Datalicious announces investment from Veda
Data analytics organisation Veda has announced its investment in digital marketing agency Datalicious. The move is part of their growth strategy for their marketing services division.
The announcement:
Datalicious, an industry leading data-driven digital marketing agency, today announced investment from Veda, Asia-Pacific’s leading provider of consumer and commercial data intelligence and insights.
The investment is part of Veda’s growth strategy for its marketing services division, Inivio. Veda is built on the largest, most comprehensive and current data source in Australia and New Zealand. 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.
Datalicous founder Christian Bartens said the investment shows that Veda is taking its continued growth in digital very seriously.
“The Veda investment enables Datalicious to supercharge its product development and to finally start competing on an international stage. Our media attribution and tag management platforms have already attracted interest from overseas and we’re now in a position to better respond to this demand.”
“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.”
Veda Chief Executive Nerida Caesar said the investment was consistent with Veda’s growth strategy to make targeted bolt-on acquisitions and investments.
Datalicious is a niche business and combining the Datalicious products with Inivio’s data will accelerate the growth of the business.
In July 2013, Datalicious and Inivio released the private beta of the Veda SuperTag integration, allowing SuperTag clients and Veda partners to identify site visitors using a wide range of entry points. The visitor is then given an anonymous ID and clients with the SuperTag integration installed can follow and personalise the users’ online experience based on information provided by Inivio.
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.
Source: Medianet
It’s interesting that the content of this release (& I’d suggest the tone too) neglects to mention the Veda investment is for a controlling stake of Datalicious.
That obviously does not make it an acquisition by any stretch, but a phrase like ‘majority investment’ – which is not mentioned anywhere in the release – has different connotations to how this release is in fact written.
http://www.veda.com.au/insight.....investment