Australian start-up success story Campaign Monitor has picked up Canadian marketing data platform Tagga, a move it says will give marketers a hyper-personalised 360-degree view of their customers.
Campaign Monitor, a Sydney-born email marketing firm which now has offices across the US and London, said the Tagga acquisition would better help it capitalise on the $37bn CRM market. A year ago, the company had 100 employees and now it’s almost tripled that.
CEO Alex Bard told The Australian the Tagga acquisition was about rounding out his product so marketers could better keep track of millions of customers, and their associated behavioural data, in order to personalise engagement and drive revenues.
“Tagga has tech that pulls in all this behavioural data to create a unique customer profile. You can then do things like have advanced segmentation, delivering the most relevant and personalised content,” he said.
“Flight Centre uses Tagga to take booking data from social media and can sort behavioural segments by persona. So you can take a female aged between 30 and 40, and has booked in the past, and engaged in social. Then use that data to drive the journey. The volume of emails opened directly correlates to the bookings, so that’s a material impact on their business.”
Mr Bard said while terms of the deal were not disclosed, he’d be integrating Tagga’s team and product fully into Campaign Monitor. Tagga has a team of about 10.
He said a beta offering is slated for later this year, with pricing for the new offering to be announced at the time of general availability.
“Things are going extremely well. We’re profitable, and we’ve been profitable since day one,” Mr Bard said. “That’s enabled us to have incredible control on our own fate, and pursue great opportunities like what we’re doing with Tagga.”
The CEO said another fund raise or IPO wasn’t in his immediate-term plans.
“We pride ourselves on building a business organically, so we’re not really thinking about from a financing perspective outside anything we’ve already done at the moment,” he said.
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