Acxiom acquires personalization technology provider Kefta
Customer data management company Acxiom Corp. has acquired Kefta, provider of real-time, dynamic personalization technology for the Internet. Kefta will become part of Acxiom Digital, Acxiom’s business unit dedicated to providing integrated digital marketing services to Global 2000 enterprises. The companies did not reveal terms of the transaction.
Acxiom says the acquisition bolsters its ability to integrate one-to-one, personalized communications across digital channels.
“The combination of Acxiom’s robust collection of household and customer intelligence databases, along with Kefta’s targeting and personalization engine, should allow cross-channel retailers to provide more timely and relevant interactions at each touch point,” says Rob Garf, vice president of retail strategies at AMR Research Inc., a firm that specializes in technology research and consulting.
Kefta’s dynamic targeting system delivers content to web site visitors based on their unique online behavior and individual characteristics.
“Today most marketing campaigns are managed as discrete communications that fail to reflect and enhance the complete customer experience with a company,” says Kevin Johnson, leader of Acxiom Digital. “Kefta and Acxiom together will finally enable clients to capture the full potential of their digital marketing campaigns through comprehensive personalization and integration across marketing channels.”
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