dunnhumby Acquires Sociomantic to Revolutionise Digital Advertising

3 April 2014

New Solutions to Provide Unprecedented Levels of Relevance for More Than a Billion Consumers Worldwide

LONDON – dunnhumby Ltd., the world’s leading customer science company and a wholly owned subsidiary of Tesco PLC, today announced the acquisition of Sociomantic Labs GmbH, the Berlin-based global advertising technology firm. Terms of the deal were not disclosed.

dunnhumby will combine its extensive insights on the shopping preferences of 400 million consumers with Sociomantic’s intelligent digital-advertising technology and real-time data from more than 700 million online consumers to dramatically improve how advertising is planned, personalized and evaluated.  For the first time, marketing content can be dynamically created specifically for an individual in real-time based on their interests and shopping preferences, and delivered across online media and mobile devices. 

“Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, with personalized communications that are valuable and meaningful,” said Simon Hay, CEO of dunnhumby Ltd. “Applying this approach to make online media a better experience for consumers and marketers is paramount to us. Our observed campaigns to date have shown that increased relevance leads to significantly better engagement and response rates,” he continued. “Doing that at a scale of more than a billion people is unprecedented.”

Sociomantic Labs GmbH is a global leader in programmatic digital advertising solutions. The company employs more than 200 professionals in 16 offices worldwide with over $100 million in revenue in 2013, working with brands in electronics, retail, fashion and travel services in more than 60 markets spanning six continents. Sociomantic’s talent, technology, and experience will immediately expand dunnhumby’s strategic footprint, global reach, and client portfolio.

“dunnhumby is a global leader in building consumer loyalty and has pioneered new ways for marketers to interact with consumers. Together, we can help brands improve the relevance of their messages to create more personal interactions with their customers online and across mobile devices” noted Thomas Brandhoff, Managing Director and Co-Founder of Sociomantic.

Dave Balter, Global Head of Investments, dunnhumby noted, “Consumers want to see ads for the products and offers they care about.  Marketers have an opportunity to benefit from the vastly improved response rates and ROI that come from more relevant ads. This acquisition means that retailers and brand owners will be able to harness deep customer insights to drive relevant messaging, campaign execution, and evaluation, improving the experience for consumers and the results for marketers.”

dunnhumby celebrates 25 years as a customer science company this year. Having first reinvented the grocery loyalty program in partnership with Tesco’s Clubcard, cited as one of the most successful loyalty programs in the world, dunnhumby now analyzes and applies insights from more than 400 million customers around the world.

Stella Advisors LLP is acting as exclusive financial advisor to dunnhumby in connection with the transaction.


About dunnhumby Ltd.

dunnhumby is the world’s leading customer science company. We analyse data and apply insights from more than 400 million customers across the globe to create better customer experiences and build loyalty. Our insights and strategic process help clients create competitive advantage and enjoy sustained growth. dunnhumby employs nearly 2,500 employees in offices throughout Europe, Asia, Africa and the Americas, and serves a prestigious list of companies including Tesco, Coca-Cola, Macy's, Procter & Gamble and PepsiCo. For more information, please visit us at www.dunnhumby.com.


About Sociomantic

Sociomantic drives incremental sales at scale for e-commerce marketers with programmatic display advertising solutions for online, mobile and social. Sociomantic's proprietary Streaming CRM™ technology enables marketers in more than 60 countries worldwide to harness the value of CRM and other first-party data assets to deliver individually personalized dynamic ads for retargeting, prospecting and loyalty campaigns – helping marketers turn real-time data into real-time ROI. Sochiomantic has been profitable since its founding in Berlin in 2009, and has grown organically to more than 200 employees in 16 offices today.