Auto Sector Analytics Firm Driven Data Acquired

In the US, automotive retail insurance marketplace Polly has acquired marketing and analytics company Driven Data Technology. Terms of the deal have not been disclosed.

Driven Data uses combines marketing data with first party data from CRM, inventory and DMS sources to analyze and act on insights in real time and deliver personalized marketing campaigns. The firm's platform integrates and connects first-party data across multiple sources, enabling dealers to make decisions that can be measured by way of attribution. Last year, the company raised $4.5m in a Series B round of investment.

Polly found and CEO Travis Fitzgerald says the acquisition expands Polly's customer engagement capabilities through first-party data to target in-market car shoppers and service customers with timely and personalized messaging. Jon Berna (pictured), founder and CEO of Driven Data, comments: 'We've helped many forward-thinking dealerships mature their data analytics and marketing capabilities. I am so proud of the work our team has accomplished over the past decade and am thrilled to have the opportunity to collaborate with the amazing Polly team to take our combined solutions to the next level'.

Web sites: www.polly.co and www.driven-data.com .