Veda steps up growth strategy with Datalicious investment


Sydney, Australia: 3 February 2014 – Veda Group Limited (Veda), the data analytics company and leading provider of credit information and analysis in Australia and New Zealand, today announced that it has invested in data and analytics agency Datalicious, acquiring a controlling position in the company.

The investment is part of Veda’s growth strategy for its Marketing Services division, Data-driven Marketing.

Datalicious, founded in 2007 by digital marketer Christian Bartens, is focused on smart data driven marketing services and the development of Software as a Service (SaaS) products.

A partnership between Veda and Datalicious was forged when Data-driven Marketing was launched in August 2013, with the goal of revolutionising content delivery to corporate websites. With the investment, Veda plans to grow its marketing services business and further develop its shared offering with Datalicious continuing to develop new products for its customers and further assist them in improving the effectiveness and return on their marketing programs.

Veda Chief Executive Nerida Caesar said the investment was consistent with Veda’s growth strategy to make targeted bolt-on acquisitions and investments.

“The investment in Datalicious is aligned with Veda’s strategy of continuing to grow by focusing on what our customers tell us they need. Datalicious is a niche business and by combining the Datalicious products with Data-driven Marketing’s data will accelerate the growth of the business,” she said.

“This takes Veda’s partnership with Datalicious to the next level, delivering the power of offline insights to maximise online channels. We have developed a good working relationship and recently launched the Veda SuperTag Integration, which for the first time makes Data-driven Marketing’s rich household data and predictive models available for targeting online. 

“Data is the new frontier for marketers and those who use it well are set to better understand their customers’ needs and their marketplace. Data-driven Marketing is at the forefront of this evolution with a wealth of offline consumer and business data, drawn from a wide-range of datasets.”

By marrying Data-driven Marketing’s rich offline data and advanced analytics capability with Datalicious’ technology and online insights, marketers can serve content tailored to the known needs, attributes and values of the individual visitor, in real time. 

The primary target market for both companies are CMOs of Australia’s Top 100 companies. Their services and solutions are geared towards widening customers’ conversion funnel, to boost sales and overall marketing ROI.

Christian Bartens, founder of Datalicious, said: “Veda’s investment in Datalicious provides a great opportunity to grow the business and benefit from using the Data-driven Marketing data sets to enhance the SuperTag product, offering more value and insights to our customers.”

Datalicious offers a wide range of data services from data warehousing, web analytics and media attribution over data mining, modeling and reporting to the planning and development of smart data driven campaigns and entire websites. 

The investment in Datalicious is one of a number of offerings from Data-driven Marketing, which provides marketers and creative agencies best in class data, insights, campaign tools and analytic expertise.

About Data-driven Marketing

The power to maximise your relevance. Data-driven Marketing is the marketing services division of Veda. Drawing from vast streams of data, encompassing over 16 million Australian consumers and over 2 million Australian businesses. Data-driven Marketing lets you engage your customers faster and more accurately than ever, with the richest and most meaningful consumer and business insights. With best in class data, insights, campaign tools and analytic expertise, Data-driven Marketing lets you maximise reach and optimise your marketing performance.

About Datalicious

At Datalicious we are all about smart data driven marketing and turning data into actionable insights. Founded with the aim of creating a 360 data agency, Datalicious offers a wide range of data services from data warehousing, web analytics and media attribution over data mining, modeling and reporting to the planning and development of smart data driven campaigns and entire websites. We also participate in various industry forums such as the Omniture Customer Advisory Board in the United States and the ADMA Data & Analytics Council in Australia to help shape industry best practice.


Purpose of Veda media releases:
The information in this release is not intended to provide guidance or commentary as to Veda’s financial position nor does it constitute legal, accounting or other professional financial advice. To the extent permitted by law, Veda specifically excludes all liability or responsibility for any loss or damage arising out of reliance on information in this release including any consequential or indirect loss, loss of profit, loss of revenue or loss of business opportunity.