V12 Group, a premium marketing data provider, has been acquired by DataMentors LLC, a leading Data-as-a-Service company. The combined company, which will rebrand under the name of V12 Data, combines the strengths of two of the most respected names in the data industry to deliver integrated omnichannel data products and services.
JEGI, the leading independent investment bank for the global media, information, marketing, software and tech-enabled services sectors, headquartered in New York, NY, represented V12 Group in this transaction.
The new V12 Data is led by DataMentors’ CEO Anders Ekman. DataMentors, long a leader in marketing technology, acquired marketing data provider Relevate Group in 2015. The V12 Group acquisition is another important milestone in the company’s journey to become the preeminent marketing data company. Headquartered in Red Bank, NJ, V12 Group has proven itself to be a force in omnichannel data, highlighted by its digital data business. V12 Group has also created an industry-recognized data access platform which will make the delivery of the combined company’s data products faster and easier than ever before.
According to Ekman, “V12 Group has established a market-leading position in providing brands with rich data sets including consumer and digital data powered by a strong technology platform. This acquisition is a great opportunity to combine V12 Group’s assets with DataMentors’ powerful data products such as Relevate Auto, Telematch, and our first party data management business.”
V12 Group’s founder Paul Chachko states, “The combination of these assets presents all existing and potential clients with one of the most accurate and broadest data sets available. I’m proud of what we built at V12 Group and look forward to following the company’s success.”
V12 Data’s omnichannel products have breadth and depth and include 210 million consumer contacts with full postal address, 180 million VINs, 208 million consumer emails, 150 million connected consumers across 1,500 audience segments, 240+ million device IDs and the ability to identify customers and prospects and unify addressable identities across all devices and channels.
Financial partners to the company in this transaction include original DataMentors investor Brook Venture Partners of Wakefield, MA; current DataMentors investors Bay Capital Investment Partners of Providence, RI and Spring Capital Partners of Baltimore, MD; and new investor AB Private Credit Investors of Austin, TX.
ABRY Partners of Boston, MA, a current V12 Group investor, has joined the investor group in V12 Data. John Hunt, Managing Partner of ABRY and new Board Member of V12 Data, said of the transaction, “We’re excited to be involved in the evolution of the V12 Group to V12 Data, and are confident in the game-changing potential of the company.”
“Data has become the fuel that drives competitive advantage for today’s marketers. The integration of unparalleled data products and synergies between DataMentors and V12 Group create an end-to-end player that is truly unique in today’s market,” said Ned Williams, Chairman of the Board and partner at Brook Venture. “We are delighted to help the company on its mission and welcome ABRY and AB to the investor group.”
About V12 Group
V12 Group is a premium data provider. Through proprietary technology, businesses of all sizes gain access to over 5 billion premium consumer, business, and automotive records. For more information, visit v12groupinc.com.
About DataMentors
DataMentors is the industry’s leading provider of Data-as-a-Service (DaaS) and Right Time Marketing. Our comprehensive data solutions combine an integrated suite of data products, marketing technologies, and analytics to deliver: The Right Person, at the Right Moment, through the Right Channel. This makes us the Right Answer for clients seeking to grow, acquire, and retain their most profitable customers with cross-channel marketing strategies. We help companies leverage the modern data ecosystem and real-time data analytics to create a customized “always on” dataset of consumers where purchase is imminent. Recognized by Gartner for data quality for the past nine years, we provide the most powerful marketing data and technology services in the industry. For more information, visit www.datamentors.com.
About JEGI
JEGI has been the leading independent investment bank for the global media, information, marketing, software and tech-enabled services sectors for more than 28 years. Headquartered in New York, with offices in Boston and London (via its partnership with Clarity), JEGI has completed more than 600 high‐profile M&A transactions, serving global corporations; middle‐market and emerging companies; entrepreneurial owners and founders; and private equity and venture capital firms. For more information, visit www.jegi.com.
