NEWS10 August 2021

Data Axle buys direct marketing business

B2B M&A News North America

US – Business intelligence company Data Axle, formerly Infogroup, has acquired direct marketing company Exact Data, adding it to its US division.

Based in Chicago, Exact Data provides online and offline consumer behavioural data, specialising in postal, email and telephone lists.

The acquisition will bolster Data Axle USA’s marketing services for small and medium-sized businesses (SMBs) and expands the company’s client base by over 40,000.

The financial terms of the deal were not disclosed.

As part of the acquisition, Exact Data founder and chief executive Larry Organ will take on the role of general manager, SMB, leading the collective teams overseeing Exact Data and Data Axle USA. Organ will report to Mark Cullinane, president of local marketing solutions at Data Axle, who oversees the SMB market.

Cullinane said: “Exact Data has built a robust and easy-to-use online platform and a large complementary customer base. We will allow our customers to more easily access the data they want. We will also bring a full suite of marketing solutions and services to Exact Data customers. Our combined customers will enhance their sales and marketing efforts and drive better results.”

Organ added: “What Data Axle and Exact Data are doing together effectively elevates the industry standard for what SMBs can expect from their data-driven solutions and service.”