Credit reporting giant Equifaxis acquiring consumer profile
and e-marketing company Naviant in a $135 million deal that will allow for
the combination of both companies’ extensive databases.
Naviant’s e-mail database consists of more
than 100 million unique permission-based addresses, following its
merger last year with eDirect.
“Naviant accelerates our strategy of growth through the enrichment of our
data assets and strategic acquisitions,” said Thomas F. Chapman, Equifax chairman and CEO, making no bones
about the fact that Naviant’s e-mail databases will be combined with
Equifax’s extensive marketing data and technology.
Boca Raton, Fla.-based Naviant, founded in 1997, recently acquired
the e-mail unit of online ad network 24/7 Real Media,
creating one of the largest players in the space.
Atlanta-based Equifax said the acquisition would provide a “significant new
distribution channel for (its) rapidly growing Direct to Consumer business.
The transaction is expected to be neutral to 2002 earnings and accretive in
2003, Equifax said. Naviant is expected to post revenues of about $60 million
this year.
Naviant’s CEO Michael Brauser will continue to oversee day-to-day operations.
Naviant also acquired both SweepsClub.com Inc., which specializes in
reward-based e-mail marketing and postal direct-mail marketer Data One
Marketing. Naviant clients include AT&T, Circuit City, Microsoft, Oracle and
Pizza Hut, among others.