Responsys Acquires Predictive Analytics Firm
E-mail service provider Responsys announced today it has acquired predictive analytics and contact optimization concern Loyalty Matrix for an undisclosed sum.
Loyalty Matrix offers subscription-based software that allows marketers to score their prospecting and customer data to see who in the file has a propensity for attrition and who has a propensity to respond, said Scott Olrich, chief marketing officer for Responsys.
“It will also predict whether you should care if they respond, because it will predict lifetime value of the customer and what that particular segment will be worth to you,” he said.
Loyalty Matrix claims on its Web site it is “the first provider of predictive analytic solutions for direct marketing delivered completely on the Web, and focused solely on predicting the most profitable customer segments and the optimal marketing tactics for those segments.”
Loyalty Matrix’s clients include 24 Hour Fitness, Apple, Chicago Sun-Times and Draftfcb.
Olrich said the service will be available for a premium, but the price has not been set.
“The pricing is still being determined,” he said. “It will depend on the volume of data we’re scoring, how often they want those scores updated, what models they want,” he said. “What I do feel comfortable sharing is that we’re going to be making it available on a subscription basis, so it’s not like they’ll have to invest hundreds of thousands of dollars into software and then hire a team.”
Loyalty Matrix has 20 employees who will work out of Responsys’ San Francisco office, said Olrich. There will be no layoffs as a result of the acquisition, he added.
