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Alliance Data Buys HMI
Dallas-based consumer behavior specialist Alliance Data Systems Corporation is to acquire marketing services conglomerate the Hyper Marketing group of companies (HMI), via its tech marketing subsidiary Epsilon.
 HMI's ROI-based marketing services include digital user experience design tech, customer relationship and consumer promotions marketing; direct, digital and local area marketing and planning and insights analytical services; and are offered through brands Ryan Partnership, CatapultRPM, SolutionSet and Getmembers.com. Privately owned, it has bases in Chicago, San Francisco and Wilton, CT.
Epsilon's services include providing clients with insight into their customers' behavior and channel preferences using transactional, demographic and psychographic data; and using advanced analytics to assess and influence customer behavior. Epsilon says the buy enhances its existing ROI-based marketing services with the addition of new industry verticals including energy, fitness, quick service restaurants and technology; doubles the size of its offering at a stroke; and adds clients, talent and new digital capabilities. HMI is expected to generate c.$300m in revenue in 2013, and c.$50m in EBITDA.
HMI CEO Zain Raj comments: 'Combining HMI with Epsilon will help us provide broader and deeper solutions to our clients in a way that reflects the ongoing evolution of the marketing landscape.' He adds: 'our complementary strengths across capabilities and verticals will enable our clients to choose a single partner for more of their marketing needs, ensuring a smooth ride all the way from strategy to execution without the frustrating 'hand-offs' of yesterday's fragmented marketing model.'
Closing is expected before the end of 2012, subject to conditions and approval.
Web sites are at www.epsilon.com , www.alliancedata.com and www.hypermarketinginc.com .
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