Catalina Marketing acquires E-centives, Collabrys

ST. PETERSBURG, Fla. Catalina Marketing has expanded its business with the acquisition of two digital couponing businesses.

The company said it acquired E-centives and Collabrys from Invenda Corp., calling the investment “strategic...to advancing long-term, viable digital innovations for our industry partners, as well as our commitment to shoppers who seek customized value delivered through their preferred channel of communication.”

“Catalina Marketing has spent the past 25 years transferring our understanding of how purchase decisions can be used to motivate, enforce or drive new buying decisions,” said Dick Buell, Catalina Marketing’s chairman and CEO.  “Delivering relevant communications to the right audience, and measuring the performance of marketing spends, is at the core of all our business initiatives. We are excited about extending this level of shopper understanding and shopper value to the digital space for our consumer packaged goods, food, drug and mass partners.”

Catalina Marketing’s acquisition announcement follows the company’s release of CPG mobile couponing performance data, as well as the recent appointment of former Google Affiliate Network executive, Chris Henger, to lead its digital business.

With 14 years of experience working with CPG companies on digital couponing, customer relationship marketing database management services, e-mail marketing, and Web site development, E-centives brings three critical elements to the table: established technology platforms, proven, innovative industry professionals, and a valuable portfolio of intellectual property and patents.