IgnitionOne Closes Deal On Knotice, Acquires Life Cycle Management Services

IgnitionOne has acquired privately owned digital tech company Knotice to add data management, digital messaging, mobile services, and email-based marketing automation (ESP) into its Digital Marketing Suite (DMS).

Knotice's cloud-based DMP features will integrate into IgnitionOne DMS to improve media optimization, marketing automation, cross-channel attribution, audience scoring, and more. Terms of the deal were not disclosed.

Knotice CEO Brian Deagan joins the IgnitionOne management team to innovate and assist in executing the long-term strategy to simplify digital marketing for brands and agencies. Some 420 employees in 17 global offices in 10 countries, including over 150 technologists, will support clients in the combined company.

Along with a slew of talented employees, IgnitionOne acquires the Knotice data management platform (DMP), Knotice 5. It will allow IgnitionOne to offer a complete line of marketing life cycle management services, from acquisition through conversion to retention. "Knotice was particularly interesting because its culture not only shares our vision of integrated, simplified marketing, but the company also has strategic technology that will help us provide our clients with a more comprehensive digital marketing technology stack," said IgnitionOne CEO Will Margiloff.

New services will roll out to support clients as a result of the purchase. Some examples of practical uses include providing total marketing life cycle management where IgnitionOne can help marketers acquire prospects through media, convert them to customers through marketing automation, and manage retention programs through channels like email and mobile. The company can now leverage first-party data to tie to cross-channel activity for tracking across touchpoints and devices.

Despite the fact that one conversation seems to evade marketers -- the one stemming from how to track searches from the email to the browser, rather than through the email click to the retailer's Web site -- Margiloff is convinced there is a clear path. He said search helps bring awareness and acquisition of new prospects, but email helps drive return business and loyalty because it's all about delivering on the full customer life cycle.

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