When you consider the extent to which the Clubcard loyalty scheme, devised by Dunnhumby, has transformed Tesco, it’s clear that data about customers is rocket fuel for businesses.
In the same vein Sir Martin Sorrell’s WPP is acquiring I-Behaviour, a database marketing business which provides retailers, financial services firms, magazines and other companies with direct marketing service devised from data on consumers’ previous purchases (announcement).
WPP is making the buy through Wunderman’s KBM Group, saying it fits with its strategy of “investing in digital knowledge-based marketing solutions companies in fast growing markets and sectors”.
Amongst its services, I-Behavior offers targeted email campaigns and location-aware and display mobile ads. It employs 83 people in Louisville, Colorado, and claims to have a database of 30 million people. WPP says I-Behavior will make $25 million in sales this full year.
I-Behaviour was advised on the deal by Jordan, Edmiston Group.