E-Centives Evolves Into Invenda
"What's old is new," said Dadi Akhavan, president of the firm that he co-founded 11 years ago, commenting on the recent rash of industry consolidation. "From day one, our perspective was multiple areas and businesses within this broader entity of bringing buyers and sellers together."
One factor that has changed since the early days, Akhavan said, is an increased need for "substance," with "left-brain marketing components [measurement, tracking, ROI, etc.] becoming as important, maybe more important" than creative elements.
"A lot of companies are putting things together in silos, and marketers are looking for integrated solutions," he added.
How the integrated solution comes together at Invenda is exemplified by recent work for client Colgate, which brought together in one campaign such elements as an e-mail newsletter, coupons, an instant-win sweepstakes, and user-generated content in the form of a Mother's Day story and photo contest.
The name Invenda combines "Invent" with the Latin word "Vendo," meaning to sell recommend or advertise. The company said the new name better reflects its current business, which has evolved largely through four key acquisitions over the years: the e-commerce search business of Inktomi, ConsumerREVIEW, Collabrys, and Brightstreet's technology for home-printed Internet-coupons.
As the name change became effective last week, Invenda implemented a one-for-ten reverse stock split, reducing the amount of common stock from approximately 62.6 million shares to over 6.2 million shares.
For the first quarter of 2007, the company's revenue increased 6% to $1,467,000 over the same period a year earlier, with 69% coming from the Interactive Database Marketing division, now under the Collabrys banner. Net loss for the quarter was $1,202,000, down from $1,354,000 in 2006.
Invenda was born as Imaginex in 1996, taking on the E-centives moniker in 1999.
Recent Online Media Daily Articles
-
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ... -
Good TV Content Trumps On, Whether Trad TV Or Streaming May 22, 2:42 p.m.
While consumers continue to perceive TV programming as superior in quality to that of online fare, ... -
Google Releases Self-Serve Display Benchmark Tool May 22, 2:02 p.m.
Understanding how a brand's online campaign competes with competitors requires trending benchmark data like engagement rates ... -
Twitter Brings Lead Generation To Tweets May 22, 1:14 p.m.
Twitter began testing a lead generation tool Wednesday in its tweet stream that resembles a cross ... -
DigitasLBi, Razorfish Tap Execs For Global Ops May 22, 11:26 a.m.
Publicis Groupe digital agencies DigitasLBi and Razorfish have installed new executives to run their respective international ... -
More Consumers Turn To Mobile To Research, Book Travel May 22, 8:53 a.m.
More than half of consumers used a mobile device to book travel in the last 90 ... -
Showrooming Overhyped, Mobile Key To Shopping Purchases May 22, 8:53 a.m.
Given consumers' mobile in-store shopping trends, some consider the showrooming hoopla overblown. The research process still ... -
Shopping App Swirl Adds In-Store Capability May 22, 8:53 a.m.
Swirl entered the mobile shopping fray last year with an iPhone app allowing users to learn ...
Be the first to comment on "E-Centives Evolves Into Invenda"
Leave a Comment