In the fast-paced world of data-driven marketing, companies are constantly seeking innovative ways to enhance their capabilities and stay ahead of the curve.
One such move was made by Acxiom, a data marketing company, with its recent acquisition of Aditive, a San Francisco-based data analysis firm.
This acquisition represents a strategic move by Acxiom to strengthen its presence in the data marketing industry and to expand its offerings to clients.
The acquisition also reflects the growing importance of data-driven insights in the marketing industry, as companies seek to optimize their advertising strategies and reach their target audiences more effectively.
With Aditive now part of Acxiom, this partnership has the potential to revolutionize the way companies approach data-driven marketing.
This data company knows all about you
Aditive and Acxiom are both companies in the technology and data industry, but they have different areas of focus.
Aditive is a software development company that specializes in creating tools and solutions for the additive manufacturing industry.
In its profile at Crunchbase, it gives a brief description of what it does:
We enable brands to understand which consumers will be their best advocates, dynamically personalize messaging and scale these efforts through advertising.- Aditive
Aditive creates software that helps streamline the design, production, and distribution of 3D-printed objects, with a focus on industrial applications.
Acxiom, on the other hand, is a data and marketing servicescompany that provides businesses with data and analytics to inform their marketing strategies.
On its Twitter profile, it introduces itself like this:
Helping brands understand people is our business. We use data + tech, and we do it responsibly. That’s why brands who love people, love Acxiom.- Acxiom
Acxiom’s data products and services include:
- customer data integration
- marketing data management
- data-driven marketing solutions
They work with a wide range of industries, from financial services to retail, to help companies better understand their customers and optimize their marketing efforts.
With Aditive now part of Acxiom, the former’s expertise and the latter’s industry experience make up for an excellent combination.
Both companies are headquartered in the United States: Additive in San Francisco, California, and Acxiom in Little Rock, Arkansas.
In 2014, Acxiom, a global leader in marketing services and technology, acquired Additive, a marketing automation company that provided solutions for businesses looking to enhance their digital marketingcampaigns.
Aditive was founded in 2010 by Jeffrey Glover and Todd Parsons, with the latter serving as the CEO.
The company quickly gained a reputation for providing innovative marketing automation solutions to its clients.
Said clients included some of the world’s largest brands, such as:
- British Airways
Acxiom, founded in 1969 by Brian Kolo, had been providing data and marketing solutions to businesses for over four decades.
The company had a strong presence in the United States and Europe, and its clients included major brands such as:
However, Acxiom had been facing increasing competition in the digital marketing space, especially from companies such as Oracle and Salesforce, which had made significant investments in marketing automation technology.
The acquisition was completed in May 2014, with Acxiom paying $22.5 million in cash for Aditive.
Following the acquisition, Aditive was integrated into Acxiom’s Digital Impact division, which focused on email and mobile marketing.
With Aditive now part of Acxiom, the integration of Aditive’s technology allowed Acxiom to offer more personalized and targeted marketing campaigns to its clients.
The acquisition of Aditive provided Acxiom with an opportunity to enhance its marketing automation capabilities and expand its product offerings.
Aditive’s expertise in digital marketing, combined with Acxiom’s data management capabilities, would allow the company to offer a more comprehensive suite of solutions to its clients.
Additionally, Aditive’s existing client base provided Acxiom with an opportunity to cross-sell its other products and services.
With Aditive now part of Acxiom, the acquisition of Aditive proved to be a strategic move for Acxiom, as it enabled the company to strengthen its position in the digital marketing industry.
By integrating Aditive's technology into its existing offerings, Acxiom was able to offer a more comprehensive suite of solutions to its clients, which helped it to differentiate itself from its competitors.
The acquisition also allowed Acxiom to expand its client base and increase its revenue streams.
Acxiom - Helping marketers by providing actionable, data-driven solutions to drive brand growth
Todd Parsons also worked as chief product officer at Criteo, an international tech company, with headquarters in Paris.
The study tried to answer this key question: “How do you raise your profile and put your businesson the map and more potential buyers become aware of your business benefits?”
It also identified the following information:
The main challenge for Aditive is to “create visibility, credibility, and thought leadershipfor a small, little-known startup among its Fortune 500 audience.”
Here are two probable ways to work out on the said challenge:
1. Position CEO as digital advertising/social mediaexpert for large brands with unique insights into the digital advertising ecosystem
Below are some of the expected outcomes:
1. Placed and ghostwrote two bylines for the magazine Bloomberg Businessweek
2. Placed and ghostwrote eight bylines in key vertical outlets such as:
- MultiChannel Merchant
- Retail TouchPoints
3. Marx Communications garnered interviews and founder quoted in numerous outlets including:
- 1to1 Magazine
- Internet Retailer
- Retail Touchpoints
4. Booked as panelist at three major industry events
As for Marx Communications, this is what Parsons has to say:
Marx Communications had the media chops and savvy to tell our story in an effective and engaging way that helped raise both my profile and that of my company.- Todd Parsons
Acquisition refers to the act of obtaining or acquiring something.
In business, it often refers to the process of one company buying another company or its assets.
Whether company acquisition is a good thing or not depends on various factors such as the purpose, strategy, and execution of the acquisition.
In some cases, company acquisition can be beneficial for both the acquiring company and the acquired company.
For example, if the acquiring company is looking to expand its product offerings or enter new markets, acquiring a company with the necessary expertise or market presence can be a quicker and more effective way to achieve these goals than developing them from scratch.
However, there are also potential downsides to company acquisition.
For example, if the acquisition is poorly executed or the two companies are not a good fit, it can result in financial losses, decreased morale, and a negative impact on the company's reputation.
Ultimately, the success of a company acquisition depends on a variety of factors, including the following:
- motivations behind the acquisition
- strategic fit between the two companies
- execution of the integration process
After a company acquisition, there are several steps you can take to ensure a smooth transition and maximize the benefits of the acquisition.
Here are a few things to consider:
- Assess the situation.
- Develop a plan.
- Communicate with employees.
- Integrate systems and processes.
- Focus on culture.
- Measure progress.
It is possible that Acxiom saw the acquisition of Aditive as a way to expand its digital advertising capabilities and improve its overall marketing services.
With Aditive now part of Acxiom, the latter gains access to new technologies, expertise, and talent in the digital advertising space, which allows it to better serve its clients.
Additionally, the acquisition is a part of a larger strategy to increase Acxiom’s market share and competitiveness in the data and technology industry.
Moreover, acquiring a company like Aditive will help Acxiom to have an edge over its competitors and position itself as a leader in the digital marketing space.
Lastly, with Aditive now part of Acxiom, this acquisition demonstrates Acxiom’s commitment to innovation and growth, as it seeks to stay ahead of the curve in a highly competitive industry.