Zeta Interactive Acquires Acxiom Impact, Strengthens Cloud, CRM, Email Marketing

by Laurie Sullivan @lauriesullivan, August 4, 2016

Zeta Interactive, the data-driven marketing company founded by John Sculley and David Steinberg, announced Thursday the acquisition of Acxiom’s email services unit, Acxiom Impact.

The acquisition builds on the company’s 2015 purchase of eBay Enterprise’s CRM division, which supports an enterprise email and data services businesses.

Zeta has worked closely with Acxiom for years. While the Impact business had become less “core” to Acxiom, it has become more important to Zeta’s strategy. Per the agreement, Zeta has entered into a five-year strategic partnership with Acxiom, where the two become data partners. The deal includes analytics and the ability to help identify consumers across a variety of media and devices.

“We believe data-driven marketing, where you’re using data, advanced analytics and machine learning to market more efficiently, is the future of marketing,” said Steven Gerber, COO at Zeta Interactive.

Zeta has been looking to strengthen assets and expand on its capabilities in CRM, grow its list of more than 50 marquee clients, and attract the best employees in the space, Gerber said.

“In the past 18 months, we have moved from a smaller player to a bigger player,” Gerber said. “That helps to attract and retain the best people.” While acquisition adds technology, clients and about 300 employees worldwide, he declined to disclose the purchase price. Sources put the price at more than $50 million.

Zeta will sunset the Acxiom Impact brand, but David Bonalle, Acxiom Impact’s GM, will continue to lead the group following the integration.

The partnership agreement should ease the transition for Acxiom Impact’s Fortune 1000 clients, such as Hewlett-Packard, Lenox, AT&T, Southwest Airlines and Garnier.

The combined company will work with brand across retail, financial services, communications, automotive and insurance.

MediaPost.com: Search Marketing Daily

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