Experian Marketing Services, a provider of data, analytics, and marketing technologies, announced today that it has acquired cross-channel campaign management software maker Conversen for an undisclosed amount.
Founded in 2006 and based in Burlington, Mass., Conversen offers a platform that enables marketers to maintain integrated cross-channel conversations with customers through mobile, Web, social, email, and traditional channels. The acquisition will allow Experian to strengthen its marketing suite and provide its clients with more ways to add "flexibility, efficiency, and precision" to their engagement strategies, according to Experian.
Applying digital strategies and a "two-way" approach to marketing campaigns is essential, points out Gartner. Mass marketing is no longer a long-term strategy, the research firm points out. Mass-marketing campaigns have a 2 percent response rate and are on the decline, whereas by 2015, digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers' discretionary spending, according to Gartner research director Adam Sarner in his report, "Digital Marketing: The Critical Trek for Multichannel Campaign Management."
The acquisition of Conversen aligns with Experian's plans to "invest aggressively in cross-channel marketing," said Matt Seeley, president of Experian Marketing Services, in a statement. "As the complexity and demand for more data-driven marketing grows, it's paramount that Experian Marketing Services stays ahead of these shifts and continues to offer an intuitive, flexible product set that enables clients to engage in consistent, meaningful dialogues with their customers across all relevant channels," he said.