Kalido, the creative and digital services division of IVE Group Ltd, has acquired customer analytics and marketing automation business JBA.

The acquisition builds on Kalido’s data and digital expertise and will strengthen Kalido’s ability to deliver website analytics and optimisation, email and mobile marketing, marketing automation and targeted social advertising.

As a data led marketing agency, JBA is at the forefront of harnessing behavioural insights and data science to deliver exceptional customer experiences. Key services include reporting, modelling customer behaviour, lifecycle communication and content personalisation.

All existing employees will remain with the business, and will continue operating from JBA’s Melbourne office. JBA will retain their brand for the foreseeable future, and CEO James Bennett will continue to lead the business, and report to Kalido CEO Joel Norton.

Kalido CEO Joel Norton said, “JBA offers holistic data solutions to identify, visualise and respond to customer insight. They are experts in leveraging data to better understand and influence customer behavior, and support clients in driving optimum value from their marketing and data platform investments.

“JBA will further bolster Kalido’s ability to source comprehensive customer data and execute marketing programmes and improve customer experiences based on those insights.”

JBA CEO James Bennett said, “This is an exciting time for JBA to be joining Australia’s most diversified marketing communications group.

“The acquisition provides IVE with a market leading customer analytics and marketing automation business to help deepen existing customer relationships. Joining IVE will give JBA an expanded client base and access to capital for continued growth, as well as add further value to our clients and provide new opportunities for all of our staff.”

Warwick Hay, managing director of IVE Group said, “The acquisition of JBA is a key part of IVE’s ongoing diversification strategy which has been effectively executed over the last decade.