Business Services Industry
Experian buys CheetahMail; Deal is part of larger trend of data firms acquiring e-mail services providers.(Direct & Database)
B to B, April, 2004
Byline: CAROL KROL
In what could be the first of several deals this year between data companies and e-mail marketing services providers, Experian last month acquired CheetahMail. The move signals Costa Mesa, Calif.-based Experian's bid to expand its database expertise and services beyond the offline world.
Experian isn't the only large database company to position itself to take advantage of shifts in marketing communications channels toward a more integrated approach. Last year, InfoUSA acquired Yesmail and ClickAction to compete in the same space.
"The big database marketing service providers have been historically focused on postal mail,'' said Elana Anderson, senior analyst at Forrester Research. "The reason they need to add e-mail to...
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