Veda Group Limited (Veda) announced that it has invested in data and analytics agency Datalicious, acquiring a controlling position in the company. The investment is part of Veda’s growth strategy for its Marketing Services division, Inivio. Veda Chief Executive Nerida Caesar said the investment was consistent with Veda’s growth strategy to make targeted bolt-on acquisitions and investments.
Datalicious, founded in 2007 by digital marketer Christian Bartens, is focused on smart data driven marketing services and the development of Software as a Service (SaaS) products (see BIIA Post). A partnership between Veda and Datalicious was forged when Inivio was launched in August 2013, with the goal of revolutionising content delivery to corporate websites. With the investment, Veda plans to grow its marketing services business and further develop its shared offering with Datalicious continuing to develop new products for its customers and further assist them in improving the effectiveness and return on their marketing programs.
By marrying Inivio’s rich offline data and advanced analytics capability with Datalicious’ technology and online insights, marketers can serve content tailored to the known needs, attributes and values of the individual visitor, in real time. The primary target market for both companies are CMOs of Australia’s Top 100 companies. Their services and solutions are geared towards widening customers’ conversion funnel, to boost sales and overall marketing ROI.
Datalicious offers a wide range of data services from data warehousing, web analytics and media attribution over data mining, modeling and reporting to the planning and development of smart data driven campaigns and entire websites. The investment in Datalicious is one of a number of offerings from Inivio, which provides marketers and creative agencies best in class data, insights, campaign tools and analytic expertise.
Christian Bartens, founder of Datalicious, said: “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.”
About: Datalicious is all about smart data driven marketing and turning data into actionable insights. Founded with the aim of creating a 360 data agency, Datalicious offers a wide range of data services from data warehousing, web analytics and media attribution over data mining, modeling and reporting to the planning and development of smart data driven campaigns and entire websites.
Source: Veda Group