Telco retailer Spark has signed a conditional agreement to acquire Auckland-based marketing automation provider Ubiquity.
Spark said the move will blend the marketing software strengths of Ubiquity with the Spark’s big data and analytics software business Qrious.
Spark said Ubiquity’s agency campaign services and its proprietary marketing automation platform Engage would be enriched over time by Qrious’ geo-data and analytics capabilities.
"We’ve been increasingly confident about our emerging leadership in analytics and the potential of Qrious and we’re backing that confidence by investing in the next stage of its growth," Spark managing director Simon Moutter said.
“We believe combining the powerful analytics capabilities of Qrious with the marketing solutions of Ubiquity and expanding Qrious into the data-driven marketing sector will unleash even more value for New Zealand businesses."
Qrious CEO David Leach said the combination will deliver scale and mass to the company's data-powered marketing business more quickly than if Qrious went it alone.
“Qrious has set its sights on becoming the full-service data analytics partner of choice for all New Zealand businesses," he said.
“Ubiquity is a mature and well-respected player in the local marketing industry with a large, stable base of blue-chip customers. Bringing the two businesses together supports the ambitious growth aspirations of both companies and offers a great digital solution for the rapidly evolving marketing environment.”
Ubiquity Nathalie Morris said the company's existing client base had been asking for deeper analytical expertise.
"Building Qrious’s advanced analytics and platform expertise into the Ubiquity platform is a natural next step that will meet the changing needs of a rapidly evolving industry.”
Publicly-listed Spark did not disclose the value of the conditional deal.