Veda Gobbles Lion's Share of Datalicious

Australia and New Zealand-focused analytics company Veda Group, looking to develop its Inivio marketing services division, has announced the acquisition of a controlling stake in data and analytics agency Datalicious.

The deal looks to integrate Inivio's 'rich off-line data and advanced analytics capability' with Datalicious' technology and online insights. Both companies target the CMOs of Australia's Top 100 companies.

Datalicious was founded in 2007 by Christian Bartens and is focused on smart data driven marketing services. Veda and Datalicious partnered six months ago on the launch of Inivio, which aims to 'revolutionise' content delivery to corporate web sites. Veda says the buy will accelerate the development of new products and further help customers to improve their marketing ROI. CEO Nerida Caesar says the investment in this 'niche business... is aligned with Veda's strategy of continuing to grow by focusing on what our customers tell us they need'.

Datalicious founder Christian Bartens comments: 'Veda's investment in Datalicious provides a great opportunity to grow the business and benefit from using the Inivio data sets to enhance the SuperTag product, offering more value and insights to our customers.'

Web sites are at www.datalicious.com and www.inivio.com.au .