Database provider buys marketing optimisation boutique

A leading provider of database marketing solutions has taken a controlling stake in a specialist provider of marketing optimisation technology and services. Greenstone Data Solutions has bought the majority share of The Customer Partnership. The move is intended to reinforce “the subtle difference” claimed by the provider through linking operational and planning tools.

Julian Berry, founder of TCP, continues as managing partner of the venture, which will trade as TCP Marketing Solutions – a Greenstone Company. The acquisition will provide his business with access to existing clients of Greenstone’s data and customer insight solutions.

Greenstone’s commercial director Marco De Caprio says: “TCP is a hugely respected specialist direct and database marketing solutions company. Its focus on developing innovative software tools to help organisations make more effective use of marketing spend and providing value-based decision support for marketers is in line with our approach and together we will deliver even more value for our customers.”

Berry says: “Greenstone has grown both in scale and reputation since its inception in 2003. Our offer to the market is entirely complementary through our joint belief that marketing should be led by science and data, rather than intuition. And while culturally we are very similar, Greenstone also provides the necessary development
resources, scale and market presence with which we can effectively develop and distribute our software solutions.”

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