The Acxiom purchase is the most recent in a string of acquisitions by the analytics and marketing company.

Yet another vendor purchase is in the books.

On the heels of tech giant Oracle Corp. announcing it will buy e-commerce software provider NetSuite Inc. for $9.3 billion and customer relationship management firm (CRM) Salesforce acquiring e-commerce platform Demandware for $2.8 billion, another deal between two e-commerce marketing firms just closed.

Big data and analytics-based marketing firm Zeta Interactive has purchased Acxiom Impact from Acxiom Corp. Zeta announced in early August that it would acquire the automated marketing arm of Acxiom, and it completed the purchase Aug. 31. The purchase price was not disclosed, but Zeta reportedly paid more than $50 million for Acxiom Impact.

Seven Top 1000 web retailers use Acxiom’s CRM services and one uses its tools for online advertising, according to the Internet Retailer 2016 Leading Vendors to the Top 1000.

Zeta has been on a buying spree as of late. It recently bought the customer relationship management arm of eBay Enterprise, marketing automation platform ClickSquared and the Actions division of Adchemy, a firm that uses web-based software to help companies manage paid advertising. With the Adchemy purchase it also bought the company’s machine learning platform. Machine learning is a technology that develops computer programs to teach themselves to grow and change when exposed to new data instead of being explicitly programmed by an individual.

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Zeta’s recently announced $45 million in financing will help fund the integration of Acxiom Impact into Zeta’s platform, the companies say. The combined company has clients in such verticals as retail, financial services, communications, automotive and insurance.

Launched in 2007, Zeta competes with Oracle (which serves 543 Top 1000 retailers), IBM Corp. (543), Salesforce.com (137), and Adobe Systems Inc. (558).  Operating on four continents with more than 1,300 employees, the company is headquartered in New York City with offices in Silicon Valley, Boston, London and Hyderabad, India, and 25 additional offices around the globe.

 

 

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