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dunnhumby Buys Stake in Aptaris
Customer data pioneer dunnhumby has bought a share of marketing management tech company Aptaris, three months after the firms announced they would integrate their software.
Aptaris' technology brings all stages of the marketing and promotions management process together - 'from the moment of deal initiation through implementation to settlement and post-promotion analysis' - giving clients 'seamless omni-channel customer communications'. The January deal promised both sets of clients new tools for scenario planning, forecasting and response measurement.
Tesco-owned dunnhumby says the closer links will allow it to extend its data science and analytics tools to 'more retailers than ever before', and will speed the development of a new end-to-end promotions management solution, allowing real-time modeling and simulation on vendor promotional offers, as well as total ad impact forecasting.
The buy follows a number of outright acquisitions for dunnhumby / Tesco in the last few years: KSS Retail in 2010 and BzzAgent the following year; advanced analytics specialist Standard Analytics in 2013; and two firms n 2014, consumer behaviour modelling firm Sandtable and Berlin-based ad targeting and retail retargeting firm Sociomantic Labs. Recently, it renamed KSS dunnhumby Price and Promotion.
Aptaris CEO Tom O'Reilly says the latest investment 'demonstrates dunnhumby's confidence in our progressive approach to solving our clients' challenges and the value of our combined solution to retailers' businesses'. dunnhumby CEO Simon Hay (pictured) comments: 'We know the explosion of digital technologies and big data are introducing new opportunities for innovative thinkers like Aptaris. We're excited to team up with companies like these to help them move faster, and use data to delight customers with the shopping experience of the future, today'.
dunnhumby employs over 2,000, in offices in Europe, Asia, Africa, and the Americas and is online at www.dunnhumby.com . Aptaris' web site is at www.goaptaris.com .
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