E-Dialog to acquire database marketing company MBS

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Burlington, Mass.—E-mail marketing solutions company e-Dialog will acquire MBS, a direct marketing database services company, for $22.5 million in cash.

MBS, based in Central Islip, N.Y., is owned by World Marketing, a consortium of production and mailing services companies headquartered in Omaha, Neb. MBS' database technology analyzes customer behavioral patterns to inform relevant messaging in e-mail, direct mail, mobile devices, social networks, e-commerce and telemarketing campaigns.

E-Dialog said the acquisition, in addition to aiding its marketing targeting capabilities, also will help provide reporting and analytics across customer channels.

Last week, e-Dialog bought mobile marketing solutions company M3 Mobile Marketing for an undisclosed sum.

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