e-Dialog seems to be a on a bit of a shopping spree. April 21st they announced they had acquired mobile marketing company M3 and now they’ve gobbled up database marketing solutions provider, MBS. You’ll recall a while back that Chris Wheeler blogged here about acquisition season being wide open and that we’d be seeing more of it as the year moved forward.
The acquisition of MBS strengthens e-Dialog’s distinctive position of providing marketers with an operational, multichannel view of the customer in order to understand customer behavior and preferences in real time. This will reveal the best opportunities for consumer engagement and enable marketers to conduct highly relevant customer interactions that lead to increased customer loyalty across all channels.
“Smart marketing decisions must be backed by strategic insight into consumer purchase history and preferences,” said John Rizzi, president and CEO of e-Dialog. “MBS’ deep database marketing expertise and established solution is the perfect complement to our ability to turn complex customer data into productive marketing campaigns. Clients can now get everything they need to consistently deliver a personalized customer experience across multiple channels from one source – e-Dialog.”
With the acquisition of MBS, e-Dialog will offer clients a powerful underlying database engine that reveals consumer behavioral patterns to help marketers engage their customers in relevant conversations through e-mail, direct mail, mobile devices, social networks, e-commerce, telemarketing, and at the point-of-sale. In addition, it will enable e-Dialog to provide advanced reporting and analytics that centralize customer insight across channels, which is essential to delivering an enterprise-class marketing suite.
Carol Davis, vice president, Direct to Consumer, Hanesbrands Inc. commented, “MBS has been instrumental in our ability to effectively engage our customers and drive sales. They have helped us improve our customer’s experience with our brands and we view them as a key strategic partner. The marriage of MBS and e-Dialog will greatly advance our capabilities to create a true one-on-one conversation with our customers.”
“At MBS, the value of our solution is simple – we enable our clients to be more insightful marketers,” said Lissa Napolillo, president of MBS. “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. As a result, this will deliver better conversion results as well as increased customer acquisition, retention and value.”
Under the agreement, e-Dialog will acquire privately held MBS for approximately $22.5 million cash. MBS will operate as a subsidiary of e-Dialog. Its executive team will remain intact and report to e-Dialog CEO, John Rizzi.
MBS was advised by Petsky Prunier LLC, an investment bank providing M&A and private placement advisory services to companies in the marketing service, marketing technology and interactive advertising industries.