WPP acquires data marketing business I-Behaviour

WPP has acquired US data marketing business I-Behaviour Inc through KBM Group, part of its Wunderman network, as it looks to increase its investment in digital knowledge-based marketing solutions.

I-Behaviour Inc: acquired by WPP
I-Behaviour Inc: acquired by WPP

Colorado-based I-Behaviour is a privately held data co-operative, that provides direct marketing services to merchants, including retailers, financial services firms, consumer magazines and business-to- business companies.

More than 1,900 merchants in the US contribute data about customer transaction behaviour, in exchange for detailed predictions about future consumers buying behaviours, garnered from the database.

The database has information on more than $320bn-worth of online and offline purchases in the US. It covers purchases by 171 million consumers from 110m households and also has information generated by 103 million online shoppers and 35 million business-to-business purchasers.

Lester Wunderman, the I-Behaviour chairman, who first coined the term "direct-marketing" in 1967, founded WPP-owned direct marketing agency Wunderman in 1958.

Last month, WPP reported a 12.2% rise in third-quarter revenue to £2.2bn, with the group's specialist communications division, which includes Wunderman, OgilvyOne Worldwide and VML, alongside healthcare, branding and identity businesses, growing by 12.8%.