroeder, CEO, and Craig Elzas, COO. Cohorts will become a division of IXI, based in McLean, VA.