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KBM Group Acquires I-Behavior
In the US, privately held database marketer I-Behavior has been acquired by the KBM Group, part of WPP's Wunderman network. I-Behavior provides direct marketing services to multi-channel retailers based on consumer purchase transaction data.
The Louisville, Colorado-based company employs 83 people and its full-year revenues for 2010 are expected to be around $25m. Customers are promised more effective marketing via its database of more than eight billion purchase transactions, generated by 171 million consumers, 103 million online buyers and 35 million business-to-business purchasers: collectively, these represent more than $320 billion in online and offline purchases. The 1,900 partner companies who provide this transactional data receive predictions of future buying behaviour in return.
WPP says the buy continues its strategy of investing in digital knowledge-based marketing solutions companies in fast growing markets and sectors. The transaction is subject to regulatory approval and the approval of I-Behavior's shareholders.
Web sites: www.wpp.com and www.i-behavior.com .
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