Now that the Internet advertising industry has asked for (and won) the hand of customers, companies are looking to maintain those relationships, with the latest evidence being Excite@Home‘s acquisition on Wednesday of database management company DataInsight.
Excite@Home will use the company’s technology to enhance its MatchLogic database marketing division. Financial terms of the acquisition were not disclosed.
“ROI-focused online marketing is all about knowing how to find new customers, and then establish individual relationships with them,” said Tim Prunk, president of MatchLogic.
“However, the industry has been paying too much attention to customer acquisition neglecting the value of retaining customers. We believe our customers gain mutual benefits when they focus on learning the consumer’s desires, which is why we’re investing aggressively in our eCRM offerings.”
DataInsight’s professional services division will become a part of MatchLogic’s infrastructure services, and its eVista solutions group will become a new product.
The founder and chief executive officer of DataInsight, Steve Helle, will now oversee MatchLogic’s data warehousing groups. All of DataInsight’s 30 employees will become part of the MatchLogic division.
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