Zeta Interactive, the marketing-focused big data and analytics firm that recentlyacquired the CRM division of eBay Enterprise, today announced it has boughtAcxiom Impact, Acxiom‘s marketing automation solution for enterprise marketers. Sources close to the companies tell me the acquisition price was just north of $50 million.
Zeta Interactive, which was co-founded by David Steinberg and former Apple and Pepsi-Cola CEO John Sculley, focuses on data-driven marketing and customer lifecycle management solutions. Acxiom Impact has a similar focus, with an emphasis on one-to-one email and cross-channel marketing tools for the enterprise.
Zeta CEO Steinberg tells me the company wants to use the acquisition to “create a ‘best of both’ marketing technology platform that builds on Zeta‘s core strengths of flexibility, scalability and omni-channel orchestration,” as well as a “best in class”‘ professional services organization.
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