BlueVenn Buys Customer Analytics Firm LEAP

Marketing automation and audience understanding specialist BlueVenn has acquired media industry-focused customer analytics provider LEAP Media Solutions for an undisclosed sum.

Based in Raleigh, NC, LEAP delivers audience optimization and revenue enhancement systems for news media companies. The firm has been using BlueVenn technology for the past five years, to provide media publishers with tailored data analytics and marketing campaign capabilities through a shared hosting model.

BlueVenn, which has offices in the UK and US, says the buy will enable it to extend its services into the media and publishing market, including tools for identifying, segmenting, understanding and engaging with customers. LEAP founder and Managing Partner Tom Ratkovich says the deal will also help the company move into new markets such as leisure and travel, retail, and finance.

Curt Bloom, BlueVenn President, says the acquisition 'turns a long-running collaboration with LEAP into a permanent relationship', and adds: 'As part of BlueVenn, LEAP will continue to offer its same outstanding service to media clients, but with tighter integration to our cutting-edge data analytics and marketing automation tools'.

Web sites: www.bluevenn.com and www.leapmediasolutions.com .