Acxiom Corporation Acquires Personalized Marketing Kefta

Acxiom® Corporation announced that it has acquired Kefta, the leader in real-time, dynamic personalization solutions for the Internet. Kefta, based in San Francisco, will become part of Acxiom Digital, Acxiom Corporation’s business unit dedicated to providing integrated digital marketing solutions to Global 2000 enterprises. The acquisition bolsters Acxiom Digital’s ability to integrate one-to-one, personalized communications across digital channels. Terms of the transaction were not disclosed.

Kefta’s dynamic targeting solution delivers timely, relevant content to website visitors based on their unique online behavior and individual characteristics, thereby helping marketers boost response, revenues and customer loyalty. By recognizing and responding to the different needs of customers online, Kefta helps marketers deliver relevant and personalized marketing messages in real time on websites, search engines, banners and e-mails.

"Today most marketing campaigns are managed as discrete communications that fail to reflect and enhance the complete customer experience with a company," said Kevin Johnson, leader of Acxiom Digital. "Kefta and Acxiom together will finally enable clients to capture the full potential of their digital marketing campaigns through comprehensive personalization and integration across marketing channels. Kefta has spent the past seven years developing a powerful yet easy-to-implement solution that personalizes the customer experience from the very first interaction. No other personalization company can match Kefta’s proven ability to drive measurable results."

"We are extremely pleased to bring our industry-leading personalization solution together with Acxiom, a recognized leader in consumer data, data integration and integrated digital marketing solutions," said Kefta CEO Philippe Suchet. "Combined, we will expand the reach and deepen the impact of personalization for marketers, from search to websites to e-mail and beyond. This step moves us years ahead in the achievement of our vision for end-to-end online personalization."

Clients already see the logic of the acquisition and the power of Acxiom’s new offering. "The combination of Acxiom and Kefta creates a bolt of lightning that will strike the personalization industry," said Dr. Patrick Byrne, CEO of Overstock. "Kefta already helps keep us on the leading edge of customer personalization. The ability to integrate search engine, website and e-mail marketing communications and to power them with Acxiom data will help us drive even higher levels of customer satisfaction and financial results."