September 13, 2012 – Emailvision, a marketing automation and customer information provider, proposed a deal Thursday for behavior and predictive analytics startup PredictiveIntent, marking another deal in the popular customer data space.
Central to the deal is patent-pending technology from PredictiveIntent that personalizes websites for particular customers, which Emailvision CEO and Founder Nick Heys said in a release on the proposed deal is “transforming the world of relationship marketing.” PredictiveIntent’s SaaS predictive analytics solution enables marketers a way to target any Web visitor with cut-to-fit email campaigns in real time.
Based in London, Emailvision boasts a marketing cloud platform with 3,300 clients and 600,000 campaigns per month. PredictiveIntent was founded in 2009 and with a management team that has previously worked at IBM, Apple, Convergys and weComm.
Financial terms of the deal were not disclosed.
While this maybe not the largest deal in terms of the global vendor market, it is part of a trend surrounding customer analytics. Marketing analytics has been the focus of a number of acquisitions in the last few months – including big money deals by Oracle, Teradata and IBM – and is predicted to be a booming industry both in the U.S. and abroad. Even still, gains from next-generation customer data offerings like real-time mining and social media metrics are a few years off, according to recent estimates by Forrester Research.