Vya Buys Customer Data and Analytics Firm Direct Options

Marketing resource management tools provider Vya has acquired Direct Options, a firm focusing on customer engagement through behavioral and data science. Terms of the deal were not disclosed.

Founded by Jan Moore (pictured) in 1992, West Chester, OH-based Direct Options uses proprietary analytics, modeling and customer segmentation techniques to target utility company customers for participation in energy efficiency product offerings or services, and other initiatives. The firm helps clients maximize data in a predictive way, to improve operations while enhancing the customer experience.

Vya says the acquisition expands its own marketing resource management solution set with the addition of marketing data management and analysis, while providing opportunities to introduce Direct Options' capabilities to new industry segments. Through the deal, Vya plans to accelerate its strategy to offer a solution encompassing market analytics, campaign execution, performance analysis, and optimization of future campaigns.

Following the takeover, Direct Options will operate as a division of Vya, and Moore says that Vya will support Direct Options' goal to better understand clients' customers. Jay Brokamp, CEO, Vya, adds: 'We are delighted to welcome Direct Options' team of experienced and highly skilled data marketing experts to the Vya family. Their approach aligns with Vya's philosophy and culture, and their expertise and capabilities greatly accelerate Vya's strategic vision to meet the increasing data marketing demands of our current and future clients.'

Web site: www.vyasystems.com and www.directoptions.com .