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BtoB

Experian acquires database services company

Published on .

Schaumburg, Ill.—Experian announced Thursday it has acquired ClarityBlue, a database marketing services company and customer management consultancy, for $150 million, plus up to $27 million more over three years based on performance.

ClarityBlue is based in Luton, U.K., and Boston.

Experian said the combination of its own client base and data solutions with ClarityBlue’s data management technology and consultative service model will enhance the data-driven solutions it provides for clients. That will include data solutions in emerging channels like SMS and video.

“ClarityBlue’s technology is built to handle the future of marketing with already developed capabilities that enable integrated campaign management in traditional channels such as direct mail, e-mail and call centers, as well as emerging channels such as SMS and video messaging,” said Mark Parise, president of Experian Marketing Services, in a statement.

—Carol Krol

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