Nieuwegein, August 2020 – The Data Agency, consisting of the brands EDM, GeoMarktprofiel, Human Inference and LynqID, announces the acquisition of Invicta. The Data Agency announced its formation last month and the acquisition is in line with the group’s chosen strategy.

“The acquisition is the first step we take as a group. With the addition of Invicta to the portfolio of The Data Agency, we strengthen our position in the area of database management.” said Frank de Beun, CEO of The Data Agency. Invicta specialises in data-driven marketing and has years of experience in disclosing (big) data sources, using and applying artificial intelligence, realising a successful customer journey and shaping an omni-channel strategy and environment.

Invicta is the organisation behind the Customer Data Platform Invenna, the platform that creates and manages an up-to-date 360 degree customer view. “The platform fits seamlessly with the proposition of LynqID and is an extension of the proposition of Human Inference. It connects the brands of The Data Agency. The advent of the company and its platform allows us to realise even better insights for our clients.” Frank de Beun continues.

“We are proud to join The Data Agency.” says Pieter Hallewas, CEO of Invicta. “Invicta is a strong addition to the group and collaborating with the other brands enables us to enhance our expertise and accelerate the development of our software. Both the clients of Invicta and the clients of EDM, GeoMarktprofiel, Human Inference and LynqID will benefit from this step. For them, merging the software, knowledge and data that the group represents is a logical step towards the further integration of data-driven business”.

The specialisms of The Data Agency

The new group structure of The Data Agency was launched in July of this year and consists of EDM, GeoMarktprofiel, Human Inference and LynqID. Technology, data and analytics are the connecting factors between all brands, but each brand has its own specialism. Human Inference’s software solutions play a crucial role in compliance and Know Your Customer processes of organisations and government agencies; they monitor customer data and create a Single Customer View. LynqID merges expertise, technology and information from a nationwide database into one 360 degree customer view. They assist organisations that want to communicate cross-channel with individual customers. EDM specialises in the creation of the most updated and correct customer database, compiling and using audiences for online and offline customer acquisition and solid prospect data management. And GeoMarktprofiel helps organisations to create a complete and up-to-date view of customers and markets through reliable national segmentation data and analyses, so that they can make better data-driven decisions.