Every business has a website, and every website has the challenge of converting its visitors. On average, 97 percent of website traffic remains unknown and unconverted. In addition, while digital retargeting is important for keeping brands in front of visitors, the cold hard facts are that 30 percent of devices have ad-blocker software (and that rate is growing), and response rates on digital ads are typically only 0.07 percent. This affects all businesses, even click-and-mortar companies, where website conversion can still be the lifeblood of the businesses. This means that even the best online marketers need additional ideas and tactics to help convert online browsers into real buyers.
Publicis Groupe has struck a deal to acquire data-driven marketing agency Epsilon for $4.4 billion.
Epsilon is a major player in people-based precision marketing in North America, with approximately 9,000 employees, including 3,700 data scientists and 2,000 Bangalore-based technology delivery members. Last year the company generated $1.9 billion of net revenue, 97% in the U.S.
With Epsilon at the core, Publicis claims it will now become the first player to offer a “unique end-to-end service” that will result in enhanced growth of its existing businesses while opening up new opportunities.
This will happen in primarily three categories, according to the company. On the creative side, Epsilon assets will enable the Groupe to further adapt real-time context with customers. On the media side, the connection between Epsilon’s data sets and Publicis Media’s touchpoints will build consumer IDs, segment audiences and maximize media-buying ROI by more accurately measuring and optimizing campaigns in real-time.
more at: https://www.mediapost.com/publications/article/334497/publicis-groupe-agrees-to-acquire-epsilon-for-44.html