Experian buys US software firm

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.

At the end of 2011 Conversen reported gross assets of US$1m.

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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.