Briefs

ClickZ News, By Enid Burns | April 24, 2007

Responsys acquired predictive analytics and contact optimization firm Loyalty Matrix. The deal will help Responsys in its strategy to shift from an e-mail company to serve the larger arena of on-demand marketing.

The merger with Loyalty Matrix adds a layer of predictive analytics, which gives Responsys clients the ability to determine a customer's lifetime value and likelihood of attrition, and to identify a prospect's propensity to respond to marketing. Clients looking for predictive analytics services to complement their work with Responsys previously had to contract with a separate vendor or build an internal team to run manual analytics.

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