Experian Buys In To Social Media Marketing

Another sign major companies have cottoned on to social media marketing buzz – data giant Experian has acquired a majority stake in Techlightenment, an agency which develops such strategies for companies.

Experian says it will use its own “data, client base and geographic reach alongside Techlightenment’s technology and digital expertise, to enable clients to build their brand and direct response campaigns in the social media environment”.

As well as principally being a credit reference agency, Experian also has a marketing services division, providing businesses with data about shoppers’ buying habits (Simmons) and internet consumption trends (Hitwise), and sending out campaigns (CheetahMail).

London-based Techlightenment formed in 2007 and has developed campaigns for GlaxoSmithKline, Skype, Facebook and Lovefilm.

Terms of the deal weren’t disclosed in the announcement or to investors. The stake is being bought from the company’s founders. “Techlightenment’s revenue in the year to 28 February 2011 is expected to be approximately £5m, with gross assets at the year-end of £2.5m.”