May 10, 2010, 10:06 AM

GSI’s e-Dialog acquires database marketing firm MBS for $22.5 million

E-Dialog, the marketing services division of e-commerce technology and services provider GSI Commerce Inc., has acquired database marketing services firm MBS from World Marketing Inc. for $22.5 million, the companies report.

E-Dialog, the marketing services division of e-commerce technology and services provider GSI Commerce Inc., has acquired database marketing services firm MBS from World Marketing Inc. for $22.5 million, the companies report.

The acquisition provides e-Dialog with data about consumer shopping behavior that can help improve the relevance of marketing communications through e-mail, social networks, telemarketing, on e-commerce sites and at store point-of-sale terminals, e-Dialog says.

“MBS’ deep database marketing expertise and established solution is the perfect complement to our ability to turn complex customer data into productive marketing campaigns,” says John Rizzi, president and CEO of e-Dialog. “Clients can now get everything they need to consistently deliver a personalized customer experience across multiple channels from one source–e-Dialog.”

Lissa Napolillo, president of MBS, adds: “Our goal is to deliver a truly holistic view of the customer to our clients. Combined with e-Dialog’s offering, we can now put real-time information about consumer behavior in marketers’ hands so they can adapt and evolve their strategies to deliver highly targeted, opportunity-rich consumer dialogues across multiple channels.”

Carol Davis, vice president of direct to consumer operations at manufacturer Hanesbrands Inc., an MBS client, says the combination of MBS and e-Dialog will improve her company’s ability to personalize communications with customers.

“MBS has been instrumental in our ability to effectively engage our customers and drive sales,” Davis says. “The marriage of MBS and e-Dialog will greatly advance our capabilities to create a true one-on-one conversation with our customers.”

MBS clients include retailers Tiffany & Co., Bloomingdale’s and Brooks Brothers. Clients of e-Dialog include AirTran Airways, British Airways, CVS/pharmacy, Petco Animal Supplies, the National Football League and The TJX Companies.

MBS will operate as a subsidiary of e-Dialog and retain its executive team, which will report to Rizzi. MBS was advised in the deal by investment bank Petsky Prunier LLC.

MBS adds about 100 people to e-Dialog, which now has about 600 employees and is continuing to hire for multiple positions, a spokeswoman says.

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