Infogroup, a database services provider, has acquired Seattle-based data company GoTime, Christian Ward, chief data officer of Infogroup told Direct Marketing News. Terms of the deal were not disclosed.
Infogroup acquired GoTime in part because of its ability to collect and deliver data in real time, making it more useful to consumers and for companies, Ward said. GoTime’s database includes information on more than 275,000 happy hour destinations across 107 cities, according to the company’s website.
Using Go Time’s platform, Infogroup has launched the “Data Axle,” a tool designed to provide a one-stop location for the varied data companies collect.
“Clients have many data hubs today,” Ward said. “The goal here is a platform to connect these data elements so that the right data is getting to the right places at the right time.”
“We will bring a completely new data platform to the marketplace that takes real-time data, from source to client,” said Infogroup CEO Michael Iaccarino in a statement.
Infogroup won’t be collecting data directly from consumers but it will use consumer data to provide feedback on existing tools, Ward said. He said the strategy will help them improve the quality of their data.
“We’ve spent the last five years perfecting our database,” said Jeff Khadavi, CEO of GoTime.
Infogroup will not lay off any GoTime employees as a result of the acquisition, said Mercy Ruiz, director of corporate communications at Infogroup. Ruiz declined to comment on what Khadavi’s title will be.
On Feb. 23, Infogroup partnered with Epsilon Targeting to great B2BAdvantage, a product that’s intended to simplify marketing. Infogroup also expanded its list management and broker team by adding three new executives in February.
