Veda acquires KMS Data in NZ delivering on its growth strategy for marketing services


Sydney, Australia, Wednesday 30 July 2014: Veda, the data analytics company and leading provider of credit information and analytics in Australia and New Zealand, today announced the acquisition of New Zealand data and analytics company KMS Data.

The investment is part of Veda’s growth strategy for its Marketing Services division, Data-driven Marketing, and provides a platform to extend Australian solutions to the New Zealand market. KMS Data will be re-named Data-driven Marketing New Zealand.

KMS Data is a key player in the New Zealand consumer marketing space. Founded in 2010, KMS Data has been providing some of the most dynamic database resources available to New Zealand marketers and is considered an innovative leader in the market.

KMS Data’s customers, who range from large corporates to charitable organisations, have had access to KMS data and products which has resulted in delivering excellent returns on marketing investment (ROMI).

KMS Data provides privacy compliant database resources primarily used for marketing, research and analytical purposes. They have extensive resources in property data (over 2.2 million address points), consumer data, business data and telephone data.

Veda Chief Executive Nerida Caesar said the investment was consistent with Veda’s growth strategy to make targeted acquisitions and investments which complement our core business and allow us to develop new and enhanced products for our customers.

“Our investment in KMS Data extends the many offerings from our Data-driven Marketing business, in the Trans-Tasman market, which provides marketers and creative agencies best in class data, insights, campaign tools and analytic expertise. We can now offer a range of solutions to our customers, from contact data and segmentation through to highly sophisticated web analytics.”

Veda plans to continue to grow its marketing services business in New Zealand. This will see new and enhanced products deployed to assist customers in improving the effectiveness and return on their marketing, acquisition and customer contact programs.

KMS Data’s founding partners, Mark Cowan and Kathy Raynel, will join the Data-driven Marketing team. Kathy Raynel said “Veda’s investment in KMS Data provides a great opportunity to grow the business and benefit from melding Data-driven Marketing data assets with our data to offer more value and insights to our customers.”

Caesar said, “Data driven marketing is the new frontier for marketers and Veda plans to lead that change in our industry and deliver innovative new ways of doing business to our customers. Those who use it well can unlock powerful insights and better understand their customers and the markets they serve. It can enable them to maximise their marketing investment like never before.”