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e-centives Acquires BrightStreet

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Posted February 28, 2002 By Roy Mark     Feedback

Combination provides data tracking capabilities to help consumer packaged goods companies build and promote direct consumer relationships.

Online direct marketing firm e-centives, Inc., has completed its acquisition of the assets of BrightStreet, Inc., a developer of promotional and data tracking technologies. BrightStreet has developed patented technologies for companies to identify, build and manage consumer databases with precise consumer purchase profiles. Terms of the deal were not disclosed.

This technology and infrastructure is used for powering a variety of promotional offerings, including coupons, rebates, sales circulars, surveys, trial offers and loyalty programs. In addition, the system is able to better address the concerns about the potential for fraud in Internet couponing.

The Redwood City, Calif.-based BrightStreet system was built to meet the requirements of the Consumer Packaged Goods manufacturers with benefits that cross many other industries, delivering trackable promotions that can be tailored and analyzed market-by-market, store-by-store, consumer-by-consumer.

"We were convinced that BrightStreet was the leading technology platform for the delivery of key Internet-based promotional programs such as secure and targeted coupons that can be printed from a user's computer and individually tracked to offline redemptions," said Kamran Amjadi, chairman and chief executive officer of the Bethseda, Md.-based e-centives. "This closed-loop marketing technology provides one of the few mechanisms to precisely track marketing ROI, along with individual and aggregate consumer data."

BrightStreet executives and personnel have joined the e-centives staff, expanding operations in the company's San Francisco Bay Area office.

e-centives provides Internet direct marketing and distributed commerce infrastructure software and services. The company was founded in 1996 and has established relationships with companies across a broad range of industries including the Internet (portals and destination sites), retail, banking, insurance, and telecommunications. Clients include AT&T, Washingtonpost.com, iVillage.com, Dell and Vizzavi.

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