Experian Buys Australian Analytics Firm

Database giant Experian has acquired Melbourne-based analytics business Pacific Micromarketing from publishing group PMP for $AUD 6.2 million (US $6.5m).

Pacific helps clients analyse customer databases to develop consumer, market and neighbourhood classifications, analysis and insights, assisting with decisions from customer targeting to the location of new stores. Teams of consultants and analysts are backed up by tools such as the household classification system, Mosaic.

PMP's core business is in print, digital and distribution and the sell-off reflects a drive to focus on these as it implements a turnaround strategy under its new CEO, Peter George, who comments: 'The business will find a better fit with Experian and I am sure it will prosper under the new ownership'.

Experian has made a number of data and analytics acquisitions in the last year or so, including UK-based web monitoring firm Garlik, public data aggregator Court Ventures and US multi-channel campaign management software firm Conversen Inc. Most recently it increased its stake in Brazilian credit behaviour specialist Serasa.

Thanks to www.theaustralian.com.au for some of the above. Pacific is online at www.pacmicro.com.au .