Spark New Zealand has finalised its acquisition of marketing automation provider Ubiquity, announced in June as part of Spark’s growth strategy for its data analytics subsidiary Qrious.
Spark describes Ubiquity as being for marketers who need to communicate with their customers in a more relevant way across multiple channels using the power of data and marketing automation.
According to Spark it is NZ’s only marketing automation provider delivering complete end-to-end solutions and with “both a software platform and in-house specialists that support clients with the expertise to drive superior data-driven marketing results.”
When it announced the move, Spark said it planned to enrich Ubiquity’s agency campaign services and its proprietary marketing automation platform, ‘Engage’, with Qrious’ rich geo-data and analytics capabilities to offer more valuable marketing services.
Qrious CEO David Leach said the deal would enable Qrious to move into data-powered marketing and gain scale and critical mass significantly quicker than if Qrious were to develop similar software capability on its own.
Spark CEO Simon Moutter told investors at the company’s investor day briefing on 30 June that Ubiquity would be used to help achieve the goal of making Qrious “the number one big data and analytics software product company in New Zealand with global reach and annual turnover in excess of $100m.”
Jason Paris, CEO Spark Home, Mobile and Business, told the briefing that Spark’s long term goal was to “use smart data to have real time, seamless sales and service experiences with customers across all products and channels.”
He said a Qrious mobile market share model had been created to provide timely customer insight by region and that the company planned to use smart data to identify areas of improvement that would drive greatest return.