San Antonio, Texas—Direct marketing company Harte-Hanks announced Tuesday that it has agreed to acquire AberdeenGroup, a Boston-based market research company that specializes in technology.
Financial terms of the all-cash deal were not disclosed. The acquisition is expected to be completed by the end of this month.
Harte-Hanks said Aberdeen's emphasis on research and benchmarking data will enhance its technology, market intelligence and lead generation services. In return, Aberdeen gains access to Harte-Hanks' technology database, which will help expand its research base.
"The results of Aberdeen's intelligence—fact-based reports on current marketplace experiences and trends—are used to generate qualified leads by its clients, and we believe this intelligence will assist our clients significantly in their own marketing efforts," said Harte-Hanks Senior VP Gary Skidmore in a statement.
Jamie Bedard, president-CEO of AberdeenGroup, will become managing director-AberdeenGroup, a business of Harte-Hanks.