Dunnhumby Acquires Stake In Aptaris To Optimize Promotion Analytics


Customer science company dunnhumby has invested in Aptaris, an enterprise marketing and promotions management technology provider, just a few months after the two companies announced a strategic partnership agreement. With the partnership, dunnhumby can further extend its data analytics to retailers.

The investment positions the two companies to develop a single end-to-end promotions management solution. Aptaris powered by dunnhumby can help stakeholders in the promotions planning process by:

  • Conducting real-time modeling and simulation on vendor promotional offers;
  • Forecasting the impact of total advertising circular performance; and
  • Making smarter choices to drive category growth and customer loyalty.

“This investment demonstrates dunnhumby’s confidence in our progressive approach to solving our clients’ challenges and the value of our combined solution to retailers’ businesses,” said Tom O’Reilly, CEO for Aptaris in a statement. “The ability to leverage science and data to deliver more relevant and even personalized promotions creates real competitive advantage for retailers ready to move past outdated spreadsheet systems.” 


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