Financial data firm Experian is to buy privately-owned software firm Conversen for an undisclosed sum.
The FTSE 100 firm said it would fund the purchase using its own cash reserves.
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Its software helps marketers run campaigns in real time across multiple channels such as email, mobile, social, web and print media.
Experian said the acquisition provided it with a next-generation, multi-channel platform that is highly complementary to its existing email, social, display and off-line point solutions.
"It is a further step in Experian's strategy to become the global leader in digital marketing services and will form part of Experian's Marketing Services activities," the firm said.
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