Spark New Zealand has announced that it has signed a conditional agreement to acquire marketing automation provider Ubiquity in a move that will blend the marketing software strengths of Ubiquity together with Spark’s big data and analytics software business Qrious.
Spark MD Simon Moutter said in a statement, “We’ve been increasingly confident about our emerging leadership in analytics and the potential of Qrious and we’re backing that confidence by investing in the next stage of its growth.
“We believe combining the powerful analytics capabilities of Qrious with the marketing solutions of Ubiquity and expanding Qrious into the data-driven marketing sector will unleash even more value for New Zealand businesses. The move makes a lot of sense and is consistent with our strategy to invest selectively where we see opportunities.”
The combined entity will see Ubiquity’s agency campaign services and its proprietary marketing automation platform, ‘Engage’, be enriched over time by Qrious’ rich geo-data and analytics capabilities to offer even more valuable marketing services.
Qrious CEO David Leach says this is an exciting step that brings together the complementary skills and interests of both Qrious and Ubiquity, and will enable the move into data-powered marketing to gain scale and critical mass significantly quicker than if Qrious was to develop this software capability on its own.