Acxiom Digital Acquires Kefta

  |  April 3, 2007   |  Comments

The digital marketing firm will add Kefta's personalization technology to its offerings.

While it has been known for its e-mail delivery systems, Acxiom Digital is broadening its Internet marketing solutions through the acquisition of Kefta, a Web site personalization company.

Kefta was acquired by Acxiom Digital for an undisclosed sum, and was sought out by Acxiom to add the company's personalization algorithms and expertise to Acxiom's offerings, according to Kevin Johnson, president of Acxiom Digital.

"We are known for our heritage as an e-mail marketing company, but we are really much more," he said. "We have a vision to help our clients manage and control all their digital communications, but one of the pieces that been missing for us over the past couple of years was the ability to help manage the customer experience once they click through to a client Web site. One of the things that is unique about Kefta is they are able to start that personalization from the very first interaction that a customer has with that Web site."

Last year, Kefta began offering a combination of behavioral targeting and Web site optimization system for marketers, and later offered a slimmed down, self-service hybrid of its previous system. The company’s technology delivers content to Web site visitors based on their online behavior and individual portraits, in order to help marketers boost response, revenues, and customer loyalty.

Acxiom's Impact platform helps marketers create and execute campaigns across multiple media channels including personalized e-mail, targeted Web sites, banner and other Web advertisements, search engines, and direct mail. While initially Kefta's technology will be integrated with Acxiom’s Web site technology, it will also be integrated into its other technology platforms, including its e-mail delivery systems.

"Kefta has an optimization set of algorithms and experience that we haven't had in the e-mail space. And we're interested in bringing that into our over all e-mail platform," said Johnson.

Philippe Suchet, CEO of Kefta, and a former ClickZ columnist, will remain with the company along with his staff. Kefta will be incorporated into Acxiom Digital, but will retain its San Francisco-based headquarters. The Kefta brand name will initially be used by Acxiom Digital, but will likely be phased out over time.

"Like everybody else in the team I will remain within Acxiom Digital," said Suchet.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...