NEWS28 April 2016

Dunnhumby invests in Aptaris

Data analytics FMCG M&A News North America

US — Customer science company dunnhumby has taken an equity stake in Aptaris, an enterprise marketing and promotions management technology company. 

The investment follows an announcement made in January that the two companies were forming a strategic partnership agreement to integrate their complementary software solutions. 

The partnership will see dunnhumby and Aptaris jointly develop an end-to-end promotions management solution that allows real-time modelling and simulation on vendor promotional offers, and forecasting of advertising impact.

"This investment demonstrates dunnhumby’s confidence in our progressive approach to solving our clients’ challenges and the value of our combined solution to retailers’ businesses," said Tom O'Reilly, CEO for Aptaris.

"The ability to leverage science and data to deliver more relevant and even personalised promotions creates real competitive advantage for retailers ready to move past outdated spreadsheet systems."