Tesco owned Dunnhumby acquires Sociomantic


Screen Shot 2014-04-03 at 9.39.32 pmdunnhumby, a wholly owned subsidiary of Tesco, has acquired Sociomantic Labs, a Berlin-based global advertising technology firm. The terms of the deal have not been disclosed. According to a company statement, Sochiomantic has been profitable since its founding in Berlin in 2009, and has grown organically to more than 200 employees in 16 offices. It reported revenues of over $100 million in 2013. Business Insider had reported the possibility of this deal a couple of weeks ago, quoting industry sources.

Sociomantic has operations in India, set up almost a year ago, led by Mahesh Narayanan, who was previously the Country Head (Mobile) for Google India. It has most e-commerce companies as its clients, including Flipkart, Jabong, Ebay and Goibibo. Interestingly, Narayanan had joined Google after AdMob, of which he was Country Manager for India, was acquired by the co. Narayanan told MediaNama that Sociomantic currently has 5 employees in India, and headcount will soon increase to 10. He declined to comment on which Dunnhumby products will be released in India, saying that it is too early.

Dunnhumby analyses data from more than 400 million customers across the globe to customise customer experiences, with products for tracking and analysing e-commerce product performance, merchandising analytics and social communication. It serves clients such as Tesco, The Kroger Co., Coca-Cola, Macy’s, Procter & Gamble and PepsiCo. Sociomantic Labs works with e-commerce marketers to offer them programmatic display advertising solutions for online, mobile and social. It offers personalized dynamic ads for retargeting, prospecting and loyalty campaigns.  It adds, to Dunnhumby’s portfolio of offerings, digital-advertising technology and real-time data from more than 700 million online consumers, to improve how advertising is planned, personalized and evaluated. 

Tesco in India

While this is probably not related, it’s worth noting that Dunnhumby parent Tesco, last month, announced a joint venture with the Trent Limited, a part of the Tata Group, for a 50:50 joint venture in India in Trent Hypermarket Limited, which operates the Star Bazaar retail business in India.  Tesco will be investing GBP 85 million in the venture. THL will operate  12 stores retailing a range of merchandise including food and grocery, personal and home care products, home and kitchen, fashion and accessories etc.  Since 2008 Tesco has had a wholesale supply and franchise /technical service agreement to supply merchandise and provide technical knowhow and support to THL in India.