KnowledgeBase Marketing has acquired 51% of DataCore Marketing, an analytics, campaign and data management and marketing strategy firm. Jeff Yowell, who founded the firm in 1992, retained the remaining 49%.
Yowell received compensation “in the low eight figures,” according to Gary S. Laben, president and CEO of KnowledgeBase. Laben added that KnowledgeBase would likely acquire a significant portion, if not all, of Yowell’s remaining stake within the next few years.
In 2006, DataCore generated $15 million in revenue. The Kansas City, KS-based company employs more than 120 people. Laben does not anticipate any layoffs as a result of the acquisition. DataCore will continue to operate from its current location.
Yowell will remain with the company as president and CEO. The company will retain its name, as Laben says it has equity with the business-to-business-to-consumer field, but will be known as a unit of KnowledgeBase.
The acquisition strengthens KnowledgeBase’s presence in several B-to-B-to-C industries, including financial services and pharmaceutical marketing. Laben also cited DataCore’s contact center operations as a motivator for KnowledgeBase’s purchase.
DataCore’s clients include Novartis, Du Pont, PacifiCare, Sprint, Michelin and others. DataCore and KnowledgeBase had worked together on several client accounts before the acquisition.
Network
