dunnhumby Extends Data Science Offer with Aptaris Buy

Tesco-owned customer data firm dunnhumby has acquired the remainder of enterprise marketing and promotions management tech company Aptaris Software, as it aims to extend its own customer data science platform. Terms of the deal were not disclosed.

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'. In early 2016, dunnhumby partnered with the firm to embed its customer data science into Aptaris' solution and develop new tools for scenario planning, forecasting and response measurement. Shortly after, dunnhumby acquired a stake in Aptaris as it developed real-time vendor promotion modeling and ad impact forecasting services.

As part of the deal, Tom O'Reilly, CEO of Aptaris, is now serving as a strategic consultant for dunnhumby. CTO William Morrell; Krista Gettle, SVP of Product Management and Delivery; and John O'Reilly, SVP of Sales and Marketing will also join dunnhumby in executive positions. With the acquisition, dunnhumby also gains a team and office in Rochester, New York.

Guillaume Bacuvier (pictured), CEO of dunnhumby, says the acquisition is 'a pivotal step' towards the firm's goal of being the world's leading customer data science company.

Web sites: www.dunnhumby.com and www.goaptaris.com .