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Zeta Interactive acquires Acxiom’s email service

Zeta Interactive acquires Acxiom’s email service Impact for just over $50 million.

Zeta Interactive is a SaaS enterprise marketing provider, with its headquarters located in New York City, USA. It currently has over 1,300 employees in 25 offices worldwide. Its founder is former Apple CEO John Sculley.

zeta interactive acquires acxiom impact

The fact that Zeta Interactive acquires Acxiom Impact has to do with expanding its marketing cloud portfolio. From the press release:

“Adding Acxiom Impact’s highly-rated technology and world-class professional and managed services into Zeta’s world-class platform is a game-changer not only for us as a company, but also for the marketplace,” said David A. Steinberg, Zeta’s CEO and Co-Founder. “As Zeta drives towards realizing our vision of solving CMO’s biggest challenges by making data actionable at every step of the customer journey, we are constantly seeking opportunities to get there faster.  Together, we provide a top-rated self-service offering and become the dominant player in Managed Services. The combination of Acxiom Impact, a platform and team that we have tremendous respect for, and Zeta brings together two like-minded companies with a passion for driving client success – across the entire customer journey, cross-channel and cross-device.”

Zeta Interactive acquires Acxiom Impact: separate, for now

Acxiom Impact will become part of Zeta Interactive‘s CRM divisions. It will continue to operate separately, but in the future the goal is to integrate them both.

The acquisition came forth as Acxiom Impact was seen as a company that could be run better than its parenting company according to this TechCrunch article. The opportunity to acquire the company arrived, so Zeta Interactive stepped in.

Zeta Interactive currently has three main products in its portfolio: Zeta CRM, Zeta ZX and Zeta Actions. All platforms are aimed at leveraging data to acquire, nurture and retain new customers. Zeta Interactive’s clients include Tesco, Sony Pictures, IKEA, UPS and American Airlines.

This latest acquisition is one of the larger ones done by Zeta Interactive: the largest yet was last year’s acquisition of eBay’s CRM division at $80 ~ $90 million.

The official press release on the Acxiom Impact acquisition can be found here.

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